PCamp7 Session: Aligning Sales & Marketing

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It’s the Holy Grail–aligning sales and marketing. You want the right message to get to the right prospect at the right time–using the right channel. So how do you make it happen? How do marketers …

It’s the Holy Grail–aligning sales and marketing. You want the right message to get to the right prospect at the right time–using the right channel. So how do you make it happen? How do marketers ensure the right content is instantly available in an easy-to-access format that allows for immediate customization? In this session, we’ll discuss the limitations of today’s technology solutions, and how you can turn your sales team into a competitive weapon to deliver powerful marketing messages.

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  • How many of you participated in the Starbucks card contest?New drawing from participants for giftWhat purpose did that pre-training exercise serve?This was a priming exercise. Priming is defined by psychologists as preparing people to think about a particular purpose or activity that lies ahead. It opens our mind. We pay attention to information we previously ignored. We make new associations. When you send a pre-meeting email to an end user, you are priming them for the meeting. So what do you want them to be thinking about before the appointment? Are there any questions?
  • Review Points.Scan your top 10 list. Based on what we’ve talked about, is there a next step to take next Monday? Write it down.

Transcript

  • 1. Aligning Sales & Marketing A How-To Session for Product Marketers Presented by Linda Bishop President, Thought Transformation
  • 2. Align Sales & Marketing • Map the buyer’s journey • Audit marketing materials for content • Bucket your leads • Use technology to touch leads
  • 3. There is a big payoff when the right message gets to the right person at the right time in the right channel.
  • 4. Aligning sales and marketing begins by mapping the buyer’s route to a sale.
  • 5. One Basic Framework Awareness Interest Evaluation Purchase
  • 6. Audit Your Content • What do buyer’s need to know at each stage of the buying journey? • What content do you have? • What gaps do you need to fill? • Where do buyers seek information? • Can you be found?
  • 7. Bucket Your Leads Develop categories • Near-term, mid-term, long-term leads • Aware, interested, evaluating, purchasing • Hot, warm, cold
  • 8. When the sales team has a conversation with a potential buyer, how do you give them easy access to the right content to maintain sales momentum?
  • 9. Use Technology • Automated marketing systems simulate dialogues • Marketing resource centers provide easy access to a library of marketing assets – Digital – Print • Protect your brand • Create customized messages on the fly
  • 10. When you deliver the right message at the right time!
  • 11. Quick Recap • Map the buyer’s journey – Awareness, Interest, Evaluation, Purchase • Audit content – The right information answers questions, overcomes objections and informs about benefits • Bucket lead – Simple is a good starting point • Use technology to touch leads
  • 12. Thanks for the opportunity to present this information. Linda Bishop, President Thought Transformation 770.846.3510 lindabishop@thoughttransformation.com www.thoughttransformation.com