Gartner identifies the top sales technologies for increasing buyer engagement


Top technologies that sales leaders can use to increase buyer engagement include:

AI-Sales Email

Gartner predicts that 30% of outbound messages from large organizations will be artificially generated in the next two years. In sales, Generative AI is increasingly used to create salesperson-generated emails that use CRM data to build highly customized messages that align with multiple buyers’ purchasing priorities.

“Generative AI is on track to transform the way sales organizations do business,” Gottlieb said. “AI empowers B2B sales teams to more easily produce highly relevant content, creating better messaging to engage a larger number of buyers in a deal – and faster.”

Visual collaboration

Visual collaboration tools provide shared virtual canvases for telling stories, co-creating and annotating content with buyers. These tools help sellers navigate complex solutions with their buyers, revealing customer insights in an interactive and real-time experience.

Gartner predicts that visual collaboration apps will be at the center of 30% of meeting experiences by next year.

virtual reality (VR)

VR provides a computer-generated 3D environment that surrounds a user and responds naturally to individual actions, usually through immersive head-mounted displays. Considered a luxury in sales settings, VR can facilitate real-time 3D virtual meeting experiences in Metaverse, providing a digital-first sales experience for buyers to learn about products and engage with peers.

Digital Selling Units (DSRs)

DSRs provide a unified supplier microsite and project management center for the procurement team, allowing buyers to index vendor assets and information in one place. DSRs streamline how a small group of target buyers interact with the supplier, providing a better customer experience. They also support customer retention, turning it into a collaborative platform where the supplier and customer continue to work together to achieve better lifetime value for the seller.

In the year By 2025, 80% of B2B sales interactions between suppliers and buyers will occur in digital channels.

Workflow collaboration

Workflow collaboration products like Microsoft Teams or Slack offer a conversational workspace based on continuous group chat. Sales leaders can use this technology to set up channels dedicated to the buying process, answer questions in real-time, and engage in conversations with buyers.

Conversational intelligence

Conversational intelligence analyzes conversations between buyers and sellers, using AI to deliver relevant insights to improve the quality of the interaction (such as suggesting the next best course of action). Gartner in 2015 By 2025, it is predicted that 75% of B2B sales organizations will replace traditional sales books with AI-driven sales solutions.

“Active listening is one of the most fundamental skills for optimizing the buying process. Conversational intelligence helps salespeople capture trends in buyer conversations, giving them more guidance to use during real-time sales conversations,” said Gottlieb.

Visual configuration

More than half of buyers say they use supplier-provided digital technologies in the purchasing process. A visual configuration allows buyers to interact with a visual representation of a physical product. Salespeople can customize buying teams in real time, making this technology useful for prospecting and demand building.

It already covers tabletop capacity in industries such as medical devices and specialty vehicles, where firms that are among the first in their industries can gain a competitive advantage.

Interactive demonstrations

Interactive displays allow buyers to interact directly with data built into digital products. Sales teams can customize a real-time walk-through experience for product tours through their website or digital storefront for personalized experiences.

“By putting buyers in the driver’s seat of solution discovery, requirements building and supplier selection, their engagement and, by extension, purchasing power increases,” says Gottlieb.

Narrative automation

Narrative automation technologies use AI to conduct relevant research about a company (such as financial metrics) and turn that research into value-messaging sales content assets that improve the seller’s confidence in the sales engagement. By improving account coverage, sellers can distribute a more strategic narrative to more executive buyers.

Gottlieb left the audience with a key reminder as he reviewed the technologies being implemented in his organization: “No one technology will rule them all. Use the best technologies to meet your customers’ needs and leverage your sales organizations’ strengths.

About the Gartner CSO and Sales Leaders Conference

Gartner’s CSO and Sales Leader Conference is taking place May 16-17, 2023 in Las Vegas, providing sales leaders with the latest research on sales talent, customer buying behavior, account-based marketing strategies and leveraging digital channels. Follow news and updates from the conference in the Gartner news section and on Twitter And LinkedIn Using #GartnerSales.

About Gartner Sales Leaders

Gartner’s Sales Leaders provides sales executives and their teams with the insights, advice, and tools they need to address mission-critical priorities to drive growth with new and existing customers. Gartner’s extensive qualitative and quantitative research for sales leaders helps sales teams combat inventory and value-based purchasing, develop critical managerial and sales skills, maximize the value of sales interactions, unlock existing growth potential, and improve sales force capabilities. Follow news and updates from Gartner’s sales practice at Twitter And LinkedIn Using #GartnerSales. Members of the media can find additional information and insights in the Gartner Sales News section.

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