Marketing and sales: With these synergies you are also effective in times of crisis


Customers are gaining more and more decision-making power in the digital space – and not just since the corona crisis. Therefore, today more than ever, marketers have to optimize their lead generation and design it as a cooperative process with the sales team. [Anzeige]

Marketers generate leads and the sales team takes on the task of winning customers with the most qualified data set possible and steadily increasing sales. That’s the theory. But while many companies and brands work particularly hard towards increasing sales in the short and medium term, especially in times of crisis – as the ongoing corona pandemic has caused one – in some places there are no effective and at the same time sensitive solutions to use their own marketing profitably for this purpose. Structured synergy effects between marketing and sales are required in order to meet the demands of users as well as your own CRM strategy and the planned development of the brand and sales.

Lead Gen: Marketing must aim for more qualifications

Leads are the marketers’ currency, which they constantly collect and with which they support the sales processes. But many users nowadays place increased demands on brands, which companies have to adapt to when planning their advertising and sales strategies. Be it the expectation that cross-channel interactions with different touchpoints of brands are possible without problems, be it real-time communication or the ethical integrity of brands. This already shows how important solutions for merging data and processes are, like those offered by Salesforce’s Sales Cloud.

In addition, users of brands not only expect offers for their demand, but also services and content that put these offers in context, guarantee access to comprehensive information and create transparency. So it is no longer enough to generate as many leads as possible. Rather, they have to be as qualified as possible in order to offer the company and the brand a relevant customer lifetime value and thus develop sustainable sales potential. Optimal segmentation is particularly important in times of crisis; And it is important to walk a fine line: to win over new target groups – who may develop an interest due to the changed circumstances – in the long term, but to rely authentically and tactfully on their own strategy and to remain true to the brand essence.

Win the user over and strengthen inbound marketing

With inbound marketing, interested users who are still foreign to the company as a person with their data on interests, demographics, purchasing power, etc., are introduced to their own brand. This can be achieved through a wide variety of channels. Communication via social media is particularly important in times of crisis. Anyone who is up to date and meaningful on Twitter and Instagram or Facebook already creates an important outlet there to share brand content, in the best case even to let it go viral. This is inevitable for the latest content or updates related to new market situations – such as those during the corona crisis.

In order to be found even if users are not yet following the brand on social media, sophisticated, data-driven SEO is just as important. With markups from, strong backlinks or the most relevant answers to current search traffic, brands can also ensure relevant viewability with their content in the search. With the right tools and strategies, both social channels and search engines become important platforms for promoting your own content or placing pointed ads, for example via Google Ads or Facebook’s advertising system.

Any inbound marketing processes should be supported by content marketing with high standards. Because content such as e-books or guides, informative blog posts, how-tos or video content with more information about the brand or product enable users to build a relationship with the brand that is based on the free added value of the content. From this relationship, in turn, relevant leads can be derived for subsequent sales processes. And in the best case scenario, these leads themselves become ambassadors of the brand with a wide reach.

Optimize leads and lead maintenance: Specify lead scoring

With lead scoring, sales teams can assess to what extent users are of value for a commercial approach in the context of conversions and sales. What is the probability of engagement, what priority do these leads have? The data for such lead scoring processes is made up of the explicit user data that they themselves share and implicit data that is collected, for example, via the tracking of touchpoint visits or CTA interactions.

Marketing and sales teams must define criteria for this, which both departments can access in an agile and transparent manner. Then it is possible to trade the quantity of leads for quality as the primary factor. Solutions such as the Salesforce KI Einstein for companies can contribute to predictive lead scoring, which, thanks to the data-based decisions, shows possibilities in every market situation.

The Salesforce KI Einstein, overview of Predictive Lead Scoring, © Salesforce

Even SMEs without their own data experts can use an individually adapted AI with myEinstein for the effective integration of marketing and sales.

It is only through close, automated cooperation and the joint maintenance of leads that marketing and sales create the conditions for so-called Marketing Qualified Leads (MQLs) or Sales Qualified Leads (SQLs) – exactly the type of leads that promise short-term sales and at the same time enable long-term customer loyalty . It is made possible by strategic and transparent teamwork, supported by data-driven expertise that can adapt to a wide variety of users (groups) and scenarios. In this way, marketers and salespeople in any company can react to the ever faster changing market situation – even in times of crisis, which are never without potential.

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