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Marketing and sales: how to create a joint inbound strategy?

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Marketing and sales: how to create a joint inbound strategy?

According to HubSpot’s latest State of Inbound study , companies whose sales and marketing departments work together are up to four times more effective .However, at least in Europe, only in 30% of organizations these departments are aligned with each other. With this idea in mind … let’s get started!list_altIndex of contents
Marketing and sales: differences and commonalities of both departments
Inbound strategy for sales: where does it come from and what does it consist of?
3 keys to creating a joint inbound strategy between marketing and sales
This context may not seem very serious, since for many decades both departments have worked independently. The problem is that, today, market dynamics, new uk mobile number list habits and extremely high levels of competitiveness require companies to reinvent their internal processes to achieve more effective business strategies.In this sense, the sales and marketing departments must, yes or yes, begin to support each other. Well, in reality, they both pursue exactly the same goal: the success of the company!In this article I will explain how to transfer all the power of inbound marketing to the sales department. In this way, you can create an inbound strategy that integrates the efforts of both teams. Here we go!

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Marketing and sales: differences and commonalities of both departments
For 80% of customers, the experience they get when interacting with a company is just as important as its products or services. This is stated in the 2019 State of the Connected Customer report from Salesforce . For this reason, organizations must provide more coordinated and unified Betting Email List , regardless of the departments involved.To achieve this, it is necessary that you recognize in your marketing and sales teams both the aspects that differentiate them and those that unite them . Only in this way, both departments will know how to exploit not only their individual potentialities, but also those that they can achieve by working synergistically.In the end, both in the market and in football, matches are won as a team.Access the PDF and learn how to streamline long and complex sales processes with inbound marketing
What is the role of the marketing department?
The marketing team is responsible for ensuring that the information about your brand and its products or services reaches potential customers . In this sense, marketing strategies are related to attracting people possibly interested in what you offer. For this, this department has to design and execute commercial communication tactics that allow you, as a company, to educate your potential customers.This process of “education” refers to helping people understand why they need your product or service.Specific functions of the marketing department
In detail, some of the functions of the marketing team are:Design the buyer person (s) of your brand at a general level or of each of your products or services separately. In this other article we explain how to use the buyer persona in your marketing and sales strategy .
Plan and execute the entire business strategy. This implies:
Define the value proposition of your brand and develop the necessary tactics to make this proposition known within your target market.
Design the action plan for an effective Go to Market (G2M) . For this, the market must be segmented, the most suitable channels detected or the advertising messages defined, among others.
Establish the commercial objectives that you want / need to achieve through the strategy: at the level of new clients, expansion or profitability.
Define and deploy the communication plan of the company to publicize the value proposition within the market and create sales opportunities that allow achieving the established objectives.
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What is the role of the sales department?
The sales team is the one that accompanies and stimulates potential customers during their purchasing processes , in order for them to make a positive decision (to buy). For this, sales strategies focus on optimizing both the sales cycles themselves and the purchase cycles.

Here I give you a guide on the sales cycle vs. the buying cycle .

In this sense, the sales department is usually one of the largest within companies. However, the true effectiveness of this is not based on the number of salespeople, but on the ability they have to take advantage of the opportunities generated by the marketing department.

Thus, the efforts of the sales team are focused on potential customers previously educated by the marketing team.

Specific functions of the sales department
In detail, some of the functions of the sales team are:

Prepare the strategic sales plan . This includes from pricing policies (aligned with profitability objectives) to guidelines and best practices for negotiating with clients.
Successfully close the sales processes . For this, the department provides all the necessary advice to potential clients until they decide to conclude their purchasing processes.
Boost purchase and consumption levels over time by those who have already become customers.
Maintain the relationship with customers through different tactics that allow deepening the levels of trust. This in order to increase the levels of loyalty and recommendation marketing or WOMM (Word of Mouth Marketing).
Measure and analyze customer satisfaction rates through different techniques that allow us to know their opinions about the product, the service, the shopping experience and others.
Capture market information and generate business insights that allow opportunities to become threats (this is known as “timely threats”).
Common points between marketing and sales
As you have seen, by defining the roles and functions of both departments we can easily detect their need to act synergistically. This synergy is only achieved when both teams work together openly and without prejudice on their commonalities. This operational alliance is what is known as “SMarketing” (Sales + Marketing) .

In this free guide I show you how to achieve SMarketing by breaking down the barriers that separate sales from marketing .

Under this context, the marketing and sales objective has been, is and will always be to achieve the commercial success of the organization . For this, the treatment and interactions with prospects and customers are essential. From marketing, which starts the process, to sales, which ends it.

