A gathering storm
Using digital marketing activities such as search engine optimization (SEO), content marketing, social media marketing, paid advertising, PPC, and email marketing, inbound marketing generates qualified leads and works to build better relationships with current and future customers. This, in turn, drives sales.
By educating and guiding buyers in a courteous, non-intrusive way, we can use the information collected by inbound marketing campaigns to develop a deeper understanding of the buyer’s wants or needs.
We can also use this information to determine exactly when a buyer is ready for a sales conversation, and just what that conversation should be. Ultimately this will lead to:
- considerably shorter sales cycles
- better closing rates
- increased profits
- bigger commissions and bonuses.
Sounds like a salesperson’s dream! And yet…
The winds of change
Generally speaking, people don’t like change – even if it is change for the better. So you may experience resistance when switching from outbound to inbound sales.
- Get everyone on board
From the top down, you need buy-in to make the switch. From senior management, you need investment and authority. Most importantly, you will need to fully align the marketing and sales departments – which is no mean feat!
- Create a closed-loop reporting system
Information needs to flow seamlessly between sales and marketing. For marketing to better recognize a quality lead, and for sales to obtain lead intelligence, the systems must be compatible and fully integrated with each other.
- Monitor, anticipate, qualify, guide and close
Because inbound sales is about being accessible and using every bit of data to understand your buyers, and how to find a solution to their wants and needs, your sales process will change to:
- Monitor and anticipate the buyer’s needs
- Qualify who is sales-ready
- Educate and guide with your inbound marketing
- Close at just the right moment. Watch the dollars flood in!
Download the ultimate inbound marketing checklist ebook HERE.
For more information, contact us today.
About the Author
Rick spent 20 years in the insurance industry in finance, primarily developing reporting platforms for B & C stakeholders. His ability to speak to consumers of data (managers and analysts) and translate their needs to programmers led him to start his own digital marketing agency in 2004 to develop data driven solutions for business owners.
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