Wednesday, May 24, 2006
Aligning Web 2.0 With Sales and Marketing
byDepending on the perspective and context, the term “Web 2.0” references a revolutionary business progression, the latest cool application, social media, rich media, new media, or any combination of the above.
Seeking to move beyond the buzzwords, MarketingProfs has another good what-does-it-mean-for-me article; this time, the focus is Web 2.0 and its impact on marketers. Stephanie Diamond, a former AOL marketing director, outlines five focus areas:
1. Take a hard look at strategy.
2. Narrow and multiply your target markets even more.
3. Analyze your content like a direct marketer.
4. Develop your customer relationship with a detailed sales process.
5. Consider how to make your products or services more “earth-friendly.”
The third and fourth items are especially relevant – and really must be addressed together. Too often, the sales process is overlooked when online marketing efforts are architected and designed. Perhaps the organization has an internal divide between marketing and sales. Maybe the sales team views the site as marketing fluff. Or perhaps “corporate” thinks it knows best and becomes removed from what’s happening in the field.
The best online initiatives align with the organization’s sales process – how leads are generated, who those leads are, how (and what) to communicate, and how to close the deal. You might have a fabulous design with sparkling content, but if it isn’t structured to meet prospect or customer needs, and support acquisition and retention efforts, it’s little more than a pretty site.
