4 Tools Marketing Agencies Should Build for Sales Teams
If you’ve read our previous blog on How to Build a Winning B2B Sales Enablement Strategy in 2020, you know that B2B businesses today operate in a reality where B2B buyers today extensively evaluate a product or service before purchasing. As such, it is crucial for your marketing team to empower your sales team with the right tools to help them easily engage buyers throughout the buyer journey. For this episode of B2B Marketing Agency Insights, Austin LaRoche, ATAK Interactive CEO, breaks down the 4 important tools marketing agencies should provide to sales teams in order to help with sales enablement.
Video transcription below:
Welcome back to B2B Marketing Agency Insights. I’m your host Austin LaRoche, CEO at ATAK Interactive. Today, we’re gonna talk about something very basic, okay? We’re just going to go through four beginner tools that marketing teams and agencies should be providing sales teams to help with sales enablement.
Now to start off, we’re going to talk about buyer personas. Buyer personas are very, very easy to do and I recommend marketing and sales teams to get together and create these together.
The best way to do it is to just start with a simple structure:
- You start with the demographic, right? The age, geography, title, all that kind of stuff.
- Then you go into what people want, okay? What does this persona want? What are their goals? What’s their vision?
- Next, going into their hesitations. Why might they not want to buy from you? What are their pain points? What are they going through that makes them not as good of a buyer as you wish that they were?
- Then you hit the tendencies. See what influences them, what media they read, what software they use. Who are these people?
- Finally, you’ve got to go through how do we approach them? What type of tone do we need to talk to them? And what products and services do we need to pitch them?
If you build your buyer personas with those five things in mind, then you’re going to be able to really segment out your customer base and work together as a marketing and sales unit to be able to really understand that target audience. So that’s the first thing, okay?
Second thing is a simple competitive analysis. Now I’m not a big “let’s look and see what the competition’s doing” guy. I don’t really care as much, okay? I know what I want out of my agency and I know where I want to go. And I bet you’re like that too.
But that doesn’t mean that there’s not value out there in seeing how your competitors are attacking this new world that you’re in, right? So whether it’s simple things, such as looking and seeing how much they’re spending on ad words, what ad words they’re actually purchasing, how they’re embracing LinkedIn in this day and age, what they’re spending on social media…There’s all sorts of parameters that you can use just to look and see what everyone else is doing. Not because you’re like, “Oh, okay, I want to steal this idea”, but because you want to look at the landscape and go, “Well, they’re doing this. And so I’m going to do this and I’m gonna do it better than they did,” okay? Really easy stuff. Again, basic.
Third thing is outbound email automation. So if your sales team has a prospect list, your marketing team better make sure that they have the right messaging sequences to be sending to this prospect list without the sales guys even really touching anything.
When you use a tool like HubSpot, you can create these sequences. You can automate this communication so that instead of sales teams, you know, pounding phones and sending emails, individualized, and trying to really personalize everything, you can get that exact same personalization through a lot of marketing intelligence with a tool like HubSpot. And you can start sending those messages out and your marketing team can do that for you so you can spend more time doing what you want to do, which is closing deals.
Lastly, very similar, inbound workflows. Your marketing teams should be building inbound workflows so that when leads do come in to you, they’re being nurtured properly. You’re automating things so that the right salesperson is getting the right contact based on the information that the prospect has put into the form, okay? And then from there, the prospect should be getting the right information until they’re able to set that appointment with the salesperson. And then the salesperson can go and they can close everything from there.
So like I said, that’s pretty basic stuff, right guys? Real basic, four tools you can build. Buyer personas, competitive analysis, outbound automation, inbound automation. If your marketing team’s not doing it for you, you need to tell them to step up their game. Or, I don’t know, give somebody else a call – just saying. Anyway, I’m Austin LaRoche saying, “Good luck growing.”
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