Role fo marketing supporting sales

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How Sales and Marketing working together helps your lead efforts

How Sales and Marketing working together helps your lead efforts

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  • 1. B 12 Leads
    • The Role of role of Marketing in supporting the modern Sales function.
  • 2. The process behind an effective lead generation and management strategy have changed.
    • Traditional ways of selling need to be refocused and worked into new inbound marketing techniques.
    • Forrester Research reports that 78% of B2B buyers start their research for products online.
    • Customers are educating themselves via the Web
    • By the time sales actually speaks to them, they think they understand your products.
  • 3. 5 ways Marketing can support the modern Sales process.
    • Align your Sales and Marketing
    • Content Creation – an ongoing commitment
    • Buying persona’s
    • Integrate your Sales Team – Lead Management
    • Closing the loop
    • Lets look specifically at each of these
  • 4. Align your Sales and Marketing
    • From a marketing prospective your tactics must evolve.
    • All focus must revolve around making your website a go to resource.
    • Marketing and Sales must agree when a lead is “Sales qualified”
    • Make sure the lead is then passed to the appropriate sales person quickly.
    • Sales the rep must “add” value or solve their business problem rather than simply communicating the product features.
    • Employ a consultative sales approach
    • Marketing continue to support and nurture the lead
    • Sales person works on solving specific customer’s needs
  • 5. Content Creation
    • Provide a continuous stream of relevant, targeted content
    • Attract and nurture customers is demanding.
    • Commit to an editorial calendar
    • Build a trusted and resourceful website.
    • Tweaking and optimizing your offerings will create far greater numbers of sales ready leads
    • Keep your ideas fresh, and post regularly in order to stay front of mind.
  • 6. Buying persona’s
    • Understand the different buying persona’s in your marketplace.
    • They have different needs and reasons for buying,
    • Make sure that they are addressed specifically.
    • A prospect’s first impression now comes from your website rather than a chat or hand shake
    • Your marketing and website will determine whether you make it to the buyer’s short list of vendors.
    • Address the specific needs of different buying persona’s
    • State the advantages of your company
    • Support those claims with content, relevant stories and case studies.
  • 7. Integrate your Sales Team
    • Don’t wait for a prospect to pick up the phone.
    • Sales needs marketing support to nurture and then provide “Sales ready” leads.
    • The lead should be passed without delay
    • Provide all insight that has been gained.
    • The Sales person will use this to add value, understand a prospects needs and provide a solution.
    • Prospects also need nurturing to maintain engagement
    • Neglecting medium and longer-term prospects will starve your pipeline
  • 8. Closing the loop
    • If marketing efforts are not measured then you are “shooting blind.”
    • Need to understand what channels are working best.
    • Get real feedback on the quality of leads, the pipeline status and reason leads are lost
    • Focus on the traits of hot leads
    • Identifying the cost-per-lead and cost-per-opportunity per channels
    • This can only be accomplished when leads are tracked by Source and Sales person
    • This is the role of a Lead tracking tool.
  • 9. Familiar problems
    • Can’t easily capture leads
    • Lead assignment is time consuming and difficult
    • Too many duplicate leads
    • Response time to new Leads is poor
    • No sales process; everyone does their own thing
    • No workflow – salespeople waste time unsure what to do next
    • No process to follow-up
    • No tracking of leads or their pipeline status
    • Not learning from your successes and failures
    Address these issues Try B12 Leads free for 30 days – www.B12Leads.com