The biggest mistakes B2B companies make is assuming that Marketing’s job is simply to generate leads. Sure, generating high-quality leads is an essential ingredient in a healthy sales pipeline. But the best marketers can provide sales with powerful resources that can influence deals and maximize revenue throughout the entire sales cycle.
Here are 7 ways that marketers can help sales reps supercharge their efforts:
- Prioritize Leads:
The B2B marketers can help sales reps use their time more effectively by helping reps prioritize leads. The best way to help prioritize leads is by using lead scores. B2B marketers typically are already using a tool like Marketo, Pardot or Hubspot to prioritize sales leads. But those same scores can be used by reps to help them figure out whom to reach out first.
If your reps are calling down lead lists in Salesforce, for example, those lead lists can be sorted by the lead score field. As a result, reps can spend more time talking to the leads that are most likely to close.
- Provide Buyer Persona Templates:
Buyer persona templates can help reps identify which key roles they typically sell to. They can also provide some common pain points that prospects in those roles experience, as well as what prospects in various roles are looking to accomplish.
- Contextual Content Suggestions:
As marketers are creating a library of content (blogs, ebooks, infographics etc.), it’s important to make sure that sales reps are aware of which content can help them close various sorts of deals.
One method is to create a spreadsheet that lists content that’s appropriate for various deal stages or verticals. There are also third party tools that can provide reps with contextual content suggestions.
- Create Vertical-Specific Content:
If your business has particular industries or buyer personas that you are routinely selling to, marketing can help reps close more deals by creating content that is targeted at that vertical.
For example, say you sell social media advertising software and regularly find yourself closing deals with nonprofits. You could create content specifically showing ways that you can help nonprofits with their fundraising efforts.
- Help Reps Prioritize Leads:
Marketers often use marketing automation platforms for lead scoring. For those of you who aren’t familiar, a lead score assesses how hot a lead is based on a variety of activities. Visiting web pages, filling out forms and downloading particular pieces of collateral are all activities that can demonstrate how sales-ready a lead is. After leads become marketing-qualified, sharing this lead score with sales reps can help them to determine which leads they should reach out to first.
- Email Templates:
In order to ensure that messaging is persistence between Sales and Marketing, marketers can provide reps with email templates. Those templates can then be customized and personalized by the sales reps.
- Provide Competitor-Specific Collateral:
We always recommend that our customers track which competitors they are winning and losing deals to in Salesforce. Then, if you notice that you’re reps are going up against specific competitors often then you should consider crafting specific content that shows ways that your company is better than that specific competitor. Then, the next time one of your reps finds themselves in a deal against that competitor, the collateral can help them to gain an advantage.