Relationship intelligence goes beyond job titles, pain points, phone numbers and other prospect contact data. By connecting the data from your market, sales or lead intelligence, you can use relationship intelligence to expand your outreach potential, build customer opportunities and close deals.

Let's discuss relationship intelligence, its benefits and the tools you can use to build it.

What Is Relationship Intelligence?

Relationship intelligence is data used to get insights on prospects and existing customers. Data for relationship intelligence comes from company interactions and communication information stored in CRM databases.

Most people may confuse relationship intelligence with customer intelligence but there are differences. Firstly, customer intelligence is based on customers whereas relationship intelligence is based on the connections with customers.

It is the branches between professionals with fragments of customer intelligence at the tips. So, while customer intelligence may include contact information, social media handles, job titles, and reporting structures, relationship intelligence includes things like social media traffic, outreach campaign targets and the number of renewal cycles.

Benefits of Relationship Intelligence

Relationship intelligence helps by gathering further data than your typical sales and customer data. It helps:

·         Improve relationships

·         Reduce prospect research

·         Attain new buyers before the competition

·         Find qualified leads for closing

·         Improve personalization in pitches and messages

·         Gain insights on prospects

Personalization is key for improved customer relationships and B2B companies need to delve more into relationship intelligence to better understand their relationships with customers and leads and create more opportunities.

How to Build Relationship Intelligence?

Here are some tools that help build relationship intelligence using existing and newly gained intelligence data in your contact databases.

·         Start with Customer Relationship Management (CRM)

What better place to start than your CRM system? After all, it holds invaluable data on customers, which you can use as intelligence. To collect relationship intelligence, you can start by merging storage of customer data, integrating customer interaction applications and importing any available third-party data.

·         Invest in Data Providers

Using your existing data may save you money and resources but it will take up precious time, especially if it is your only source for relationship intelligence data. If you can afford it, investing in data providers may help save time.

·         Tools for Visualizing Data

Studying raw data and analyzing it for a full overview of customers and leads can be difficult and inaccurate. By using data visualization tools, you can easily and accurately generate graphs and charts that give you a better perspective.

·         Email Syncing

Your inbox is your hub of communications. By syncing your email with your CRM system, you can easily store valuable email communication data in your CRM. This will improve any future engagements with customers and leads.

Conclusion

Go beyond the basic contact data used for personalization or engagement and leverage relationship intelligence for improved sales and marketing. Use the power of valuable relationship intelligence to build customer opportunities in your upcoming outreach campaign.

For more information on relationship intelligence, sales or marketing, please visit our website today.

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