The executive's choice: digital sales rooms

Discover why top sales executives are turning to Digital Sales Rooms and smashing sales targets.

Rory Sadler
March 8, 2024
March 14, 2024
Discover why top sales executives are turning to Digital Sales Rooms and smashing sales targets.
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The future of sales is changing. Leading sales executives trust digital sales rooms to shorten deal cycles, boost conversion rates, and keep prospects engaged.

The next generation of sales is unlike anything that came before. Gone are the days of travelling salespeople and in-person meetings. Everything is moving online. According to the Gartner Future of Sales 2025 report, by 2025, 80% of B2B sales interactions between buyers and suppliers will be digital. 

But as further research shows, over three-quarters of B2B customers found their last purchasing experience "extremely complex or difficult." That's no accident.

It should, therefore, come as little surprise why the top sales executives are using digital sales rooms. Hyper-personalised, 100% trackable, and flexible Digital Sales Rooms (DSRs) are purpose-built for the digital age. Let's explore what's driving the transition to DSRs among top sales execs. 

Competitive Advantages

Competition has never been fiercer. With some companies struggling to adapt to this new digital world and with new technologies (like AI and digital sales rooms) reshaping the sales landscape, executives must stay competitive to avoid being overtaken by the tide of change.

Some factors remain constant. In a HubSpot survey of sales leaders, execs highlighted two key trends.

First, trust will remain critical. Businesses that can retain the "human touch" despite the increasingly digital nature of sales will easily outcompete those that don't. Indeed, a 2022 Salesforce survey revealed that 78% of B2B buyers want salespeople to act as trusted advisors.

Second, because of the ever-lengthening buyer's journey, shortening the sales cycle would be a priority for most sales teams. The longer the buyer's journey goes on, the lower the conversion rate becomes. Streamlining this journey (in part, by acting as a "trusted advisor") and cutting the excess paperwork and obstacles would provide a substantial competitive advantage to companies that take the leap.

What do these two factors have in common? Digital sales rooms are the solution to both. Here are some of the key competitive advantages that explain why the top sales executives are using digital sales rooms:

  1. Streamlined Communication: Digital Sales Rooms offer a centralised platform for all communications, making it easier to track conversations, share information, access stakeholder data to facilitate multithreading and maintain clarity throughout the sales process. 
  2. Enhanced Personalisation: With the ability to customise content and presentations based on specific client needs and interactions, DSRs allow sales executives to provide a more personalised and effective sales experience.
  3. Increased Efficiency: By eliminating the need for physical meetings and travel, DSRs significantly reduce time and resource expenditure, allowing sales teams to focus on more clients and close deals faster.
  4. Data-Driven Insights: These platforms provide valuable analytics and insights into customer behaviour, preferences, and engagement, enabling sales teams to make informed decisions and tailor their strategies accordingly.
  5. Improved Client Experience: Offering a seamless, collaborative, and user-friendly interface, DSRs enhance the overall client experience, contributing to higher satisfaction and increased loyalty. George Wade, Co-founder at Zevero said;
“We often get told how great the trumpet digital sales room is, and they like the ‘website’ for seeing everything in one place”.

How the best sales executives are using digital sales room to win more deals

It's not just us saying it. Our clients can't believe the outstanding results they see within such a short time frame. Prospects and leads, tired of cold emails and cumbersome PDFs LINK TO THE DSR vs PDF article, love the vibrant, interactive nature of digital sales rooms (or "pods" as we call them).

Take Sky Media, for example. As one of Europe's leading media and entertainment companies, they cater to consumers and advertisers. Their AdSmart program allows brands to reach millions with a TV ad, selecting their ideal audience and location. 

Introduced by Ellie Salburg, Regional AdSmart Sales Executive, Trumpet revolutionised its outreach approach. 

Creating bespoke pods for each potential advertising partner, Sky Media saw a 150% increase in outreach open rates. Tiresome emails just don't cut it. Moreover, the value of opened pods soared to £2.5 million in just three months. 

See their Intro to AdSmart for ASOS for an example of a DSR in action. 

Volunteero CEO, Ash Staines, has praised our pods for their versatility and results. "The product has helped streamline our sales follow-ups and track engagement. In our customer success team, it helps keep all implementation resources in one place and is a vast improvement on the unwieldy email chains," he explained.

