The most challenging one. As sales, you don’t have the time to write blogs, create whitepapers, make video’s or podcasts. You can organise collecting online content. But, that remains public knowledge. And of course, marketing can have a team of copywriters, and video editors and more create a lot of content. However, is that relevant?
You do need to build a digital pool of content, together. You do this by:
- Define a content structure and update this regularly. What is on top of mind of your target group(s)?
- Organise the content according to the buying circle of your prospects. Start with your view of the strategic developments in their market. Up to how your solutions can help
- Store all your content in a central structured pool. Accessible to anyone active in Sales & Marketing
- Put it online….!
Sales should start automating communication with their prospect. Up to now, the personalisation of your communication was also the power behind sales. That is, of course, still very viable and necessary. But sales should start using the Marketing Automation environment that marketing has acquired. Having automation in marketing is expected, all serious marketing departments must-have marketing automation.
Automate the sales process, or at least tracked and traced via this environment. You can schedule content sharing mails, via a personal email address in this tool. In which you share content, from the content pool mentioned above with their contact persons.
Also, share all sales-related materials, like presentations and even online meetings. And of course offerings via the marketing automation environment. Don’t want to know if he or she opened your mail? And opened the attachment? You may even consider putting your offering online. Which is a very effective method of tracing buying behaviour, but of course not too personal…. But, start automating your communication.
NewTech? Yes..! Digitisation is taking a giant leap forward with the development of new technology like robotics, Artificial Intelligence, Deep and Machine Learning, Intelligent Chatbots, Blockchain, and many more technologies.
As it is the latest and greatest, this industry and its use are very much in development. Yet, the solutions you may think of are more or less limitless.
You could use Robotic Process Automation (RPA) in helping you further automating your communication and sharing process. Based on business rules, a Robot may collect the content, send out emails, and even respond to incoming emails and requests. Huge time saver!
And, in this process, Artificial Intelligence (AI), combined with Deep Learning (DL) may increase the success rate of sales to great heights. If you automate most of the sales process, you can incorporate AI and DL to predict your success rate per prospect and may even propose the best next action to increase the success chances.