Welcome to the era of Smarketing: new mindset, new results
Posted: Thu Dec 12, 2024 4:39 am
Smarketing is a model for aligning marketing and sales areas to achieve better results in your business. Learn how to apply it
Table of contents
Smarketing is not just a new term that fusion database package marketers have invented to describe a process that already existed. It is a change of mentality whose main mission is to align the marketing and sales areas to work together for the same purpose: to help the interested user.
Smarketing is born from the inbound sales methodology . Inbound is about providing a useful, human and holistic service to anyone who interacts with your company in any way.
Whether it’s an anonymous contact visiting your website, a prospect who has already entered your sales funnel, or a customer who is requesting support – everyone, at whatever stage they are, comes into contact with your company and should come away from that experience feeling that they have been helped and understood.
As a marketer, you have the responsibility of not only creating creative campaigns that capture the attention of your ideal customer, but of planning a purchasing journey that provides them with a unique experience that adds value.
As a salesperson, you have a say in this game, more than anyone else in your company. In many cases, you are the first human being people meet at your company. The experience you provide people during your prospecting and sales efforts will set the tone for the entire relationship between the prospect and your brand, no matter how long or short it is.
But there's a problem with that: most people don't trust salespeople . On the list of most trusted professions, they're at the bottom, along with politicians. This isn't a surprise to most people, but it does raise an important question: why? Why doesn't anyone trust salespeople?
CTA inbound sales campaign 2019 - Between the blog text
The answer is that most sellers have not adapted to the modern era. Imagine for a moment what it was like to buy a product before the Internet. Back then, buyers actually needed salespeople to be able to make a decision. Salespeople had all the power because they had the answers to the buyer's key questions.
The Internet has changed the buyer-seller relationship. Now, the information that users use to make a purchasing decision is just a click away. The power in the buying and selling process has shifted from the seller to the buyer. The buying process has been transformed . Modern sellers need to adapt and find ways to use these changes to their advantage.
And you, have you adapted?
Your buyer is using the Internet to research your company. Are you using the Internet to research your buyers?
Every call you make should be warm, backed by the research you've gleaned from the internet and your CRM. If it isn't, you're stuck in the past and will fail.
Your buyer is using social media to research your product. Are you using social media to answer their questions?
If you're waiting until the sales call to engage with your prospects, you're going to be waiting a long time. You have to find a way to get involved before then, or the competition will get to your customers before you even get a chance to start. This is where marketing steps in and gets involved in the challenges that sales is facing .
era-smarketing-new-mindset-new-results-2
Why is Smarketing important?
More and more CEOs are recognizing the importance of marketing and sales working together, following the same strategy and aligning efforts to turn into results what, otherwise, could be an anchor that stops the growth of your company.
Those companies that align the sales department with the marketing department obtain a 20% growth in their income , according to a study carried out by the Aberdeen Group, while companies that do not have integrated teams have reported decreases in their income of up to 4%.
Thus, we see how both teams can work together, speak the same language, complement their functions, work based on common objectives and achieve their goals in a collaborative environment.
The relationship between sales and marketing is not circumstantial, momentary, or is only intended for "capture campaigns." Leads, elusive by nature, tend to be more so when they perceive a lack of coherence in the strategy of the teams that try to convince them.
Therefore, integrating sales with marketing will result in generating more qualified leads and increasing your company's revenue. This merger between both teams has been dubbed "Smarketing" by Hubspot , not only because it unites sales and marketing, but because it is a pretty smart move.
blog sales
Is Smarketing difficult?
In my experience with our clients, yes, it is a complex process that involves training and adaptation to the use of technology. But, above all, a change in the mentality of our team . This is fundamental.
If your team is not 100% convinced that this is the path they should follow, then your initial efforts should focus there. They need to understand why they need to change their traditional approach to work and adapt to new ways of consumer buying.
Like any transformation, it requires time and patience, but I assure you that the results will be encouraging. It is time for brands to opt for non-intrusive, more human, more inbound actions. It is not about changing what works, but about expanding the possibilities of success. If we are looking for new results, we need a new way of thinking.
