Marketing and sales must work as a team in order for your revenues to keep pace with your competition. Just as your sales team has the responsibility of finishing the job on the front lines, your marketing team has the responsibility of making the initial lead acquisition and journey through the sales funnel as easy as possible. If your sales team goes into battle with personalized content, they will be greatly empowered to bring home the bacon.
The modern customer demands personal attention. However, they do not want to be pushed into a sale. The goal of personalizing content is to create a relationship between the salesperson and the customer that will eventually translate into action. Here are just a few of the ways that your marketing team can help your sales team succeed by personalizing content.
Buyer Personas
Your salespeople are dealing with individuals, but those individuals definitely fit a certain psychology. Make sure that your salespeople understand the buyer persona of each customer. Forward them the email threads that go to different personas. Make them understand the differences in marketing to those different personas as well. If your front-line salesmen understand how you have introduced the company to certain people, they will be able to follow up with a much more personalized message.
CRM
Is there any reason that the marketing team knows that the big client’s CFO has recently retired and the sales team doesn’t? Is the sales team privy to the latest information about a prospect’s ability to make a purchase? It is very important to let the sales team in on all the real-time information that your customer relationship management CRM program gets from your prospects. This is yet another building block that your salesmen can use to create a personalized pitch when doing business.
Synergy
The best companies are now opening the doors of their marketing staff meetings to salesmen. No longer is a position on the marketing team seen as a promotion over sales – the two positions are treated equally in terms of determining marketing campaigns, advertisements, and social media rollouts. When the sales team has a say in the way that ads are rolled out, they will be more likely to understand the message that marketing is putting in front of prospects.
Regardless of your industry, your sales and marketing team must work together to create the personalized content that will empower your sales team to succeed. Otherwise, you are basically throwing spaghetti on the wall to see what sticks. Follow the tips above to ensure a close connection between your sales and marketing teams and the personalized content that will work well in the field.
