Sales And Marketing


When your sales and marketing teams works together, fantastic business results can be realized.

Sales professionals are pounding the pavement every day trying to get on the radar of new potential buyers (and future advocates). The marketing team arms the sales team with solution-based information, that is then sent to users by way of glossy brochures, e-mails and forced newsletter sign-ups.

Sounds familiar, right?

But, what if there was some way to know what buyers really care about and how they research? There is, and the signals are all around us.

Buyers are Going Social – No Surprise

Buyers (you included) are going social in your research for new products/services that you’re on the market for. We know that the B2B buyer is no different. Are you online assisting them with information that’s insightful and helpful?

Having a few social profiles doesn’t make you a social seller, FYI. You’ll need to bring all the different platforms (LinkedIn, Twitter, Google +) and processes together in a way that’s meaningful for you and, most importantly, your buyer!

Content: Sell Without Being There

Let’s go over some of the different types of content that your buyer cares about in the exploration phase of the buying process. If you want to be invited into the vendor selection and presentation round, you’ll need to focus on the following items below.

Here’s the exciting/troubling part (depending on how you view it), your buyer is going to get the overwhelming majority of this information without talking to sales reps. Therefore, it’s critical that the sales and marketing teams work together to create and spread this information in a meaningful way.

Social Selling Expert

Our clients have told us that the following are types of content that resonate the most with potential buyers in the exploration phase.

1. Market trends
2. Client success stories
3. Thought leadership status
4. Client testimonials & reviews
5. Data on ROI

Each of these content types serves a purpose, mainly to shift the priority of the potential buyer and convince them that your solution is one that should be evaluated.

How can sales reps convince buyers of this with cold calling if buyers are online researching without the help of sales reps?

How Do You Rank?

Here are some questions to ask yourself:

  • Do you have this information properly laid out on your website so that it tells a story and guides the buyer effectively?
  • How are you sharing this information proactively to potential buyers on social channels?
  • Are your sales reps sharing this information with potential buyers?
  • Are you measuring the engagement of your content to see its impact?

The Bottom Line

These are some of the ways that sales and marketing can work together to create the ultimate tag team. By focusing on creating and articulating a content strategy that marketing can build, and that sales can deploy on social channels, you’ll have a winning combination.

Need help in getting started with determining what types of content you should start with first? I can help. Contact me and we’ll get started.
Amar Sheth


9 Step Thumb10 Step Book


Jamie Shanks

Author: Jamie Shanks

Jamie Shanks is a world-leading Social Selling expert and author of the book, "Social Selling Mastery - Scaling Up Your Sales And Marketing Machine For The Digital Buyer". A true pioneer in the space of digital sales transformation, Jamie Shanks has trained over 10,000's of sales professionals and leaders all around the world.

Leave a Reply

Login First!

Related Blogs

Jan 14, 2020 8:00 am
The 2020s: The Age of The IP (Intellectual Property) Influencer

At Sales For Life over the last couple of months, we’ve been analyzing our content marketing performance, and of course our content marketing spend. Looking back historically, only a few years ago in 2017, we had a $1 million per year spend in our marketing department, and for lead generation. Our content marketing was truly … Continue reading “The 2020s: The Age of The IP (Intellectual Property) Influencer”

Dec 31, 2019 9:00 am
Welcome to 2020: Content Marketing as You Know It is Dead

When I started as partner at Sales For Life in 2012, I’ll be honest – I didn’t know much about content marketing. I came from the traditional sales world (translation: cold calling), and had just started experimenting with social selling via LinkedIn and Twitter. In short, the idea of content creation was pretty foreign to … Continue reading “Welcome to 2020: Content Marketing as You Know It is Dead”

Dec 10, 2019 8:00 am
Overcoming Social Selling Objections From Your EMEA Leadership Team

Lately, sales leaders have been asking me how to overcome social selling objections from EMEA leadership teams. There’s no question that there’s a tremendous growth opportunity for social selling, or modern digital prospecting in EMEA because of the General Data Protection Regulation (GDPR) – a relatively new European privacy law, which has dramatically restricted the … Continue reading “Overcoming Social Selling Objections From Your EMEA Leadership Team”

Nov 20, 2019 4:10 pm
Rethink How You Select The Right Target Accounts With Social Proximity

When selecting the right accounts to go after, remember to choose wisely. How you and your sales organization identify which accounts to target will dictate your time, effort and deal velocity.