How to Arm Your Sales Team with the Power of Marketing Automation

The ability to build personalized customer journeys at scale has become table stakes for brands today. Customers simply expect it. In fact, 65% of B2B buyers are likely to switch brands if a company does not personalize communications to them (Salesforce, Fourth Annual “State of Marketing” report).

Personalization is a powerful tool for today’s marketers, but what if you could take the power of marketing automation and put it in the hands of your sales team? Brands that embrace automation and personalization as a tool for both marketing and sales are able to meet the high demands of today’s consumers at every touchpoint across the entire customer journey.

Finally Achieve Sales and Marketing Alignment

There’s a classic business trope that sales and marketing teams don’t get along, or at least that they tend to operate separately. Automation, though, has the potential to chip away at the silos that have traditionally plagued the sales and marketing dynamic, while also allowing for more timely, personalized, targeted experiences.

This is big news, because when sales and marketing work together toward common goals, the result is a customer journey that’s seamless and personalized.

Salesforce Engage empowers sales reps to leverage pre-built, marketing-approved email templates and nurture campaigns directly from their CRM. This allows sales to follow up with relevant, timely content without actively reaching out, saving time and resources.

Marketers love this because they know their sales team is sending out content that is on-brand.

Sales teams love this because they have a better idea of what their prospects are interested in and know which lead nurturing programs to add them to.

Read more about how internal alignment can lead to better customer experiences that retain customers and attract new ones.

Sales Teams Can Respond Faster With Automation

Today’s world moves fast. Being able to interact with your customers in real time can be the difference between a sale for you or a sale for the competition. According to Harvard Business Review, 78% of prospects will buy from the vendor that responds first.  

With Salesforce Engage, sales reps can receive real-time alerts when a lead or contact interacts with the brand in some way – if they open an email, for example, or fill out a landing page form, click on a link, etc.

A representative can then respond immediately while the brand is still top-of-mind for the customer. Better yet, the sales rep has knowledge of other actions the prospect has taken, their unique interests, where they are in the sales cycle, and how they prefer to engage with the brand.

Sales Teams Are More Productive With Automation

When automation closes the gaps between marketing and sales, the result is more intelligent and effective prospecting so brands can close more sales and foster lasting customer relationships at the same time.

Teams are more productive when the sales team can focus on following up with qualified leads. This also ensures that investment in inbound marketing — SEO, content marketing, social media, etc. — generate maximum ROI, because sales is able to follow up on the leads those marketing efforts generate.  

Valpak Puts Automation Into Action

Valpak, a leader in direct marketing for 50 years, wanted to revitalize its entire marketing program, including sales. The company’s main goals were to fill their sales funnel and nurture leads with relevant content. Using Salesforce Engage and Pardot, they doubled their monthly lead volume and increased their website lead conversions by 30%.

“Pardot has truly allowed our team to be responsive and targeted with our marketing campaigns. We are able to follow the path to conversion for our prospects, allowing us to understand and ramp up our efforts quickly in the places that matter the most,” said Amber DeBlieck, Director, Marketing Planning and Strategy at Valpak.

All told, Valpak saw a 10% increase in the number of sales appointments scheduled and more than a million dollars in retail revenue from marketing automation campaigns. Read the full case study.

Automation has streamlined many important marketing tasks, from email marketing to lead generation, and brands can see the same benefits when they incorporate automation into their sales teams’ toolkits. With on-brand content, smarter lead scoring, and the ability to respond in real time, brands can be first, be relevant, and be productive at every touchpoint in the customer journey.