{"id":209,"date":"2021-01-26T08:00:19","date_gmt":"2021-01-26T13:00:19","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/01\/26\/3-marketing-concepts-sales-should-apply-in-2021\/"},"modified":"2021-01-26T08:00:19","modified_gmt":"2021-01-26T13:00:19","slug":"3-marketing-concepts-sales-should-apply-in-2021","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/3-marketing-concepts-sales-should-apply-in-2021\/209\/","title":{"rendered":"3 Marketing Concepts Sales Should Apply in 2021"},"content":{"rendered":"<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376256 = window.plc376256 || 0;\n            document.write('<' + 'div id=\"placement_376256_' + plc376256+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376256, [300,250], 'placement_376256_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376256++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\"><em><strong>By Myra Sugg, Ad Media Sales Expert<\/strong><\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Sales is always a challenge, but in 2021 that challenge is even greater. Consider that only <a href=\"https:\/\/www.pwc.com\/gx\/en\/ceo-survey\/2020\/reports\/pwc-23rd-global-ceo-survey.pdf\">27% of CEOs<\/a> are confident that they\u2019ll see revenue growth over the next 12 months, and <a href=\"https:\/\/www.pwc.com\/gx\/en\/consumer-markets\/consumer-insights-survey\/2020\/pwc-consumer-insights-survey-2020.pdf\">36% of consumers<\/a> expect to spend less in the next year. When sales to consumers drop, business budgets fall and B2B customers become more cautious about investing in new solutions.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">There\u2019s <a href=\"https:\/\/www.advertisingweek360.com\/theres-no-going-back-to-normal-but-thats-a-good-thing\/\">a lot of talk about the \u201cnew normal<\/a>,\u201d but the most important part is that it won\u2019t be the \u201cold normal.\u201d Sales and marketing teams experienced cuts in 2020, with <a href=\"https:\/\/www.dnb.co.uk\/perspectives\/newsroom\/survey-finds-covid-transforms-marketing-strategies-and-reduces-budgets.html\">70% saying that marketing budgets were slashed <\/a>due to COVID-19. The staff that remains needs to get smart and adapt to new trends, including becoming humble enough to borrow tactics from marketers.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">There\u2019s no going back to the pre-COVID universe, as Hillel Fuld, tech blogger and startup advisor pointed out to me: \u201cThe world as we know it has been transformed in more ways than we know due to this pandemic. The relationship between sales and marketing needs to adjust itself accordingly. For starters, if this year has taught us anything, it\u2019s that everything is unpredictable. In our new reality, transparency in the way we communicate will become paramount and the threshold for unclear and undefined goals and metrics will be eliminated quickly.\u201d<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc428354 = window.plc428354 || 0;\n            document.write('<' + 'div id=\"placement_428354_' + plc428354+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,428354, [300,250], 'placement_428354_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc428354++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\">It\u2019s time to look ahead and apply new marketing-based concepts within the sales flow, with 3 practices, in particular, standing out.<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Focus on values rather than specs<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">After 2020, your B2B customers are in recovery. They\u2019re consumed with the need to restore their businesses and nurture growth, so they aren\u2019t willing to shell out for exciting features that might not deliver real RoI. Before they put money down, they want to feel confident that your solutions will genuinely drive value.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2020\/04\/2020_ContentTECH_Research_Final.pdf\">50% of marketers<\/a> say that their success rests on being able to understand and connect with their audience\u2019s needs and pain points. Sales teams too, need to demonstrate how the product will help the lead\u2019s business. The stress of 2020 has taken its toll, and 2021\u2019s prospects have limited bandwidth for sales patter. They want to hear how the product will specifically help them improve, not a list of techy features.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">At the same time, you need to demonstrate ongoing value if you want to retain and deepen your relationship with existing customers, which means ramping up customer support. It\u2019s no longer possible to silo marketing, sales, and support; today, they are all part of the same continuum.<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Adopt persona-driven communication<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">In the same vein, personalized interactions and customer experience (CX) have been pushed to the fore. Among consumers, <a href=\"https:\/\/smarterhq.com\/privacy-report\">72% say they only engage with personalized marketing messages<\/a>, and we can expect that attitude to spill over to B2B buyers.