B2B Customer Acquisition: The role of human engagement in a world of digital-first enterprise marketing
Should sales and marketing still be seen as separate departments?
They are two-sides of a single coin, and this is becoming more apparent as buyer behavior shifts in enterprise. Most software purchases are now completed almost entirely digitally, often with little or no interaction between the purchaser and a sales representative. In these situations, the role of marketing is to enable buyers to find as much information as they need online before they are ready to speak with a sales representative. This drives human interactions to become opportunities to create value. Meaning that when the prospective buyer does speak with a sales representative, they can focus on business outcomes and specific questions about the solution rather than general fact finding, ultimately making the conversation more meaningful to the buyer. As solutions become more complex, particularly on an enterprise level, a sales and marketing partnership is required. Leading sales and marketing teams work hand-in-hand across the entire buyer’s journey and then identify opportunities to automate to work smarter.
As solutions become more complex, particularly on an enterprise level, a sales and marketing partnership is required.
How can businesses be smarter with their sales and marketing?
First and foremost, think about your ideal customer. What matters most to them and how do they want to be communicated with? This includes how human interaction they are likely to need. As we talked about before, when solutions are more complex, your prospects are likely to need a higher amount of reassurance from human conversation. Human interaction is also crucial to building relationships and trust, without which very few enterprise level deals happen.
Also think about how these priorities and preferences might vary from industry to industry. Without this information, there is likely to be a significant amount of wasted sales and marketing resources due to broad brush outreach attempts. The more targeted and specific you can be, the more likely you are to engage prospects. Don’t be afraid to ask your current customers what they found valuable during their buying journeys, especially if you have a good relationship with them.