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From business strategy to customer experience strategy

Content marketing boosts brand awareness, generates more qualified leads and results in a stronger relationship with the customer.

Since last month, the Dutch Nyenrode Business Universiteit organises a modular master class of seven days spread over two months. The ‘Customer Experience Strategy & Execution’ master class focuses on the processes and technologies each company needs to master in order to change along with the continually evolving customers in this digital age. As I take care of part of the master class, I gladly give you a teaser of what is to come.

Until recently, things were very simple: your marketing department was responsible for product support and your salespeople took care of the sales. In the meantime, the interaction between both departments has intensified in order to increase your brand awareness and the demand for your services, for example by generating more leads, in particular through inbound marketing. How do you approach this?

Attach sufficient importance to the buyer’s journey and demand creation

Brand awareness is no longer sufficient as the buyer has more control over his purchasing process than ever before. So you can abandon your outdated sales strategies. Focus on customer-based segmentation so that you know which segments offer the most sales opportunities, provide supporting content in all stages of the buyer’s journey and develop lead scoring. This way you can quickly adapt your follow-up to the willingness to buy.

Align your sales and marketing processes and go digital

Your marketing and sales processes need to be perfectly aligned. To implement and support this, you have to go more digital. Complement CRM with marketing automation, online content marketing and sales enablement. Technology does not suffice in itself; give sufficient time and attention to the user friendliness and quality of the data in your CRM system so that your employees are more productive and especially like using the tools because of personal advantages.

Develop a tailored sales performance strategy

Selling involves an optimal cooperation between the marketing and sales divisions. It is important that each department is capable of approaching the right person at the right moment in his purchasing process (buyer’s journey) and performs the right activities with the right persons at the right time. Keep the common goal in mind: maximising revenue with the largest possible margin and at the lowest possible sales costs.

Join the digitisation trend

The digitisation trend continues. The focus of the marketing department shifts from creative processes to analytical processes. It comes down to filtering the right elements and presenting an inspiring story to the customer.

Make the difference with your content

Ensure that your customers find the information they are looking for. Information that inspires them, convinces them or teaches them something. This enables you to make the difference at the crucial contact moment. Content marketing guarantees a better defined brand awareness, generates more qualified leads and results in a stronger relationship with the customer. Through the development of a content portfolio, content marketing becomes a tactic that works across teams and allows to support the customer in his entire buying journey.

No sales process but a purchasing process

An increasing number of people are involved in a B2B purchasing decision. In addition, an increasingly larger part of the decision-making process is already over when sales comes into contact with the customer. As a result, the sales department needs to be able to easily map each contact’s willingness to buy. This makes it much easier to determine a win strategy and to ensure that the most effective action is carried out at the right moment.

This method is called Buyer-Aligned Selling and demonstrates how, when and with which messages and tools you can reach your contacts in the best manner, facilitate their purchasing process and convert leads into customers with significantly greater predictability.

About Pascal Persyn

Pascal supports organisations in delivering commercial excellence in the areas of Sales Enablement, Content Strategy and Buyer Journey Enablement. His pet projects are about helping companies overcome challenges due to the empowered customer and thus evolving into buyer-aligned organisations. His executive experience in private, VC-backed and public companies enables doing the right thing at the right time with the right people. Don’t hesitate to contact Pascal for expert advice: pascal@perpetos.com