Companies benefit when their sales and marketing teams are aligned. Look at the stats:
- B2B organizations with tightly aligned sales and marketing operations achieve 24% faster three-year revenue growth and 27% faster three-year profit growth (SiriusDecisions).
- Organizations with tightly aligned sales and marketing functions enjoy 36% higher customer retention rates (MarketingProfs).
But often the problem is that the sales and marketing teams aren’t aligned: Sales reps ignore 50% of marketing leads (ReachForce).
That can change with an inbound methodology.
Stick to the funnel.
You have an attractive website with content that engages visitors and informs them on issues, and drives your ranking upward on Google searches. You’ve syndicated that content across social media platforms so that visitors can find your website in other places, too.
It all starts with the marketing team at the widest part of the funnel, who has developed effective CTA’s that grab visitors’ attention (like this one from Spotify).
CTA (Call-to-Action): A text link, button, image, or some type of web link that encourages a website visitor to visit a landing page and become a lead. (Hubspot)
The CTA sends the visitor to a landing page (like this one, also from Spotify).
Landing Page: A website page containing a form that is used for lead generation. This page revolves around a marketing offer, such as an ebook or a webinar, and serves to capture visitor information in exchange for the valuable offer. (Hubspot)
The landing page sends the visitor’s contact information to your CRM (customer relationship management) software.
CRM: A set of software programs that let companies keep track of everything they do with their existing and potential customers. (Hubspot)
Now, the marketing and sales teams can work together to nurture these leads. Lead nurturing involves opening several streams of communication with the lead (social media, email, etc.) to inform the lead about the issue they searched for in the first place. As the lead continues down this road, they fall to the “bottom of the funnel”.
Bottom of the Funnel: A stage of the buying process leads reach when they’re just about to close as new customers. They’ve identified a problem, have shopped around for possible solutions, and are very close to buying. (Hubspot)
At the bottom of the funnel, the sales team takes over, where they offer the lead a free consultation, demo, or engage the lead in more in-depth sales calls. The seales team then turns the lead into a customer, and your company makes money.
Throughout this process, the sales team and the marketing team have worked together to bring the lead through the buyer’s journey, and the lead is informed and ready to make a decision on your product.
So yes, your pretty new website can turn leads into customers, so long as your sales and marketing teams are aligned with the inbound funnel.