The benefits of real-time content in B2B marketing

Access to information has put B2B buyers in control of their path to purchase. In fact, many buyers are two-thirds to 90% of the way through their journey before they even contact a salesperson.How can B2B marketers help their sales team overcome this challenge and equip them with the information they need to make the most out of every customer interaction?

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B2B marketers need to enable their sales teams to lead the conversation with customers and prospects by connecting content, technology, analytics and insight through real-time solutions.

Targeted, real-time content creates a better customer experience because sales people are equipped with the information they need to present the most relevant solutions to customers. And 86 percent of customers will pay more for a better experience. With real-time tools, like custom applications, that deliver custom materials for each customer interaction, your sales team can be on top of every conversation, minimize lost opportunities and drive stronger customer engagement, retention and brand consistency.

Additionally, according to eConsultancy’s B2B Real-Time Marketing Report, “when asked about the impact of real-time on conversion rates, 26% of B2B respondents reported an uplift, a percentage exactly the same as B2C companies.”

Pacific Union Sells More Homes with Real-Time Sales Solutions

In the highly competitive San Francisco Bay Area real-estate market, Pacific Union needed a way to produce real-time proposals—with property highlights, market insight and firm capabilities—to win scarce listings.

To overcome this challenge a field sales enablement platform was created that produces custom proposals in 15 minutes—down from an hour – enabling agents to instantly deliver customized presentations to customers.

Nimble action improves the customer experience and makes the difference in gaining listings.95% of Bay Area agents adopted the technology in the first year, and Pacific Union opened the application to their entire organization.

Using data and analytics to assess, guide and improve team performance is at the heart of successful enablement.  From an executive perspective, optimizing sales enablement with technology and best practices can lead to:

  • Higher sales productivity,
  • Increasing lifetime customer value
  • Better returns on marketing investments.

What challenges do you face when connecting sales and marketing? Leave your thoughts in the comments.

Learn more on how to empower sales and marketing with real-time enablement systems.