Smarketing: define your own strategy
Posted: Sat Dec 07, 2024 3:18 am
Francois KOLLI
September 10, 2024
content strategy
To optimize your company's turnover, you can align your marketing and sales teams remarkably well. However, this does not happen with the wave of a magic wand. To achieve this, it is necessary, among other things, to define and implement an effective strategy. How? This is what we will see in this article.
You have probably heard of smarketing, the practice of making your sales and belgium email list marketing teams work together. This technique is booming because it has already allowed several companies to reach a new level. It will offer you harmonization between your salespeople and your marketers . This will streamline the purchasing process of your customers, which will obviously increase your turnover. However, for smarketing to be profitable, there is no blueprint to follow. Instead, you must focus on an approach based on your BtoB objectives, but also on your goals. Focus on the points to adopt to define your own strategy.
Steps for an effective marketing strategy
To define your own strategy, you must follow these few steps. They will allow your teams to be more easily aligned and therefore more efficient.
Step 1: define your buyer persona
What is the best way to monetize your next product or service? Among the criteria, your salespeople and your marketers must be on the same page. To do this, these two departments must first agree on the ideal customer: the Buyer Persona.
Specifically, this is the profile to which your offer is addressed, the one who will say that what you offer is made especially for them. In internal marketing , you must target a certain category of potential customers in particular. It will be up to you to identify it so that the company does not disperse.
Defining your Buyer Persona will allow you to orient your entire strategy around it. Indeed, without it, your two departments may have conflicting opinions on the ideal buyer, which will distort the information you have at hand. Indeed, if this persona is not determined, each department will have different criteria for defining it. It will be up to you to promote the perfect customer.
The best way to do this would be to conduct a joint training session. The goal of this training session is to clarify which data is important to take into account for your two divisions. This will give you ideas and, above all, visions that coincide. Once both your salespeople and your marketers understand this, you can move on to the next point.
Step 2: Set SMART goals
Smarketing is not just the fusion of “sales” and “marketing”. It also refers to another word: Smart. To benefit from the advantages of this strategy, it is necessary to set objectives that respect the SMART method, i.e.:
*Specific: Don't make the mistake of generalizing. Your goals must be specific.
*Measurable: Quantified data will be needed to measure the effectiveness of action plans.
*Achievable: Overly ambitious goals will reduce your employees' motivation.
*Realistic: don't ask your services for the impossible
*Time-bound: Set a deadline for all your goals to keep an overview in retrospect.
Once this is done, you can begin implementing your action plans based on these criteria.
Performance indicators that are now almost identical can be better utilized because there will be better understanding between the two departments.
Step 3: Develop a Trust Agreement
You now have an ideal client and also goals that you have set for yourself. In order for their implementation to go smoothly, you will need to ensure communication between your sales teams and your marketing team. The two will need to work hand in hand and will need to agree on a trust contract. Also called an SLA or Service Level Agreement, this agreement will spell out each person's roles and expectations.
With the SLA, adopting a relevant lead scoring policy will help you define your own marketing strategy. In particular, the two departments will set the number of leads to be offered to the salespeople. The latter will also have the obligation to produce results and convert a certain number of leads.
Information regarding the responsibilities of each division will then be contained in the trust agreement. This way, your teams will no longer blame each other. This is because each of them will be aware of what the other must do to achieve their goals.
Step 4: Use automated tools
Marketing isn't just a story where two complementary departments join forces. It's also an opportunity to simplify your working methods. To do this, you need to rely on software. Your CRMs should contain information that everyone understands. You can also use marketing automation tools to schedule in advance and streamline repetitive tasks.
With these tools, you will be able to get more out of the results
September 10, 2024
content strategy
To optimize your company's turnover, you can align your marketing and sales teams remarkably well. However, this does not happen with the wave of a magic wand. To achieve this, it is necessary, among other things, to define and implement an effective strategy. How? This is what we will see in this article.
You have probably heard of smarketing, the practice of making your sales and belgium email list marketing teams work together. This technique is booming because it has already allowed several companies to reach a new level. It will offer you harmonization between your salespeople and your marketers . This will streamline the purchasing process of your customers, which will obviously increase your turnover. However, for smarketing to be profitable, there is no blueprint to follow. Instead, you must focus on an approach based on your BtoB objectives, but also on your goals. Focus on the points to adopt to define your own strategy.
Steps for an effective marketing strategy
To define your own strategy, you must follow these few steps. They will allow your teams to be more easily aligned and therefore more efficient.
Step 1: define your buyer persona
What is the best way to monetize your next product or service? Among the criteria, your salespeople and your marketers must be on the same page. To do this, these two departments must first agree on the ideal customer: the Buyer Persona.
Specifically, this is the profile to which your offer is addressed, the one who will say that what you offer is made especially for them. In internal marketing , you must target a certain category of potential customers in particular. It will be up to you to identify it so that the company does not disperse.
Defining your Buyer Persona will allow you to orient your entire strategy around it. Indeed, without it, your two departments may have conflicting opinions on the ideal buyer, which will distort the information you have at hand. Indeed, if this persona is not determined, each department will have different criteria for defining it. It will be up to you to promote the perfect customer.
The best way to do this would be to conduct a joint training session. The goal of this training session is to clarify which data is important to take into account for your two divisions. This will give you ideas and, above all, visions that coincide. Once both your salespeople and your marketers understand this, you can move on to the next point.
Step 2: Set SMART goals
Smarketing is not just the fusion of “sales” and “marketing”. It also refers to another word: Smart. To benefit from the advantages of this strategy, it is necessary to set objectives that respect the SMART method, i.e.:
*Specific: Don't make the mistake of generalizing. Your goals must be specific.
*Measurable: Quantified data will be needed to measure the effectiveness of action plans.
*Achievable: Overly ambitious goals will reduce your employees' motivation.
*Realistic: don't ask your services for the impossible
*Time-bound: Set a deadline for all your goals to keep an overview in retrospect.
Once this is done, you can begin implementing your action plans based on these criteria.
Performance indicators that are now almost identical can be better utilized because there will be better understanding between the two departments.
Step 3: Develop a Trust Agreement
You now have an ideal client and also goals that you have set for yourself. In order for their implementation to go smoothly, you will need to ensure communication between your sales teams and your marketing team. The two will need to work hand in hand and will need to agree on a trust contract. Also called an SLA or Service Level Agreement, this agreement will spell out each person's roles and expectations.
With the SLA, adopting a relevant lead scoring policy will help you define your own marketing strategy. In particular, the two departments will set the number of leads to be offered to the salespeople. The latter will also have the obligation to produce results and convert a certain number of leads.
Information regarding the responsibilities of each division will then be contained in the trust agreement. This way, your teams will no longer blame each other. This is because each of them will be aware of what the other must do to achieve their goals.
Step 4: Use automated tools
Marketing isn't just a story where two complementary departments join forces. It's also an opportunity to simplify your working methods. To do this, you need to rely on software. Your CRMs should contain information that everyone understands. You can also use marketing automation tools to schedule in advance and streamline repetitive tasks.
With these tools, you will be able to get more out of the results