If you are a B2B marketer, it’s no secret that sales and marketing have different priorities when it comes to content creation, but finding the right approach is crucial to your success as a team. Let’s discuss this..
Sales teams usually push for more decision-making content, such as product trial campaigns, demos, and comparison documents. They believe that these types of content are what will seal the deal with potential customers who are already at the bottom of the funnel, ready to make a purchasing decision. And I understand their perspective – after all, closing deals is what keeps our business running and our numbers up! 💰
On the other hand, as a marketer, our focus is on nurturing customers across the entire buyer journey – from awareness, to consideration, to decision-making. We believe that by providing valuable and educational content at each stage of the journey, we can build trust with our audience and establish ourselves as thought leaders in our industry. This, in turn, will help generate leads and keep potential customers engaged throughout the entire process. 📊
By providing decision-making content to our sales team, we are indeed giving them the tools they need to close deals. However, it’s also crucial to understand that the majority of our potential customers are not ready to buy right away. They need to go through the awareness and consideration stages before they are ready to make a decision. That’s where marketing comes in, by providing educational content that addresses their pain points, showcases our expertise, and keeps them engaged along the way.
The clash in expectations between sales and marketing teams when it comes to buyer journey content is understandable, but the right approach is to nurture a client across all stages of the journey.
Let’s work together as a team, provide decision-making content to support our sales team, and also create valuable educational content to build relationships, generate leads, and ultimately drive business success.