Inbound Marketing is the Fuel Source for Successful Sales Teams. In your organization, is customer acquisition a “Seek” or “Get Found” mentality? If it is the latter, then you are ready for inbound marketing. If your firm’s belief system is that the sales department is responsible for lead generation, then, I am sorry to say, you just don’t get it. I don’t mean that to be rude, but factual. Most, if not all organizations, can effectively use an inbound marketing strategy included in their overall marketing.
Twenty-first century marketing is about “Getting Found,” so that your sales department has interested, warm leads with which to work. When all of the components of a robust, inbound marketing program are synchronized with your sales process, great things begin to happen. Not only is sales volume increased, but also costs decrease and Return on Investment improves. Don’t believe me, check out the statistics at MacLabs.
Successful sales teams operate in a constant state of “evolvement”, especially now that most customers are researching their own potential purchases online. Sure, there are those stuck in the inkpot and quill stage, but the vast majority of today and tomorrow’s client base is operating in the digital realm. What is important to note, however, is that this methodology closes the gap on the sales process by producing candidates interested in what you have to say, and minimizes the cost and frustrations of cold calling, direct mail, and other forms of the traditional marketing methodology.
Between the current economic storm in which we live, as well as the growth of social media and inbound marketing strategies, you are facing issues that require immediate action just in order to survive. Not only is your marketing department challenged with improving the quality of leads for the sales department, they must do so under intense pressure to perform. Each revenue dollar is of maximum importance, and it can be difficult to determine where to place your shrinking marketing resources for the greatest impact and return. Marketing must produce the highest possible quality leads with the least expensive methods. The sales pipeline, filled with warm leads can result in a lower cost per lead, higher conversion to sales, and greater ROI. Industry giants have taken on the mantle of inbound marketing, and are ramping up their overall marketing strategies to include content generation, social media, webinars, video presentations and “persona” interactions, but what marketing strategies are best?
It is now becoming a widely accepted statement that social media is the “new” word of mouth advertising. The rapid adoption of blogging and social media as an integral part of organizational marketing objectives equates to those companies that simply “get it.” While no panacea, blogging and social media are an important facet in twenty-first century marketing. This type of marketing is the true fuel to sales generation, and successful sales teams understand this. As prospects come to organizations, having already researched the firm, the product and the corporate philosophy, it makes good sense to have the ability to conduct an intelligent conversation with them in a language they understand. Through the provision of engaging content, informative presentations, and relationship building, robust inbound marketing campaigns can better predict results.
The following rhetorical questions and statements are offered for your thought and for your consideration. If even one of them raises an eyebrow, or poses a concern, you should consider speaking with a professional inbound marketing agency today.
- How have the buying and selling processes changed, and why your understanding this is so important.
- Inbound marketing empowers the customer engagement process through awareness, inquiry, consideration, relationship, and purchase and customer retention. Is this process actively at work in your group?
- Do you presently have the capacity to forecast your marketing budget in relation to Return on Investment?
- How does compelling, engaging information (content) generate higher quality leads and quicker sales conversions?
- Inbound marketing strategies can be time consuming, but produce dramatically improved results over time. What is the financial impact?
- What are the considerations to include in the decision to “go inbound?”
As businesses and brands, we are at the mercy of the marketplace more now than ever. Conversations about our company brands are happening across the digital landscape, regardless of our approval and often without our knowledge. This new “word of mouth” is actively occurring. Social media will make heroes of some, while turning others into goats. Without active involvement in the dialogue, we have no say in the outcomes of those discussions. A comprehensive inbound marketing strategy provides an opportunity to have your say, inform, persuade, and defend your “reason for being” in the business space with which you play
If you are ready to see a detailed approach to how a robust inbound marketing process can make your sales organization more efficient, and more productive, contact Zen Marketing Inc. today.