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27 August 2014

Collaboration with sales "is key for B2B marketing"

Content team

Collaboration between business-to-business (B2B) marketing and sales is key to success, according to an industry expert.

Gabe Rogol, vice president of sales for B2B marketing solutions provider Demandbase, has claimed this is vital if both teams are to achieve their goals.

Writing for Chief Marketer, he said: "Advances in digital technology have blurred the lines between what sales and what marketing own. While there are specific checkpoints where the two teams need to work together, what really needs to happen is ongoing, consistent collaboration."

Mr Rogol said that while technology has no doubt had an impact on B2B marketing, there are some things that cannot be automated and marketers still rely on sales to provide important information about each account they deal with.

For example, he said marketers can effectively collaborate with sales to identify top priority accounts.

"You need the sales team to identify not only the accounts that are most important to them but also the types of accounts that are most likely to become customers," the expert stated.

Mr Rogol also pointed to segmentation as an area where sales can have a part to play. He claimed this can provide marketers with a better level of insight into which groups campaigns should be targeted towards.

The industry expert also said any lead-scoring lists should be vetted by sales, while it can also help to ensure marketing messages are aligned with the company's wider goals.

According to the B2B Barometer Report July 2014, B2B marketers currently have a high level of confidence regarding their prospects for the foreseeable future. Supported by the Business Marketing Collective, the Institute of Direct and Digital Marketing and Silver Bullet Publishing, the publication found close to nine in ten professionals in the sector expect to see revenue growth over the next 12 months.

Some 56 per cent of respondents to the survey reported an increase in their budget during the past year, while content was highlighted as the most significant B2B marketing trend at present.

Content team, Bureau van Dijk

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