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Published in Content Marketing category on (09/23/2016)

3 Common Sales Follow-up and Marketing Challenges


Solutions to Managing Marketing and Sales Challenges

Being on a high-performing marketing team means that, not only do you have marketing challenges, but you are also responsible for sales enablement and timely sales follow-up. Whether you are in marketing, demand generation, or sales, figuring out ways to complete tasks as effectively as possible is a plus. But as you already know, there are many bumps in the road to creating conversions. These challenges are many fold, and often take up time that can be better focused on completing work. But, by figuring out different ways to take-on these challenges, marketing and sales teams can work better, faster, and with ease.

So read on and learn challenges that sales and marketing teams face and how to solve them.

Snatching that Lead List

You know that time when you hosted a booth at an event, gave attendees insightful information, and then wanted the lead list after it was over, but had trouble getting it on time? Of course you do! If you are a part of lead generation then you know this challenge.

When obtaining the list of leads acquired from your booth gets delayed, remember that the host of the event also has a lot on their plate and are also very busy. However, If demand generation can’t hand the list over to sales, sales can’t begin timely follow-up and following-up within 24-hours of the event is very important because it increases the likelihood of conversion by 60xs. It’s clear that this can really hinder sales’ ability to turn leads into customers and, in turn, hurt the company.

So how can you prevent this?

Ahead of time, talk to whoever is throwing the event and find out what their lead policy is, that way you can have nurture campaigns set up before the event, and all you need to do is plug-in your lead list. Additionally, you can take all of the registered attendees from your landing page and, at the very least, place those leads on event follow-up nurture tracks. Another action you can take to prevent this is with Event Automation. Every time an attendee takes an action, like downloading a paper, visits a booth etc, then this can either trigger a flag in Salesforce to follow up with that attendee or, push an invite through marketing automation to have an exclusive prospect dinner at the event. Whether you are hosting an event or exhibiting at an event, there are many ways that Event Automation can solve your lead list problem. For hosts, instead of having to manually create a lead list, Event Automation will automatically have it synced for you. That way you can have lead lists ready for any exhibitors who ask for it without the hassle of having to make one. For exhibitors, it takes away the need to wait on lead lists because they will already be created and ready to be sent, saving time, phone calls, and delays.

By taking these actions, you can reduce the problems that arise from not being able to snatch that lead list in time and make following-up in a timely manner much easier.

Salesforce and Marketing Automation Horrors

When utilizing CRM and marketing automation, marketing and sales can benefit greatly. It automates tedious tasks, such as transferring lists of names from the CRM to the marketing automation system and can take event data and begin a downstream flow into CRM. These two features make the lives of marketers and salespeople much easier. Read more about how marketing automation can solve problems here.

However, as with all technology, there can be flaws. What can happen is the data flowing into marketing automation does not trigger CRM. Meaning, the data collected from your marketing automation system does not flow into your CRM. This can cause huge problems, such as losing out on important data, and less information on how to market and sell better.

How to overcome this issue:

Overcoming this challenge often means making sure you have set a flag of qualified records that CRM integration programs can pick up. At the most, it means updating lead scoring values, which then allows for data to begin flowing through once again. Check your system and make sure you have everything set and prepared so you can prevent this issue from happening!

The Terrible Task of Creating UTM Codes

A UTM code is a great way to track what parts of your marketing strategy are working best. By tracking UTM codes, it can help show marketers where their traffic is coming from. Whether that be from Facebook, LinkedIn, Twitter, Google, Searches, etc. They come in handy, especially when you want to increase time spent on whichever outlet is attracting the most traffic. However, they can be confusing and complicated to some. To learn more about UTM codes click here. But if you have ever had to create UTM codes, you know it is grueling.

Creating UTM codes can be very tedious. It takes hours of time, especially when you need to create many different ones. It can get frustrating, causing marketers to want to pull their hair out.

So how can you make your life a little easier?

Maintain a spreadsheet of tagged URLs

By maintaining an organized spreadsheet that stores and catalogs your UTM parameters, finding ones you have already used is that much easier.

Create a naming convention guide

By doing this, it can eliminate confusion across your entire team, especially when different people are creating different tagged URLs. It also allows for everyone to understand and quickly reference each parameter.

Choose the best URL builder

There are many different UTM builders out there. But finding one that fits your needs perfectly is a great way to reduce the stress of creating UTMs. A few good examples are Google Tag Manager, or UTM spreadsheets like Google Analytics URL Spreadsheet Builder. Each of these works really well, it just comes down to preference. These are both free, so check them out!

By using a spreadsheet or builder, managing tagged URLs becomes easier and more organized. Keeping organized is very important in keeping your sanity. So stay organized, it’ll save you time and stress

Overall, these are very common challenges that every marketer faces. Hopefully, you were able to relate to these problems and take solace in knowing you are not alone. Being in marketing and sales is no easy task, and it’s crucial that both teams work together with minimal problems. Because when one problem arises, it unravels many more. If marketing and sales align, with minimal problems, companies see bigger profits and a better work environment. So take these tips with you and you will be able to solve common sales and marketing problems. If you spend a few extra minutes checking and double checking to make sure issues don’t arise, you can save hours of time later. If you have been experiencing these problems, know, you aren’t alone. Take with you these solutions so you can avoid these challenges and have a more productive and stress-free workday.

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