Can Your B2B Customer Journey Work For Marketing And Sales?

Marketing is simply a part of the B2B customer journey. Once you’re on a possible customer’s radar, you've got to form a smooth transition from marketing to sales.

Unfortunately, this will be a true hurdle for several B2B businesses.

Many of the clients that we’ve worked with have struggled to form their marketing work because they didn’t understand their customer journey. They didn’t skills to smoothly move prospects from the consideration phase into the choice phase and on to the testing phase.

How Marketing and Sales Fit Into Your Customer Journey

To run profitable marketing campaigns, your marketing team and sales team got to understand their position in your customer journey and the way they relate to every other. Too often, marketing and sales operate in their own silos.

Marketing does their best to send good results to the sales team. The sales team does their best to show those leads into sales.

For your customers, however, their customer journey is one continuous process. They don’t fill out a form on your website and think, “I have entered the choice phase, so I’m getting to forget everything I’ve seen, done, or heard up to the present point and begin over from scratch.”

To your sales team, each new lead maybe a clean slate and a replacement opportunity. To your leads, this is often just the newest step in an ongoing journey. If marketing and sales don’t work together to form that journey a seamless and enjoyable experience, your potential customers will get frustrated and back out.

Remember, leads typically convert because they believe your company can solve their problem. Your sales team’s job is to satisfy that expectation.

If sales try instead to sell them something different than what your marketing promised, they’ll feel betrayed and lose interest. However, if the sales team’s response matches the marketing message, the lead's desire to reach out was the proper move.

To achieve this level of messaging consistency, sales must understand the expectations of their leads. This may take some extra work on your part, but it'll make your sales team more effective…which makes your campaigns more profitable.

On the flip side, your sales team knows what messaging works best within the sales process and which leads are most receptive to your offer, so lecture sales can improve the effectiveness of your marketing efforts also.

The more aligned your marketing and sales messaging is, the better it'll be to stay prospects moving through your customer journey.

Conclusion

One of the points of making a buyer journey is to know how your customers interact together with your business at every stage in their journey. thereupon in mind, your journey should provide a smooth, continuous experience from start to end.

Each marketing campaign addresses customers in specific stages of their journey. By understanding that stage and your customers’ needs and expectations therein stage, you'll become an integral part of their journey.

Your marketing and sales teams got to be well-aligned. The higher they understand one another and the way they fit into the customer journey, the better it'll be for them to supply an excellent experience for your customers, close deals, and grow your business.

Marketing and sales should set your fulfillment team or process up for fulfillment. It costs tons of cash to shut a replacement sale, so if your marketing and sales teams are setting incorrect expectations, you'll be spending tons of cash away on the incorrect deals.

Of course, this is often just the tip of the iceberg. To find out more about B2B buyer journeys and the way to place them to figure for your B2B business, reach bent us here to urge specific tips and advice for your business.

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