Winning a buyer’s heart is no easy feat. In today’s age, competition is fierce and mistrust abounds. As with most modern relationships, achieving lasting customer love requires both time and effort from sellers. Use the tips below to ensure that your buyers are feeling the love right from the start.
Account-Based Marketing in the Age of Authenticity
Advertisements and mass-marketing emails can take a business only so far in today’s self-educated, hyper-personalized market. To adapt, many companies began implementing more targeted account-centric marketing practices.
Account-Based Marketing, or ABM, is an alternative B2B strategy that concentrates sales and marketing resources on a clearly defined set of target accounts within a market and employs personalized campaigns and touch points designed to resonate with specific personas within each account.Continue reading article ›
Blog: REEL Sales Enablement with Phill Sundal at DiscoverOrg
I always find it fun to interview fellow marketers and bond through our shared understanding of great products, strong value propositions — and common pain points. The pain of sales and marketing alignment (or misalignment) is one that every marketer knows but few know how to solve. After trying to tackle this issue in several different ways, Phill Sundal at DiscoverOrg finally found success with Highspot. In the interview below, he outlines the successes and failures he encountered as he worked to bring sales and marketing into alignment at his company.
Here is the video interview, as well as the interview transcript, below:
Looking to the Future: What’s Next for Medical Device Sellers and Marketers?
Innovation is the lifeblood of success in evolving industries.
The medical device space is one such industry, and changes are happening at the speed of femtosecond laser pulses. Sellers and marketers are rightfully questioning what lies ahead and how teams can meet the shifting demands.
Successful Sales Communication Strategy in 6 Steps
ABC: The motivational sales shorthand for “Always Be Closing” might as well also stand for “Always Be Communicating,” because sales runs on communication. From opening pitch to closing deal, effective communication supports every step in the buyer’s journey and provides a critical link between sellers and internal teams such as marketing.
But sales communication can be a double-edged sword. While its importance in providing sales with critical connections is undeniable, it has the potential to overwhelm or distract sellers from their goals if there is no strategy guiding it. Quality, not quantity, is the key for sales leaders looking to create effective sales communication strategies for their teams. After all, sending more email updates won’t make your sales team any more informed if they aren’t finding the content relevant, valuable, or easily accessible. The guiding goal of any successful sales communication strategy should be to provide salespeople with the right information, in the right place, and at the right time.
Read on for the who, what, when, where, how, and why of developing a sales communication strategy. With these best practices, you’ll have a framework for communicating with your sales team that will keep them informed, prepared, and focused on the goals that matter.
Personas for Marketing and Sales Alignment
In a customer-first world, alignment on buyer personas has never been more vital. They are key in gaining our target buyers’ attention and staying focused on their needs. Being strategic with creating buyer personas gives us a better chance of nurturing the prospect from buyer to customer, and I believe the key to this is through aligning content to the buyer’s journey.
Most companies know the importance of buyer personas and have embedded them into their go-to-market strategies, but the problem is that they don’t know how to use them. Even more troublesome, they don’t have the correct content to present to each of their buyer personas and there’s no way to serve content to the persona at the right stage of their journey.
Looking Back at the CEB Sales and Marketing Summit 2017 — Finding Sales and Marketing Alignment
Gone are the days when selling was a linear path: Locate a lead, nurture it with a set of marketing materials, go on a sales call (or series of sales calls), and close the deal.
In today’s B2B selling environment, the sales funnel is more like an infinity loop that flows from marketing to sales and back again until the buyer is ready to engage.
Last week at the CEB Sales and Marketing Summit, I attended several great sessions. Two in particular stood out to me because they focused on something near and dear to my heart — sales and marketing alignment.
Resolve the Marketing and Sales Content Dispute
When it comes to sales and marketing types, they want to like each other. In fact, in my experience, they want to love each other! After all, sales and marketing work towards a common goal — generating more revenue. But the fact remains that as long as sales relies on marketing to help close deals, and marketing relies on sales to get the company message out, there’s bound to be conflict.
Failure to Communicate
Sales wants very specific, personalized content that they can find at a moment’s notice. Marketing feels that they publish volumes of content (and they do — but 65% of it can’t be found), and they’re sensitive to changing content because it changes the company message. In the end, we have two mission-critical groups with a common goal — but different ways of getting there — and mounting frustration.
Marketing and Sales: Connecting the Dots Between Perception and Reality
Sales and marketing often hold different worldviews. Left unreconciled, they can flatten innovative ideas and the career-making opportunities that accompany them. Today we’re investing a few minutes in how to identify differences between perception and reality, and use the results as a launchpad for revenue growth.
The Other Side of the Lens
At one point or another, we’ve all perceived a sales and marketing reality that didn’t exist. We anticipated a behavior that fell short or an opportunity that didn’t materialize. In the final analysis, chances are you, too, vowed it would not happen again. This is about minimizing the probability it will. Continue reading article ›
Want Your Sales Team to Crush Quota? Remove Information Overload
Recently, CEB posted about a little-discussed correlation in selling organizations — the more burdened a sales team (in terms of content, disparate tools, complex internal processes), the lower their sales conversion rate.
As it turns out, more isn’t always more. According to research, the more we overload sales teams with content, tools, and processes, the worse they have a tendency to perform. CEB reports that 62% of perceived seller burden can be attributed to overly complex internal processes and procedures. In other words, the majority of sellers attribute their job frustrations to their own sales (and marketing) organizations.
Odds are that I don’t have to sell you on this correlation. We ask today’s sales reps to do a lot, and by weighing them down with more, more, more, we restrict them from delivering more of what they really need: sales.