Table of contents
Smarketing is not just a new term that fusion database package marketers have invented to describe a process that already existed. It is a change of mentality whose main mission is to align the marketing and sales areas to work together for the same purpose: to help the interested user.
Smarketing is born from the inbound sales methodology . Inbound is about providing a useful, human and holistic service to anyone who interacts with your company in any way.
Whether it’s an anonymous contact visiting your website, a prospect who has already entered your sales funnel, or a customer who is requesting support – everyone, at whatever stage they are, comes into contact with your company and should come away from that experience feeling that they have been helped and understood.
As a marketer, you have the responsibility of not only creating creative campaigns that capture the attention of your ideal customer, but of planning a purchasing journey that provides them with a unique experience that adds value.
As a salesperson, you have a say in this game, more than anyone else in your company. In many cases, you are the first human being people meet at your company. The experience you provide people during your prospecting and sales efforts will set the tone for the entire relationship between the prospect and your brand, no matter how long or short it is.
But there's a problem with that: most people don't trust salespeople . On the list of most trusted professions, they're at the bottom, along with politicians. This isn't a surprise to most people, but it does raise an important question: why? Why doesn't anyone trust salespeople?
CTA inbound sales campaign 2019 - Between the blog text
The answer is that most sellers have not adapted to the modern era. Imagine for a moment what it was like to buy a product before the Internet. Back then, buyers actually needed salespeople to be able to make a decision. Salespeople had all the power because they had the answers to the buyer's key questions.
The Internet has changed the buyer-seller relationship. Now, the information that users use to make a purchasing decision is just a click away. The power in the buying and selling process has shifted from the seller to the buyer. The buying process has been transformed . Modern sellers need to adapt and find ways to use these changes to their advantage.
And you, have you adapted?
Your buyer is using the Internet to research your company. Are you using the Internet to research your buyers?
Every call you make should be warm, backed by the research you've gleaned from the internet and your CRM. If it isn't, you're stuck in the past and will fail.
Your buyer is using social media to research your product. Are you using social media to answer their questions?
If you're waiting until the sales call to engage with your prospects, you're going to be waiting a long time. You have to find a way to get involved before then, or the competition will get to your customers before you even get a chance to start. This is where marketing steps in and gets involved in the challenges that sales is facing .
era-smarketing-new-mindset-new-results-2
Why is Smarketing important?
More and more CEOs are recognizing the importance of marketing and sales working together, following the same strategy and aligning efforts to turn into results what, otherwise, could be an anchor that stops the growth of your company.
Those companies that align the sales department with the marketing department obtain a 20% growth in their income , according to a study carried out by the Aberdeen Group, while companies that do not have integrated teams have reported decreases in their income of up to 4%.
Thus, we see how both teams can work together, speak the same language, complement their functions, work based on common objectives and achieve their goals in a collaborative environment.
The relationship between sales and marketing is not circumstantial, momentary, or is only intended for "capture campaigns." Leads, elusive by nature, tend to be more so when they perceive a lack of coherence in the strategy of the teams that try to convince them.
Therefore, integrating sales with marketing will result in generating more qualified leads and increasing your company's revenue. This merger between both teams has been dubbed "Smarketing" by Hubspot , not only because it unites sales and marketing, but because it is a pretty smart move.
blog sales
Is Smarketing difficult?
In my experience with our clients, yes, it is a complex process that involves training and adaptation to the use of technology. But, above all, a change in the mentality of our team . This is fundamental.
If your team is not 100% convinced that this is the path they should follow, then your initial efforts should focus there. They need to understand why they need to change their traditional approach to work and adapt to new ways of consumer buying.
Like any transformation, it requires time and patience, but I assure you that the results will be encouraging. It is time for brands to opt for non-intrusive, more human, more inbound actions. It is not about changing what works, but about expanding the possibilities of success. If we are looking for new results, we need a new way of thinking.