INTERVIEW WITH
Paige Asady
Marketing Director - Brand & Partner Marketing
B2B Customer Acquisition: The role of human engagement in a world of digital-first enterprise marketing
to deliver really successful sales processes, you need to understand who the decision makers are and what problems they are trying to solve
Where are enterprise selling businesses falling down?
When it comes to enterprise level sales, companies who fail to find qualitative and quantitative ways to understand who their customers really are will be most likely to fall short during the sales process. Finding ways to blend the different types of data and information will give a more well-rounded view of customer attributes. Businesses and sales people need to move fast, and having this information available with content tailored to customers, will help the sales team form deeper relationships faster by providing value from the start.
Knowing the companies that will likely be good-fit customers is one thing, but if you want to deliver really successful sales processes then you need to understand who the decision makers are and what problems they are trying to solve. More often than not there will be a panel of decision makers involved in enterprise purchasing decisions, each of whom has their own priorities and preferences for how they want to be communicated with. Understanding these individual circumstances allows you to create Account Based Marketing campaigns that are tailored to each individual in a way that is meaningful and valuable to them, ultimately increasing your chances of turning the company from a prospect into a customer.
Great marketing teams recognise their success is directly linked to that of their sales colleagues and find ways to work collaboratively with them and their customers so they understand the business in totality.
What do great marketing teams look like?
Great marketing teams recognise their success is directly linked to that of their sales colleagues and find ways to work collaboratively with them and their customers so they understand the business in totality. This process starts by ensuring that knowledge, plans and processes are shared fully between both teams for clarity and alignment. If marketing understands the customers, sales goals and the processes followed by sales, they can better support them with relevant industry knowledge and content at the right time. Similarly, this contextual understanding means that when marketing teams are presenting new campaigns to sales teams, the level of mutual trust between them creates better buy-in.
Of course, like any successful partnership, there will always be the need to manage expectations along the way. Salespeople like to run at a million miles per hour, so it falls on marketing to slow them down at times with a gentle reminder that enterprise level marketing doesn’t just happen overnight. Alongside this, great marketing teams ensure that every level of the sales hierarchy understands the ‘how’ and ‘why’ behind every campaign. This is crucial not just for buy-in, but also making sure that the campaign is executed in the right way.
on an enterprise level, there has to be a clear strategy and guidelines for employees to follow when using social media
PAIGE ASADY
Marketing Director - Brand & Partner Marketing CANDID
How important is social media to enterprise sales?
Business leaders have woken up to the power of social media and the impact their employees can have through using it to organically talk about products/services and showcase powerful business relationships. Gary Veynerchuk recently said that if he was running a large business right now, he would drastically reduce budget spent on paid media, and instead put the budget behind incentivising his sales team into posting on social media because customers do business with people. Authentic content posted by sales reps shows their genuine belief and support in the product or service and showcases customers they are partnered with - a win win for the business the employee works for and the customer they are supporting.
For me, it’s not just sales people who should be active on social media in a professional capacity - it is your entire business. Sharing their experiences with products, customers and the industry in general is what makes a business human online. But on an enterprise level, there has to be a clear strategy and guidelines for employees to follow when using social media - bad grammar and irrelevant content will do more harm than good! At the heart of your strategy should be authenticity. Employees that share real, personal experiences will have far better engagement than if they are forced to share content that has clearly been mandated to them on a corporate level.
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