5 Powerful Marketing and Sales Pieces for Tech Marketers and Sellers
June 23, 2016
At high-performing technology companies, the onus is on both marketing and sales to drive revenue and market products. But as we all know, fostering harmony between the two departments can be quite a challenge — with countless perspectives, and even academic literature, contributing to the modern sales and marketing disconnect.
By way of our three business lines, at LinkedIn, we’ve amassed an impressive amount of thought leadership and best practices on the topic of marketing and sales alignment. And as we strive to provide you with content and insights that help you navigate the technology customer experience, we thought it would be useful to pool together our favorite pieces from our sister Sales Solutions blog. After all, we work better together.
Without further ado, here is a roundup of the best takeaways — and a few key virtues — for sellers about marketing and marketers about today’s sellers.
For sellers who still think of marketing as the “weird next-door neighbor,” Sales Pros: Here Are 4 Things Your Marketing Department Would Like to Tell You expounds four things the modern marketing department wishes their sales counterparts knew, such as:
- We’re working hard to help you - behind the scenes marketing is capturing the attention of your buyers, nurturing their journey, and delivering you a qualified lead.
- The CRM is your friend - it’s a sophisticated system for creating personalized marketing campaigns that will likely lead to a sale, not just a digital rolodex!
- It’s okay to give us credit for sales, too - crediting the role both teams play is an excellent way to motivate and create a more collaborative, effective environment.
- We need to agree on the definition of a qualified lead - feedback loops are critical for helping everyone driving the business understand why customers are, and are not, ready to buy.
For expert sellers who also have marketing chops, Sales Pros: Here Are 4 Things You Should Tell Your Marketing Department provides an excellent rundown of the four things you should share with your marketing team as you interact with customers, like:
- Your prospects’ frequently asked questions - this info is marketing gold and allows the company to better empathize with the market’s problems and concerns.
- Your feedback on existing marketing content - sales know best what potential buyers of your offering care about, so leverage this knowledge to minimize fluff and create more valuable content
- Multimedia assets that can make your online presence more compelling - share resources that make you and your colleagues look good!
- Your definition of a qualified lead - interest in content does not equate to readiness to buy, so get agreement in check.
For the business leaders seeking to foster greater sales and marketing alignment, The Future Of Social Selling Starts With Sales And Marketing Integration, contains helpful excerpts from a conversation between Justin Shriber, Head of Marketing for LinkedIn Sales Solutions, and Jamie Shanks, CEO of Sales fo Life. They tackle these questions:
- What is the biggest disconnect between sales and marketing that’s hindering social selling execution?
- Sales is typically measured on quota attainment, how is marketing being measured?
- What is the future of digital and social selling?
When you’re looking for a cheat sheet that decodes marketing’s hottest new buzz-word for your sales team, 3 Ways Sales Professionals Can Learn from Content Marketing is a de facto guide to content that relates inextricably to the tools in a successful social seller’s arsenal, diving into:
- Relevance and awareness - because both sellers and marketers are more effective with relevant outreach and personalized messaging, at every stage.
- Craftsmanship - be motivated by authenticity and strive for spearheading conversations that matter to your audience and show you’ve done your homework and have listened to their needs.
- Content of conversation - it’s likely your tech buyer has already consumed between 2 and 4 pieces of content throughout each phase in their purchase path....so it’s paramount you have commentary that aligns with your marketing team’s concurrent messages — and unique insights that are tailored towards your customer’s unique business needs.
To seal the deal, 5 Marketing Terms Redefined for Sales Professionals, hones in on joint terminology that proves how marketing and sales teams are harmoniously linked and can be one another’s greatest strengths. Take notes on:
- Targeting - marketers obsess over perfecting their most relevant, target audiences. Sales should too.
- Personalization - personalized communication with customers during their entire purchase experience is a major competitive advantage.
- Content - there’s a reason content is king, and it should be created, shared, and promoted to demonstrate you’re an authoritative expert in your respective space.
- Purchase cycle - prospects should be classified and contacted based upon their unique position in the purchase cycle. We’ve done quite a bit of research on this for technology marketers and recommend reading up on Rethinking the Tech Buyer’s Journey for detailed data and recommendations.
- Selling point - always remember to master what makes your offering different and how it pertains to your prospects’ goals.
Eager for some extra credit? LinkedIn Marketing Solutions recently traveled to SiriusDecisions Summit 2016 and reported on how winning salespeople use content and how marketers overlook the value of the sales presentation.
And, for more information on the technology purchase path and the modern technology buying committee, be sure to download Beneath the Surface: Taking a Deeper Look at Today’s Empowered Tech Buying Process.