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The Shift from Sales Push to Marketing Pull, for Advisor & Agent Success – Part 2

Across our customer base, we’ve seen a strong correlation between a solid social selling content strategy and website traffic and conversions, with as much as 50% of inbound traffic originating from Hearsay Social. The strong sales and marketing partnership these organizations have developed and the strategic approach to content has led to this success.

Corporate marketing teams have a responsibility to coach advisors and agents to create high-credibility social profiles which boosts SEO; this combined with highly-relevant helpful content helps sellers build out their network. As sellers share that targeted content, buyers engage because the sellers professional digital presence and consistent approach to content instills a sense of trust. A well-placed call-to-action draws traffic to the local advisor or corporate website. These website visitors are higher-quality traffic—they stay longer and view more—and then ultimately show higher rates of lead form submissions. Sellers are helping amplify and bring marketing content to life using their own personal social capital, while marketing is helping sellers establish a professional brand and supplying an ongoing stream of thought leadership. Thus, the marketing and sales funnel of today is inextricably tied.

1-to-1 Sales Engagement Still Requires Marketing Partnership

Even in one-to-one sales engagement with clients—email or text outreach—marketing plays an important role.

Instead of calling a list of contacts from top to bottom, it’s critical for sales to engage with those who have shown behavioral triggers that indicate intent or interest. Knowing who to engage when and with what message requires digital tools and data to interpret client signals. And who tracks client signals and delivers the technology to engage across multiple channels? You guessed it – marketing.

Across our most innovative clients, we’ve seen corporate marketing teams develop digital marketing hubs that provide advisors and agents easy access to tools that help them reinvent the way they engage with their networks. From tracking engagements on Hearsay Social posts to following up on lead conversion forms via a compliant text through Hearsay Relate and using Hearsay Social Signals to be the first to congratulate contacts on a new job or recent move – marketing insights allow advisors and agents to follow up in a timely and targeted way.

Digital touches may not all be sales opportunities, but they’re a powerful way for sales to stay connected and deliver the necessary human touch. The right digital tools help sellers scale and deliver more frequent light touches with a greater number of people to build pipeline, influence, and most importantly relationships. It’s surprising what consistently wishing someone a happy birthday or congratulating them on business news can do.

Endgame: Better Serve the Customer

In the end, when everyone is doing their part, marketing and sales together can transform outreach from random and cold to trusted, authentic, and timely. The key is to use digital to deliver relevant, targeted content created by marketing and analytics around what clients are engaging in to elevate advisors and agents to become trusted problem solving partners. This not only lets sellers scale to serve a greater number of clients, but serves the client more personally, on their timeline and channel, around topics that are important to them.

In the video, watch Hearsay’s co-founder and executive chairperson, Clara Shih, break down how sales performs better in partnership with marketing.

The Shift from Sales Push to Marketing Pull, for Advisor & Agent Success – Part 1

It’s hard to remember that just 10 years ago, smart phones were not the norm. Most people weren’t on LinkedIn. Marketing was relatively simple, focusing on press releases, collateral like brochures, and advertising. Sales was pretty straightforward too. Selling financial services and insurance primarily involved cold calling to set up in-person seminars and meetings.

Fast forward to today. Usage of Facebook, LinkedIn, and other social networking sites has exploded. Everyone has a mobile device and everyone ‘Googles’ when they’re thinking of buying something. People research their options and go into even their first sales conversations as an educated buyer. At the same time, government regulators around the world have stepped up their privacy protections which make cold calling much more difficult for salespeople.

Over the last decade, these new consumer behaviors, technologies, and restrictions in consumer privacy have led to the shifts summarized below.

Four Fundamental Shifts in Selling

  1. Sales people are trusted advisors, cultivating professional networks over an entire career. Cold calling is a thing of the past.
  2. Selling is all about attracting clients using educational content. Sellers are partners and problem solvers. 
  3. Digital analytics arm salespeople with intelligence about who to engage with, what they are interested in, and when to engage them. No more blind ‘call downs.’
  4. Engagement across a multitude of digital channels is necessary to acquire and build client relationships, (rather than in-person events, especially now), and allows salespeople to scale like never before.

The Power of Sales & Marketing Collaboration

These shifts have pushed once separate sales and marketing organizations toward an essential partnership for success. Webcasts, white papers, research reports, and blog posts are the thought leadership and credibility magnets that get prospects interested in engaging with organizations. Sales teams depend on marketing for this content and the behavioral analytics to know when to engage with who and on what channel.

In the video, watch Hearsay’s co-founder and executive chairperson, Clara Shih, walk through these shifts and their impact on today’s sales funnel.