How to Align Sales and Marketing to Connect with Today's Modern Buyer
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Transcript of How to Align Sales and Marketing to Connect with Today's Modern Buyer
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
HOW TO ALIGN SALES AND MARKETING
TO CONNECT WITH THE MODERN BUYERDarrell Amy
Chief Innovation [email protected]
214.224.0050 x.101
Larry Levine
Social Sales [email protected]
214.224.0050 x.302
Jon Mitchell
Social Media [email protected]
214.224.0050 x.207
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
WHO IS BUYER 2.0?
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214.224.0050
dealer-marketing-systems
@DlrMktgSys
1995: ANALOG TO DIGITAL
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dealer-marketing-systems
@DlrMktgSys
BUYER 2.0
Researches Online
1. Empowered with information
2. Afraid of making bad
decisions
3. Pressed for time
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214.224.0050
dealer-marketing-systems
@DlrMktgSys
Buyers are 57% of the way
through the buying process
before engaging with a
vendor or sales rep.Consumer Economics Board
Survey of 1,400 business decision makers
Harvard Business Review, July 2012
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214.224.0050
dealer-marketing-systems
@DlrMktgSys
57%Sales Rep Engaged
THE NEW BUYING PROCESS
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dealer-marketing-systems
@DlrMktgSys
94% of buying decisions
begin online
Digital content IS becoming a deal breaker for consumers (especially younger buyers) who are
looking for information online. Companies that aren’t there with answers to prospects’ questions
will fall off the radar, while brands that anticipate questions and provide useful resources will win
brand awareness and, eventually, conversions.
Acquity Group, 2014 B2B Procurement Study
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
84% of C-level/VP
executives surveyed
use social media to
make purchasing
decisions.
IDC
Social Buying Meets Social Selling
April 2014
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
FIRST IN WINSHow do you get in first?
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214.224.0050
dealer-marketing-systems
@DlrMktgSys
SALES
SALES
COACHING
MARKETING
MARKETING
57%
IN PERSON
DIGITAL PROSPECTING
DIGITAL MARKETING
ONLINE
BLOG
WRITING
SOCIAL
MEDIA
SEARCH
ENGINES
WEBSITE
DESIGN
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214.224.0050
dealer-marketing-systems
@DlrMktgSys
ALIGN AROUND BUYER2.0’S QUESTIONS
Do you understand
my business?
Who else have you helped?
Can I trust you?
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
WHAT DOES BUYER 2.0 WANT?
• A proven path to success.
• Ideas that others have tried.
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
FOUR THINGS MARKETING CAN DO
TO HELP SALES
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dealer-marketing-systems
@DlrMktgSys
1. ORIGINAL CONTENT
• Blog articles
• Social posts
• Website content
• Special reports
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214.224.0050
dealer-marketing-systems
@DlrMktgSys
2. WRITE CASE STUDIES
• Make complex concepts seem
simple.
• Boosts credibility
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dealer-marketing-systems
@DlrMktgSys
3. GO TO SCHOOL
• Find out what is important to your
prospects
– Interview them
– Read their magazines
– Take business classes online
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214.224.0050
dealer-marketing-systems
@DlrMktgSys
4. FIELD RIDES WITH REPS
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dealer-marketing-systems
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WHAT MARKETING SHOULD NOT DO
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dealer-marketing-systems
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LINKEDIN SALES TRAINING
• This needs to be
done by someone
with in-the-field sales
experience.
.net
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214.224.0050
dealer-marketing-systems
@DlrMktgSys
FOUR THINGS SALES CAN DO TO
HELP MARKETING
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214.224.0050
dealer-marketing-systems
@DlrMktgSys
HOW SALES CAN HELP MARKETING
Help Identify Content Topics
Amplify Dealership
Social Media Posts
Learn How to Use LinkedIn
Handle Online Leads Correctly
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214.224.0050
dealer-marketing-systems
@DlrMktgSys
ACTION ITEMS
MARKETING
• Go on a field ride
• Start creating original
content that answers
prospects’ questions
• Write case studies
SALES
• Help marketing by come
up with good topics
• Share company social
media posts on your
LinkedIn and Twitter
• Learn how to use
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214.224.0050
dealer-marketing-systems
@DlrMktgSys
Darrell Amy
Chief Innovation [email protected]
214.224.0050 x.101
Larry Levine
Social Sales [email protected]
214.224.0050 x.302
Jon Mitchell
Social Media [email protected]
214.224.0050 x.207
www.dealermarketing.net/linkedin-guide www.socialsalesacademy.net