Is Marketing the New Sales? OR Is Sales the New Marketing?

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Is Marketing the New Sales?OR

Is Sales the New Marketing?


This Session’s Presenter

Atri ChatterjeeChief Marketing Officer

[email protected]@atrichatt


Agenda

• Evolution of Marketing & Sales

• Today’s Buyers Journey

• A New Acronym EIII (Pronounced [ ī ] )

• Next-Gen Customer Lifecycle


Sales takes down deals

Traditional Marketing and Sales

Marketing provides air cover


But the Buyers Journey has Changed…

• Buyers are doing more research before they call you– 78% start the buying process with a web search– 50% turn to social media and peer reviews

Source: DemandGen Report


We Speak a New Language… (EIII)

• Engagement

• Intelligence

• Insight

• Inspiration

[ ī ]


Engagement

Multiple Channels• Engagement through multiple

channels• Follow the buyers journey

Continuous Process• Engagement is a continuous

process • Nurturing is essential


Content is Key to Engagement

Develop a curriculum and content plan

that matches a buyers journey

Become a trusted advisor by

educating before selling

Get found by optimizing your content for

search engines

Use paid advertising to bolster organic

search

Reinforce content across multiple

channels


Intelligence

• Use every engagement opportunity to learn more

• Build a profile that combines demographic and behavior information

• Gathering intelligence will save you time and make you look smarter


Insight

• Use the intelligence gathered to understand your prospects needs

• 80% of the prospects deemed “bad leads” by sales go on to buy within 24 months

• Look for patterns and understand what they mean

Source: Sirius Decisions


Inspiration

• Happy customers are inspired customers!– It costs 6 – 7 times more to sell to a

new customer than to an existing one2

• 70% of buying experiences are based on how the customer feels they are being treated1

• Organizations where marketing and sales are aligned were 38% better at winning customers than those that were not3

Source: 1) McKinsey & Co; 2)Bain & Co.; 3) Marketing Profs research


Change the Process & See the Results

LEADS OPPORTUNITIES CUSTOMERS ENGAGEDCUSTOMERS

ADVOCATE& FAN

Marketing ResponsibilitySales ResponsibilityJoint Effort

Engagement throughout the customer lifecycle


Next Steps

Need it todayCall: 1 (877) 530-1555Email: [email protected]

Sign up for a demowww.act-on.com

http://www.act-on.com/

http://press.act-on.com/press-releases/act-on-software-named-to-forbes-annual-ranking-of-983280

Is Marketing the New Sales? OR Is Sales the New Marketing?

Technology

Transcript of Is Marketing the New Sales? OR Is Sales the New Marketing?