A business’s sales and marketing team almost resemble warriors at work.
But more often than not, the leads that come in don’t go anywhere.
So what can be done to bridge the gap between the marketing and inbound sales? Here are a few steps to do so:
- Setting High Standards
We mean that every member of the team should know what inbound means.
In addition, they should know about the strategy and the roles that are required to achieve success.
Buy-in is an absolute must for the success of the whole team.
- Establishing a Leader
The inbound-point person is a full-time job.
This person is responsible for overseeing and leading the team on insourcing.
More importantly, this person is required to create the buy-in among their team.
How do you ensure that the insource content creation is top-notch?
Leverage the team’s expertise. Every team has the following members:
Writers: They are the strength of your team. They put into words the best about your business.
Talkers: They are the ones who are colourful when it comes to detail. PS: Let them talk.
Doers: You need the ones who take action. They work best when they get to do things.
Testers: They ensure quality. These guys make sure that the business delivers with quality what it has promised.
- Developing Great Content
The following types of content are required to build your inbound.
- The cost of not using your business’ services or products
- The customers’ pain points (PS: there are many!)
- How your products/services are better than your competitors
- Reviews from the customers
- How your business is a leader in the industry and what sets it apart
When you master these types of content, sales will naturally follow.
Of course, don’t just stick to text. Create white papers, case studies, videos, infographics, and more to deliver the content.
- Making Your Content the Biggest Selling Tool
The sales and the marketing team go hand-in-hand. One generates and delivers the content that the other needs to close deals.
Get them to collaborate so that each reinforces the others’ strengths.