Historically marketing and sales have functioned completely separately.However, with the adoption of inbound marketing principles, sales and marketing have begun to work together to gain and close leads. I personally like to think of the relationship as a relay race. Marketing starts the race and then passes the baton off to sales to finish.
The following is how to create a seamless sales and marketing process.
Determine Buyer Personas
Think of this stage as the warm up and stretching phase of the race. Sales and Marketing should discuss and agree on who their buyer persona(s) is and what it is that makes them a qualified lead.
This will give the marketing team a clear vision of the content and tone they need to create in order to attract appropriate leads. This agreement should also assure the sales team that marketing’s efforts are focused on generating the leads sales wants.
Generate Content
You are off to the races! Now marketing is ready to begin creating content and offers in order to generate leads. They should be creating:
- Blog posts
- Advanced content
- Examples: eBooks, whitepapers, webinars, infographics
- Offers
- Examples: free demos, free consultations, quotes
When creating all of this content, the marketing team should always keep the buyer personas and sales funnel in mind. The marketing team must create content that reaches each of the buyer personas and each stage in the sales funnel . It is often helpful to create a content matrix for each month outlining what content falls into which persona and sales stage.
Nurture your Leads
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