5 min read  | B2B Marketing

The Secret to a Winning Sales Enablement Strategy

With the seemingly endless barrage of new tools and tech promising to solve every sales pipeline pain point, knowing what’s worth your time can be difficult. Data enrichment tools have exploded over the past few years, particularly in the areas of website visitor identifiers and automated prospecting systems—and we’d argue for good reason.

The sales enablement benefits

Empowering sales teams to reach the right person at the right time and with the right messaging is hugely beneficial. In some cases, even more valuable is the ability to prove your high-intent, relevant and engaged website visitors without any conversion KPIs in the mix. While solving these big-picture problems, web identifiers and data enhancement tools also bring a wide range of additional perks to the sales enablement table.

Search Intent Data: Some web identifier tools have additional functionality that allows sales teams to identify organisations actively searching for your solution. When integrated with CRMs, this intent data streamlines the prospecting process and establishes clean workflows.

Locate ICPs: Provide a defined ICP (ideal customer profile) and generate a list of organisations and/or individuals who fit the parameters. Certain tools can also score these leads based on the probability of conversion, which is particularly useful when assessing scalability.

Business Development Hit List: By aggregating contacts from these numerous sources and tools, a robust list can be compiled for your business development team to work through and further segment. 

Reliable Data: CRM integration is non-negotiable, regardless of the tool. Build and maintain a clean, up-to-date, and robust CRM that your sales team can leverage for improved outreach and conversions. 

Some of our favourite website visitor identification tools

We’ve been busy testing and trialling these data enhancement tools, so you don’t have to. These five made it to the top of our list for being CRM-friendly, accurate, versatile and—above all else—actually useful. 

ZoomInfo

ZoomInfo’s website visitor identifier tool provides company details, engagement patterns, and visitor buying intent tailored to the B2B marketplace. Automation workflows can trigger immediate action based on website interest and boost the sales pipeline. 

Take a peek at the ZoomInfo HubSpot App Marketplace integration here.

RB2B

Currently only available for U.S. visitors, RB2B swiftly identifies anonymous web visitors and pushes their LinkedIn profiles to Slack—in real-time. The pixel implementation is simple, providing straightforward individual-level data for sales teams and social ad campaigns.

 

Breeze Intelligence by HubSpot

Identifying anonymous website visitors is just a taste of the Breeze Intelligence offerings. Sales teams can be notified when their key accounts are taking action on high-intent pages to trigger timely and relevant outreach. This built-in tool can also identify visitors not yet added to your HubSpot CRM and sync these contacts—among a long list of other data-enriching and prospecting capabilities.

Browse HubSpot’s Breeze Intelligence features here. 

Apollo.io

Identify website visitors with the highest probability of booking a meeting using Apollo.io. This unique lead-scoring functionality allows for customisation based on individual criteria and buyer intent data, building a complete picture of your prospects’ digital journeys.

 

Check out the Apollo.io HubSpot App Marketplace integration here.

Cognism

Cognism provides validated phone numbers and email addresses for website visitors. Sales teams will spend less time reaching out to inactive leads and more time making actual connections. Plus, all of this good data can be exported to Hubspot or another CRM of choice.

 


A quick note on data privacy: The tools listed here comply with current data privacy regulations in their respective regions. Their websites provide further details.