On a recent flight to San Francisco, I was seated next to a very outgoing, talkative man. The guy works in sales for a B2B software procurement company. Of course, before long we were talking shop.
Mike told me that despite all the efforts of his marketing department he was still cold calling on most days. The leads he got from marketing were poorly qualified, he complained. He preferred to trust his intuition to identify valuable prospects.
I have met many Mikes, and I fear that traditional marketing techniques are responsible for the mistrust that sometimes exists between sales and marketing teams.
Heads of sales in the travel Industry are sometimes hesitant to use digital marketing techniques to handle and nurture leads.
In order to grow, however, I believe that there is no way around it. Inbound marketing matches today’s buying cycle. We all know that before buying any goods or services, we like to do a little bit of research. We read reviews, speak to friends, and, when possible, we want to try the product. At Dots and Lines the inbound marketing process we implement for our clients helps them close more deals quicker.
Inbound marketing is about creating valuable experiences that have a positive impact on people and your business.
How? You attract prospects and customers to your website and blog through relevant and helpful content. Once they arrive, you engage with them using conversational tools like email and chat and by promising continued value. And finally, you delight them by continuing to act as an empathetic advisor and expert.
Unlike outbound marketing, with inbound marketing you don’t need to fight for your potential customers’ attention. By creating content designed to address the problems and needs of your ideal customers, you attract qualified prospects and build trust and credibility for your business.
The travel industry is competitive and sales teams have ambitious quarterly quotas. Sales can’t survive relying on cold calling and nurturing prospects on their own over long sales cycles. I find this stat interesting:
Up to 70% of product information is found online, not through sales reps. (Hubspot)
This is why, with inbound marketing, salespeople can focus on closing deals with well-qualified leads ready to be sold to. They are more successful because they manage their time better.
Interested in learning more about how our team at Dots and Lines can help you implement a successful inbound marketing strategy? Check out this post on optimizing your website to understand one of the first steps to take.