Besnik Vrellaku, CEO and Founder of Salesflow.io: “The modern sales landscape is driven by digital technologies and data analytics”

Besnik Vrellaku, CEO and Founder of Salesflow.io, describes himself as both a serial entrepreneur and investor. Aged just 15, when he started his entrepreneurial journey in the world of online merchandise trading, and has since spearheaded several minimum viable product (MVP) ventures.

He says that it’s these experiences that gave him the grounding in go-to-market (GTM) software – not to mention SaaS, product development, AI, sales and marketing – that have made Salesflow.io such a success. In the space of two years, he used his last £1K to bootstrap the company and turn it into one that generates many millions of pounds in revenue. With a client list that now includes industry giants Hubspot and Monday.com, this is no idle boast.

To find out more, you can watch Besnik tell his story in the YouTube video below. Or keep reading, and you’ll find out not only the key role data and AI have to play in his company’s success, but why he thinks the traditional model of lead generation has to change.

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Can you give an example of a complex problem in sales that you – or your company – have been involved in tackling with technology?

At Salesflow.io, we wanted to address the challenge of improving the efficiency and effectiveness of B2B lead generation through multi-channel outreach. Traditional sales methods often involve cold emailing or just LinkedIn outreach, but these methods typically yield low response rates when done alone. Our goal was to create a solution that combined these channels into a cohesive strategy, maximising the potential of each.

We developed a sophisticated multi-channel sales automation platform that integrates email and LinkedIn outreach, providing a more human-like approach to cold prospecting. The challenge was to ensure that this technology could mimic personalised communication at scale, which would increase response rates and lead conversion.

To address this, we employed advanced data science techniques and invested in AI-driven features to analyse and predict the best times to reach out, the most effective messaging, and the optimal frequency of follow-ups. This approach allowed us to significantly boost response rates – email alone typically has a 2% response rate, but when combined with LinkedIn through our platform, this jumps to a 7%-10% response rate.

Solving this problem not only revolutionised how our clients approach B2B sales but also led to the generation of over 500,000 responsive leads for SMEs, showcasing the impact of technology in addressing complex sales challenges.

How has technology helped marketing and sales work better together? Or, if you feel differently about it, has it increased the gap between those two departments?

I believe technology has significantly bridged the gap between marketing and sales, fostering closer collaboration between the two departments. At Salesflow.io, our multi-channel sales automation platform is a prime example of this. By integrating both email and LinkedIn outreach into a single, cohesive system, we’ve aligned marketing and sales efforts towards the common goal of generating high-quality leads.

The use of AI and data analytics within our platform provides deep insights into customer behaviour and engagement, allowing marketing teams to create more targeted and effective campaigns. These insights are seamlessly handed off to sales teams, who can use the same platform to implement personalised outreach strategies that resonate with prospects. This continuity ensures that the messaging remains consistent and relevant throughout the customer journey.

By breaking down the issues that traditionally exist between marketing and sales, our technology enables better communication and coordination, ensuring that both teams are on the same page. This alignment not only improves efficiency but also drives better results for the business.

Rather than increasing the divide, technology like ours has brought marketing and sales closer together, creating a more collaborative and effective approach to lead generation and customer engagement.

Beyond that, it’s as simple as integration between the marketing and sales system as a whole – this allows both departments to have attribution and accountability in their campaigns and directly see the entire business funnel. Take, for example, HubSpot with an integration ecosystem; whilst first used by marketing, they can integrate with the sales stack to create a direct connection with marketing efforts, focusing the attention of teams to collaborate given this new transparency of impact. 

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What are some examples of AI being used in sales that stand out to you?

There are some simple examples. For example, AI-powered tools can already sort and categorise emails, prioritise leads and schedule follow-ups without manual intervention. They can also handle repetitive tasks such as data entry, email management and scheduling. Plus it can track interactions with potential clients, suggesting optimal times based on previous interactions and outcomes.

Personalisation is also key to successful sales interactions these days and AI is helping to play a crucial role in delivering it. Customers expect more personalised experiences, and businesses that fail to deliver may find themselves losing out to competitors.

Thinking of data, can you share some specific examples of it being impactful in driving revenue?

Traditionally, identifying leads involves manually analysing massive amounts of data. That, again, is where AI can help. It can analyse vast amounts of data, far more than one person, to identify high-potential leads, assess their readiness to buy and prioritise them accordingly – basically, lead scoring.

And AI-driven lead-scoring learn as they go along. For instance, AI models can be trained on positive and negative responses, helping sales reps focus on more productive conversations. One study by Harvard Business Review even shows that companies that use AI for lead scoring see a 51% increase in lead conversion rates.

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How do you leverage digital technologies and data analytics to enhance commercial operations globally?

At Salesflow.io, leveraging digital technologies and data analytics is central to enhancing our global commercial operations. Despite being headquartered in the UK, we work with clients and have employees worldwide, which requires a robust and adaptable technological framework.

Firstly, our multi-channel sales automation platform is designed to be universally accessible, enabling us to manage and optimise sales processes across different markets. By integrating email and LinkedIn outreach, our platform allows businesses to engage with prospects on a global scale while maintaining a personalised approach. This is crucial for tailoring messages to diverse cultural and regional preferences, thereby increasing engagement and conversion rates.

Data analytics plays a pivotal role in this process. We collect and analyse vast amounts of data on customer interactions, behaviours, and market trends, which enables us to provide actionable insights to our clients. These insights help businesses make informed decisions about their sales strategies, ensuring they are relevant and effective in different regions. For example, understanding time zone differences and regional buying patterns allows our clients to optimise their outreach timing and messaging, enhancing their success in international markets.

Digital technologies also enable us to maintain seamless communication and collaboration among our global teams. We use cloud-based tools for project management and internal communication, ensuring that all employees, regardless of location, have access to the same information and resources. This ensures consistency in our service delivery and supports our ability to scale operations globally.

Additionally, our commitment to continuous innovation means we regularly update our platform with new features driven by AI and machine learning. These technologies further enhance our data analytics capabilities, allowing us to predict market trends and customer needs more accurately. This proactive approach helps our clients stay ahead of the competition in their respective markets.

What advice do you have for those wanting to start a career in sales?

For anyone looking to start a career in sales, my first piece of advice is to embrace the power of perseverance. Sales can be a challenging field, full of ups and downs, but it’s also incredibly rewarding. From my own journey with Salesflow.io, I’ve learned that resilience is key. There will be times when deals fall through or targets seem out of reach, but those who keep pushing forward, learning from each setback, often find the most success.

Next, leverage the tools and technologies available to you. The modern sales landscape is driven by digital technologies and data analytics, which can significantly enhance your effectiveness. Familiarise yourself with sales automation platforms, CRM systems, and data analytics tools. These will not only make your work more efficient but also give you valuable insights into customer behaviour and market trends. At Salesflow.io, we’ve seen how integrating these technologies can transform the sales process, making it more targeted and impactful.

Networking is another crucial element. Sales is as much about building relationships as it is about closing deals. Whether it’s with clients, mentors, or colleagues, strong connections can open doors and provide support when needed.

Finally, always be willing to learn and adapt. The sales industry is constantly evolving, especially with the rapid development of AI and cloud technologies. Stay curious, keep improving your skills, and don’t be afraid to experiment with new approaches.

Starting a career in sales is a journey, but with the right mindset and tools, it can be an incredibly fulfilling one.