Have a read and see for yourself why this sales strategy has been taking over the world.

Want your business to stand out and generate income in today's digital economy? Sales engagement skills are essential, a crucial tool for developing meaningful relationships with both prospects and customers.

In this article, we define sales engagement and compare it to sales enablement. We’ll also go over the steps to build an effective sales engagement model and explain how to set it up.

What is sales engagement?

To put it simply, it's all the interactions between buyers and sellers. From emails, to phone calls, to social media messages and support tickets.

Forrester Research says that the number of interactions grew from 17 in 2019 to 27 now, a 10-point rise.

But what counts as an engagement? Well, anything tracked by touchpoint or time. This includes sales calls, meetings, ebook downloads, and email click-throughs. Such sales interaction shows a buyer's journey, enabling sales teams to see how messaging, content, timing, and more affect the buyer's experience. Then, these findings  are used to make sales better and faster.

Let's look at some sales engagement stats. They'll help us see how important it is to have a CRM system that combines engagement, support, and sales:

  • Salesforce found that 78% of B2B buyers expect salespeople to be trusted guides. They should know a lot about the industry. It also discovered that 57% of people stopped buying from a company because a competitor offered a better experience.
  • A recent study by Forrester found that over 80% of sales leaders have changed how they do business to meet the changing needs of buyers.

Why is sales engagement important?

Sales engagement is important because it touches on almost every aspect of the sales process. However, implementing sales engagement strategies into your workflows is paramount for success in the modern sales market. Here’s why:

  • It builds stronger relationships with potential customers, fostering trust and rapport that are essential for conversions.
  • By personalizing the sales approach, businesses can increase conversion rates as solutions are tailored to meet the specific needs and pain points of leads.
  • Continuous engagement enhances the customer experience, contributing to retention and repeat business.
  • It boosts sales productivity by allowing teams to focus on high-potential leads.
  • Regular interactions provide valuable feedback for improvement.
  • Effective engagement drives revenue growth through increased sales and referrals.
  • It helps sales teams navigate prospects through the sales process more effectively, from awareness to the final sale.

It’s because of these benefits that sales engagement is such a high priority. In fact, 90% of sales leaders plan to invest in technologies and methodologies to help their sellers engage effectively with prospects and customers.

How do you measure sales engagement?

Measuring sales engagement shows the effectiveness of your sales strategy. It can also hint at how effective each individual channel is, be it email or social media, and how it contributes to your overall success.

Analyzing every engagement over these channels can pinpoint what really resonates with prospects. It allows for the fine-tuning of tactics, ensuring your team focuses on what works best, driving conversions and ultimately boosting revenue.

Measuring sales engagement involves tracking metrics such as:

  • Email open rates
  • Click-through rates
  • Response times
  • Number of meetings or calls scheduled
  • Conversion rates

These metrics can help identify how effectively interactions turn into sales opportunities. They help understand which strategies are working and where adjustments are needed to improve sales outcomes.

With tools such as NetHunt CRM, you can track these ever-important metrics even more easily. The visual pipelines help you identify sales bottlenecks and opportunities at a glance. Additionally, the reports generated by NetHunt CRM can help you evaluate the successful performance of your outreach campaigns, A/B tests, and more!

What are best practices for sales engagement?

Improving your sales strategy involves more than just understanding what works and what doesn’t. It's about blending the industry's best practices with specific data-driven advice to make real improvements. Here's how to weave these practices into your strategy effectively.

Integrate your sales and marketing teams

Achieving harmony between sales and marketing is fundamental to sales engagement success.

One idea to achieve synergy: share a calendar both teams can access. It will ensure their alignment on content and campaign timelines.

Regular joint strategy sessions are also crucial. They provide a forum for both teams to review upcoming plans, share feedback, and make live changes. Also, feedback loops allow direct communication between sales and marketing, enabling fast changes and keeping content relevant and impactful.

Use tech strategically

Leveraging the right technology stack is a gamechanger for sales engagement.

Choose a CRM that doubles as a sales engagement tool, such as NetHunt CRM. Your system should also integrate well with other tools in your stack, reducing friction, boosting information flow.