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Good CX relies on a seamless omnichannel customer journey without any inconsistencies, which in turn requires you to approach each customer as a connected whole, no matter where contact occurs, instead of considering each interaction in isolation. Sales need to merge invisibly with marketing, using the same persona-driven communication strategies.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Persona-driven communication <a href=\"https:\/\/www.orbitmedia.com\/blog\/scaling-content-marketing\/\">helps you understand your audience <\/a>sufficiently to customize your messaging and weave together all your many touchpoints, so you can send personalized messages and experiences throughout the buyer journey.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Unfortunately, persona-based communication is not used as much as it should be. Only <a href=\"https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2020\/04\/2020_ContentTECH_Research_Final.pdf\">30% of marketing teams <\/a>say their content production is persona-focused and we can imagine the percentage to be significantly lower among sales teams.<\/p>\n\n\n\n\n\n<figure class=\"wp-block-image alignright size-full\"><img decoding=\"async\" src=\"https:\/\/www.advertisingweek360.com\/wp-content\/uploads\/2021\/01\/Typical-approach-taken-by-content-creators.jpg\" alt=\"\"\/><\/figure>\n\n<p class=\"wp-block-paragraph\">2021 is the time to develop well-fleshed-out personas and revisit the ones you already have because needs and pain points are liable to have changed through the pandemic. Sales teams should make use of advanced analytics to understand the audience better, spot what has changed, and make personas more relevant.<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Rely on content as a push-down-the-funnel tool<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">Sales teams tend to overlook the power of content to move leads along the funnel, and today that oversight has significant consequences. After a year of turning online for every interaction, today\u2019s business buyers <a href=\"https:\/\/www.convinceandconvert.com\/content-marketing\/content-marketing-trends-to-keep-in-mind-for-2021\/\">are even more inclined to Google their own questions<\/a> rather than asking them in a sales call. Producing intent-focused, customized content is no longer something to leave to the marketing team.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Content should be seen as an always-on tool for consistently nurturing leads, not something that appears only for campaigns. Even among marketing teams, the vast majority of content is project-based, with only 12% saying they produce customer-journey-focused content. Content needs to push leads all the way through the funnel to the very bottom, rather than sticking to the top and middle.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">One of the keys to success is to turn to data. It\u2019s astonishing that in 2021, <a href=\"https:\/\/www.smartinsights.com\/guides\/digital-marketing-optimization\/\">only 22% of teams use data<\/a> to continuously test the impact of their content on conversions and sales and optimize that content for ongoing campaigns.<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\">\n<figure class=\"wp-block-image alignright size-full\"><img decoding=\"async\" src=\"https:\/\/www.advertisingweek360.com\/wp-content\/uploads\/2021\/01\/How-often-organizations-use-optimization.jpg\" alt=\"\"\/><\/figure>\n<\/h3>\n<p class=\"wp-block-paragraph\"><strong>Sales success in 2021 requires sales and marketing to work together\u00a0<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">2021 is a new landscape for sales and marketing, and each team has a lot to learn from the other. Sales teams need to adopt marketing-style tactics of persona-driven communications that cover the entire customer journey, content that continues all the way to the bottom of the funnel, and talk to the value of the product, rather than the features, in a way that addresses the lead\u2019s real needs and pain points. With better collaboration, sales and marketing teams can work together for success in 2021 and beyond.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376257 = window.plc376257 || 0;\n            document.write('<' + 'div id=\"placement_376257_' + plc376257+ '\"><\/' + 'div>');\n            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other.<\/p>\n","protected":false},"author":7,"featured_media":210,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[5],"topics":[2],"class_list":["post-209","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-data","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>3 Marketing Concepts Sales Should Apply in 2021 | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/3-marketing-concepts-sales-should-apply-in-2021\/209\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" 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