The 3 E’s of Digital Sales and Marketing

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The 3 E’s of Digital Sales and Marketing

Digital has been spoken many times about in the context of a pure digital marketing approach often with respect to consumer marketing; however digital and digital applications have played a key role in improving how sales and marketing work together; in b2b marketing and b2b relationship marketing where the sales and marketing roles crossover or interlink a lot more.  Such digital applications and digital marketing elements go a long way to improve businesses performance, in aligning sales and in improving the sales and marketing collaboration. Some of the key areas of this important relationship and digital’s role can be summed up in the following 3 E’s of digital sales and marketing

Enable

Empower

Evaluate

Enable sales: Enabling sales can occur through aspects such providing easily accessible content; content distribution software or platforms; sales oriented communication applications. Internal social media applications, content scheduling platforms.  Research carried out by Kapost reveal that 65% of sales representatives say they can’t find content to send to prospects.  Having central online spaces for sales reps to access content in a structured manner can help sales greatly; the important piece is to ensure sales know how to use online central portals; other ways are in distributing content; this can occur through portals but also through well-structured emails or social media ‘friendly’ emails with ready to tweet, or post with links.  Digital applications can help greatly in providing gentle nudges such as messaging; internal social chatter applications such as Yammer can help create internal organisation cultures and communities.  Aside of the content provision applications enabling sales is about providing and scheduling content for sales to use so they know when and how to use content according to the customer decision journey; examples are content planning and scheduling tools such as Trello, Hootsuite and for scheduled distribution Gaggle AMP, Circulate.it, list.ly etc

Empower to market [marketing empowerment of sales people]: We often forget working alongside sales just how valuable specialists sales knowledge can be and just how much of an asset such people are for the business and for marketing.   If we don’t forget that point we can often go on to forget to utilise these people effectively.  Marketing empowering of sales is about freeing up their ability to use social platforms;  in training them how to use them for marketing and in offering up possibilities to use sales specialists as thought leaders.  Digital can help by providing centralised company blogging spaces;  by providing sales specialists a framework to post to social media networking sites;  in using content to drive traffic to landing pages relating to the topic.   By empowering sales we can also improve traffic, presence, and visibility of subject matter experts.   By allowing sales or sales subject matter experts to create and promote own content sales actually can help with promoting awareness around key topics, and themes;  it is also likely that such activity will positively impact keyword ranking. Other ways sales can be empowered more promote marketing messages is by providing them with webinar platforms and opportunities to speak and engage with wider audiences internal and external to organisations.  Marketing departments can provide salespeople with increased social media profiles to allow them to engage, message  customers

Evaluate: Evaluation can occur through tracking sales ‘engagement’, tracking sales activity, tracking lead follow-up or acceptance activity, and facilitating feedback to improve processes between sales and marketing.   Sales engagement can relate to the provision of tools, content via online central portals and have unique IDs per salespeople; these not only marketing but sales team leaders to track whether sales use information and how much they’re using.  It can also be an indicator to show which tools or content are useful by highlight viewing time on dedicated sales and marketing portals,  how often content is downloaded and alert marketing to gaps where training is required on how to use marketing information.

Digital applications such as CRM systems or marketing automation can help to track lead acceptance and lead follow-up from warm lead to lead closure.     Other ways digital applications can be used are through online digital surveys regarding multiple aspects of the sales and marketing relationship.  Of course, the obvious applications are the marketing automation platforms or CRM systems which can track handover of marketing leads as well as the progress of them.  Finally, certain social media application such as ‘Klout’ can help to track participation, social media activity and presence of key individuals in marketing and sales and senior sales.

Written by B2B Marketing Expo Keynote speaker, Simon Hall.

Check out Simon's seminar here - http://www.b2bmarketingexpo.co.uk/speakers/simon-hll/

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