In the current ad sales market, reps are expected to do more than ever before. They are expected to give more immersive, impressive, customized pitches to their prospects. That requires an intense amount of research and information, yet reps have less time then ever to spend learning that information and building their pitches.
That is where the importance of sales intelligence comes into the mix. But what exactly is sales intelligence?
Sales intelligence can be considered the technology and applications that gather and house data, insights, and information for reps to use in fueling their sales success. Ad sales intelligence is the technology and applications that gather and house data, insights, and information specific to the advertising industry.
When asking someone to define “sales intelligence,” you might get a number of different answers, because it can mean different things to different sales reps and publishers. Every sales team uses ad sales intelligence a little bit differently, which can sometimes make the definition a bit cloudy.
The fact is that there are many distinct features that one gains when utilizing an ad sales intelligence tool.
So, while defining ad sales intelligence as 'technology that gathers and houses data and insights' is accurate, there are many more specific pieces of the puzzle. There are five main benefits that every sales team should be looking for in their sales intelligence tools. All of those benefits bring sales reps different, distinct pieces of information.
5 Benefits of Ad Sales Intelligence
1. Real-Time News and Updates
Your ad sales intelligence tool should provide you with the necessary information surrounding the advertising industry. News and updates could be specific to the entire advertising industry, an advertising brand, or even an individual.
Industry updates and news may consist of new market trends, law changes or restrictions, or anything else that could have an impact on the industry as a whole.
Brand/Company updates could include leadership changes, company additions or layoffs, re-branding efforts, product releases, or mergers and acquisitions.
Updates specific to individual contacts could be role changes, promotions, or moves to a new company.
For any ad sales rep, it's important to stay on top of all of this information. The time required to do so, however, makes ad sales intelligence extremely helpful. In the end, an ad sales intelligence tool should always bring you important news across the industry, consistently, and in real-time.
Finding contacts is one of the greatest features of an ad sales intelligence tool.
One of the biggest pain points for a sales rep is knowing who to talk to within a prospect company, and more so, knowing how to reach them. With ad sales intelligence, that information should always be available and refreshed on a regular basis.
Ad sales reps looking for media buying contacts can save hours by using a sales intelligence tool because the research is already done for them. They can simply access their intelligence to find the information they need - like email addresses, phone numbers, job titles, social media links, and more.
3. Campaign Creative
Being able to see a brand's recent campaign creative in context gives reps a window into that brand's advertising tendencies, like what type of content they typically advertise next to, and what types of publications they typically advertise with.
Take Pepsi for example. Pepsi advertises across various platforms, including Snapchat, Mobile, Video, and Display. In pitching Pepsi, a rep could pitch a mobile-heavy, cross-platform strategy.
4. Prospecting Information
What is perhaps the most time consuming task for an ad sales rep? Prospecting.
Scoring leads, managing an internal CRM, and ranking and researching prospects takes a ton of time. An ad sales intelligence tool can save many hours in the process, however.
Ad sales intelligence tools can show reps which advertisers may be newly available, and which are ready to buy. A sales intelligence tool can also show reps what kind of ads prospects are looking to purchase. Knowing that a prospect brand is actively looking to buy video advertising, for example, is a very specific, time-friendly piece of information that a rep can use to connect with that prospect.
5. Predictive Analysis
While it's important for reps to get the necessary industry data from their intelligence tool, it's also important for that tool to conform to their needs.
Not only can an ad sales intelligence tool conform to customized rep needs, it can also make predictions and suggestions based on user and industry trends. So, even though sales reps may not able to dictate or identify the changes around them in a timely fashion, their intelligence tool should be able to. An ad sales intelligence tool, on top of saving reps hours in research, should also be malleable in its use.