Conversations to buyers today are happening in parallel, and what results is critical—the buying community doesn’t receive the message they need or expect from the organization (or brand). You may witness this through lack of engagement. Here you have an abundance of marketing content that is in market, several sales pitches and yet no one is engaging at a volume that matches the effort.
There is a significant gap in communication during the sales process between marketing and sales. Marketing data is not used. Sales is frustrated with support from marketing. Ultimately, the sales and marketing “disconnect” prevents revenue generation from being optimal. There is a critical need for marketers and sales, together, to engage more effectively with their audience, and align on the same value proposition.
Learn More: IDC’s MarketScape Lead Generation Package
image depicting marketing buyer engagment and sales enablement and then one dialogue in between the two streams, that needs to start happening today.
Buyers are simply trying to do two things: 1. explore and evaluate advantages of using our fantuan datadase solutions, then 2. purchase and optimize them. Sales is trying to adapt to selling in this hyper digital world as B2B commerce moves increasingly online. It’s a marketer’s job to understand the buyer’s intent signals as they move along in their journey. While marketers have to activate these buyers at the right time, many will find success when they figure out how best to support their sales teams. Because as you engage your buyer, you are trying to educate them by demonstrating value statements that tie to their pain points and needs. As marketers nurture this type of dialogue digitally, the buyer’s interest in the solution grows and the marketing moves them to a position where an opportunity is created for a discussion with sales. Now sales must keep the promises made in the value statements presented by marketing. If the promises don’t align, or aren’t kept, the relationship is lost.
Related Reading: How to Overcome B2B Digital Marketing Challenges