Sales enablement today relies on a strategic combination of data and artificial intelligence. Data provides valuable insights, while AI helps to analyze and utilize that information to generate practical strategies for sales efforts. 

High-performing sales teams are 4.9x more like to use AI than other sales teams.  

One of the most transformative aspects of AI is Buyer Intelligence – the compilation of collective data drawn from buyer interactions, CRM data, product usage, and strategic partners. This data can be used by Sales Reps to predict the buyer’s current pain points and future requirements to create hyper-targeted pitches.  

Buyer intelligence answers two crucial sales questions: 

 1. Who are my potential customers? Buyer intelligence can help organizations identify their target audience and understand their demographics, behaviors, and needs. 

2. What do my potential customers need or want? Buyer intelligence can help organizations understand the problems, challenges, and goals of their potential customers, as well as their preferences and decision-making processes. This can be used to develop more effective sales and marketing strategies. 

Buyer intelligence can process complex data sets to generate insights to predict things like who is most likely to engage, what time of the day they are most likely to respond, and which channel of communication is most favorable. 

In other words, 

Buyer Intelligence = Data + Analysis + Action 

Data refers to the information that is collected about potential customers, such as demographics, behaviors, and preferences. 

Analysis involves using tools and techniques, such as artificial intelligence and machine learning, to interpret and make sense of the data. 

Action refers to the strategies and tactics that are developed and implemented based on the insights gained from the data and analysis.  

There are four main use cases of Buyer Intelligence in 2023: 

1. Identifying the right buyers – Buyer intent data helps identify which companies might be interested based on their pain points and requirements. 

2. Building hyper-targeted prospect lists - Sales teams can dynamically filter prospect lists for accounts that show an active interest in buying. 

3. Personalization - Sales teams can talk to prospects using hyper-personalized pitches and deliver resources that match their interests.  

4. Lead scoring – Using predictive insights, sales reps can maximize their potential of scoring every deal using the “right data.” 

Let us explore the different ways buyer intelligence can empower modern-day sales teams. 

Identifying & Micro-targeting Prospects 

Prospects do not like dedicating too much time to sales teams, making it extremely crucial to approach only those who’re willing to listen and are interested. Hyper-targeting your prospects, making account lists, and strategic filtering is vital to achieving sales effectiveness. 

While traditional sales teams leverage experiential knowledge to close deals, buyer intelligence goes one step further and breaks down the makeup of the buyer for you.  

Buyer intelligence looks beyond names, positions, or experience; it looks into a person’s traits, capabilities, deals size influencing, and more. It further dives deep and helps you segment prospects by verticals, companies, business functions, current job titles, and more. Using buyer intelligence, a sales rep arrives at a hyper-targeted list of focused, interested prospects who align well with the sales goals. 

360-degree Prospect Analysis 

Buyer intelligence lets you access similar profiles across a variety of parameters that are identical when closing a deal. These are the profiles that display specific characteristics similar to other profiles. Buyer intelligence also provides deeper insights into a prospect’s buying behavior and engagement guidelines to help sales reps craft pitches that convert. One can filter through buyers using a number of categories, such as: 

1. Accounts 

2. Business Functions 

3. Job Titles 

4. Deals Size Influence 

5. Executives Tracking 

6. Levels in Organisation 

7. Locations 

8. Opportunity Index 

9. Behavioral and Professional Traits 

10. Verticals  

11. Workloads 

Buyer intelligence also provides rapid, up-to-date “buying signals” that help you nurture and convert your lead faster. With this, one gets a comprehensive, 360-degree prospect view that dives much deeper than generic information available on public domains and unlocks opportunities to approach prospects with maximum knowledge.  

Unraveling “Buyer Personality” with AI 

Buyer intelligence does not only look at the person but also at the personality. 

Backed by Artificial Intelligence, you get specific insights on target profiles that help you approach them with confidence. This data includes anywhere from personality traits to roles, drives, interests, and motivations of key decision-makers. 

Most sales teams consider general prospect information to hold the most value; however, winning sales teams understand that selling goes far beyond general data because “buying” itself is a personal experience. Personal experiences can be crafted only by understanding the person and the personality, along with supporting professional and behavioral attributes. 

Draup provides sales teams with context-rich buyer data in an easy-to-use, natural language interface. This helps GTM teams identify new opportunities, understand customer mindset & investment priorities, and anticipate key trends in their industries. 

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