Using Predictive Intelligence To Increase Sales Revenue, with Christine Zmuda, Episode #89

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Predictive Intelligence is changing the way marketing and sales professionals get results. In short - it allows us to give individual prospects or customers experiences that are unique to them and fit where they are in the sales process. It does so by utilizing data from all web-based channels: email, mobile, social, and even a call center. Best of all, predictive intelligence is proven to drive key business results.

To speak with me about this issue I invited my friend Christine Zmuda to be my guest on this episode of #SellingWithSocial. Christine is Senior Director for Emerging Solutions at Microsoft - and in particular, she’s overseeing the Microsoft / LinkedIn relationship now that Microsoft has purchased the platform. That’s one of the first key areas Microsoft is putting predictive intelligence to work, and you’ll hear about it on this episode.

Christine has held several leadership and individual contributor positions at Microsoft, Yammer, and Mobil Oil. As a senior member of the Emerging Solutions team, Christine is responsible for landing Microsoft Relationship Sales worldwide. She is a graduate of Michigan State University (B.A. degree) and American University (M.B.A.) and is a member of Women in Technology. She also serves on the board of the Ted Rullo Foundation, a not for profit designed to further education opportunities for student athletes.

 

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Digital Selling Is About More Than Social Media

 

We use a host of synonyms to describe the ways we approach marketing and sales these days - direct response, digital marketing, social selling, email marketing, inbound, outbound, etc. - but the day has come when marketing and sales success must figure out how to integrate of all of them. We need to think in a broader sense than just social media engagement with prospects.

In this conversation, Christine and I discuss why sales teams need to shift their perspective beyond social media interactions and even beyond initial conversations. There is more that can be done, in exponentially more effective ways using the entire digital spectrum of tools. The predictive intelligence Christine’s team is using to create powerful LinkedIn/CRM integrations is one example of how it’s happening. Be sure to listen so you stay on top of the trends and learn how to use these technological advances to build a better sales machine.

 

Predictive Intelligence Helps Sales Pros And Organizations Connect With Buyers

 

Messages that resonate with where we are in life are the ones we notice and take action on - because they mean something to us on a personal level. As marketing and sales professionals we need to think of our buyers in that way - they are unique human beings with unique personal and professional challenges. What can we do to speak to them where they are and in light of their particular challenges? The better we can answer that question, the more effective we’ll be at initiating engagements that lead to sales.

Predictive intelligence takes the guesswork out of the equation. It enables us to pull together the actions taken by our ideal buyers, analyze those actions as data points rather than subjective hunches, and predict the most effective ways to engage with them. Surveys of companies using the technology show an impact across the board:

Website revenue increases of 10% Email click-through improvements of 35% Email conversion rates increased by 25%

Learn about the power of predictive intelligence and how it can help you reach your sales targets, on this episode of Selling With Social.

 

 

Sales Leaders Can Now Understand HOW The Customer Journey Is Happening

 

The reason predictive intelligence is having such an impact on sales is simple: Until now, sales cycle evaluation had to be done subjectively. It looked something like this - Sales leaders would pull together their teams and ask how various deals in the pipeline were going. The responses they received were based on the salesperson’s impressions about the deal. It was the best approach we had.

But no more. Now we can rely on real data instead of sales team opinions and inferences, and the difference it makes is staggering. Listen to this episode to learn how this new technology is making relationship building easier, the customer journey of individual buyers more transparent, and the sales process more intentional and effective.

New Technologies Turn Relationships Into Revenue

 

The responsibility for driving leads into the sales funnel is no longer the job of marketing - it’s the job of everyone in the company. With the widespread use of social and other digital tools, everyone from the CEO to the custodians have the ability to project a positive and appealing brand image to those they connect with digitally. Those connections can matter for the bottom line success of the company.

What would happen if companies set quotas for every team member - no matter their role in the company - to generate at least one sales lead per calendar year? Listen to this episode to hear how new technologies like predictive analytics are turning relationships into revenue, helping government leaders and influencers make a larger contribution, and enabling hiring teams locate, court, and hire the best candidates for their teams.

 

Join Vengreso at STAR, February 11-13, 2019 to mix and mingle with forward thinking sales executives and thought leaders. We're extending a $250 savings to all Vengreso subscribers. For full details visit: http://frost.com/vengreso and use discount code MARIO at registration

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Outline of This Episode

 

[1:40] Christine’s role with Microsoft and what she’ll be bringing to this conversation [6:01] What is predictive intelligence and why does it matter for sales? [13:08] How a CRM is able to become a “can’t do without” tool [17:08] LInkedIn has traditionally been a closed platform. Can that change? [19:40] Sales leaders can now understand how the sales process is happening [24:33] Trends in predictive intelligence: client engagement [29:12] Turn relationships into revenue [32:21] Advice for those who are trying to figure out digital sales effectiveness [37:22] Digital prospecting is not just for salespeople [42:10] Company-wide executives can put their relationships to work for the business Resources Mentioned

 

Christine on LInkedIn:https://LinkedIn/in/Zmuda Christine on Twitter: https://Twitter.com/CZmuda Christine’s team on Twitter: https://twitter.com/MSFTDynamics365 Christine’s team website: https://dynamics.microsoft.com/en-us/sales/relationship-sales/ http://ArtGalleryByZ.com - Christine’s art website Christine’s all-time favorite movie: Rudy: https://www.imdb.com/title/tt0108002/ The Vengreso Digital Sales Benchmark AssessmentL https://vengreso.com/resources/digital-selling-benchmark-report LinkedIn Sales Navigator Social Business Engine Podcast - Bernie Borges   Connect with Mario! www.vengreso.com On Facebook On Twitter On YouTube On LinkedIn

 

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