Why is smarketing the key element of inbound marketing?

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A large number of terms and processes converge in inbound marketing .

Some may say that the most important part is automation, others that it is the correct determination of the buyer persona or the content.

In my experience, there comes a point where everything else may be done well, and yet you hit a bottleneck: you can't go any further.

And the reason is simple: the marketing team has one vision and the sales team has another.

So your actions are not synchronized, even though you are getting new leads and sales, you still have a significant degree of inefficiency.

It doesn't mean they are doing their job poorly or putting in little effort, it means that better results can be achieved with the same resources and efforts.

This in turn facilitates three things:

Increased return on investment .

Decrease in customer acquisition cost.

More sales in less time.

Well, do we agree that these three things are what all companies constantly pursue?

That is why smart marketing is the key piece of inbound marketing. Without it, the link that fully integrates all the actions carried out in the company to make it more efficient will always be missing.

How does smart marketing help you generate more qualified leads?
On the one hand, it is necessary to define what, or rather who, represents a qualified lead for a specific company.

This is where it makes sense to correctly create buyer personas, since without an accurate profile there is a risk of generating opportunities that the sales team cannot convert into clients.

In smart marketing, continuous and transparent feedback from the teams involved is one of the fundamental steps.

That is, initially the profile of an ideal buyer may have been defined by the marketing team, including certain characteristics.

However, this team is not in direct contact with the prospects, so the profile is useful at the beginning but will cease to be useful depending on what the sales team discovers.

Therefore, if there is no feedback from sales consultants, the company's marketing will continue to focus on and attract an audience that, while not necessarily wrong, is not the best one to achieve results.

Through smart marketing, certain activities are carried out that allow information to flow freely in both directions (marketing <> sales) and this, in turn, allows marketing actions to be implemented with singular precision.

This way, you will be able to generate more qualified leads in less time for your company.

It is important to note that while generating qualified leads only covers the upper and middle part of the sales funnel, it is crucial that this is working well to facilitate the closing of opportunities.

8 ways in which smarketing makes this process easier for you

Smarketing - Infographic to generate qualified leads
Provides up-to-date profile characteristics of suitable customers.

More segmented campaigns can be created, in the channels most appropriate to the customer profile.

If new customer profiles emerge, change, or disappear, the marketing team can take immediate action.

Establishes a continuous and transparent information channel between teams.

Grants access to both teams' scoreboards to all members.

It allows you to make decisions in real time in relation to the results you are obtaining: number email database canada and quality of leads.

Establishes the commitments that each team makes to support the other in achieving shared income goals.

Improve the efficiency of marketing efforts.