Enter the company’s sales territory

Define the advertiser’s personas

Putting conversation at the center means completely reversing the issue: the message is not about the advertiser’s product but about the benefit perceived by the consumer. It is about investing in the company’s sales territory, taking an interest not in the company itself, but in its customers. The brand’s values must be tested, but so must its “amazing” offers. It must move from claims to proof.
Today, marketing is still often synonymous with the sales aggressiveness of product offers. And communication is synonymous with empty rhetoric.

41% of internet users do not complete their order because they are not ready to buy now, but they will do so soon – Prestashop

The meeting point is therefore the consumer: this customer, or rather these customers. Because a single offer always corresponds to several personas, for which the main benefits are defined. The first task for the agency/company is to imagine them as precisely as possible in order to formulate the problems they want to solve and that the content must address.
This exercise, called “buyer personas,” familiar to marketing professionals and sales teams, is essential for laying the foundations of the conversation.
Indeed, exchange is only possible if you take an interest in the problems of the person you are addressing. Each persona corresponds to an active character to whom the attributes of a real person are assigned, stereotyping a personality, an age group, a role, or any other significant distinguishing characteristic in relation to the advertiser’s offer.

Database synchronization is the key to marketing strategy!

The challenge of customer data management for a company

The diversification of digital tools often unwittingly creates a challenge of data fragmentation. Companies end up having it everywhere. For example, with e-commerce clients there is most of the time an initial database that records carts. At the same time, sales teams work in the CRM, recording very high-quality information, and the marketing and communications team sends newsletters to contacts obtained from salespeople, on social networks, or through renting a prospect database. Everyone has data at different levels of qualification and maturity. It is difficult to merge everything without creating duplicates and losing information. Yet having a single database is possible.”

What does a solution like Webmecanik offer in this critical context?

It allows tools to communicate with one another in real time so that everyone has clear, perfectly enriched data. Having a single database is the best way to ensure 100% efficiency for Marketing Automation actions, such as automatically following up with all customers about related products or new items. But that’s not all! Whatever the channel through which data is updated (salespeople, social networks, websites, etc.), the prospect enters a “lead scoring” program that can give them access to new offers or new content. And if prospects are not ready to buy now, that’s okay. It is possible to adjust communication pressure according to their activity, whatever, once again, the channel it takes: whether they have read the latest article on the website, abandoned their cart, or been in contact with a salesperson at a trade show.”

KEY TAKEAWAYS

To build a lasting relationship with customers, it is important to engage very deeply and very concretely with their business challenges.

• The buyer persona exercise is essential not only for knowing what content to deliver and through which channels to distribute it, but also for establishing a status as a business partner rather than a service provider. Since not all companies are familiar with this approach, this exercise often acts as a revelation for their entire marketing strategy
• Learning about advertisers’ CRM systems and databases, giving teams the means to connect them, and involving salespeople in generating business opportunities is a guarantee of success for the entire Inbound Marketing approach

The 6 key factors of the connected agency: Download the complete guide

As comprehensive as it is pleasant to read, the guide is structured and paced by advice and interviews with connected agencies. The studies with concrete, quantified cases provide you with the key points to remember to grow your business: