Is your marketing team in synch with your B2B sales team and vice-versa? Are your content marketing efforts reflective of what your clients and potential clients are actually looking for? This is an often overlooked area of sales and marketing that is important to correct.
Where to Start
A good place to start is with what prospects don’t know about your business and what misperceptions they may have. This is the type of information that can be gathered from your sales team and even your receptionist. When people call, what are their common questions? When sales people talk to prospects, what concerns and questions are they hearing? These are all potentially great subjects for your blogs. If you can anticipate what your prospects are looking for, you can better provide the content to help them get that information. It is also a good source of what to include in other marketing materials.
Is Your B2B Sales Team and Marketing Department on the Same Page?
Your marketing team may create eye appealing and informative material but if your B2B sales team isn’t using them, you are wasting efforts. You can help get these two teams on the same page.
- Know who your core prospects are. If marketing materials are being prepared for a different audience than your B2B sales team is presenting them to, you have missed the mark.
- What materials are your sales team using most and why? Is what they are finding ais effective as compared to what marketing thinks should be effective?
- What is the branding position your company is trying to achieve? It is counter-productive for marketing to create an image of customer service and professionalism while the B2B sales team is cutting prices and using high pressure. Sales tactics should be consistent with your brand’s image.
- Is content reflective of needs? If content marketing efforts aren’t addressing pertinent topics you may be wasting time. Don’t create content for the sake of creating content. Make it useful and valuable.
- Get sales involved in your blogs. Marketing can help blow up objections before a sales team faces them with terrific content. Find out what these objections may be from your B2B sales team.
In today’s environment you need to ensure your sales and marketing efforts are efficient and effective. Getting your sales team and marketing team focused on the same goals can go a long way in getting you there.