Reducing friction between sales and marketing

When 3Degrees started nearly two years ago, we were working on ad-hoc content-related projects. But recent strategy work has gotten us trying to figure out which content marketing piece works best at which stage of the sales cycle.

In reality, marketers are under pressure to deliver revenue or leads for each marketing dollar spent. Those with longer-term vision from the top can afford to spend on brand-building activities but the same questions crop up - what do you do, when and how?

Content marketing helps with the backstory - it gives your brand some character, gives someone a peek into what you stand for as a company, instead of a one-dimensional 'buy me! buy me!' cardboard figure. It may become your secret sauce to generate leads (and revenue) if it fits with where your prospect stands in the sales cycle.

This Smarketing Funnel came from our 'Aha!' moment. 

This is our take on how sales and marketing can be aligned to reduce friction and ensure that both departments speak the same language.

We've basically fitted in typical content marketing tactics into each stage of the buying cycle.

For example, if you're still targeting an early-stage Suspect, you should be focusing on fixing your web pages, updating your blogs, going into brand-building conference sponsorship and engage analysts in your target space. Those in the Suspect stage are still at the information-gathering stage and may be unaware of your brand so you need to be where they are doing their search and position your brand in their headspace.

The Leads stage is when the buyer starts to explore options and looks for expert or peer validation. By this stage you would also know whom you want to target e.g. heads of digital strategy or heads of compliance or the high net-worth with $5m in investible assets. Here you'll need to start thinking of more targeted activities tailored to the prospect's needs through field events, white papers, search engine marketing and short video guides.

Even after the Close stage, there are still opportunities to Engage & Upsell through social media, client events, testimonials and client newsletters. It's typical textbook marketing but getting customers excited about your products/service is your next best marketing investment, especially in if you operate in a high-value, low-volume space.

We have also developed KPIs that can be aligned to each stage of the Smarketing Funnel. For example, at the Suspects stage, you might be looking at fans/followers and website visitors but at the Prospects stage you start measuring lead conversion rates for every marketing dollar spent.

This is not set in stone but it can be a good base to figure out if you are doing the right thing depending on your prospect's readiness to buy. We love to hear your thoughts. Talk to us to find out more or just to get a copy of the Smarketing Funnel that doesn't require a microscope.

(This post and other content marketing tips may also be found at www.3degrees.asia)