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Improve Sales: Change Your Marketing Approach, Not Just Your Tools

by Megan Myers  |  
November 11, 2013

In this article, you'll learn...

  • How the playing field is changing for your sales teams and what you can do to evolve.
  • How content marketing can impact sales decisions.
  • What you can do to learn more about your prospects.

New accountability expectations across sales and marketing departments, coupled with increased demand for online content, are changing the playing field for sales teams.

Although strong sales tools are important, heightened focus needs to be placed on changing the sales and marketing approach to better understand the prospect, and in turn, create a more personalized approach. How you connect with your prospects can ultimately have an impact on meeting sales goals.

The following are four key points you need to know to improve your sales approach.

1. Prospects know more about your company than your company knows about them

According to a recent study conducted by DemandGen Report, over half of B2B buyers make initial contact only after compiling a short list of candidates. Now more than ever, prospective buyers are doing their homework before making initial contact with a company.

How much do you really know about them, though? Understanding their preferences by identifying what whitepapers they've downloaded, which pages on the website they've visited, and how long they spent on each page provides insights into what they might be interested in, or what products or services they're looking for. If you aren't already tracking such information, or if you don't know what your buyer is interested in, you need to find out.

Customer relationship management (CRM) software is an important first step in better understanding how prospective buyers are engaging with your content. If you don't already have a CRM solution in place, consider it.

If you do, make sure you're maximizing the benefits by adding capabilities such as marketing automation software, which enables your team to more precisely measure what visitors are reading and downloading—ultimately resulting in stronger lead nurturing.

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Megan Myers is account strategist at JPL, an integrated agency specializing in digital, B2B marketing, advertising, and internal communications.

LinkedIn: Megan Myers

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  • by Keith Mon Nov 11, 2013 via web

    Good article. The fourth point really speaks to the benefits of Agile Marketing, where marketing is more interative and nimble and less constrained by long-term plans.

  • by john brown Mon Nov 11, 2013 via web

    Excellent and clear pathway indication..
    John Brown MD

    Small but well informed delivery

  • by Gracious Store Mon Nov 11, 2013 via web

    Thanks for sharing these tips on how to improve sales. Any company not engaged in content marketing is really at a great disadvantage as they are losing great opportunity for exposure

  • by Francis Otieno Tue Nov 12, 2013 via web

    Tell me how to participate, i need all these info, coz i have seen they are useful to me

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