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Brand Marketing
BusinessManagementMarketingWriting

Best Tips for Mixing Sales & Marketing a Brand | Opposites Attract

by Shamsul January 26, 2023

Best Tips for Mixing Sales & Marketing a Brand

“Opposites Attract”

In his bestselling book 20 years before, John Gray narrated that Men and women are from different planets, Mars and Venus, respectively. Both of these genders have a nature based on their planet’s customs and society which is different from the other one and often raises communication issues in their interaction. Can we apply the same rule to marketing and sales in B2B?

 

Can we Apply the Same Rule of John Gray to Marketing Functions and Sales in B2B Organizations?

Gray’s book was published and has improved relations between genders, but I can surely comment on other questions. I recommend that enduring questions related to the co-existence of marketing and sales will remain challenging. Sale planet has traditionally always been more revenue-focused; with a short-term nature, it often sees marketing as a time waste. While marketing planet can be characterized by an invested interest in a creative brand, having longer-term considerations on how campaigns and activities are needed to tie them directly with revenue generation. Marketing teams traditionally see sales enablement “beneath them.”

 

Isn’t it Time for a Change? But from Where Should We Start?  

The most apparent change is needed in organizational structure. The alignment will naturally improve if we remove the traditionally siloed basic approach to these two disciplines. But mindset needs a change, too. For example, as a starter, brand marketers should accept that their sales enablement cannot be any longer considered to be beneath them as it also represents a relative and crucial tool for revenue momentum generation. On the other hand, sales should recognize their brand marketing if doing well does establish strong buyer preference, which in our rapidly commoditizing world, will open promising doors on which the sales team can lock the deal.

An obvious solution for better marketing and sales alignment is based on integrating sales marketing with brand marketing by creating compelling campaigns that work across different audiences, channels, and formats. So why isn’t everybody doing it? 

 

It’s not as Easy as it Sounds:

Time and agency partners do not quietly remain in favor of making these changes. Brand marketers are hesitant to develop a clear understanding of their product functionality and the inherently occurring complexity of their product “sell,” which causes sales to remain at their best. Still, it is skeptical that marketing understands its own needs but discourages sales from even to engage. So how can sales and brand marketing teams work together in an environment that is healthier than only settling on something lesser than their need? Here are a few top tips, for you, on making creative brand sell.

 

Choose to Stay Account-Centric As Much As Possible in Marketing and Sales

It depends on a blend of 1st – and 3rd-party sources, incorporating qual-and-Quan data set spectrums. Companies can benefit from more than brand planning figures, models and cultural insight. They can look at specific people and specific companies to convey their strategies.

Companies should focus on social listening, network analysis, investment analysis, and customer research. Plus, they should also aggregate stakeholder and account profiling with Intel from sales teams, the actual bodies working on target profiles and accounts. 

OK, so here we took an obsessively thorough approach, but every brand should beef up uptown efforts to collect account-centric much-needed insights, which set the foundations of great and creative campaigns.

 

Search for Red Thread in Marketing and Sales

So, you decide to keep insight as a campaign foundation. In that case, work should be done to build different topics-based editorials that actually bring solutions, customers and brands together into campaigns. Try to elaborate storylines that have the potential to travel in each direction, existing at various depths in various forms of effective communication. The aim is to build a clear brand narrative that will inspire stakeholders and will bring engagement. What are the key lessons to consider? Build a brand narrative that has the potential to work as a “red thread” in the whole campaign, letting sales and brand efforts to gather around this crucial and common point of view.

 

Employ Actual Creative People and Creative Partners:

You need a creative team that can thrive between spending its whole time at either the sales or enablement pole. Find journalists, writers, designers, creative animators and directors who can manage a balanced appetite for interesting topics with a hint of elegance. We have been helping clients for years in this field and this solution is based on our experience and will give perfect “anti-category” brand-like work which will do both, feels brand-like, and punches sales-like. It will thus be able to create this content in various form factors, in multiple channels, to various buying committee members.  

While reviewing any creative piece, ask yourself, “How far can this piece extend? Can it process across various forms in different ways?” If the answer is not yes, go back and ask your creative team to gather and develop better ideas.

A brand can never stand alone and distinct from its drive to hit ambitious and higher sales targets. The above tips are crucial in making any brand story perform hard in sales, too. However, you can apply every point to anybody who is looking for ways to support sales efforts through convincing brand initiatives. This is the time to use these tips and measures for your specific brand, sales and challenges.

