Marketing and sales are a dream team these days. Their common goal: generating high-quality leads in B2B and driving the company forward.
The role of sales is clear throughout the entire process. And how does marketing become a "lead champion"? Quite simply, it has to actively and specifically support sales. This means attracting customers' attention and arousing their interest. The coronavirus pandemic has impressively demonstrated just how important this is, as trade fairs and events failed to materialize and many companies didn't know how to reach their customers in person.
The key factors for optimal sales support from marketing
Understanding the target group
But how exactly does this work? First, think about who your target customers are. Know the needs and problems of your buyer personas and use this information for tailor-made content and messages.
Close collaboration
It is important that both areas work closely together, regularly obtain feedback and jointly evaluate the results achieved. You should also ensure that a lead is of high quality. Lead scoring tools can help with this.
Technology
We also recommend using automation tools such as HubSpot for marketing and sales to track and analyze customer data. With automation, you can get the most out of your campaigns and optimally support sales.
Evaluation
Don't forget to make your successes visible: With web analytics, conversion tracking and marketing attribution tools, you can show how marketing is contributing to business success and lead generation.
It is important to always want to improve: Data must be continuously analyzed and campaigns optimized. Lead nurturing should not be forgotten either! Marketing must support sales with the right resources and ensure that leads can be effectively processed and converted into prospects or customers.
The role of marketing is becoming increasingly important in all areas of lead management. This is because creative ideas are needed that make a concrete contribution to company growth. This also boosts self-confidence and improves the company's position. Marketing thus becomes the indispensable partner between customers and sales.
Conclusion
In today's competitive landscape, the joint approach of marketing and sales is essential, especially in B2B. It is no longer just about lead generation, but about playing a central role in the lead management process. You too can become a "lead champion" and support your company on the path to sustainable growth.
