Buyer engagement is an essential part of guiding prospects through the buyer’s journey, but how do you accomplish this? Is sales in charge of improving buyer engagement, or does your marketing department handle it? If you want to achieve excellent buyer engagement, the answer to this question is “both.”
The most successful way to enhance buyer engagement is through smarketing, also known as complete alignment between your sales and marketing teams. You might have the best salespeople and marketers on your side, but if they don’t work together, neither department can reach its full potential.
If you want to see buyer engagement to soar, consider the following ways to implement sales and marketing alignment:
Making Materials Match
Both sales and marketing heavily rely on content to get things done. One of the most significant roles for marketers is creating valuable content that grabs the attention of your target audience. Sales, in turn, uses the material to pull the right information and convert leads into customers.
Though the content needs may differ, you should utilize shared resources between sales and marketing, so the messaging is always consistent and enables buyers to have a seamless experience with your company. If marketers communicate one thing in the information they share and salespeople relay a completely different message in their pitch, the mixed signals will make your business appear unprofessional and worse, create confusion for the prospect.
To drive better buyer engagement, get your team on the same page. Align sales and marketing with regular communication on what resources to use and publish to ensure that nothing is outdated or incorrect.
Understanding Your Audience
While your sales team may do most of the talking to potential buyers, marketing has tons of valuable prospect information (such as buyer persona research) that can help sales make a better pitch. If you use a CRM, marketing data tell you what content someone interacts with and how many times a prospect views these materials, amongst many other insights.
Create an open dialogue between your teams. When sales has more information on a prospect, they can tailor each pitch to address individual pain points and better communicate the value your company will bring to solve for their particular problems, which in turn, will increase buyer engagement.
Eliminating Missed Opportunities
If your sales team fails to close a deal, it doesn’t necessarily have to be the end of that prospect’s buyer journey. Just because someone isn’t purchase-ready now, that doesn’t mean they won’t be in the future. If your sales team does generate enough interest for a connect call, but that lead doesn’t convert, marketing should then enroll them in a nurturing sequence to continue engagement and provide an incentive to keep interacting with your business.
For marketers to move a prospect further in the buyer journey, they will, of course, have to be aware of the conversations your salespeople are having. Direct communication allows both marketing and sales to keep conversations flowing and increase your chances for turning that prospect into a customer.
Though sales and marketing both play a part in buyer engagement, when the teams are aligned, they can only improve.
HeadsUp Marketing specializes in sales enablement, meaning we work with you to achieve alignment, ensuring your team gets quality prospects and close more deals. If you’re interested in a partnership that grows your business, reach out today to learn more!