All brands want to be recognized and remembered. Business growth is the goal of marketing and sales. But before expecting people to know your brand, you need to get to know people.
You've probably heard of the Inbound Methodology, but do you know what it means to have an inbound strategy?
Rather than pushing prospects into a sale, you take them on a journey of discovery. In each step, you are the expert who helps them solve a problem. Being inbound involves creating, educating, and entertaining customers to close sales. You sell by making yourself a valuable resource to the customer!
No one wants an uninvited guest at a private party. That's how ruthless marketing tactics are perceived. Even if your product is perfect for that person, appearing in their lives at the wrong moment can damage a possible long-term relationship with your brand.
Customers have more power than ever. With the ability to research every brand, yours needs to stand out by adding real value to their lives. That's where inbound comes in.
Reading Time: 6 min
For the modern human, we spend the majority of our days online. Whether it's browsing on a mobile device, working in front of a laptop, or using a smart tv at home, we remain plugged in for the majority of our daily activities.
Today on Inbound Academy we’re jumping into pt.2 of our discussion about aligning your sales and marketing efforts.
You may be part of a company that has separate sales and marketing departments. You may be the marketing and sales department all on your own. No matter your situation, it’s important to align both of these worlds so they work together instead of against each other. We’ll show you how on the next two episodes, so let’s get started with Part 1!
Frustration between marketing and sales teams is a common problem that companies see over and over again. The sales team wants and needs more leads - more importantly, better leads. The marketing team generates a prospect, but Sales says the lead is not good enough or ready. Both teams are aggravated and feel that the other side isn't doing their job.
I have been in sales since I can remember. From pitching my parents my need for a G.I. Joe toy to selling chocolate at Beach High and then cold calling as a loan officer at a bank. My selling experience has helped me grow through my years as an entrepreneur. Along with my experience I have had the opportunity to learn from some of the world's best sales people. At my last agency, I learned from a student of Jordan Belfort (Yes, the wolf of Wall Street). Since then, I have used the straight line persuasion method to grow our agency to where it is.
According to a research study conducted by Bloomberg Law and the Legal Marketing Association, “67% of attorneys and marketing and business development professionals agree that their law firm is increasing its emphasis on business development and marketing efforts.” This increased focus on alignment of these traditionally separate departments leads to opportunities for marketers to grow professionally within the firm.
In the following, we provide actionable insights to the process needed to align your marketing and BD for law firm growth.
- Define Legal Marketing and Business Development
- Define the journey of from stranger to client and beyond
- Communicate on one platform
- Measure every key touchpoint