Digital transformation of Sales & Marketing

At my previous employer Indutrade Benelux, my goal was to help Indutrade companies further in their digital transformation. The past 4 years I mainly focused on digitizing the sales part of the company. A challenging job where I helped a number of companies to the next level. Indutrade is a Swedish holding company with more than 200 technology-based companies in the SME profile.

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Goal of digitizing sales & marketing

When digitizing the sales part of an organization, I want to gain insight into the sales funnel. By visualizing the sales funnel you immediately get a picture of where it hurts and therefore where you can offer solutions that will help the company and team move forward.
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For example you don't have many leads, but you do have many website visitors? By gaining insight into this, you can immediately start digitizing. In my opinion, you can then do two things:

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1. Improving your website (UX / UI) in the form of content and also offering features that make it easier for people to contact you. Think about adding a chat or making more use of downloads and forms where they can leave their information.
2. Another way is to use Leadinfo. This is a tool that allows you to identify website visitors and turn them into recognized businesses. Should you be interested in Leadinfo? Then click here.

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Lots of leads but no applications?

You see this a lot with B2B companies in SMEs. Marketing that delivers leads, but which are not converted by Sales. This is a waste and creates a lot of frustration in both departments which does not benefit the cooperation and ultimately negatively affects your business.
This is preventable. Sometimes leads need more time and information before they can be picked up by sales. A visitor on your website does not yet want to be called by your salesperson. Based on the behavior he or she shows on your website, you can approach them via LinkedIn or email to slowly warm them up to your service or product. It's a matter of gaining trust and there are no steps you can skip. With the help of a marketing automation tool like Hubspot, you can do this automatically and also get an overview of where each lead is in the process.

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Challenges in digital transformation

Devising the right strategy in combination with the right tools and tactics to digitize is something that most companies can do.
Digitization of the sales area entails that the way of working changes. From sales management, sales is asked to proactively follow up on leads and work closely with marketing. This can be a big change from the current way of working and requires time and proper guidance.
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The tricky part is in securing the new processes in daily work. For example, how are we going to follow up on the leads and where do we record this and how. If this does not happen, projects fail and digitization results in higher costs instead of more turnover and higher customer satisfaction.
By monitoring and managing the work processes you can prevent the change from not being implemented. One of the advantages of digitization is that everything is insightful and measurable, this makes monitoring quite easy.

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Need help digitizing?

Need help launching your digital transformation. Contact us using the form or send an email to casper.lucassen@tmcmedia.nl

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