If you can make marketing generate more leads and make sure those leads are qualified, you are likely to increase sales. We believe that that the top 3 marketing strategies that will help you to do exactly that is Account-Based Marketing, Content Marketing and E-mail Marketing Automation. Learn why and how below.
#1 Account-Based Marketing
Account-based marketing (ABM) is the practice of defining the market segment you target with your product or service, finding the companies in that segment and the contacts in those companies which you need to target with your marketing efforts. Therefore, ABM can (in the extreme) be 1:1 marketing aimed at one person.
ABM is no new concept, but is has become widely acknowledged in recent years as studies show that more than 90% of marketers consider it a B2B must-have and that B2B solution providers find that ABM delivers higher ROI than other marketing initiatives.
To use ABM effectively to increase sales, marketing and sales need to collaborate in defining the segments, companies and people to target in marketing. Doing this you will likely strengthen your sales and marketing alignment, generate more relevant leads and increase your ROI in marketing.
Read the summary of our webinar with Pam Didner to learn more about ABM and get Pam’s other suggestions for marketing strategies to increase sales and align the sales and the marketing department.
#2 Content Marketing
Like ABM, content marketing has been around for a while but has become extremely popular in recent years in both B2C and B2B marketing, supported by studies showing that 41% of marketing budgets are spent on content marketing in 2019.
This marketing strategy revolves around attracting your target group by creating and distributing content that they are interested in. This creates trust, loyalty and a relation that hopefully results in a purchase of your product or service. To succeed with content marketing, the information you provide must be relevant and valuable to the reader, and this means no advertising for your product or service.
When integrated with your sales efforts, content marketing can help you generate leads, nurture and convert leads, generate sales and retain clients. In short, the right content can help buyers advance on their journey towards a purchase.
The easiest way of keeping your sales enabling content organized and making distribution to the right recipients easy is by employing a content management platform.
#3 E-mail Marketing Automation
E-mail marketing is widely known as an effective marketing channel but now more and more companies are starting to utilize e-mail marketing automation. Campaign Monitor describes very well why it is so, and why you should look in to it too: “automatic emails are timely, personalized and hyper-relevant to the reader. As a result, they are opened and clicked more frequently and drive visits and revenue for your business.”
As opposed to sending out e.g. newsletters manually, automated e-mails are automatically sent to recipients when they meet certain criteria or a certain action is triggered. By setting up such e-mails and automated flows of e-mails, you save a lot of time on repetitive, manual tasks that you can spend doing more important things.
Specific examples of how you can utilize e-mail marketing automation to increase sales is lead nurturing and onboarding of new clients: You can create a flow of educative e-mails that are sent to your leads after they have agreed to join your newsletter list e.g. after a call, seminar or webinar. You can integrate these activities with your account-based marketing and content marketing efforts by creating triggers for certain companies, a certain behavior or a certain interest. This helps you stay connected with the target group and help recipients advance on their buying journey. Likewise, you can set up a flow for new clients with onboarding material that helps them make the most of your product or service and become happy, loyal clients, who might be interested in a cross-sell or upsell in the future.
Summing up, you can nurture and convert leads, boost cross-selling, retain clients and more – there are endless opportunities for ways to use e-mail marketing automation to enhance your sales efforts.
Align sales and marketing to increase sales with Napp
It is evident when reading the sections above that you will make the most of these three marketing strategies by combining and integrating them. When marketing and sales join forces you have great potential to accelerate sales and make the most of your marketing resources.
With a Sales Enablement platform like Napp you provide marketing and sales with a space to collaborate. It ensures that marketing can manage the content that sales reps use in their work and feeds marketing with insights about content usage that can be applied in content creation and content optimization. Learn more about how Napp works here, and request a demo to get a presentation of the platform that is tailored to your needs.