Is Marketing the New Sales? OR Is Sales the New Marketing?
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Is Marketing the New Sales? OR Is Sales the New Marketing?
- 1. www.act-on.com | @ActOnSoftware | #ActOnSW Is Marketing the New Sales? OR Is Sales the New Marketing?
- 2. www.act-on.com | @ActOnSoftware | #ActOnSW This Session’s Presenter Atri Chatterjee Chief Marketing Officer atri@act-on.net @atrichatt
- 3. www.act-on.com | @ActOnSoftware | #ActOnSW Agenda • Evolution of Marketing & Sales • Today’s Buyers Journey • A New Acronym EIII (Pronounced [ ī ] ) • Next-Gen Customer Lifecycle
- 4. www.act-on.com | @ActOnSoftware | #ActOnSW Sales takes down deals Traditional Marketing and Sales Marketing provides air cover
- 5. www.act-on.com | @ActOnSoftware | #ActOnSW But the Buyers Journey has Changed… • Buyers are doing more research before they call you – 78% start the buying process with a web search – 50% turn to social media and peer reviews Source: DemandGen Report
- 6. www.act-on.com | @ActOnSoftware | #ActOnSW We Speak a New Language… (EIII) • Engagement • Intelligence • Insight • Inspiration [ ī ]
- 7. www.act-on.com | @ActOnSoftware | #ActOnSW Engagement Multiple Channels • Engagement through multiple channels • Follow the buyers journey Continuous Process • Engagement is a continuous process • Nurturing is essential
- 8. www.act-on.com | @ActOnSoftware | #ActOnSW Content is Key to Engagement Develop a curriculum and content plan that matches a buyers journey Become a trusted advisor by educating before selling Get found by optimizing your content for search engines Use paid advertising to bolster organic search Reinforce content across multiple channels
- 9. www.act-on.com | @ActOnSoftware | #ActOnSW Intelligence • Use every engagement opportunity to learn more • Build a profile that combines demographic and behavior information • Gathering intelligence will save you time and make you look smarter
- 10. www.act-on.com | @ActOnSoftware | #ActOnSW Insight • Use the intelligence gathered to understand your prospects needs • 80% of the prospects deemed “bad leads” by sales go on to buy within 24 months • Look for patterns and understand what they mean Source: Sirius Decisions
- 11. www.act-on.com | @ActOnSoftware | #ActOnSW Inspiration • Happy customers are inspired customers! – It costs 6 – 7 times more to sell to a new customer than to an existing one2 • 70% of buying experiences are based on how the customer feels they are being treated1 • Organizations where marketing and sales are aligned were 38% better at winning customers than those that were not3 Source: 1) McKinsey & Co; 2)Bain & Co.; 3) Marketing Profs research
- 12. www.act-on.com | @ActOnSoftware | #ActOnSW Change the Process & See the Results LEADS OPPORTUNITIES CUSTOMERS ENGAGED CUSTOMERS ADVOCATE & FAN Marketing Responsibility Sales Responsibility Engagement throughout the customer lifecycle
- 13. www.act-on.com | @ActOnSoftware | #ActOnSW Next Steps Need it today Call: 1 (877) 530-1555 Email: sales@act-on.com Sign up for a demo www.act-on.com
Notas del editor
- Just a few short years ago, the business world was a very different place.Traditional marketing focused onbrand building,name recognition, there was some lead generation, catalogs,direct mail, billboards, coupon strategies they also hired agencies to create radio, television, magazine, and newspaper ads packaging and point-of-purchase displays conducted focus groups and testingTraditional sales on the other hand focused onconducting their own prospecting, dialing for dollars, logging time on the road they also conducted cold calling – dialing strangers or just walking – it was endemicKey Point:There was a distinction between the sales and marketing departments, which had different concerns, different responsibilities, different lexicons, and different ways of measuring success. They were operating in silos.
- Integrating marketing and sales systems creates interdependency. Sales and marketing personnel work closely together at every stage in the customer lifecycle, from the nuts-and-bolts of lead scoring to the nuances of creating and applying personas. This technological revolution allows sales and marketing key gains that were for the most part unthinkable even ten years ago.These gains can be broken down into the four categories of – Insight, Intelligence, Engagement, and Inspiration
- Insight. Think of this as insight into individual behaviors and customer needs.As examples:Marketing Automation – gathers information at the individual level, both explicit (someone’s title) and implicit (the web pages they visit), and appends these observations into the individual’s history profile.Lead Scoring – Characteristics and behaviors can be scored, and leads that pass a scoring threshold can be passed from the marketing system to the sales system automatically, perhaps making it onto a prioritized list for the salesperson if the score’s among the highest that day or hour.Nurturing Program – Cold leads can be seen and acknowledged as cold making it a candidate for a nurturing program. But it also keeps them in the marketing bucket and out of the sales rep’s part of the lead funnel. Sales is spared wasting time on leads that won’t ever be sales-ready.Website Visitor Tracking – this of course captures visitor tracking, identifies who visits which pages and from that, sales can get real-time visitor- or page-triggered alerts for follow-up.
- Intelligence. Think of this as aggregate data for reporting and trend watching, and aggregate data on an individual that indicates next steps.Campaign Results and Conversions – Marketing automation reports on campaign results and conversions help marketing become accountable for a portion of sales revenue. Traditionallysilo’ed form sales, Marketing is now part of the profit continuum.Inbound Marketing – these features can track AdWords conversions, providing intelligence and guidance for media buys,budget establishment, and keyword optimization for organic search.Marketing Database Access – Salespeople can access entries in the marketing database (from their sales force automation dashboard, so it’s not disruptive) to see aggregate data including demographic and behavioral, search terms used, etc. Seen holistically, the data provides intelligence the sales rep uses to take the next step – including knowing when the customer is ready to buy and it’s time to close the deal.