Help Clients Harness The Power Of Big Data — Rather Than Be Overwhelmed By It

By Bernadette Wilson

Ray Renteria, Vice President, Products, Avention tells how Big Data can benefit sales and marketing teams and how the IT channel can equip their customers to tap into Big Data’s potential.

Q: How can Big Data enable sales and marketing teams to search for prospects more efficiently?

Renteria: Before Big Data can support sales and marketing teams, it needs to be usable by sales and marketing teams. With the proper solution in place, Big Data can help identify leads with unprecedented accuracy, allowing you to segment way beyond the “tired four” — industry, sales, employee count, and location — and focus on more valuable and insightful customer characteristics, such as companies that are expanding into South America, hiring new marketing executives, and winning contracts. Instead of spending hours searching for generic prospects, you can center your attention on the prospects that are the most valuable to your company — the ones that cost less to close. Big Data also enables you to gain valuable information about the interests, corporate structure, news articles and other information about your prospects, which leads to more targeted campaigns, better conversations and ultimately more timely sales.

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