 
 

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Read More:

WHAT IS MICROMARKETING? DEFINITION, USES, AND EXAMPLES

PRACTICAL GUIDE FOR MARKETING AUTOMATION

RELATIONSHIP MARKETING | FROM CUSTOMER KNOWLEDGE TO EMAIL PERSONALIZATION

January 26, 2023 0 comment
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Sales Teams
BusinessManagementMarketing

Challenges Met by Sales Teams in 2021

by Shamsul October 23, 2021

Challenges Met by Sales Teams in 2021 and How Overcame Them

Commercial sales have constantly been the center of the economy, assisting companies to build and retain their consumers. However, companies have had to reconsider their marketing techniques almost completely accepted and adapted policies that meet consumer behavior changes during the period. These have given new challenges that marketing and sales teams have to withstand, regardless of which product or service you offer. Here are some of the challenges confronting sales teams in 2021 and measures that can be taken to overcome them.

Contents

Establishing Integrity Online

Finding the Right Leadership

Pitching Effectively

Facing Multiple Decision Makers

Getting an answer from a Prospect

Establishing Integrity Online

For consumers trying to avoid going to a real store as much as possible, sales teams should create their sales strategies around digital consumers. Establishing online credibility can be a daunting task, especially at a time when the online marketplace is becoming increasingly crowded. Marketing teams should develop their digital marketing strategy to create an attractive and credible image in front of their customer base. Creating digital communication with consumers can help build connections while ensuring that pitches and responses are relevant and practical.

Finding the Right Leadership

Online marketing helped businesses expand their reach more than ever before, but finding the right leads is also a unique problem. Companies can ensure this by emphasizing market research and identifying common features within their existing customer base. For example, sales tracking software can help businesses collect important information about their existing customers, which they can then market their marketing strategy to grow leads.

Pitching Effectively

Consumers have a lot of knowledge about the products and services they are looking to invest in. Therefore, marketing teams need to work closely with their development teams to understand the entry and exit of their product and develop an unobtrusive tone that reflects the product’s value. Consumers no longer rely solely on product features. An excellent way to establish a product or service as a leading industry is to create a solid, specifically designed consumer base.

Facing Multiple Decision Makers

Sales teams are usually tasked with deploying their service to an organization with a large number of decision-makers. You can overcome this challenge by making their pitch meet the organization’s specific needs and keeping the company’s internal position in mind before dumping and preparing for sudden changes.

Getting an Answer from a Prospect

The initial exchanges that occur during the negotiation and the prospect will largely determine whether they respond to the sales representative. Many prospects stop responding when they no longer feel the product is right for them. It is now up to the marketing team to bring them back. A good way to do this is to keep track of your expectations and to use marketing strategies to make your purchases more appealing to them. While consumer behavior is changing dramatically, sales teams can acquire, nurture and change track consistently. Take help through software and simplify their marketing strategies to thrive in the digital market.

Need Help or Advice in Content Writing, Content Management, or In Marketing Strategy?

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Read More

Why Marketing Creativity is Important Ever before Today

What Marketing Creativity Looks like Today

How to Improve the Virtual Collaboration of Your Organization

October 23, 2021 7 comments
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Marketing Automation
Better TipsBusinessManagementMarketing

Automation of Marketing, F.O and B.M is Often Overlooked

by Shamsul May 22, 2021

 

Enterprise Marketing Automation, Financial Opportunity, and Brand Management is Often Overlooked

 

Brand power keeps revealing its might without slowing down. Apple, Amazon, and Netflix have been the most popular brands of the U.S. Consumer behavior might have been shifted a little due to pandemic, but consumer’s love is surely the same for brands and this is because of Automation.

Communication channels are increasing and broadening expectations of marketers so few questions arise like how a marketing director, chief marketing officer, and brand manager can keep branding, digital marketing, and MarCom efforts unified? How to stay unaffected or obtain satisfactory results while facing financial limitations and human capital?

There are many moving parts under the shelter of an organization’s sales and marketing of an enterprise. The marketing team has to provide useful branding assets i.e. logos, marketing materials, corporate communications, and content. The sales team has two basic tasks, fulfill the needs of existing customers and develop new customers through a professional and personalized approach. The consistency and quality of a brand depend upon how well are these parts collaborating and it might be at stake due to poor collaboration. Sometimes, elementary technologies simply do not give the best output because they are either redundant or do not merge, which prevents organizations from accomplishing the goal of artificial intelligence (AI) sales and marketing.

