3 Ways to Use Data for B2B Sales Outreach


The end of the year is almost here, which means it’s crunch time for B2B sales professionals. The question is, are you going to hit your quota, exceed expectations, or fall short? If it’s looking like the third option, don’t give up just yet.

With B2B data, you can improve your prospecting and reach more of the right buyers.

Continue reading to learn about 3 ways to use data for B2B sales outreach:

  1. Get Direct Contact Information
    This tip might seem obvious, but you’d be surprised how many sales reps still use switchboard numbers and hope to reach decision makers. Of course, you can get lucky sometimes. But this isn’t a sustainable strategy at scale. In fact, if you use direct phone numbers instead, you can shave an average of 17 minutes off your time to connect (source: VorsightBP).
    So rather than going through gatekeepers, use a market intelligence tool, like ZoomInfo. This allows you to increase sales productivity with access to direct phone numbers and email addresses for key contacts at your target accounts. This information is even available within your existing workflows, as these solutions integrate with other technologies, like LinkedIn and Salesforce.com.
  2. Learn More About Prospects
    Now, you may think personalization takes too much time. But when done correctly, it can generate results. Our suggestion: follow the 80/20 rule. Work with sales and marketing leadership to develop email and voicemail templates that fit within an effective cadence. Then keep 80% of the text and change up to 20% of it, depending on the individual recipient.
    Not sure what’s truly relevant to include? Market intelligence can help by providing insight into a prospect’s work history, web mentions and more.
  3. Find Contacts Matching Key Criteria
    Calling prospect after prospect, but not converting any into opportunities? You may need to adjust your targeting. While it’s tempting to cast a wide net and see who responds, it’s better to focus on contacts that actually match the characteristics of your buyer personas.
    So take a moment to analyze your B2B data. Specifically, pay attention to the following demographics and firmographics:

    • Job title
    • Job function
    • Management level
    • Industry
    • Company size & revenue.

With this information in mind, you can then build off your past successes and identify more potential buyers within your Total Addressable Market (TAM).

Improve your B2B sales outreach with ZoomInfo. Contact us today to learn more!