Business owners rightfully expect marketing activities to lead to sales, but how should this work? The question is even more urgent when the focus is on selling to other businesses instead of individuals (so-called business to business, or B2B sales). How can marketing activity support industrial equipment and professional services sales?
The only way marketing communication will positively impact topline growth, otherwise known as “sales in the income statement,’’ is through a tight interconnection between “marketing” and “sales”. A valuable exercise is to visualise this interconnection, otherwise known as the purchase funnel.
Take a piece of paper and list all your marketing and sales activities and draw a line that connects it to your prospective customer and a potential sale. This line represents the purchase funnel of your business. It’s seldom straight, meaning it may start with someone seeing a post on LinkedIn, then taking a detour to your website before going back to LinkedIn and then emailing you.
This story is from the October/November 2019 edition of Your Business.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the October/November 2019 edition of Your Business.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber? Sign In
61% of South African SMMEs Planning For Growth
Mastercard SME Index
Selecting A Collections Partner
Key considerations and insights...
Recipe For Success
Key ingredients for a successful partnership between e-tailers and their software developers.
Our Success. Your Success.
The need for business training to improve bottom-line results in businesses across the country has never been greater.
How Small Businesses Improve Revenues In Tough Times
While many small businesses were able to adapt to lockdown in the short term, new challenges emerged when it came to returning to physical workplaces. Modern workforces, for example, are fragmented, while exposures, health and safety concerns frequently disrupt operations. How do we cope with these and many other related difficulties?
Making An Impact
Every year in August we take the time to celebrate women and reflect on the tremendous efforts they make to shape our society.
The Hidden Value Of Outsourced IT Resources
The IT needs of today's businesses are constantly evolving, making outsourcing a very attractive option that can offer a number of compelling benefits for businesses, small or large.
Networking At Virtual Events
Just because you can't shake hands and pass around business cards, doesn't mean you can't network at a digital event.
7 Questions To Ask A Prospective Digital Media Partner
If you are looking to outsource your digital marketing function to an agency, here are some question to ask before signing on the dotted line.
Riches And Beyond
Empowering the next generation of entrepreneurs
