How to sell to marketers

As a small business owner, building with marketers on LinkedIn is key to driving sales. But to close deals, you need to understand what marketers want and need from salespeople. In this article, we'll explore the mindset and pain points of marketers, what they're looking for in sales approaches, and how you can build trust and establish relationships with them.

Understanding Marketers' Mindset and Pain Points

Marketers, especially CMOs, are under immense pressure to drive sales revenue and meet their targets. They're responsible for both acquiring new customers and retaining existing ones, which means they're constantly thinking about the entire customer journey. To gain a competitive edge, you need to identify their pain points early in the sales cycle.

• Put yourself in marketers' shoes and think about their goals, challenges, and motivations.
• Ask open-ended questions to uncover their pain points and concerns early on.
• Provide relevant, valuable information that addresses their specific needs and challenges.

For example, let's say you're selling social media services to a marketer. You could ask them about their current social media strategy, what's working and what's not, and what their goals are for the next quarter. By understanding their pain points and challenges, you can tailor your approach to address their specific needs and concerns.

What Marketers Want from Salespeople

Marketers want salespeople who can speak their language and think big-picture. They want to know how your product or service fits into their overall strategy and long-term goals. They're not interested in quick fixes or Band-Aid solutions; they want to know how you can help them drive real results.

• Show marketers how your solution can save them time, surface new insights, or help their team work more efficiently.
• Highlight the pain points you're solving and create a sense of urgency around them.
• Demonstrate how your product has solved similar problems for other marketers, and show them how it can do the same for them.

For instance, if you're selling a marketing SaaS tool, you could show how it can help marketers streamline their workflows, reduce manual tasks, and increase productivity. By highlighting the benefits and results of your product, you can build trust and credibility with marketers.

Identifying Opportunities and Leveraging Technology

Timing is everything when it comes to selling to marketers. You need to know when they're ready to listen to your pitch and what problems they're trying to solve. Look for company events, earnings reports, funding announcements, and C-suite changes. These can give you a glimpse into their long-term goals and plans.

• Keep an ear out for keywords like "building pipeline" and "meeting revenue goals" – these can indicate a marketer is ready to invest in solutions that drive growth.
• Dig deeper to find opportunity data that reveals their high-level objectives. This will help you tailor your approach and show how your solution can help them achieve their targets.

Marketers are always on the lookout for innovative tech that makes their lives easier. They're particularly interested in tools that provide intent data, predictive customer insights, and increased efficiency. By understanding what they're looking for, you can position your product or service as the answer to their prayers.

Effective Sales Approaches

To catch a marketer's eye, you need to craft a pitch that resonates with their unique challenges and priorities. Here are some tips to help you create a pitch that grabs their attention:

• Identify the pain points that keep them up at night, and demonstrate how your solution has already helped similar marketers overcome those same hurdles.
• Show that you've done your homework by highlighting the relevance and urgency of your solution to their current projects and goals.
• Don't ask for a meeting without providing value upfront – whether that's a helpful resource, an insightful comment, or a personalized message that shows you've taken the time to understand their needs.
• Use creative tactics like video messages or direct messages to break through the noise and start a meaningful conversation.

By tailoring your pitch to the marketer's specific needs and concerns, you can build trust and credibility, and ultimately close more deals.

Building Relationships and Establishing Trust

Building relationships is key to selling to marketers. It's not just about making a sale; it's about creating a connection that lasts. Think of it like this: marketers are people too, and they want to work with people they trust and respect. So, how do you build that trust and credibility?

• Show, don't tell, when it comes to your expertise. Share case studies, testimonials, or even just a quick win you've had with a similar client.
• Storytelling is a powerful way to connect with marketers on a human level. Share your "why" and how it drives your business decisions.
• Put yourself in marketers' shoes and try to see things from their perspective. Ask questions, listen actively, and show empathy when they're facing challenges.

By taking the time to build relationships and establish trust, you'll be well on your way to selling to marketers effectively. Remember, it's about them, not you. Focus on their needs, and you'll find that your sales will follow naturally.

Where Marketers Find Information

Marketers are always on the lookout for reliable sources of information about new products and services. So, where do they turn? Think peer reviews, engaging content, industry events, webinars, analyst insights, and networking communities. These channels are goldmines for marketers seeking valuable intel.

• Establish a strong online presence by showcasing customer testimonials and case studies that demonstrate the impact of your product or service.
• Be active on LinkedIn. Create your own insightful content, engage with marketers' LinkedIn content, and add relevant people to your network.
• Create informative, engaging content that addresses the pain points and interests of your target marketer audience.

By having a presence in these channels, salespeople can increase their visibility, build credibility, and ultimately reach marketers where they're most receptive to new information.{}