ThinkSpring Marketing & Communications

Tag Archive: marketing sales alignment

B2B marketing tip #230: Dictionary, please!

B2B Marketing Tip of the WeekImprove the relationship between marketing and sales by documenting the definition of a qualified lead.

Use objective criteria, such as demographic information about the business, yes/no questions a prospect can easily answer or milestones achieved within the marketing automation system. Be clear on which answers indicate a qualified buyer ready to be passed on to sales, and which prospects it remains marketing’s responsibility to nurture.

B2B marketing tip #190: Get lost

B2B Marketing Tip of the WeekClose the loop on lost leads and sales. Add a required field to your database, CRM system or sales process that captures the reason(s) your organization doesn’t win business.

Regularly analyze this information with sales and product management to improve future campaigns and better understand your market.

B2B marketing tip #179: Synch up with sales

B2B Marketing Tip of the WeekEvery sales organization utilizes a specific approach, such as Power Messaging, Solution Selling, Action Selling or Miller Heiman.

Ask your sales leaders what methods they follow, then learn their milestones and terminology. Look for ways to align marketing communications with their process, such as creating email templates for reps that match their followup steps, or use same messaging approach.

Work with sales to measure progress and ROI as marketing leads move through the steps of their sales funnel.

B2B marketing tip #88: Beef up the marketing diet

B2B Marketing Tip of the WeekFeeling a bit malnourished when it comes to your marketing messages? When communications are lackluster, first take a look upstream and make sure you’re feeding your marketing team a steady flow of quality information so they can do their jobs correctly.

The best marketing comes from a collaborative effort between the product, sales and communications teams.

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