1. Revenue-based Marketing

There is a tendency for marketing to dissociate itself from the revenue-generating aspects of a company. The problem is that this approach can quickly create communication gaps between departments. Instead of being a cost centre, marketing should contribute revenue to the organization by producing revenue-based marketing initiatives.

It is not about just getting visitors to your e-Commerce site but learning what the correlation is between the number of sales qualified leads (SQLs) that are required to meet revenue goals for the quarter and the number of marketing qualified leads (MQLs) that are needed to generate those SQLs. The SQLs are ready for the sales team to handle, whereas the MQLs need more nurturing before they are ready for sale.

2. Customer-based Content

A customer needs all forms of information to make a purchase, and sales and marketing should work together to create this content. Producing content isn't enough. Identify the types of questions the customer has and turn them into content that the customer can find out on their own or that sales can provide to them at will. Rather than publishing content and hoping for the best result, marketing should share them with sales and leverage their feedback on how they can communicate and use them with customers. The contents should be accessible and usable within your CRM or document management tool.

3. Technology-based Support

The marketing team can automate content distribution, newsletter creation, and lead nurturing. Content marketing should be automated so sales can gather the right content based on customer needs. Create an automated email nurturing campaign that aligns with lead scoring tools for Sales to engage leads after the initial MQL handover. Create appropriate content for each funnel stage by automating it so sales can easily access it to drive customers through the funnel. With marketing automation and CRMs, marketing and sales can effectively collaborate on lead generation and achieve better outcomes.

Final Thoughts

Continually Engage in Internal Conversation.

Communication and cooperation are essential for both marketing and sales teams to succeed. Establish regular meetings between key stakeholders to review sales approach and marketing content. These meetings should be used to evaluate revenue forecasts, adjust MQL metrics, devise a new content strategy, automate lead nurturing campaigns, and resolve any problems that may arise. Communicate to all stakeholders the plans for the upcoming months or the entire year to keep everyone aligned.

Be sure to engage with your customers regularly too.

Customers want to be able to reach you via their preferred messaging apps at whatever time is convenient for them. Hence, they need to switch seamlessly between different messaging apps without dealing with repetition or roadblocks. Implementing a solution like our DSM Suite 2.0+ Omnichannel Support can help you automate and streamline how you connect with your customers. The objective is to turn multiple customer touchpoints and communication channels into a seamless, coherent experience.

You will enjoy immense growth opportunities if you partner with the right service provider. Get a better start with Zooloo. Our team is happy to assist you with your journey towards digital transformation. Please contact us at sales@zooloo.asia.

• Discover more about Customer Service Strategies
• Find some tips on B2B Sales Strategies
• Looking closer at Marketing Strategies
• Read about The Digital Transformation Journey
• Learn more about our “Digital Backbones”

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