The sales cycle is not simple anymore.

In fact, 57% of the purchase decision is complete before a customer even calls a sales rep (source). Not only that, but more people are now involved in the decision-making process.

Want to shorten the B2B sales cycle? Check out these tips:

1. Know your target market.

Stop wasting time targeting the wrong people with the wrong message. You may be tempted to send email campaigns to every contact in your database, but this will actually decrease your click-through-rate and hurt your sender score.

Think about it- If you’re a sales manager, would you open an email about social media marketing? If you answered no, you’re not alone. In fact, 69% of email recipients report email as spam based solely on the subject line (source).

Also, keep in mind that your contacts are in different stages of the sales cycle. As such, someone who isn’t yet ready to buy and just entered your sales funnel won’t want to read the same messages as someone who’s ready to make a purchase any day now.

The solution is to understand your buyer personas. Take time to consider the titles, job functions, company sizes, and industries in your current database. This data will help you identify your best buyers. When buyer personas are used across sales and marketing, sales reps know who to target, allowing them to find the right contacts faster.

2. Alignment between sales and marketing.

Have you heard of “smarketing?” If you want to generate more leads and increase revenue, you must focus your efforts on securing sales and marketing alignment. Consider these statistics (source).

  • Companies with strong sales and marketing alignment achieve 20% annual growth rate
  • In contrast, companies with poor sales and marketing alignment have a 4% revenue decline

Communication is key. Marketing and sales may be different departments, but they still need to work toward common goals and use the same metrics to measure success.

It also helps to clearly define your buyer personas, as well as at every stage in the sales cycle, from leads to opportunities. Surprisingly, only 45% of businesses have established a company-wide definition of a sales-ready lead (source).

3. Sales prospecting.

Buyer personas inform sales reps who to focus on connecting with and help them hold relevant conversations. Once you’ve identified your buyer personas, you can grow your pipeline with similar contacts. It will also be easier to engage your leads at every stage of the sales cycle.

You can use a tool like ZoomInfo to learn more about their backgrounds. With this information in mind, you can then address their pain points with targeted content. For more, check out our extensive list of sales cycle tips.

The ZoomInfo contact database can help you identify your buyer personas and get the information you need to shorten your sales cycle.

About the author


ZoomInfo combines the leading business contact database with best-in-class technology to pinpoint, process, and deliver the marketing and sales intelligence you need— exactly when and how you need it, to always hit your number.

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