Role fo marketing supporting sales


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How Sales and Marketing working together helps your lead efforts

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Role fo marketing supporting sales

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