How Sales and Marketing work together to grow your manufacturing brand

If you want to move fast, then go alone. If you want to travel far, join forces.

Your sales team will work better if it is closely partnered with your marketing team. Your marketing will be more successful when your sales team is actively involved.

Together, sales and marketing can be more effective.

Many companies have had two separate “growth” departments that have been working independently. They have often managed to survive. The global pandemic, along with the constantly evolving technological landscape, has altered the purchasing process. Misalignment of sales and marketing could cost your company a lot of money.

Sales and marketing are more important than ever to achieve success. Both departments share a common goal, which is to grow the business and win more customers.

We’ve got eight tips to help your team work together and bring your business up a notch.

Create a seamless experience for your customers.

HubSpot defines the customer experience as the impression that your customers get of your brand throughout the entire buyer’s journey.

Sales spend a lot of time with customers, so they know their problems and the needs of the customer. Marketing knows how to create content to address these issues and reach more prospects.

The result of combining these two fields is a powerful combination.

You can give your customers a memorable experience by anticipating their questions and providing the answers.

An omnichannel (a presence on all digital channels) presence is essential to a seamless digital customer experience, which supports the sales process.

• Chatbots
• Social media
• Support for mobile devices
• Online FAQ Section
• Video Library

Share content that will help you close the deal.

It’s no longer just about the top of your sales funnel. Content creation can be used to provide more value to prospects. Your sales team can close more business if they have content that addresses your audience’s biggest objections and questions.

Sales know the customer, and marketing knows the content. The marketing and sales teams can work together to produce white papers, blogs, videos, etc. The sales team will be unstoppable if they create materials that help prospects make better decisions and win.

Your sales team can close more deals if your website contains a wealth of useful content.

A good lead should look like.

Leads and traffic are good, but they won’t translate into sales if the charges are not your ideal clients. If your leaders don’t lead to more sales, then you won’t be in business for very long.

To identify good leads, you need to ask salespeople and customers for feedback. Don’t make educated guesses or assumptions.

This list is a great way to get your sales team involved.

Find patterns

• What customers made the best sales? What are they all like?
• What is the lifetime value of your customers? What are they all like?
• Are there any common problems? What are the issues they want to be solved?

Consider the sales funnel

• What stage in the horn were these ideal clients when they found you?
• How long does it take for your ideal customer to find you?

Develop accurate buyer personas.

You can now create buyer personas using these traits and similarities. The marketing team will use these personas to develop clear and effective messaging that targets the correct audience.

You can use our buyer persona template to understand your target audience better. The buyer template helps you to identify the problems, objections, and hesitations of your target audience, as well as the content that will get your brand in front of key decision-makers.

It is helpful to go through the Buyer Persona Template with your sales team. They can fill in the blanks based on their knowledge about the customer.

Take a closer look at the voice of your brand if your team struggles with persona creation.

Set up and track KPIs that are common to all.

Each team usually tracks its metrics.

• The marketing team measures website traffic and conversions.
• The sales team measures lead and sales numbers.

This is a problem because website traffic and conversions may be great metrics to track, but they do not lead to increased sales. These KPIs only scratch the surface of sales and marketing.

True inbound marketing metrics include information on the acquisition, lead quality, and lifecycle stage.

Sales and marketing are essentially the same, but metrics can provide deeper insight into how both departments can improve.

Consider incorporating these KPIs in your business: Marketing-Qualified Leads (MQLs), Lead Cost, Sales-Qualified Leads, and Opportunity to Win Ratio.

Measure the Lead Qualitative.

Your marketing team can use analytics tools to identify website sections that produce leads at a later stage in the customer’s journey. The system is already in place if you use HubSpot or another CRM. Implementation is all that’s needed.

Lead quality is likely already being used by your sales team in CRM. Don’t get intimidated. Lead Scoring is the technical term for prioritizing leads. Every sales team uses this.

Unify the brand’s voices.

Saying the same thing over and over again is like putting people through a memorization exercise. Politicians who win elections are those who make people memorize things by saying the same thing over and over.

Consistency is not redundancy.

Your brand should be saying the same thing at every customer touchpoint. If you don’t, your audience will forget you, and you may get misplaced in a noisy market.

Your brand will have a clear voice when all your departments and teams agree on what your customers want and how you can help them achieve it.

Automate more

Marketing automation can help your team communicate with clients, prospects, and leads more consistently. Your sales team will be able to focus on more important tasks by automating low-level, simpler tasks.

Marketing can automate emails that are focused on customer questions and problems. Your sales team will be able to focus on high-level sales while the nurturing elements of the sales cycle are handled in the background.

A CRM tool such as Hubspot allows your sales team to set up and receive notifications that signal certain milestones in a customer journey. For example, form submissions, pageviews, or changes in lead scores.

Your sales and marketing teams need to be involved when it comes to using the marketing automation platform. They should plan, create workflows, and write email messages.

Automating your call queue can help you keep your sales team focused on revenue-generating activities.