Inbound marketing is a simple strategy of attracting, retaining and making your customers
advocates for your business. However , it is important that startups understand the benefits and advantages inbound marketing provides to your business in order to understand the marketing value that it has for your business.
I will explore the benefits of inbound marketing for startups and their sales team. If a startup adopts inbound marketing strategies and techniques, then the sales team is surely one of the primary benefactors.
1. Lead Generation
Through the efforts of inbound marketing, your organization will create (either in-house or outsourced) compelling content optimized with call-to-action buttons that link to landing pages.
These initiatives work to attract prospects and help them easily navigate your website to find the additional resources you offer.
The intent is to provide them with enough value that they will interact and voluntarily give their contact information and thus turn into viable leads. Throughout this process, the sales team will be fed a list of new leads who are interested in the resources your company has provided.
At this point it is worth noting that your sales reps have yet to lift a finger during this automated lead-generation process.
2. Establish Initial Contact
Thanks to automated lead generation, the sales team has a steadily growing pool of leads that have interacted with the company website or landing page.
Now, when the sales rep picks up the phone or sends an email, they already have the foundation of the relationship. Each lead has initiated the connection with your company, eliminating cold calls and other unsolicited sales efforts.
In addition, your sales rep can now tailor his or her phone call/email message to align with to the lead’s journey through your website. If the lead grabbed a particular eBook, your rep can leverage the eBook download as a context for the initial conversation.
Just like that, your cold call is now a warm call with whom it is much easier to establish credibility and develop a relationship.
3. Enhance Your Position as an Industry Expert
When I mentioned “establish credibility” in the point above, I was touching on the enhanced position achieved by the sales rep through the inbound marketing efforts of the organization.
It is no surprise to find that people tend to put their shield up in defense when they receive a sales call; it is the sales rep’s responsibility to resolve objections and convey your company’s unique message to interested prospects.
When communicating with a warm lead, the objection resolution success rate is much lower than when cold calling. If the sales rep connects with a lead over the phone, they can leverage the fact that the lead was interested in their content online. By simply stating your organization’s name, the lead has no doubt you are a real company.
Moreover, the lead already considers your brand somewhat of an expert from the resources they’ve gathered on your website, and they likely will be much more willing to hear how you can benefit them further.
Your sales rep can further enhance this perception by encouraging leads to consume other relevant pieces of content from your website in an attempt to establish your company as the “go-to” source of insight and information.
4. Build Lasting Relationships
Even after a lead has completed their initial research on your website, they may not be quite ready to buy; they will most likely continue their search elsewhere and gather more resources.
If you’ve established your company as an industry thought-leader, they will be more likely to revisit your website for resources and continue to build a relationship with your brand.
Your sales rep will have an easier time building a relationship with a lead who feels like they’ve already built a lasting relationship with your brand.
Through the efforts of inbound marketing and the personal touch of your sales rep, your company should consistently offer insights, suggestions, and more resources to leads in order to increase their trust in the rep and in your brand.
There are many more benefits that inbound marketing provides to an organization’s sales team, although these four stand out in my mind as the most impactful.
By establishing initial contact and encouraging interactive behavior on your website, inbound marketing takes a substantial amount of work out of the sales process.
I challenge you to avoid sweeping these many advantages of inbound marketing under the rug and remain stagnant with your traditional marketing efforts; embrace inbound marketing methodology and be sure to analyze its impact.
You won’t be disappointed with the results.
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