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Role fo marketing supporting sales
Role fo marketing supporting sales
Role fo marketing supporting sales
Role fo marketing supporting sales
Role fo marketing supporting sales
Role fo marketing supporting sales
Role fo marketing supporting sales
Role fo marketing supporting sales
Role fo marketing supporting sales
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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

Published in: Business, Career
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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 –