3 Reasons B2B Sales & Revenue Teams MUST Collect Buyer Engagement Data Within The Sales Cycle

• Buyer engagement data leads to more efficiency and faster wins.
• Pipeline forecasts built on buyer engagement data are much more accurate.
• Get the most out of your AI functionality.
• Omedym allows you to capture the most extensive buyer engagement data on the market.

In today's competitive B2B landscape, understanding your buyer's behavior isn't just an advantage—it's a necessity. As B2B sales and revenue leaders, you must prioritize the collection of buyer behavior data to stay ahead, especially if you're using (or planning to use) artificial intelligence within your organization. Read on to learn why buyer engagement data is crucial and how it can transform your sales process.

First, What Is Buyer Engagement Data?

Buyer engagement data is information about a buyer’s behavior interacting with your content and sellers through digital platforms (digital sales rooms or interactive demonstrations, for example). 

An example of buyer engagement data is "the CFO accessed the portal at 10:46AM and reviewed the proposal for 11 minutes."

An example of non-buyer data is a seller's note added to an opportunity in the CRM: “The buyer has shared proposal with the CFO and is confident that the deal will close next month.”

In this scenario, the buyer engagement data example is actually able to prove that the CFO has seen your proposal, showing that the deal is progressing as expected.

1. Buyer Engagement Data Leads To More Efficiency And Faster Wins

To effectively support your buyers throughout the sales cycle, you need to understand what they care about and where they are in their buying process. Buyer engagement data provides revealing insights that sales data simply can't match.

Buyers' engagement within digital platforms provide actionable insights, telling you exactly what part of your product or offering they're interested in. In the case of buyer's evaluating a product within Omedym's digital sales rooms, buyers' searches, content viewed, colleagues invited, and topics accessed are all revealing indicators of a buyers' interest and intent. Sellers leverage this data to make their follow up messages and questions during live interactions highly relevant to the buyers and their pain, addressing specific needs and interests to make your interactions more effective. In short, buyer engagement data allows you to close deals much faster.

Seller data, on the other hand, only paints the picture of how a buyer has progressed down an internally built, linear sales cycle. It attempts to portray where a buyer is in the deal cycle to inform next sales actions and influence pipeline forecasts. But in a buyer-led landscape, this strategy is becoming less and less accurate. And data that is entered in by a sales rep is often incomplete and prone to errors. It may not capture the full truth of buyer's engagement, making it unreliable.

2. Pipeline Forecasts Built On Buyer Engagement Data Are Much More Accurate

Buyer behavior data allows for more accurate forecasting than relying on seller intuition. When you base your forecasts on concrete actions rather than subjective opinions, you can have greater confidence in your sales projections.

Watch Now! How Sales & Revenue Leaders Create Accurate Pipeline Forecasts Based On Buyer Behavior (~2min Video)

3. Supercharge Your AI Functionality With Buyer Engagement Data

As AI becomes more integrated into sales processes, the quality of the data it processes is paramount. AI tools rely on CRM data to carry out tasks such as streamlining outreach and generating content recommendations.

Sound data is crucial. If the data fed into your AI tools isn't accurate, the AI's output won't be reliable. This can lead to ineffective strategies and missed opportunities. With high-quality buyer behavior data, however, AI can significantly improve the efficiency of your sales processes, providing valuable insights and accelerating deal closures.

Compounding gains over time: Over a longer period of time, accumulated data enables AI models to optimize the buying process. From content recommendations to next steps in the sales journey, AI has more opportunities to analyze, allowing it to fine-tuned processes to close deals even more efficiently.

Investing in buyer behavior data now will not only streamline your current sales process but also provide a significant competitive edge in the future

How To Collect Buyer Engagement Data

Platforms like Omedym, which combine interactive demos and digital sales rooms to create the ultimate B2B buying experience, are invaluable for gathering extensive buyer data. This data is automatically pushed to the CRM, including details such as who visits the portal, when they visited, for how long, what they searched for, what they watched or read down to the second, which colleagues they invited, and even their reactions to the content. This seamless integration eliminates the need for reps to manually enter data. The best part is, you can be up and running with Omedym within days.

The Future Of B2B Sales Is Leveraging Buyer Engagement Data

In conclusion, collecting buyer behavior data is no longer optional for B2B sales and revenue teams. It's a strategic necessity that drives better understanding, more accurate forecasting, enhanced AI capabilities, and long-term competitive advantage. Start now to unlock the full potential of your sales process and ensure future success.

Thank you for reading!

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