Thanks to Trumpet, the volunteer management company saw its sales cycle plummet from 6 months to 4 months (a 33% reduction). Meanwhile, their average open rate was a phenomenal 77.5%. For comparison, MailChimp estimates an email marketing open rate of around 20% to be a good average. 

Integration with sales strategies

Digital sales rooms are not standalone solutions but integral components of broader sales strategies. We never advocate relying on DSRs alone. In fact, they work best when you take your existing marketing efforts and integrate them into your pods. 

For example, content marketing is a popular strategy among companies seeking to educate customers and funnel them through the sales cycle. Initial guides and blog posts may cover broad industry themes and topics. However, as the buyer progresses, the content becomes more specific – e.g., product comparisons, case studies, and key features. 

If you've created a content catalogue, you can directly feature your think pieces and how-to guides in the DSR. Better still, you can tailor the examples to the prospects based on their initial needs, buying stage, and other intent signals. Link your marketing and sales materials so your pod always contains the most up-to-date content.

As for email marketing, it's a brilliant way to direct traffic to your DSRs. Rather than adding cumbersome PDF attachments to your cold outreach campaigns, include a link to the hyper-personalised pods. Compared to PDFs (6%), the average open rate for pods is 76%. 

That's just the beginning – Trumpet promises dozens of key integrations with your existing sales tools. Incorporating analytics and CRM data into your DSRs (from top CRMs like Zoho CRM and Salesmate) further improves your understanding of customer behaviour and preferences – and allows you to personalise the pod from the get-go. 

Feedback from top executives

We've received enthusiastic support from top executives who've experienced the impressive benefits of Trumpet. Key themes include insights from our buyer intelligence signals, shorter sales cycles, and the overall versatility of the platform.

Here's what they had to say:

Haystack is a go-to data insights and careers marketplace catering to data scientists and developers. Thanks to Trumpet, they shortened their closing time on enterprise deals by 40%. 

"‍Our deal sizes have grown, time to close them has shortened, and the ability to create bespoke proposals with lots of data and stats underpinning is simple (meaning internally, we've become more agile). Make your own, and prospects', lives easier, and everyone wins".

‍– David Roddy, Head of Strategic Partnerships & Business Development 

eola is a complete booking and management platform for experience providers. After just 8 weeks of using Trumpet, they won 4 clients (including 2 major wins) and saw a 78% reduction in onboarding time from 2 weeks to 3 days.

"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, Chief Commercial Officer

PayFit is Europe's leading cloud-based payroll system. Using Trumpet's DSRs, they saw massive boosts to their conversion rate and open rates. 

"Our conversion rate jumped from 21% to 40% since using Trumpet. We're confident that trumpet has been a massive indicator of this increase in conversions – I know how much the team loves it!"

Alexis Prades, Head of Sales

Future Trends in Executive Decision-Making

So, what's next? Shorter sales cycles, greater personalisation, and improved conversion rates are just some of the reasons why the top sales executives are using digital sales rooms. But we're still at the start of this growing trend. 

Perhaps the biggest shift will be a move from sales enablement to buyer enablement. Sales enablement – i.e., providing sales professionals with additional tools and training – was perfect for an era of in-person interactions. However, with most of the sales cycle now online, providing buyers with the tools and information to navigate the sales cycle will deliver the greatest benefits.

Expect executive decision-makers to move away from investing in additional sales training for their teams, instead retooling them to work as consultants and advisors. Already, 74% of sellers say their role is more consultative and less transactional. 

G2 notes a continual growth in digital sales room reviews. As they state, users (aka sales execs) are "increasingly adopting these products to enhance the buyer experience." 

Furthermore, initially adopted as a late-stage selling tool, digital sales rooms are expanding to every stage in the buyer's journey. From cold outreach to customer success, DSRs help cut down longer sales cycles while tracking prospects' engagement. We anticipate sales executives pushing the use of DSRs for product and service demos. 

Whatever companies can do to build meaningful buyer-seller relationships as early as possible will be prioritised. Digital sales rooms will be central to this strategy. Talking to sales execs, we've routinely found that DSRs help bridge the communication divide that frustrates current digital sales efforts.

What social media achieved for B2C interactions, DSRs will mirror in B2B relationships. And as the relationship evolves, so too will DSRs evolve at every stage.