The evolution of customer engagement

Changing dynamics in the buyer journey.

The change in ‘why’ smarketing is important lies in the evolution of the buyer’s journey. In the past, marketing influenced only about 25% of this journey, primarily at the beginning. Now, marketing plays a pivotal role in approximately 75% of the sales cycle, taking on much of the initial heavy lifting.
Imagine you’re buying a lawnmower. You’d likely start by researching online, reading white papers, and comparing different types – electric, robot, or petrol-driven. After deciding on the type, you’d move on to brands and features, reading reviews and comparing options on various websites. By the time you’re ready to purchase, you’ve made an informed decision independently, likely without any direct interaction with a salesperson.
This self-guided, research-heavy process is not just limited to personal purchases; it’s increasingly common in B2B transactions, especially in the Software as a Service (SaaS) industry.

Adapting to modern buyers

The role of marketing and sales in the new age

In this new buyer landscape, the collaboration between sales and marketing is more critical than ever. Marketing’s role is to provide potential customers with the necessary information – white papers, product reviews, and the value proposition of their brand. The goal is for customers to find this information during their independent research phase.

Once a potential customer lands on a company’s website, the sales team comes into play. Sales Development Representatives (SDRs) first assess if the visitor is a likely buyer. If so, they pass the lead on to the sales team, who then engage in discovery calls to close the deal. It’s important to note that these leads are not guaranteed sales; the sales process remains challenging. However, the modern buyer doesn’t need sales to educate them from scratch; they’ve already done their homework.

Enhancing the buyer’s experience

Journeying with the customer

In the smarketing approach, the buyer’s journey first intersects with marketing, then an SDR, and finally, the sales team. If executed well, this journey is seamless and satisfying for the buyer. The key is not to push the customer but to accompany them through their journey, adopting a customer-centric approach.

Smarketing in practice

Unified Platforms and feedback loops

For effective smarketing, it’s vital for sales and marketing to operate on a unified platform. This allows both teams to track and understand the customer’s journey better. Regular meetings between the teams are essential for sharing insights and fine-tuning strategies. These feedback loops help in aligning goals and metrics, ensuring both teams work together to enhance the buyer’s experience.

The future of smarketing

Evolving together for better business

As businesses continue to evolve, so will the dynamics between sales and marketing. The future of smarketing lies in continuously adapting to the changing needs of customers and leveraging technology to foster better collaboration. This means not just sharing information but also jointly analyzing data, predicting customer needs, and proactively adjusting strategies for market changes.

In conclusion, the integration of sales and marketing – smarketing – is not just a trend but a necessary evolution in the business world. By understanding the changing nature of the buyer’s journey and adapting to it, companies can ensure that both their sales and marketing efforts are more effective, leading to increased customer satisfaction and business success.