Give salespeople a more complete view of fans

When people talk about ticket sales, the conversation usually focuses on promotional channels like email, search, social media and display ads, but there’s a crucial element that often gets left out of the conversation: salespeople.

Marketing channels are great ways to sell single-game tickets or drive people to a landing page for premium tickets, but if you’re selling a suite, corporate season tickets or trying to bring back a high-value season ticket holder, a salesperson is going to enter the picture to close that sale.

And they’ve got their work cut out for them—inside sales reps can expect to make 25,000 calls in their first year. That’s a huge number no matter which way you cut it, but Umbel has just introduced a new integration with Salesforce and a new app on the Salesforce AppExchange app to make their jobs a little easier. Below are three ways our relationship with Salesforce can help sales teams for sports and entertainment, from inside sales reps to sales directors.

Identify the best leads

Data management platforms help marketers segment different audiences and target the most valuable segments across different channels. Since Umbel relies on first-party data (that is, data directly collected from fans coming to events, using your app, clicking on your emails, etc.), you can better identify leads based on certain criteria and then import them into Salesforce for salespeople to target.

Those segments can be based on things like household income, past ticket purchases and more, or from our lookalike lead scoring offering, which identifies new leads in your database that look like your best customers, whether they’re season ticket-holders, suite buyers or big merchandise buyers. Your sales teams can then use hyper-targeted lists for their outreach instead of trying to scour your entire database to find the best prospects.

Save time entering data

Updating any CRM is tedious stuff. The average salesperson spends four hours updating their CRM a week and that only gets them 40 percent of their updates. If you’re making almost 500 calls a week, every minute counts.

Now, Salesforce contact and leads can show data from Umbel, including:

  • demographics (e.g., age, marital status, household income)

  • geographical info

  • Social affinities for brands, players and other teams

All that’s automatically pulled in without any work for the salesperson.

Example of Umbel data fields in Salesforce
Example of Umbel data fields in Salesforce

Warm up cold leads

Sales is hard enough without knowing anything about the person you’re talking to. But by using Umbel’s data, salespeople can have a roadmap to personalize that initial conversation. They could lead the conversation toward a specific player’s fantastic season, knowing the prospect likes their Facebook page. Or they could tailor the conversation towards someone’s interest in movies, local businesses, etc. The key is having something to have as a frame of reference (and not spending time trying to find those breadcrumbs on social media).

Your marketing isn’t shooting in the dark (or, at least, it shouldn’t be), so make sure your salespeople have as much information as possible before they dial a number or hit send.

Want to equip your salespeople with better leads and more data about those leads? If you’re already using Umbel, you can reach out to your Client Partner for more information.

If you’d like to learn more about what Umbel can do you for your team or event, click here to request a demo.

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