Features | November 24, 2020
4 Strategies to Support Sales Growth in 2021
“Marketing U,” the cover story in the May 2020 issue of PS Magazine, detailed the best practices that PSDA member companies employ in key areas, from social media, website and email marketing, to integrated services and programs.
That story focused squarely on marketing in part because sales and marketing teams often get lumped together mentally. They have shared goals, of course, such as boosting your company’s bottom line, but they also have different priorities and roles to play to help achieve it.
Knowing this and operating accordingly is crucial to your distributorship’s success. So, ask yourself:
- How are your distributorship’s products and services being marketed to current and potential customers?
- Are those marketing efforts aligned with what your salespeople need and want?
- Are you fully leveraging your marketing team’s strengths to grow your business?
- How are your marketing and sales teams working together to benefit your company?
Your marketing experts — whether they’re in-house employees or external consultants — are uniquely positioned to lead strategies that support your salespeople and drive business growth. Here are four ways in which they can do that for you.
1. Initiating conversations to foster collaboration.
In a blog post for marketing and sales consultancy LoopVOC, Jill Rowley writes, “The new reality is that sales and marketing are continually and increasingly integrated. Marketing needs to know more about sales, sales needs to know more about marketing, and we all need to know more about our customers.”
As a result, many marketers are leading a growth strategy that requires more consistent dialogue and engagement with sales colleagues. Before channeling their creative energies into projects and campaigns, they need to know how they can best support sales. What’s working now? What can we do better or more of? What are your customers saying?
2. Digging into data.
Making data-driven decisions is vital to growing your business, and marketing teams are leading the way through procurement and analysis of the numbers.
According to a 2020 report from MarketingProfs and the Content Marketing Institute (CMI), 80% of B2B marketers use metrics to identify what marketing efforts are delivering the highest ROI. According to the report, the metrics marketers track most to measure performance are email engagement, website traffic and engagement, social media analytics and conversions. Search engine optimization (SEO) is still vital, as well. Based on the data, your marketing teams can identify what’s working and what isn’t, allowing you to invest money and time in efforts that lead to growth.
3. Crafting customer-centric messaging.
According to an October 2019 report from Forrester Research, 88% of B2B marketers admit their websites’ homepages talk primarily about their companies, products and services.
Distributors shouldn’t fall into that trap. A better growth strategy involves customized, customer-centric marketing. Marketing has transitioned from talking less about you and the solutions you provide and more about connecting, conversing and humanizing what would otherwise be purely transactional business. When marketing messages address the challenges that your customers want to solve and show how your distributorship can provide effective solutions, buyers will feel that you get them and trust that what you say is what you will deliver.
4. Creating relevant and timely content.
The recent report from MarketingProfs and CMI emphasizes the importance of content marketing to grow your business. How does this work? If you’re a label distributor, for example, you want to be known as the premier source not only for the products, but also for information and guidance — led by your marketing team — related to news and trends in the label business.
Effective content marketing can take a lot of time and effort to execute, but you don’t necessarily need to crank out 100% new material all the time. Identify and leverage your top-performing email campaigns, most-read blog and social media posts, and other marketing assets, and then refresh and reuse them to educate current and potential customers.
Marketing and Sales Business/Growth Strategies Customer Service Partnerships