engaging the right targets with compelling content that builds trust and shortens the buying timeline. On this front, Marketing is now expected to deliver more than it ever has before – and the pandemic has only intensifi ed this.
Sales: a digital slog in a crowded market Rewind to another year now: 2019. T e pandemic wasn’t a thing. Sales could have face-to-face meetings, press the fl esh, look their leads in the eye, and build trust in the time-honoured way. Digital was a critical channel, sure - but it wasn’t the critical channel. The pandemic has seen a seismic shift occur. Digital is now
dominant – and that means everybody’s on it, so it’s increasingly diffi cult to be diff erentiated. It’s also a channel that, if not properly utilised, can be devoid of all
the normal emotional cues and instinctive human connection that Sales has used to build trust since time immemorial. What we’re also seeing is that Sales departments are now ever more
depleted. T e events of the last two years have meant that many organisa- tions, particularly smaller businesses, just don’t the resources to navigate this new digital world and they need help. So, where’s it coming from? In short, Marketing has taken over much of this mantle – and where
Marketing personnel are thin on the ground too, marketing agencies have done so in their stead. Marketing is now expected to fi nd leads, prioritise them, nurture them,
target them with powerful calls to action, and often – exploiting the natural transactional potential of the digital channel – deliver a fi nal buying action.
Should Sales be worried? Absolutely not. In fact,
this approach takes
immense pressure off Sales, who can then focus eff ort on the most lucrative, priority prospects. We’ve seen many companies that were
traditionally sales-led and product-led transition to this marketing-driven, customer-centric model – and the results speak for themselves. As just one example, local company Green Building Design Consultancy says the bcm Cognitive Marketing approach ‘has enabled us to closely align data, opportunities, and messaging, creating a marketing plan that is wholly strategic, yet tailored to the interests, pain points, and decision-making preferences of each target. T at converts very effi ciently into strengthened relationships and sales uplift – as our bottom line now clearly shows’. Sales and Marketing disconnect? If you
take a good look, you’ll find it. But a strategic B2B marketing partner can bridge the gap and ensure a circular fl ow of information within the organisation, leading to more customers, more sales and more advocates of your brand.
Find out more at
www.bcmagency.co.uk or email
hello@bcmagency.co.uk
ALL THINGS BUSINESS
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