B2B Customer Acquisition: The role of human engagement in a world of digital-first enterprise marketing
…marketing can help salespeople build their personal brands by teaching them how to post and comment on relevant news stories, share valuable content in real-time, and respond quickly on social media thereby boosting their thought leadership.
What can marketing teams do to better support their sales colleagues?
The salesperson’s role is evolving. It’s not enough to just be an expert on the value proposition for your technology. Salespeople need to be seen as thought leaders in their respective industries.
Becoming a thought leader is a process, and marketing has an important role to play in elevating the status of their salespeople. For example, marketing can help salespeople build their personal brands by teaching them how to post and comment on relevant news stories, share valuable content in real-time, and respond quickly on social media thereby boosting their thought leadership.
To start this process, marketing must first ensure that the salespeople are comfortable using social media. Marketing can help sales polish their social media profiles so that they accurately reflect the strengths and values of the person. Next, marketing can train the salespeople on what is thought leadership. This step can be tricky because many salespeople naturally want to talk about the solutions they are selling. But to build a trusted personal brand, one needs to share real-time newsworthy-content and formulate a unique point-of-view on industry trends. Last, marketing can give their sales teams a competitive advantage by combining value-led content with customer success stories for sales to share. This content is authentic, offers best practices, and enables sales to reinforce a unique point-of-view that only your company can offer.
…by mastering the art of telling success stories shared by customers and their professional peers, salespeople can forge meaningful relationships with their prospects.
Where can salespeople get smarter with their efforts?
Salespeople are the front line of a company’s culture and values. It is their responsibility to depict, in an accurate and favorable manner, the experience of partnering with their company to potential customers.
This capability can prove tricky for some salespeople, who have an instinct to talk about themselves or the product that they are selling.
However, by mastering the art of telling success stories shared by customers and their professional peers, salespeople can forge meaningful relationships with their prospects. These stories serve as a tool for building trust and credibility, which are essential in the sales process.
The simplest way to gather these stories is by engaging in conversations with both their professional community and customers. However, it's important not to just talk with people, but to actively listen to what they have to say. This approach will unveil what matters most to customers, providing valuable insights that can be applied to bring best practices to the marketplace and underscore your company’s brand promise.
What should sales and marketing professionals be paying attention to for a successful 2023?
For B2B sales and marketing professionals, artificial intelligence is driving an evolutionary shift in how we do business. AI is helping us become more efficient across the buyer's journey by identifying prospective customers via intent data, writing narratives via generative AI tools, and optimizing the delivery and timing of content for specific audiences. The days of spamming a prospect with multiple email sequences that talk about our product features are behind us. Artificial intelligence is a must-have capability that enables us to communicate to a broad audience in a truly personalized way, while at the same time forcing us to ensure we offer truly unique insights and a quantifiable value proposition.
And yet, despite relying on AI partners more, building trust and establishing a human connection is also critical for success. Customers and prospects want insights, not noise. They also want a human experience. In 2023, marketers must lead with their value proposition and differentiate with experiences. In addition, businesses will not only have to deliver exceptional customer experience but also demonstrate an exceptional employee experience. If a prospect trusts that your solution can solve their problems and your people are reliable partners, then your chances to win are limitless.