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Speed up your sales cycle with trumpet, from cold outreach to onboarding new customers. Learn how to use a digital sales room, best practices, and explore some brand-boosting case studies.
Today's buyer's journeys last longer than ever. Customers wait longer to contact sales representatives and do more research in their search for the right product or service. With more touch points and more content required to earn each conversion, companies need a central digital space to educate buyers and speed up the sales cycle.
Enter digital sales rooms (DSRs). Combining the collaboration of traditional buyer-seller relationships with the latest digital tools like content libraries and buyer intent signals, DSRs promote customer engagement and conversions.
Join us as we explore how to use a digital sales room in this step-by-step guide. We'll advise on the best practices for customer engagement when using digital sales rooms.
Best Practices for Digital Sales Rooms
Digital sales rooms, or DSRs, are a one-stop space that centralises all aspects of the buyer's journey into an online, branded, personalised microsite. We call this a "pod." The genius of the pod is its versatility. Whatever you sell, no matter your industry, you can customise your DSR to cater to your target audience.
But there are still some rules you should follow. Here's how to maximise your sales success:
1. Personalise the Experience
The modern buyer's journey lacks the human touch. B2B buyers, accustomed to a hyper-personalised buying experience as consumers, expect the same in their professional lives.
Provide content that answers a buyer's pain points and questions, evolve the DSR as they progress through the buyer's journey, and create mutual action plans that relate to their needs. The more questions you answer, the more personalised your pod is, the faster the buying cycle becomes.
Take a look at our highly personalised pod examples
2. Be Interactive
In-person buyer interactions rely on talking or PowerPoint presentations. Passive content marketing focuses on blog articles.
But in your DSR, you can add dynamic, memorable features. Think welcome videos, product demonstrations, competitor analysis, and even quizzes using our Form Building tool. Comprehensive and interactive, these elements keep potential customers coming back.
3. Create a Content Library
What is the buyer's journey? It's a series of questions. Content is key to answering these questions, helping buyers progress from awareness of a problem to deciding on a solution. B2B buyers engage with 3-7 pieces of content before contacting a sales rep.
Your DSR, therefore, should include a curated content selection that evolves throughout the buyer's journey. Start with beginner's guides and broad industry intros and progress toward product comparison and case studies.
4. Encourage Constant Collaboration
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Features like real-time chat and mutual action plans promote early collaboration in the sales cycle. Not only does that speed up the sales process, but it also forges a buyer-seller relationship that continues long after you've closed the deal. Buyers are tired of navigating the sales cycle alone.
They want an industry guide to answer the questions and present a solution. They want a brand they can trust.
5. Monitor Your Analytics
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Usually, brands only get a few snapshots into a buyer's journey. Perhaps a buyer will email a sales rep or read a blog article.
In a DSR, however, companies can track everything a buyer does, whether they watch a video, open a proposal, or add to the mutual action plan. Monitor these signals to understand buyer intent levels and maximise your sales success.
"trumpet allows us to get our message out effectively and concisely, working perfectly with everything from automated outreach to account-based sales and customer onboarding."
– Will Koning, CCO – eola
Integrating DSR with Sales Strategies
What's your current sales strategy? Content marketing? Cold email outreach? Virtual sales calls? Unlike other digital sales tools, trumpet doesn't replace your existing marketing and sales strategies; it complements them.
Showcase your existing blog articles, long-form guides, videos, and other content in your pod. Forget PDF proposals – add a link to a personalised pod when sending cold outreach emails (you'll experience a 76% average open rate compared to just 6% for PDFs).
So, what is the difference compared to what you're currently doing? The brilliance of trumpet is that it takes your scattergun sales strategies and centralises them in one location. No more confusion. No more meandering buyer's journey. You control every stage, educating your leads and funnelling them toward a sale.
Plus, even after you've closed the deal (using our eSignature feature), a pod transforms into a customer success platform suitable for customer onboarding and ongoing education. Little wonder customer success teams praise trumpet for not only securing deals but also earning customer loyalty.
Digital Sales Room Case Studies and Examples
What does a digital sales room look like? How does it work in practice? There's no better teacher than the customers already experiencing the brand-boosting benefits of trumpet's DSRs.
Sky Media – Create an Exciting Cold Outreach Campaign
Sky Media is a leading European media and Entertainment company. Shortly after adopting trumpet for their cold and warm outreach, they saw a remarkable 150% increase in open rates.
The reason is simple – trumpet's DSRs streamlined outreach efforts, engaging customers with its centralised space and reducing the effort required from buyers. Using our personalised templates (for different market verticals) allowed Sky to hyper-personalise its communications.
Compared to generic PDFs and video attachments, the media giant's Pods created a more personal, creative, and engaging buyer's journey. Prospects could book demos and communicate in real time. Within 3 months, the value of the opened pods skyrocketed to £2.5 million.
As Sky's team said:
"I love trumpet as a prospecting tool for cold and warm leads. The personalisation is brilliant, and tracking the activity is very useful."
Check out a Cold Outreach Pod in action
Peptalk – Build a Content Library With Longevity
PepTalk integrated trumpet into every stage of its sales cycle, including marketing and customer success. How? "Our CS, marketing, and program teams use trumpet to build custom content hubs for our clients that relate to their monthly team insights."
That was the secret to their success. PepTalk achieved a 75% open rate by first creating a comprehensive content library and then targeting specific pieces to customers depending on their buyer stage.
For example, during the sales process, content revolved around introducing the brand and its product. However, once they closed the deal, they generated customer loyalty with onboarding information and other guides for maximising the customer's success.
The result: the total value of PepTalk's pods was €2.7 million. Just as our pods last long beyond the sale, so too is our customer service here for the long haul.
"trumpets customer service is top class, and the team is always available to help you out if you're stuck or have any questions."
PayFit – Trust in a Personal Touch
PayFit, a leading cloud-based payroll solution in Europe, doubled its conversion rate from 21% to 40% by using trumpet. The payment platform achieved this by leveraging personalised Pods for efficient post-demo follow-ups and maintaining high engagement throughout the sales cycle.
Want to replicate this success? Focus your efforts on personalised outreach, tailoring follow-up communications, and aiming to engage, engage, engage. As PayFit can attest, a personalised touch results in a competitive edge.
"We're confident that trumpet has been a massive indicator of this increase in conversions - I know how much the team loves it!"
said Alexis Prades, Head of Sales
Tips for First-Time Users
Learning how to use a digital sales room isn't as challenging as it sounds. As PepTalk confirms, it takes "little to no training" to get up and running. Indeed, with drag-and-drop builders and one-click customisation, you can create high-conversion pods in mere minutes.
That being said, you'll still want to develop your team's skills as you hone your open and conversion rates over time. Follow these tips as a first-time user to start earning your first conversions from the get-go:
✔️ Use data analytics for insights on user behaviour and preferences within the DSR.
✔️ Utilise templates that can be easily customised for different audiences or purposes.
✔️ Incorporate tools for scoring and qualifying leads based on their engagement in the DSR.
✔️ Link the DSR with your email, social media, and other marketing campaigns.
✔️ Periodically review the performance of your DSR to identify areas for improvement.
✔️ Incorporate diverse multimedia elements like slideshows, infographics, and audio clips.
✔️ Modify the DSR based on client feedback and preferences.
✔️ Involve various teams (marketing, sales, customer service) in DSR content creation.
✔️ Set up automated follow-ups or alerts based on visitor actions within the DSR.
