How to Align Sales and Marketing to Connect with Today's Modern Buyer
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First in wins! However, these days, being first in usually involves connecting online rather than in person. Learn how to integrate online marketing, social media, traditional marketing and your sales team to engage modern buyers early in the buying process.
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How to Align Sales and Marketing to Connect with Today's Modern Buyer
- 1. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys HOW TO ALIGN SALES AND MARKETING TO CONNECT WITH THE MODERN BUYER Darrell Amy Chief Innovation Officer damy@dealermarketing.net 214.224.0050 x.101 Larry Levine Social Sales Coach llevine@dealermarketing.net 214.224.0050 x.302 Jon Mitchell Social Media Director jmitchell@dealermarketing.net 214.224.0050 x.207
- 4. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys 1995: ANALOG TO DIGITAL
- 5. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys BUYER 2.0 Researches Online 1. Empowered with information 2. Afraid of making bad decisions 3. Pressed for time
- 6. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys Buyers are 57% of the way through the buying process before engaging with a vendor or sales rep. Consumer Economics Board Survey of 1,400 business decision makers Harvard Business Review, July 2012
- 7. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys 57% Sales Rep Engaged THE NEW BUYING PROCESS
- 8. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys 94% of buying decisions begin online Digital content IS becoming a deal breaker for consumers (especially younger buyers) who are looking for information online. Companies that aren’t there with answers to prospects’ questions will fall off the radar, while brands that anticipate questions and provide useful resources will win brand awareness and, eventually, conversions. Acquity Group, 2014 B2B Procurement Study
- 9. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys 84% of C-level/VP executives surveyed use social media to make purchasing decisions. IDC Social Buying Meets Social Selling April 2014
- 10. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys FIRST IN WINS How do you get in first?
- 11. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys SALES SALES LINKEDIN COACHING MARKETING MARKETING 57% IN PERSON DIGITAL PROSPECTING DIGITAL MARKETING ONLINE BLOG WRITING SOCIAL MEDIA SEARCH ENGINES WEBSITE DESIGN
- 12. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys ALIGN AROUND BUYER2.0’S QUESTIONS Do you understand my business? Who else have you helped? Can I trust you?
- 13. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys WHAT DOES BUYER 2.0 WANT? • A proven path to success. • Ideas that others have tried.
- 14. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys FOUR THINGS MARKETING CAN DO TO HELP SALES
- 15. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys 1. ORIGINAL CONTENT • Blog articles • Social posts • Website content • Special reports
- 16. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys 2. WRITE CASE STUDIES • Make complex concepts seem simple. • Boosts credibility
- 17. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys 3. GO TO SCHOOL • Find out what is important to your prospects – Interview them – Read their magazines – Take business classes online
- 18. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys 4. FIELD RIDES WITH REPS
- 19. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys WHAT MARKETING SHOULD NOT DO
- 20. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys LINKEDIN SALES TRAINING • This needs to be done by someone with in-the-field sales experience. .net
- 21. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys FOUR THINGS SALES CAN DO TO HELP MARKETING
- 22. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys HOW SALES CAN HELP MARKETING Help Identify Content Topics Amplify Dealership Social Media Posts Learn How to Use LinkedIn Handle Online Leads Correctly
- 23. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys ACTION ITEMS MARKETING • Go on a field ride • Start creating original content that answers prospects’ questions • Write case studies SALES • Help marketing by come up with good topics • Share company social media posts on your LinkedIn and Twitter • Learn how to use LinkedIn
- 24. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys Darrell Amy Chief Innovation Officer damy@dealermarketing.net 214.224.0050 x.101 Larry Levine Social Sales Coach llevine@dealermarketing.net 214.224.0050 x.302 Jon Mitchell Social Media Director jmitchell@dealermarketing.net 214.224.0050 x.207 www.dealermarketing.net/linkedin-guide www.socialsalesacademy.net
Editor's Notes
- More from the IDC Study: Complex decisions are fraught with risk. To increase trust and confidence in making high-stakes company purchase decisions, B2B buyers leverage their professional networks. Social media makes accessing these networks more efficient. New global research, conducted by IDC in February 2014, finds that online social networks play a vital role in the purchase process of 84% of the most senior B2B buyers. In the final stage of the purchasing process, when stakes are highest, online networks are the number one preference of buyers. Sales professionals are advised to pay attention to this trend. The rise of digital communications has already eroded the opportunity to sell face to face. For example, IDC's 2012 IT Buyer Experience study reported that an average of nearly 50% of the purchasing process for technology solutions is complete before a salesperson becomes involved. Reduced face-to-face time is not the only change salespeople need to worry about now. Relationship building, referrals, and recommendations are also shifting online. To succeed today, sales professionals must answer their social phones.