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This guest post is published in support of a recent CPSA podcast interview with Jaakko Paalanen CSO at Leadfeeder.

Listen to the interview and read on for part two of a two part investigation by Jakko’s colleague, Lauren Ventura, as she explains how salespeople can get more business from better use of marketing data. Enjoy!


Using the ideas in this post, we want to guide you on how you too can analyze your marketing data and leverage it more effectively, so the data becomes the carrot, and you have no need for the stick. When you take the time to glean insights from your data and analytics, you might be surprised at what you find.

Here are more tips to help you get started using marketing data to close more sales.

Contact the Right Person With the Right Message.

To drill down a bit deeper into this research, LinkedIn also noted, “if you’re looking for a way to make B2B buyers 4x more likely to connect with you, know what they do. LinkedIn’s research revealed that only half of B2B buyers contacted by sales professionals are the right person to talk to about new business. Even though it takes more time to research a prospect’s role and decision-making ability, you will achieve better results when you connect with more of the right people.”

This is where lead generation CRMs, such as Salesforce, Pipedrive and the like, can come in handy when used in conjunction with your Google Analytics marketing data. If you know which companies are visiting your website—for instance using a product like Leadfeeder which offers a Contacts Feature that gives you LinkedIn and FullContact options for the best people to contact from an organization visiting—can be extremely fruitful.

If you can see which campaigns your website visitors click on, which blog posts they read, or pages on your site they visit and what assets they download—you’ll have a greater insight into what’s driving their interest in your product or service. It also allows you to not only find the right person to contact, but gives you additional insight into when to contact them and what best to say when you reach out to connect.

Enjolying part 2? Don’t stop there! Listen to the exclusive CPSA interview with Jaakko Paalanen CSO at Leadfeeder here.

Content Is King.

Nurturing the top-of-the-funnel is a great opportunity for sales and marketing to join forces for the most effective strategy to close deals, as well. As noted earlier in this post, there’s a variety of marketing initiatives that can offer sales the help they need to close, while also providing an opportunity to glean data needed to improve pipeline management.

Here’s a list of the types of assets (and their definitions) that marketing teams can develop to help sales reps get the job done, via Tawheed Kader, Founder and CEO of ToutApp:

  • Create and curate content: Concentrate on topics that matter to a prospect’s specific role or industry. For instance, as content marketing manager here at Leadfeeder, I work hand-in-hand with our Customer Success and Business Development teams to understand what’s missing from their conversations with top-of-funnel prospects. Surveying customers for testimonials from a variety of verticals, working on case studies and product tearsheets that explain our product from varied customer perspectives, as well as product updates on our blog, are all helpful ways to prospect in a more targeted fashion.


Data needed to analyze the effectiveness of content marketing in Google Analytics would be Page Views, Page Views by Source and/or Page Views By Title.

  • Infographics: Help salespeople visualize data points, statistics and best practices in a direct way that requires minimal text.

  • Videos: Videos demonstrate instant value and are short yet effective enough to hold an attention span.

  • Buyer personas: Segment your audience and create stronger sales and marketing strategies.

    • “Creating effective buyer personas means you need to actually talk to customers and gather data about who is most likely to purchase your products,” explains Robbie Wright, co-owner and CEO of Wellington Group Marketing & PR, a Texas-based digital marketing, PR and social media firm, for

  • E-books: E-books are a strategic opportunity to present rich and engaging information to prospects.

    • One content marketing tool called Addvocate gives you data about the people who share your content the most on the largest number of social channels. “Such data can be invaluable for the creation of a strong and effective content creation, [...] and it also provides data about which content has been shared the most and which channels have produced the highest audience response,” explains Julia McCoy of the Content Marketing Institute.

  • Product overview sheets: They should be sent after a discovery call to quickly inform prospects on your solution.

  • Calls-to-action (CTAs): Include CTAs on your website where prospects are likely to stop and take immediate action.

In Closing...

As you can see, there’s many ways for sales teams to power-up their efforts using the data from marketing teams. More and more we’re seeing these two departments work together as one, well-oiled machine and that’s not a bad thing. It’s actually quite amazing seeing the evolution of mar-sales. “In fact, marketing teams already use sales metrics to measure their results. According to MarketingProfs, the most important metrics B2B content marketers use are sales lead quality (87%), sales (84%), and higher conversion rates (82%),” explains Bethany Fagan of PandaDoc.

Which brings this post to its closing point: Marrying sales and marketing whether that be through developing buyer personas together, reviewing data and seeing how it can improve efficiencies cross-departmentally, or even doing co-webinars together so marketing can show-off sales knowledge while still maintaining the content creation and brand. All this collaboration makes closing the deal a lot easier and a lot more effective.

Missed part 1? Find it here.

About the Author

Lauren Ventura is Content Marketing Manager at Leadfeeder.

About the Podcast Guest

Jaakko Paalanen is the Chief Sales Officer of Leadfeeder, where he helped to grow a global team across 9 different countries and took the company from $0 - $2M ARR within 2 years and now pushing towards $10M ARR. He’s obsessed with building sales hacks and processes where the ‘machine’ and human work together towards the same goal. Leadfeeder is a leading B2B sales intelligence platform and a top-rated Google Analytics Tech Partner with customers all over the world.

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