Business Growth Blog

Strategy

Fundamental Sales and Marketing Alignment Strategies

When I first started doing marketing and lead generation, I used to worry about being driving leads for my clients. I've since learned that's the easy part! As long as there’s enough marketing activity, like blogging, email marketing, and social media, people will come to the website, and lead conversion rates will increase. Cool! Job done, right? Wrong.

Someone visiting your website is analogous to someone walking into a physical place of business. In a place of business, they would typically be addressed by a salesperson. Unfortunately, there isn’t a 3D human interaction when a person visits a website, so how do you cross the line between attracting people to your site and engaging them in a sales conversation? There’s a solution for that! The following fundamental sales and marketing alignment strategies can help companies replicate that in-person experience, optimize lead conversion, and increase their return on investment.

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What is Growth Driven Website Design?

It's safe to assume that the majority of your target prospects will go to your website well before they have any other interaction with your organization. It's their first impression, and they'll be sizing you up immediately upon walking through the virtual door. The traditional website design process is quickly becoming antiquated because it doesn't address the growing needs of the online buyer.

If a website project is on the horizon (which it should be - it should always be on the agenda), watch this video to learn more about an approach that will ensure your site is a high-value marketing asset that continually drives business growth.

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How to Map Out a Sales and Marketing Plan

One of the biggest challenges businesses face is that finding and engaging potential customers is becoming increasingly technical and complex, and it’s all too easy to waste money on strategies that don’t get the desired results.

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8 Progressive Business Growth Strategies (HyperGrowth 2019 Recap)

It can be challenging to step out of the grind of everyday work to attend conferences, but in a fast-paced industry like marketing, it's vital to stay up on the trends. I went to the HyperGrowth conference in Boston last week. It's put on by Drift, a technology company that focuses on bots and conversational marketing. I took notes during the various presentations. Here are eight progressive business growth strategies that the speakers discussed throughout the day. The overarching theme between HyperGrowth and Inbound (which I also attended) was customer experience.

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Resources for Evaluating HubSpot Sales and Marketing Technology

I regularly talk to companies that are considering starting an inbound sales and marketing program, but they lack the technological capacity required to do the work.

While there's a variety of sales and marketing technology available, the tool we've had the most success with is HubSpot. They put all the necessary functionality required into one system, which improves data sharing, communication between the teams, and work efficiency.

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8 Steps to Creating a Customer-Centric Content Strategy

The hardest part of implementing a content marketing plan is figuring out what to write about. Companies usually begin in the self-promotional phase: they write about upcoming trade shows, new hires, case studies, and press releases. The content is very company-centric.

While it’s great to showcase the company culture, products, and services, it’s kind of boring stuff. It’s not likely to pique the interest of many new potential customers.

The most successful content marketing strategies are customer-centric. The content is written to teach, inspire, and motivate. Prospects find it interesting and helpful and become followers and evangelists for the brand. Good content helps companies build a following, generate leads, and increase sales efficiency.

Here are eight steps to help you start developing a list of relevant, highly valuable topics for your content strategy.

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Fundamental Newsletter Strategy for Sales and Marketing Teams

There’s often minimal communication between sales and marketing teams about their corporate newsletter strategy. Publishing email newsletters is typically seen as a ‘marketing’ function, which couldn’t be further from the truth.

Email marketing is meant to build brand awareness, but it serves an even more important role: to support sales prospecting efforts. After all, the contacts on your email list are the same people that sellers are actively trying to convert into customers.

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Resources for Exploring Growth-Driven Website Design

Website projects can seem inordinately expensive and overwhelming. But it doesn't have to be that way! Here are some articles and resources that can deepen your understanding of growth-driven design: a new approach that helps you affordably create an online presence that continuously drives website traffic, engages potential customers, and converts more visitors into qualified sales leads. If you want to improve results from your site, then this article is for you.

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A Straightforward 10 Question Marketing Plan

Business and marketing leaders often struggle to find time to step back from the daily grind and create comprehensive sales and marketing plans. Sometimes the pressure to get things done as fast as possible leads to throwing tactics out there just to keep up the pretense of forward motion.

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Building Blocks of a Strong Marketing Foundation

One of the biggest challenges businesses face is that finding and engaging potential customers is becoming increasingly technical and complex, and it’s all too easy to waste money on strategies that don’t get the desired results.

The best way to consistently meet your business growth objectives is to make sure you have a solid foundation from which to build. Things like a dated website, unorganized contact database, inadequate messaging, inefficient technology and processes, or inability to measure results can prevent an organization from ever reaching its full potential.

In this article, I outlined 16 building blocks of a strong sales and marketing foundation. Do you have the skills, resources, budget, and plan ready to drive growth?

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