If you want your sales professionals to be advocates of your brand, you must first sell them on it. Naomi Garnice, Director of Marketing at Salucro, makes sure her sales professionals understand that part of being a brand advocate is the realization that daily duties with customers and partners carry into the company’s overall brand image.
What are the best ways to breakdown the “Great Wall of China” between content marketers and sales professionals to ensure that all employers are active brand advocates?
Breaking down the walls is easy when you open lines of communication in the right way. Marketing and Sales professionals usually speak in completely different dialects. Numbers and measurable goals move people in Sales. Part of being a brand advocate is the realization of how your day-to-day actions with customers and partners carry into the company’s overall brand image while supporting your own professional goals and quotas. To pitch your Sales leaders and department you’ll need to sell them on the direct benefits: how their added visibility will support their clout in the industry, client relationships and quotas. At the Advancements in Content Marketing event, we’ll take a deeper dive into this with some go-to lines and examples.
What metrics and measurements do you use to determine what content is most valuable to your customer base and has the most likelihood to build trust and brand recognition?
Let your audience show you which content moves them by tracking their monthly clicks, shares, comments and resulting referral website traffic. This will take time to gauge as you build a meticulous content strategy centered around the goals and needs of your customers and prospects — we’ll look at different approaches to ensure that content is valuable to your intended audience.
What can we look forward to learning at the conference?
At the conference, I will walk you through a powerful brand advocacy training series I’ve developed at B2Bs, which not only produces results but also aligns the business goals between the Sales and Marketing departments. Further, we will touch on all of the must-topics for your own brand advocacy training series, why they are important and how they can directly impact your business and Marketing efforts.