Marketing Minute: Digital Marketing Transforming The Sales Process

One of the biggest pain points that sales reps have experienced with traditional marketing is not really being engaged at the point of the prospect being uncovered.

That’s according to Andrea Short, vendor marketing director at Tech Data, who explains that digital marketing has helped that process by providing leads lower in the funnel.

“They are able to go see the campaign digitally. They’re able to get the messaging and be able to see that information prior to speaking to that prospect,” says Short.

She goes on to say that Tech Data is actively involved in digital marketing, along with digital marketing for demand-gen purposes.

“Our partners are able to go out and see our marketing efforts prior to engaging a prospect on a lead we provide them,” says Short.

Jorge Quintero, president and CEO of QCM Technologies, explains that for his sales team, one of the things that they struggled with was getting information. However, by having digital marketing and incorporating it into his company, now they have access to that information immediately.

“I think digital marketing’s had a big impact on customers. They’re more educated now and they’re getting a lot of their education on the internet. So, they’ve actually changed the process,” says Quintero.

Sales reps can self-educate for hours on end, but they can also confuse themselves, explains Short. She says that’s how partners can help their customers by guiding them through that process.

“Sales reps really need to understand what digital marketing is and what it can do. They need to understand what is the content and messaging that the digital marketing campaign is producing and where it lands in the buyer’s journey for the product or solution that it is driving,” says Short.

The Tech Data HPE Orchestrate: Digital Marketing Workshop, a virtual live event help on October 4, 2018, will help both a company’s sales and marketing organization know what’s possible, along with be able to see examples of campaigns that have gone out live to help them become more educated on digital marketing.

Quintero says Tech Data’s been very critical for his company’s in not just shaping their digital marketing efforts, but for their entire organization as a whole.

“They’ve worked very closely with our vendors and we’ve worked together to figure out how we get their content and make it easy for us to transform that content and make it look like it’s QCM content,” says Quintero.