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Lead Nurturing by Marketers Not Keeping up with Savvy Buyers

Better marketing and sales team alignment is a core feature of a productive strategy around marketing automation.

That's why Marketo teamed up with marketing pros from The SAVO Group, InsideView and Qvidian for a talk on how to get these teams to play nice and better coordinate on things like lead nurturing.

Reducing Friction Between Sales and Marketing Teams 

Marketing budgets are expanding, but that doesn't always lead to revenue generation, Koka Sexton, inbound marketing manager from InsideView said about the changing sales landscape.

"Leads are not getting acted on because the buyers are self educated," Sexton said.

"Marketers are not nurturing leads well enough for sales to be able to tell if they are ready to buy."

Part of the reason for that is the pervasiveness of mobile devices that allow more people to do independent research more easily. One way to combat this is to have a consistent message from marketing and sales teams, Brian Vass, VP of marketing at Qvidian said.

"It's apparent to the buyer when the sales and marketing teams are not on the same page," Vass said.

"Marketers are contacting prospects before sales, and so the days when sales were the gate keepers of information are gone."

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Marketing is more important than ever, and sales teams need better handoffs from marketers for success.

 

Vass was alluding to the success marketers have had with contacting customers via social media, a trend that is very much empowering marketers. So where do sales and marketing need to be aligned in the sales funnel? 

Timing, Targeting Key to Unlocking Complex Buyer Habits 

If sales teams know how a prospect was first contacted and how they were nurtured, they can surface the right info at the right time, Bethany Ronchetta, director, marketing strategy and intelligence at The SAVO Group said.

This is a content issue, and because marketing has it, they need to be able to supply the right info at the right time for sales. As we said above, this is harder to do now because customers are in contact with marketers in so many different ways. However, it goes both ways. Buying is more complex now, and many times IT buying involves groups of three to 10 people. That's why timing and targeting are so important, Ronchetta said.

Buying teams are doing more research themselves, and this can help in finding qualified leads, Sexton said. Buyers are in control of the process, and they are making a short list on their own before contacting sales people. 

"This is where savvy marketers can help leads get into the funnel," Vass said.

Buying is not as linear as it used to be, but there is still a need for a sales process. It just has to be fluid, Vass said. 

 
 
 
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