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You’ve undoubtedly heard the term digital transformation, and you could even be responsible for accelerating it throughout your business. It is a way for companies to integrate digital into their processes and culture along with establishing a digital culture.
However, when a business goes through a transformation, it can encounter obstacles that lead to disconnection between departments. But when it comes to sales and marketing teams, they need to be on the same page to increase their readership, leads and revenue.
So how can you ensure your marketing and sales are aligned during your digital transformation journey?
The new role of marketing in digital transformation
The responsibility of digital transformation now rests with CMOs and the marketing department. They are primarily responsible for customer experience, data insights and delivering ROI on marketing activities.
These are key areas that help drive brand awareness and improve the customer journey across multiple touchpoints to attract prospects and deliver high-quality leads to your sales team.
What are the benefits of marketing and sales alignment?
There are many benefits to aligning your sales and marketing teams. Not only does it promote better internal collaboration, it allows members of each department to learn more about what others are doing.
Enables a ” multi-channel ” strategy
A strategy that is all about delivering a seamless customer experience so that no matter where the customer interacts with your business, the journey is seamless.
Let’s say a lead is generated via a QR code in a print ad. This code will then direct a customer to a landing page that prompts them to provide information so they can download an e- book . This lead will then be passed on to a salesperson to contact and discover their intent, or moved into a nurturing email funnel until they are identified as a lead that will be passed on to a salesperson.
Each of these interactions should be branded so it’s obvious who it’s coming from with relevant and tailored information.
Gain better customer insights
If your marketing and sales teams work together, it’s much easier to get important insights about your prospects and customers.
While marketers often have a broad perspective of an industry or prospect, salespeople may have specific and actionable insights that the marketing team can use to tailor content for cultivation.
You can do this by:
-One-on-one sales conversations
-Surveys or polls
-Third party data
-Events, e.g. live webinars or social media live streaming
It is a combination of these two areas that can give an accurate and detailed picture of a prospect or customer. Combine quantitative and qualitative data to develop your customer insights and create detailed personas to ensure a clear focus for everyone.
Not only is personalization effective at engaging and nurturing leads, but it is effective at building customer loyalty and encouraging repeat purchases.
The reason for this is that people love to appreciate them. If your business shows understanding and care for a customer, they are more likely to respond positively. The most effective way to personalize is through content. Marketing and sales teams can meet to discuss narrowed accounts or similar prospects to create communications and campaigns that can attract and engage.
When you achieve your marketing alignment, the benefits will be endless and will not only create happy and cohesive teams, but also lead to customer engagement, leads and sales to help your business compete and to succeed in the digital world.
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