What Sales Needs from Marketing in B2B Companies
Every organisation is different, this is a generic list designed to provide insight on the sort of activities marketing should be providing to generate qualified sales leads.
Respond to social media: Use a social media monitoring tool (we use Act-On’s Prospecting tool) to place alerts for our brand, our competitors brands and keywords about our offerings. It’s simple, help people find the information they are looking for and some of them will turn into sales leads.
Respond to brand advocates: When a client talks about our brand respond, it makes them feel good, us feel good and builds trust with potential clients.
Follow your customers and promote their success on social.
Don’t use automated tweets: It’s faux, be authentic.
Post upwards of six tweets a day, two Facebook and three LinkedIn responses/shares/updates.
Post at least one blog/case study/white paper per week, but if there is nothing to write about we don’t write a substandard idea just to meet a target.
Summary report on lead generation from marketing blogs, case studies, white papers and social media. The Marketing team will need Marketing Automation software to do this.
Detailed report on lead generation from marketing blogs, case studies, white papers and social media. The Marketing team will need Marketing Automation software to do this.
Attend networking events – not everything happens online! Aim to speak at one event every three months as a minimum. Record the talk and put it on YouTube and SlideShare. This will improve your customers search experience.
Review marketing strategy and amend as requited.
Set goals for next quarter, ensure goals are matched to capability to deliver, adjust goals or capability if there is a disparity.
Implement a marketing automation solution.
Align skills of marketing department with needs of business.
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