Sales Engagement: How Effective is Your Prospect Engagement Strategy?

Once upon a time being ‘in sales’ meant cold-calling prospects, relying heavily upon your innate charisma and charm, persuading the prospect they needed your solution and trying to close a deal.

Well, maybe it wasn’t quite that simple, but you get the gist.

Today, in the world of B2B sales, prospects expect a highly personalised buying experience from the first touch. They expect you to know a lot about who they are, what they do and what they need. You need to understand them. 

Often, you need to know more about them than they do! This brings a whole new approach to prospect and customer engagement. 


Today, data and insights are the starting point of any B2B sales relationship. The more you know about a prospect prior to making the first approach the better the likelihood of a successful sales outcome. 

But insights alone won’t close a deal. A salesperson needs easy access to great tools and content to take a prospect on the buying journey. 


A growing number of sales organisations are utilising intelligent technologies like artificial intelligence (AI) as part of their sales engagement strategy to personalise and enhance the sales experience from the client perspective – all the way through from connecting with a prospect to closing a deal and, ultimately, growing revenue. 

A ResearchScape survey conducted in 2018 found that the use of sales enablement platforms is on the rise, with around 57 per cent of sales organisations using some sort of AI platform solution. 

And 30 per cent of those who don’t use a sales enablement platform reported that the lack of automation in their sales process meant slow response times, which led to lost sales. This highlights how important it is for sales teams to move quickly to remain ahead of the competition, meaning the adoption of automation is crucial in the sales process. 

In fact, 28 per cent of those who don’t use a sales enablement platform reported losing 100 or more sales deals in 2017. 


AI and machine learning technology are critical to today’s sales cycle. This type of technology creates a quick and easy user experience for the salesperson, and secondly, it provides a single source of truth for relevant marketing content, sales presentations and company messaging. 

This means salespeople are equipped with the most up-to-date and accurate content to best engage with prospects at every stage of the customer journey. 


Overall, the survey found that technology tools are critical in not only driving efficiency, but in helping salespeople engage in meaningful prospect communication, which drives deal success. 

Armed with the right content and tools, and with the use of AI and automation, businesses will increase their competitive edge driving successful sales outcomes.