Bridging the gap between sales and marketing

What is it you need?

It’s a simple question and one that elicits, on a superficial level at least, a variety of answers. In some instances we’re asked to increase a company’s visibility, others are looking for support in overhauling their digital platform while some are keen to consult on a strategic rebranding or repositioning of their business.

But, ultimately, regardless of the task at hand there is an underlying factor that motivates the adoption of these strategies. Sales.

Ironically though, many marketing firms continue to rely on outdated measurement tools as a yardstick of success – while overlooking the impact of any strategic marketing communications activity on the bottom line of its clients.

Historically there has been an element of speculation in linking marketing communications strategies to an end result, such as sales. But not any more.

A New Dawn

We’re helping clients beat a new path where sales are not only the driver but the measure of success. Crucially, this new path leads directly to your stakeholders, allowing companies to tailor messaging to suit the individual end-user rather than bombarding the market with generic promotional material.

Business-to-business (B2B) communications is in itself a specialist area of marketing – unlike communicating with consumers the decision- making process is more protracted and informed. Placing your product and building your reputation in the right context is even more important given the diverse drivers in the buying process. 

Companies with global aspirations now need to be certain their marketing agency can deliver an integrated, international and informed service.

The communications landscape has changed beyond recognition in recent years and businesses are evolving with it. Our clients have embraced these developments to create fully integrated campaigns that span all aspects of the traditional and modern marketing matrix.

Watching the Watchers

In addition to the tried and tested communications activities we’re applying the latest techniques to create a digital communications map – providing details of your stakeholders’ engagement with your company at a level not previously possible.

Detailed analysis of interactions with multiple digital touchpoints simultaneously allow us to identify the digital body language of those seeking information on your offering. We can then answer any number of questions which can help us guide them in the right direction, such as;

  • What content have they viewed on your website?
  • Are they engaged with your social media?
  • Have they attended webinars/downloaded white-papers or viewed video?

A Direct Approach

Techniques such as this open up a world of opportunity, allowing companies to speak directly to potential clients.

For decades marketing specialists have spoken in grand terms about the value of relevant and timely content, singling it out as being the key to success. And despite the revolutionary changes within the industry nothing has changed and the same old tired rhetoric about content being king is being peddled to the masses. 

At a superficial level the statement holds weight, but it throws us a whole host of questions, not least what content should be used? Where? And when? And to whom are we talking to?

Concentrating your efforts on producing content without fully understanding your audience, their needs and their place in the buying process you’re essentially swimming against the tide – and your efforts are entirely counter productive.

Converting Through Conversation

In recent years buyers have become more self sufficient, researching their options online through company and social media websites to refine their options. Often, by the time they pick up the phone to a company their decision has already been made.

By helping us observe and understand what prospective buyers are looking for we can provide them with relevant information to help them make an informed choice.

Essentially marketing is about engaging with people but to do that you need to open up a dialogue, not continually bombard the market with content distributed through a spray and pray process.

Marketing automation, as this revolutionary technique is called, has the potential to draw marketing and sales departments much closer together enabling them to work collaboratively rather than in isolation. It is not, on its own, a silver bullet but it is a powerful new weapon in the integrated marketing matrix.

That’s why at Fifth Ring the question we ask is not “what can we sell you?” but “what can we help you sell?”