It's also essential to hold regular training sessions for your team. They need to make the most out of these tools, with a focus on features that drive engagement and sales. Analytics are key here. It gives valuable insights into customer behavior and sales. This data can inform strategic decisions and adjustments.

Don’t forget to personalize

Personalization is the key to transforming generic outreach into meaningful engagement. Start with segmenting your audience using CRM data and tailor your messaging to specific behaviors, needs, and stages in the buying journey. Your email templates should include personalization prompts, encouraging sales reps to add personal touches or relevant information that speaks directly to the recipient.

Here’s a tip: Create a culture of personalization in your sales team to emphasize sales engagement’s impact on conversion rates.

Don’t stop optimizing, ever

Staying ahead of the curve requires a commitment to continuous optimization. You should A/B test different parts of your sales communications such as email subject lines and call scripts. It can show what your audience likes helping you to adjust your approach.

Regular analysis of key engagement metrics, such as email open rates, response times, and conversion rates, helps identify trends and pinpoint areas for improvement. It also fosters an environment where feedback is encouraged and valued,  promoting a culture of constant learning and improvement.

Try out creative engagement tactics

Differentiating your engagement efforts through creativity can help your brand stand out. For this, try non-traditional methods—personalized video messages, interactive content, and custom gifts are some examples.

Using out-of-the-box methods can create memorable experiences for your clients. If done right, they resonate with prospects on a personal level.

Sharing success stories within your team builds a store of ideas, encouraging others to share their own tactics. You can track the effectiveness of these creative approaches using engagement and conversion metrics.

What is a sales engagement platform?

Sales engagement platforms are software designed to make sales engagement faster and better. These solutions give sales teams the tools they need to effectively engage with prospects and customers across multiple channels, such as email, social media, phone calls, and text messages.

If integrated with a CRM, sales engagement platforms can centralize communication; some  even automate routine tasks. This allows sales professionals to focus on more strategic activities.

Key features and capabilities important for a sales engagement platform to have include:

  • Multi-channel outreach capabilities.
  • Integration with a powerful CRM system.
  • Automation of tasks and workflow management.
  • Integrations with other key sales and marketing tools, like VoIP dialers. This ensures a unified view of customer interactions and data.
  • Comprehensive analytics and reporting functionality. They track engagement metrics, measure performance, and give insights into sales activities.
  • Lead scoring functionality that helps your salespeople see how the leads compare to each other.
  • Strong measures to protect your and your clients' data security.
  • A responsive support team to help you out.

Top five platforms for sales engagement

NetHunt CRM

NetHunt CRM stands out because of its flexibility and efficiency. This CRM and sales engagement platform integrates with Gmail. It turns your inbox into a powerful solution. You can easily organize all your customer data, engage prospects, manage customer interactions and sales processes directly from your inbox.


Reply.io uses AI to automate and personalize sales interaction andstreamline the outreach process. The tool improves sales teams' efficiency by automating repetitive tasks and tailoring communications to individual prospects.


Clearbit specializes in providing real-time data to power your sales and marketing strategies. It offers deep insights into potential customers. This helps tailor engagement efforts better.


SalesLoft offers a full solution for sales teams. It focuses on email automation, sales coaching, and analytics. SalesLoft improves communication and efficiency, helping teams run better sales campaigns.


Apollo.io is known for its vast database and targeting. It enables personalized sales and marketing at scale. It provides tools for finding ideal prospects. It also automates outreach and measures performance.


Closing words

As we finish this deep dive into sales engagement, remember this: the path to successful sales is always changing; it’s full of opportunities. Adopting a mindset of constant learning is crucial. It means using cutting-edge tech and putting personalized, meaningful engagement first. These are key for attaining and maintaining sales success. Businesses can use these insights and practices. They can do this to beat the changing expectations of their prospects and customers. This will lead to long-term growth and success in the highly competitive digital marketplace.

Another key thing to remember is that sales engagement is easier with the right tools. Implementing the right environment to facilitate your sales efforts and give your representatives the tools they need is sure to take this strategy to the next level.

So why wait? Try NetHunt CRM now — the first two weeks are on the house!

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