Promjenjivi marketinški lijevak?

marketing prodajnog lijevka

Kao što svi znamo, prodaja i marketing se neprestano mijenjaju. Stoga se prodajni i marketinški tokovi mijenjaju. Iako nam se možda neće svidjeti, moramo se prilagoditi.

RainToday.com nedavno je objavio objavu o ovoj temi, uključujući i našu vlastitu sponzori marketinške automatizacije, Pravo na interaktivno. Troy Burk, izvršni direktor i osnivač, iznosi nekoliko dobrih stavki. No, postoji jedan uvid koji je zastrašujući za trgovce:

marketing prodajnog lijevkaPrema istraživanju Forrester Research, gotovo polovica svih B2B prodavača kaže da zatvara manje od 4% svih marketinški generiranih potencijalnih kupaca. Nadalje, manje od 25% ukupnog prihoda pripisuje se marketingu.

Kao prodavač, to je zastrašujuće otkriće. Razmislite o tome - naš je posao stvoriti potencijalne klijente i njegovati ih. Ako konvertiramo samo 4%, tada naši izvršitelji na razini c vjerojatno nisu toliko zadovoljni s nama i nisu spremni potrošiti proračun na naše napore. Unatoč ovoj statistici, to zapravo uopće nije slučaj.

Neophodni smo svim organizacijama. Zapravo, dok oko 75% prihoda dolazi od prodaje i preporuka, većina marketinških proračuna ide prema stvaranju i njegovanju novih potencijalnih klijenata u marketinškom toku. Mi smo održivi! I potrebno.

Opći problem današnjeg digitalnog svijeta je usklađivanje prodaje i marketinga. Tradicionalno su to uvijek bila dva odvojena odjela. Bez obzira jesu li ili nisu u novom dobu, važno je da se marketinški planovi i planovi prodaje podudaraju i da postoji formalni postupak kako bi primopredaja bila nesmetana i pravodobna. Automatizacija marketinga način je za to. Prodaja šalje marketinšku adresu e-pošte novog potencijalnog klijenta, marketing ih dodaje u sustav, sustav automatizacije marketinga stvara i prati profil kupca, a obje su strane sada "upoznate" s time što potencijalni klijent radi i kada to radi. To nije uvijek tijek posla, ali definitivno je temelj onoga što može biti uspješan plan za zatvaranje više potencijalnih klijenata za marketing.

Ciljevi marketinškog lijevka i prodajnog lijevka mogu se razlikovati, ali pozivi na akciju i marketinški životni ciklus slični su, s digitalnog stajališta. Zašto ne raditi zajedno?

Marketing i prodaja podjednako su važni za marketing životnog ciklusa - prestanimo se boriti i počnite raditi kao jedno.

4 Komentari

  1. 1

    This is definitely an issue I’ve experienced as well. It’s not necessarily that there’s any love lost between marketing and sales, but that we have different priorities. Marketing (in my world) is about metrics and ROI (perhaps a product of having to always prove our value), whereas sales is more concerned about the one-off interaction and closing each client one at a time.

    Our biggest disconnect is simply tracking the funnel entirely through to the sale closing process. I can track the leads that we bring in, but we have to rely on the sales staff to log and track the actual revenue appropriately, which isn’t always the case. Combine that with the fact that in our industry (very high fee services, mostly), our leads may come in from any number of hundreds of touches, and really nailing down the ROI on any particular activity can be tough.

    • 2

      Thanks for the comment, Tyler! I agree with your comment about different priorities. That is very true. But I think that if we both realize that our efforts are working towards the same goal by doing different activities, then we can align our priorities in a better way (and reap the rewards!).

      As far as ROI goes, I’ve always thought it was difficult to determine ROI for sales or marketing as a whole. There are activities that we do that can’t have a “price tag” on them. Sure, a sales rep could have coffee with a potential prospect and they just clicked, and that’s when that prospect decided they wanted to work with that company. But the conversion didn’t happen until 2 months later due to other internal or external factors. In a “multiple touch point” world, we don’t know when we made an impact. Which activities should have ROI? It’s all very vague and hard to determine.

      • 3

        I definitely agree. It’s not an easy problem to tackle. My approach is to basically do a statistical analysis from the very top of your funnel and determine which types of activities are most valuable to you.

        So, for instance if you say that 2% of organic traffic on your site submits a request for more info, and of that 2%, 30% eventually convert into sales, and those sales totaled $100k, then you could do an analysis to estimate the value of each new organic visitor you generate — essentially an ROI tied directly to your SEO time/effort.

        You’re right that multiple touch points complicate it, though. Oh — trust me — I know all about that. But, I think we have to at least have approximate measurements in order to optimize our processes, optimize our dollars, and optimize our time. (e.g., should we spend 10 more hours per month working on SEO? — well lets look at cost versus return).

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