Leveraging B2B Data to Supercharge Sales and Marketing Strategies

16 June 2025

The digitalization of wholesale sales lags far behind the level of digitalization in retail. While in retail, competition is always high and salespeople are “chasing” the needs of the customer, in B2B, innovations come rather slowly.

Sales managers continue to do many things manually: looking for customer contacts, preparing email-campaigns, processing requests and leads. But is this really necessary? Actually no! Effective integration of business data solutions allows to perform most of these tasks automatically or at least semi-automatically, thereby reducing the workload on personnel and, most importantly, increasing the efficiency of most business processes.

The Gartner Future of Sales 2025 report reveals that 60% of B2B sales organizations will transition from experience- and intuition-based selling to data-driven selling by 2025.

This article will explore how B2B SMEs can utilize comprehensive B2B data to enhance their sales and marketing efforts, focusing on lead generation and customer acquisition both domestically and internationally

What is data-driven B2B sales automation?

B2B sales automation is the use of B2B data-driven technologies and solutions to simplify, accelerate and improve the process of marketing and selling products and services to other companies.

B2B sales automation can include the following elements, to name a few:

• B2B databases and tools for data processing to automate prospecting and lead generation tasks.
• CRM systems that help keep records and analyze contacts, deals, revenue, forecasts, etc.
• Email marketing, which allows you to create, send and track the effectiveness of email-campaigns to support communication with potential and existing customers.
• Chatbots that provide automated responses to visitors’ questions, collect contact information, qualify leads, redirect to the appropriate manager, etc.

When is the use of B2B data solutions required?

Leveraging B2B data is especially relevant if you want to:

• Increase the efficiency and productivity of your sales team by reducing manual work and routine tasks.
• Boost customer conversion and loyalty by using segmentation, setting triggers, sending emails and applying other marketing tools.
• Update, substantially expand and enrich the existing customer database.
• Improve the customer experience by providing fast, accurate and personalized responses.
• Get more data and analytics on your sales, customers, competitors, market and trends.

The 5 ingredients for success on the road to strengthening B2B sales and marketing strategies for SMEs

Now let’s look at what ingredients matter when implementing B2B data-driven solutions.

1.       Prospecting and lead generation

Modern solutions will save the sales reps from the need to find prospects on their own. Kompass’s B2B data solutions empower sales and marketing teams to identify and connect with potential leads effectively.

For example, EasyBusiness by Kompass allows you to generate lists of potential customers across 70 countries using a set of efficient search filters. This takes minutes and frees sales departments from the need to sift through mounds of online information for unpredictable lead generation for SMEs.

2.       Using a CRM system

A CRM system is software that helps manage customer relationships, keep records and analyze contacts, deals, revenue, forecasts, etc. CRM-system allows to automate the following processes:

• Creation and updating of customer database.
• Segmentation and qualification of leads.
• Setting up triggers and alerts for reminders, tasks, events, etc.
• Generating reports and dashboards to visualize and evaluate results.

Sales Accelerator, being a module of EasyBusiness, allows you to customize and tune your digital CRM system to the full extent and export data to your office CRM using our special connectors.

3.       Customer relations

It may seem that this area requires the maximum involvement of live people. But as soon as today, AI-based solutions can take over some of the work with customers.

AI-powered personalization can drive up to a 15% increase in revenue. (Mckinsey)

Such a “robot” can automatically launch customized email-campaigns by a large database of contacts, even selecting the best tone of voice messages for an individual customer.

Integration with CRM data opens up huge opportunities in this direction. An algorithm can, for example, analyze the pipeline for each customer and generate personalized offers for all of them.

4.       Process Optimization

Process optimization is a way to enhance the quality, speed and efficiency of your sales process by analyzing, measuring, testing and improving various aspects such as:

• Sales Strategy, which defines your target audience, offer, competitive advantage, communication channels, etc.
• Sales Structure, which defines your organization, roles, responsibilities, hierarchy, interaction and coordination in the sales team.
• Sales System, which defines your tools, techniques, resources, procedures, standards, rules, etc.
• Sales Stages, which defines your steps, actions, tasks, criteria, metrics, etc. at each stage of customer journey.

5.       Integrating with B2B Marketplaces

This is a way to expand your selling capabilities by using online platforms that connect sellers and buyers from different industries, regions, and countries. B2B marketplace integration allows you to automate the following processes:

• Accessing a large and diverse audience of potential customers.
• Presentation and promotion of your product or service in the global marketplace.
• Comparing and competing with other sellers on price, quality, reputation, etc.
• Simplifying and standardizing the processes of ordering, payment, delivery, returns, etc.
• Protection against fraud, risks, conflicts and other issues that can arise in cross-border transactions.

Optimize B2B sales and marketing strategies using Kompass solutions

Kompass provides comprehensive digital tools for automating and optimizing B2B sales with B2B data-driven solutions, helping you use modern technologies to improve your marketing and sales processes at all stages – from attracting a potential customer’s attention to signing a deal.

Our experience proves that in the B2B sector the use of smart data solutions is really necessary. Especially if you plan to scale your business and actively enrich your customer base.

Therefore, please contact us for consultation, if necessary, – we will definitely find the optimal solution for you to supercharge you sales and marketing.