10 Best Sales And Marketing Technologies
Everybody agrees the right story wins the deal. In a sales situation the best outcome is reached when sales and marketing teams work together. Marketing lays down the ground for sales which then comes in and closes the deal. However, it’s not always that simple.
There is a miscommunication between the two teams: sales don’t know how much high quality content marketing has created for them and marketing doesn’t appreciate how many different situations sales finds themselves in.
So, sales ends up creating their own content, foregoing the best quality content marketing has created for them, which generally means lost deals, wasted marketing budgets, moreover 80-90% of marketing content never sees the light of day.
A study conducted by Inside Sales has discovered that the more organizations invest into sales and marketing technologies, the higher is the velocity of them closing the deal. More, investing in technology for the sales team has been proven to result in the following:
- Bigger deals
- Faster sales cycles
- Higher close rates
- Stronger overall company revenue
However, how does a company choose which technologies to invest in? How to know, which sales and marketing technologies will bring more productivity and efficiency to the team, and help them close the deals? Especially with a broad availability of the tools available and every single one of them pitching to be “vital” for your success. See image below:
To help determine where along the sales-marketing spectrum the most investment is most required for your company, we came up with top 5 functions for sales and marketing, their primary role and a few available tools as an example to how can those functions be optimized. Since these are the crucial parts of sales and marketing, optimized these functions can bring enormous ROI for the company, and therefore are worth investing in. We have listed our top 5 in both marketingand sales.
More than ever before, marketing has the ability to get the insights of their potential customers actions. There is huge amounts of data available out there on the adds, clicks, channels, campaigns, promotions etc. Everything is now traceable and easy to determine if effective and worth investing into, however to decide which data is important and meaningful, isn’t always easy, therefore companies reach out to the professionals, to help them determine what to look at. The most popular tool used by companies is Google Analytics. It is a great place to start.
Only 3% of all of the leads that come to your website end up filling in the form, get qualified, called and potentially targeted as customers. However, what if you could convert more people that come to your website into leads? After all, if they come to your website, they must have an interest and will be classified as “warm leads”, the last thing you want is not having any visibility into your potential customers actions on your website. After having spent all of that budget of attracting them on your website, you at least want to get their email. Exit Intel will help you run A/B tests on landing pages and other website domains, to increase your website conversion rates.
Having most of the human communication move online, email marketing plays a crucial role in your targeting campaigns. Having people subscribe to your newsletters, shared content and research inclines trust and a relationship between a company and a potential lead. After all, if a contact is interested in receiving added value emails, they must be interested in the work you’re doing, and therefore should result in them reaching out to you when the time is right. With MailChimp, you can set up winning email marketing campaigns.
Content marketing acts as a crucial part in attracting the leads to your website in the first place. SEO posts are generally relevant content posts, containing key words that will bring up the website upfront upon the search. Since Google dominates search across the Western World, Google AdWords dictate the rules of the successful SEO marketing.
The final marketing tool that is essential for the successful exploration of the website tracking and the leads that you’ve already attracted to your website, via any of the ways described above is the marketing automation software. Leads that come in, fill in the forms and are qualified as classified as “hot” and should be passed to the sales team with an immediate urgency, and marketing automation tools like HubSpot help to do exactly that.
After a marketing team has done their job of prospecting potential leads, attracting them to the website, providing them with about 60% of the initial research they did before filling in the form and reaching out, it’s the sales team’s job to take over. Similarly to marketing they have a few key functions to covert and there is a broad availability of tools available out there to ease the outreach, however we picked the five key points that are crucial in the sales team’s function:
Ambition can give your sales team a competitive advantage. Ambition connects teams, metrics and goals across your sales organization.Users can broadcast live performance data. Stream real-time performance numbers direct to team members. Set benchmarks for success. Run your most epic sales contest. Celebrate success with customized, real-time recognition. Get powerful analytics, projections and reporting on all your KPIs.
Sales people have a lot on their plate: researching specific people they’re doing an outreach to, writing up the emails and preparing for the calls, blocking out the time for first touch the follow up, and sticking to the schedule, as well as remembering to meet their daily weekly and monthly goals in terms of targets and activities. In this case the project management tools such as Trello and Google Docs come in to help. Staying organized and sticking to a schedule ensures that everybody’s followed up on, tasks conducted and goals met.
Internal social networks, contrary to your possible belief, increase workplace productivity, according to Social Media Today. Knowledge sharing, a quick information retrieval, consultation with peers, password retrieval, collaboration and efficiency is achieved by having an internal social network. Moreover, it fosters creativity and the company culture. Some of the most popular internal social networks include Slack and G-chat.
Love it or hate it, what isn’t recorded on the CRM – doesn’t exist. That is the only place where a sales person, their teammates and the management have an access to a full range of information on the account, contact or an opportunity that is being worked on. Most of the tasks on the CRM systems aren’t automatic, apart from email and call logging in some cases. So it requires some time and effort to keep it up to date. However, being kept well, it brings an incredible visibility into what works, what doesn’t and the future actions required to take for the company to be successful. Systems such as Salesforce provide sales teams and the management with exactly these capacities.
In the world we live in, the customer does most of his research online before coming to our website. They look at what other customers are saying, and based on that word of mouth decide whether to further engage with you or not. Having an access to their customers on the social media level is important for the sales team, because they can outreach them outside of the standard email and phone call scenarios, and get creative through their LinkedIn inMail, Twitter or Facebook account. Platforms such as Hootsuite enables salespeople create messaging, share across platforms all at once and that way manage the social media presence.
So these are the best practices of sales and marketing technologies within a company, the functions and an overview of how they’re used within an organization. Investing into them, regardless of the tools you choose, will undeniably increase your commercial team’s productivity, efficiency, revenues and most importantly grow the ROI for the company.
HBR – 7 Marketing Technologies Every Company Must Use
TopRank Online Marketing – 22 Social Media Marketing Management Tools
Marketing Score – 19 Must-Have Marketing Technologies
Forbes – 15 Hottest Sales Acceleration Technologies: Latest Research
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