Many B2B companies are now involved in digital selling. Digital selling has taken over from the conventional sales techniques. While it has been employed by B2C companies for some time now, B2B companies are relatively new to the process.

One of the most important digital selling strategies is sales and marketing alignment. A business works best when sales and marketing teams work together. Both teams are essentially working towards the same goal, getting customers.

The marketing team uses marketing strategies to attract potential customers to the business. The sales team take over at a certain point and contacts these leads to transform them into customers.  

Aligning both teams in order to perfect the customer buying journey can ensure that they do not overlap. Each team should have an outline of what tasks they are responsible for. The marketing team needs to ensure that they focus on attracting customers and raising brand awareness, while the sales team should focus on converting these leads into customers.


Marketing team’s tasks 

The key role of a marketing team is to progress potential customers through the B2B sales funnel. While their end goal is to acquire new customers, their strategies are less ‘in your face’. Marketing teams employ strategies that raise awareness of the brand and establish them as a potential supplier to a business’ needs.


Content marketing 

Content marketing is key to any successful digital selling strategy. This is a marketing strategy focused on producing content that is of interest to your target audience. Content can come in many different formats including blog posts, video content, infographics, webinars, and whitepapers. It is designed with the intention to provide sources of information to prospects that will draw attention to your landing page, and ultimately, your business.  

Including calls-to-action alongside your content can increase engagement and encourage prospects to provide their contact details, usually with an email address. Include a section where your audience can comment on your content and provide feedback. A database of prospect’s emails can be created by providing audiences with an option to subscribe to notifications when new content is uploaded.



Search engine optimization enables your content to be found through organic searches. SEO ensures that your website’s pages can be found using keywords including those found in your tags, headings, and within the text of your content. When your prospects use these keywords in an organic search on a search engine, optimization leads them to your content and web pages, increasing the all-important traffic to your page. 

Pay-per-click advertising is an effective addition alongside SEO. PPC allows you to pay for a good placement in the search results of a search engine. While this may eat into your budget slightly, you only pay per click into your site. It creates a greater likelihood for traffic to your site, particularly during the early stages of building your company website.


Social media marketing 

Sharing content and promoting your company website is made easy using social media. Thousands of people a day access social media platforms such as LinkedIn, Facebook, and Twitter. It is a great opportunity to connect with potential customers and entice them with your content.Content can be shared at the touch of a button on social networks. If you create exciting content that attracts the attention of people it may be shared resulting in a greater level of brand awareness and attract more leads.


Sales team’s tasks 

Once the marketing team has established a list of prospects, it is the sales team’s time to turn them into customers. It is the sales team’s role to provide the prospects with whatever information they inquire about in order to close the deal.


Engage with the lead 

Businesses of today very rarely have a unilateral decision-maker. Up to 6.8 people are now involved in the B2B decision-making process. This has made the decision-making process longer, and in turn, the buying process. Engage with your lead about your product and answer any questions they might have. Transform this lead into an expert and advocate for your business with the rest of the decision-makers in their team. Nurturing your lead can result in them making 47% larger purchases than a non-nurtured lead.


Know your competition 

Understanding what your competitors are offering can help put you ahead of them. Research their product, their prices, and define what makes you different from them. Better yet, identify what makes you better than them. Highlight these differences to your prospect. It can help point out to them what it is that makes you the better-valued option in the long run, even if you are more expensive. Your prospect will appreciate your honesty when discussing the competition, but be careful not to endorse them.


Create a sense of urgency 

The sooner your prospect signs up with you the better. You need to highlight this fact to the prospect also. The sooner they acquire your business, the sooner they will see the advantages in their own business. Create a sense of urgency. Many businesses offer a ‘one-time offer’ to new customers for a limited time only. This can prevent the potential customer from delaying the decision-making process and going your way.



Aligning your sales and marketing teams has become a necessity for B2B digital selling companies. Misalignment can cost your company potential customers. Misalignment can result in miscommunication between the two teams and a potential loss of 79% of marketing leads converting to sales. It can also lead to a waste of between 60% to 70% of your B2B content. Aligning your teams can result in your business experiencing 19% faster growth revenue and 15% higher profitability. Companies who align their sales and marketing teams have achieved 208% greater marketing revenue than those who do not.  

Weekly collaboration between both teams can ensure communication. Feedback from sales considering the quality of the leads can aid the marketing teams in improving their marketing strategy. Every company wants to be the on the side achieving an increase of 208% marketing revenue, and if you work towards aligning your sales and marketing teams it can be a possibility.


Orla Murphy

Orla Murphy

Orla Murphy

Posted by Orla Murphy

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