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The Customer ConnectionA breakthrough approach to integrate manufacturing marketing and sales
Winbound provides content marketing for small manufacturing marketing departments.
● Strategy for content marketing, SEO and social media● Content for sales, social media and search
● Analytics to ensure it’s working
Oh, the disconnect...
● 79% of marketing leads never convert into sales.
● 65% of sales reps say they can’t find content to send to prospects.
● Sales reps ignore 50% of marketing leads.
● Companies with poor sales and marketing alignment have a 4% revenue decline.
● Only 8% of companies have strong alignment between sales and marketing.
Whoa, the connection!● Aligning both departments can lead to 38% higher
sales win rates
● It can help generate 209% more revenue from marketing
● It generates 36% higher customer retention rates.
● Companies with “dynamic, adaptable sales and marketing processes” average 10% more sales people on quota.
-source: zoominfo.com/sales-and-marketing-alignment-statistics
When you’re sales-driven you think a lot about...
● Sales quotas● “Always be closing”● Leads, leads, leads
When you’re marketing-driven you think a lot about...
● Digital strategies● Likes, clicks, and shares● New logos, branding
How I ended the conflict between sales and marketing in one hour.
I didn’t do what the marketing team wanted.I didn’t do what the sales team wanted. I sure as hell didn’t do what the management team wanted.
I did what the customer wanted.
Focus on the customer and you’re “market-driven,” so you’ll think about...
● Hopes and dreams of your customers and their friends
● Listen to their frustrations● Invest in changing the
culture
The customer is your baby.
Know your baby: Join forces on customer researchPrioritize a parent: Start marketing for your sales teamReach out to the village: Make connections to collaborate
How sales and marketing can make the customer the baby
Know your baby: Join forces on customer research
Talk to your sales team - find out what makes customers buy.
Share those thoughts with customers - find the emotional reaction...the “somatic markers”.
Enlist your sales team to create research for prospecting and content.
Distill to find the challenges and “top of funnel” themes...then create content.
Prioritize a parent: Start marketing for your sales team
Short-term
SearchSocialSales
Top of funnel content on
website and guest blogs
Targeted Lead Gen ads to LinkedIn or Trade Pubs
Intel-based
Sales Outreach Sequence
Long-term
● Find “intel” on customer - Tell them something helpful they didn’t know about themselves.
● Develop a specific list of companies you can help.
● Create sequence of contacts for your sales team. Email, personal letter, phone calls.
Provoke
Promote
● Create either a lead magnet on data you’ve compiled.
● Advertise lead magnet on LinkedIn and in specific trade pubs
● Encourage sales team to build LinkedIn contacts with targets (warm leads).
Provide
● Create top of funnel content
● Use collaborative content approach to build inbound links and expand network
Reach out to the village: Connect to collaborate
“Being able to recognize, leverage and manage connections separates companies that succeed from those that fail.”
- Bharat Anand
SEO relies on connections.
Loving / Hating
The top of the funnel is the
best place for content
collaboration Using
Buying
Comparing their options
Looking for a solution
Thinking about problems
Top of Funnel:
Branded Blog
Problem /Solution:
Web pages (Guides)
Buying:
Web page (Forms)
Connect and collaborate with suppliers / partners
Connect and collaborate with multiple experts
Connect and collaborate offline (promote online)
Takeaways
1. Sales + Marketing = $$$ 2. The customer is your baby3. Know your baby: Join forces on customer research4. Prioritize a parent: Start marketing for your sales team5. Reach out to the village: Connect to collaborate
A word of caution
Greg Mischio [email protected]
Resources from WinboundThis deck and sign-up for our Content - Conversion Scorecard (includes keyword rankings):
Winbound.com/powderkeg