Many nimble and younger organizations using AI technology are obtaining competitive advantages over organizations that do not. These companies take advantage of Ivy League scientists, data analysts, proprietary APIs, developers, and engineers to integrate social media, CRM, ESP, and marketing automation structure at scale, whereas many large enterprises fail in this useful integration. There are numerous reasons, but five necessary and basic challenges to deal with on a priority basis are:

New Way vs. Old Ways: Automation

During the last 30 years, the internet revolution faced three large-scale changes and will face more with enhanced use of quantum computing and AI. Any change is difficult to implement and gets harder when there are requirements like networks, programming language, updates to systems and platforms. Changing these parameters usually requires a change in either human skills or maybe worse like changing your friend like colleagues. Laziness, lack of R&D, and complacency are the main affecting factors. Finding a sweet spot on bleeding-edge versus overcoming the legacy technology gap is surely not easy, but you can’t just wait for the best technology, either. Setting a pilot program guide for smaller and more quickly adapting teams can be a great method of dipping your legs in the pool while no need to worry about building an entire data lake or ocean.

Unnecessary Teams Involved:

Departmental silos have become normal in most global organizations that are now bifurcated and big. Cooperation between sales and marketing teams is a must requirement for fruitful marketing campaigns which slows down workflow. This usually results in copied work, bad customer experience, and wasted resources. Cross-departmental integrated automation solution will allow teams and individuals to improve and share information and communication for better workflow.

How is Automation Cost Justified?

In large technology company purchases also include IT, marketing, sales, and accounting so cost clearly becomes a great issue. The basic goal of marketing management or a brand is to provide help in selling more, make marketing more efficient, and make accounting more accountable for real-time expenses. Who will pay for all of it? How all these expenses will be managed? Shared? If not, then why not? As a first step, identify who will get the benefit. Recruit some key project specialists, then work together to quantify the benefits of and for the project.

How Can We Attract Users for Buying it?

A recent stack optimization analysis found that 52% of marketers are not satisfied with how easily their technology is available to use. Companies spend a lot of money for technology purposes and in return, it does not meet or exceed expectations or project budgets. I will recommend creating prototype technology and the team should test its efficiency for cost-effective analysis. A wise technology partner will surely agree on creating a prototype.

How to Measure ROI?

Investment returns are hard to measure. With various solutions, like sales, promotion, and content measurement of the whole stack can get difficult. Usual metrics are not increasing revenue growth and marketing costs. Choose to go beyond usual metrics and also include user satisfaction, adoption levels, and employee productivity. Factors like how many campaigns were there in the past, leads, and impressions were made in response to automation technology matter a lot. I will suggest significant improvement in the bottom lines of corporate digital management marketing automation.

 

Key Factors of Automation Implementation

Integrating automation of marketing can be overwhelming.

 

Five key factors that make transition easier &yields best results:

Identify AutomationNeeds:

Study brand marketing inventory, advertising needs, and corporate communications. Thus, having a clear vision of each team’s (sales, marketing, and accounting) needs and how they can intersect will introduce you to platform choices.

Automation Software Capabilities:

Analyze and break down marketing components, templates, brand guidelines, workflows, media channels, ESPs, budget management, and reporting of the main enterprise, i.e. you can focus on your brand’s needs and its functionalities. Check and verify that software integrates according to the current stack.

User-based Case Stories:

Define prior goals and also create user-based case stories. User-based case stories are used to identify limitations and benefits offered by automation software for particular components. This gives space for further planning sessions while allowing you for last-moment functionality updates.

Create precise Automation Prototype:

Design a precise prototype of marketing automation before advancing in either coding or deployment. Testing your prototype will show you that how your platform will work, it also allows users/ testers to improve UX by using available feedback. It will show the flexibility, interest, and patience of your technology partner. Many software firms (SaaS providers etc.) limit your work in provided default UI/UX range. Failure in software adoption can be avoided by testing various automation technologies.

Support for Marketing Automation:

Marketing automation technology can be challenging and technical for any enterprise. Find a provider that has an informative team, personalized customer care services, and training materials. Successful marketing automation integration can be integrated by providing your work team with positive user feedback.

 

Need Help or Advice in Content Management or Marketing Strategy:

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Read More:

5 Brand Marketing Lessons to Take from COVID-19

What are 5 Important Tips to Manage Remote Team of Workers

SWOT Analysis of KFC | KFC SWOT Analysis

May 22, 2021 7 comments
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