Thus, communication and support between both departments are key to convincing potential clients. Since, nowadays, their customer journey is sometimes not as linear as it is thought. Sometimes a potential customer suddenly jumps from marketing to sales. Or, on the contrary, sometimes you go backwards from sales to marketing. Remember it!

Inbound strategy for sales: where does it come from and what does it consist of?
According to Salesforce’s 5th State of Marketing report, marketing team leaders are increasingly working to support other departments within their companies. For these leaders, it is more important to provide customers with unified experiences from across the organization rather than focusing solely on their own functions as a department.

Thus, the following insights are extracted from this same report:

50% of marketing teams share common goals and metrics with sales teams .
53% with service teams .
61%, with advertising.
And, in terms of B2B businesses, 52% do it with sales teams .
In this way, marketing strategies are adapting to the strategies of other departments to unify efforts and provide much more powerful experiences. An example of this is inbound sale, a sales strategy that results from the adaptation of inbound marketing.

In this article I tell you all about inbound sales .

Inbound sales, despite being “for sale”, actually focuses on the purchase process, since the intention of this strategy is not to “sell a product” but to help people to get a solution (from the company) that satisfies them.

Thus, the marketing and sales processes (inbound) stop being invasive and begin to focus on the needs of the customers , instead of on the characteristics of the products.

Key aspects to implement inbound sales
As you already know, the marketing and sales strategies that are inbound focus on educating and making potential customers fall in love . In this sense, your sales team through an inbound sales strategy must offer, disseminate and promote a series of content that is interesting for your prospects.

In doing so, those prospects are the ones who will move, on their own account, closer and closer to a positive purchase decision. Thus, your most effective sellers will be your own content .

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In this same context, to implement a correct and efficient inbound sales strategy, your team must perform a series of basic actions. For example:

Answer the questions of your prospects , even before they explicitly raise them. This will allow you to speed up the purchase process.
Provide different content and informational resources on how your products or services solve the problems of your potential customers.
Maintain the conversion funnel with enough leads to ensure a continuous workflow. This increases the chances of conversion.
Automate certain repetitive tasks that do not require special attention from the sales forces. This way your team will be more productive.
Establish a sales enablement strategy . This focuses on three aspects: processes, content and technologies. Some techniques within this strategy are:
Provide the sales force with the most suitable content to captivate each prospect.
Train the sales team in areas such as assertive communication, the customer centric approach or the news of your products or services, among others.
Use technological tools to increase the efficiency of sales processes.
3 keys to creating a joint inbound strategy between marketing and sales
Different companies that we have supported from InboundCycle have increased their initial levels of traffic and registrations up to 20 times after just two years with inbound strategies . Even in multiple cases we have managed to double and even triple the results monthly!

Inbound Marketing Study 2021: know the results of more than 60 real companies
Undoubtedly, inbound strategies bring surprising benefits, but even better is when these strategies converge both sales and marketing efforts . In this sense, it is necessary that you consider at least three key factors to create a joint inbound strategy between marketing and sales . These factors are:

Define the pain points of your ideal clients
Optimize content for your sales team
Use the Sequences tool to distribute the content
1. Define the pain points of your ideal clients
Buyer personas are not just the ideal customers for marketing or the ideal customers for sales, they are those of the entire organization. Therefore, the definition of your pain points must be carried out by both expert teams jointly.

For this, a good methodology that you can apply in your company is the following:

a) Carry out a brainstorming session with the participation of both teams . In the execution of this technique, aspects such as:
The inquiries and comments that the sales team frequently receives from customers.
Inferences about whether prospects really know what their true needs or wants are.
b) Define the relationship between possible pain points and your products or services . That is, you must know if, objectively, your products or services solve the pain points of your prospects. To do this, your marketing and sales teams should ask themselves a series of questions such as:
What needs or wants do the products / services satisfy?
Why should your prospects prefer your product / service to your competition?
How long does your product / service satisfy the needs or wants of your prospects?
2. Optimize content for your sales team
Depending on the pain points of your ideal clients, your marketing and sales teams must work together to create the valuable content to distribute . However, beyond the content itself, one of the key aspects is knowing how to detect in which phase of the purchase process a prospect is.

This detection is possible for you to do when you know the types of content that the prospect is interested in.

[Free guide] The role of content in the inbound marketing funnel

For example, if your sales team detects that a user already registered in the conversion funnel consults your pricing pages, that then indicates that said user is at a fairly advanced stage of the purchase process, since the information they are consulting must see with payment options.

To take advantage of this strategic knowledge, marketing automation tools like HubSpot allow you to create dynamic lists of contacts based on the materials they have consulted.

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