At Learners.ai, we are fully versed in the power of data — particularly for selling in the financial services sector. By gathering concrete information about your sales processes and customer behavior and then analyzing that data to glean actionable insights, we take your sales process from one that feels guess-based to one that feels fact-based and reliably effective.
Let us tell you a story about how we helped a client in the financial services industry harness the power of data for sales enablement and sales forecasting, and helped their sales team become even better at closing deals.
Case study: How a FinServ company increased sales effectiveness
Our client is an asset management firm, and they had a small but stable customer base. They did all right at selling, and while they weren't growing, whatever they were doing for sales wasn't completely ineffective.
Rather than reinvent the wheel, we thought we'd harness and then infuse the power of data into what they were already doing. By increasing their pipeline velocity, we could help them bring in qualified leads, become more effective at nurturing those leads, and better convert each one into a customer.
Analyzing website traffic data
Our client had a website where leads could research their offerings and get in contact, but they only used that site to get information out to the world. They weren't harnessing analytics from the website to become better at sales. We looked at the specific product and service pages that had the highest click rates. That gave us some insight into what customers or potential customers were most interested in and what products or services they should push with marketing.
Besides seeing what pages had the most visitors, we tracked customer behavior and interaction with the website to see where they dropped off or disappeared. This gave us a better sense of a visitor's journey. It also showed us where the firm could intervene to stop visitors from disappearing and where they could continue the nurturing process until they closed a deal.
Reviewing historical data to meet customer demand
Rather than handle financial marketing and sales similarly no matter the time of year, we sat down and looked at the client's historical chronological data. Then, we used data science to examine the time series data to see what time of year people became customers, when the firm closed the most deals, when they were busiest, etc. to perform predictive analytics.
That gave us a better sense of when the sales team should do a push — and when those extra dollars could go toward marketing or customer service teams to keep current customers happy and loyal.
Predictive analysis based on historical trends allowed us to help the firm offer incentives so prospects were more likely to convert. By shifting prices when demand was lower, they kept profits high and didn't have any dry spells.
Harnessed the power of emails
Our client used email as a marketing tool but wasn't using email as a source of data. When we looked at the subject lines and body text of the emails, we saw which ones increased open rates, click-through rates, and responses. Then, we helped them tailor their emails by wording them in a way that optimized all of those metrics — and ultimately helped them improve the customer experience and bring in and convert more leads.
More information on data-driven sales in financial services
If you work in financial services, you may want to know more about data-driven sales and how to use sales intelligence to optimize your process. The following articles can give you more insights and information.
- • Data-Driven Analytics: Practical Use Cases for Financial Services
- • Big Data in the Financial Services Industry - From data to insights
- • On the Journey to Data-Driven Financial Services
To get more customized information about how data can drive your systematic selling, reach out to our Sales Enablement experts at Learners.ai today. At Learners, we understand how to harness the power of data-driven marketing, sales, and customer service to boost your revenue, keep customers happy, and ensure a thriving business.
