Digital transformation has been shaking up traditional B2B marketing methods for several years now. But with the arrival of AI and language models such as ChatGPT, we’re seeing these changes accelerate. But also the possibility of better alignment between marketing and sales.
One of the most significant changes is the alignment and integration of marketing and sales teams. These two functions, which are too often compartmentalised, must now join forces to deliver a flawless customer experience.
As the boundaries between these two functions become blurred, the emphasis is on the customer journey, reinforced by artificial intelligence (AI) and supported by a content strategy geared towards sales support.
Customer journey: navigating a complex world
The B2B buying process is a complex and winding path, with its stages, its decision-makers and its moments of truth or points of friction. As for optimising the customer journey, this inevitably involves qualitative research and data analysis, enabling us to pinpoint customer expectations at every stage and, above all, to save time. Because in B2B, nothing is more like a customer than another customer… as it seems.
Research is the map, the compass that guides you every time you make a decision. It reveals:
- Customers’ real pain points, often hidden from view
- What content will captivate your customers
- How to reach the right customer with the right message at the moments of truth
- How to improve the user experience
- What to anticipate to stay ahead
- The KPIs that really matter
- How to select the right communication channels for each player in the buying process
In this context, the optimised pathway enables:
Consistency: Any contradictory or offbeat message can derail a sale. Harmony between marketing and sales messages, enhanced by the results of research, is vital.
Adaptability: The ability to move quickly in response to the feedback and needs of prospects is essential.
Personalisation: Knowing the general characteristics of your persona is not enough. You also need to know how to adapt your offer and your message to the specific characteristics of each customer, taking into account their context, motivations, disincentives, choice criteria, etc.
Engagement: The customer journey does not end when the contract is signed. You have to continue to build loyalty and satisfy the customer, by offering a quality after-sales service, proposing complementary solutions, soliciting feedback, etc. Increase conversion rates, customer loyalty and referrals.
In short, the B2B customer journey is an ongoing challenge. It requires a global vision and special attention at every stage. That’s why it’s essential to equip yourself with the right tools and methods to optimise its efficiency and performance, which will serve both marketing and sales. Increase conversion rates, customer loyalty and referrals.
AI: a lever for marketing and sales alignment
In today’s competitive landscape, alignment between marketing and sales is essential to deliver a seamless and optimised customer journey. Artificial intelligence (AI) plays a key role in this. It is the driving force behind successful integration between these two functions.
Advanced segmentation, made possible by AI. It enables targeting with unprecedented precision. It ensures that marketing efforts meet the exact needs of potential customers and makes the task of sales teams easier. What’s more, by predicting future behaviour by analysing historical data, AI enables marketing and sales teams to anticipate and adjust their strategies accordingly.
Process automation. This other advantage of AI also plays a key role in this alignment. By eliminating repetitive and time-consuming tasks, it allows teams to concentrate on high value-added activities, such as strategy, creativity or negotiation.
This ensures better use of resources. Greater responsiveness to opportunities and closer collaboration between marketing and sales. In short, AI is not just a tool. It can be the bridge that effectively links marketing and sales, ensuring an optimised customer journey.
Sales support: arming sales with the right content
Broadly speaking, this refers to actions aimed at making sales teams more effective in their sales role. Like providing them with the tools, training, content, processes and knowledge they need to engage prospects and customers throughout the buying journey.
Sales enablement involves close collaboration between marketing and sales. But it also involves continuous evaluation of the results and needs of sales reps. The aim is to improve the company’s overall sales performance. To guarantee a satisfactory, high-quality customer experience.
The alignment of tools and mindsets
Beyond the tools, there needs to be a real convergence of mindsets.
- Shared culture: marketing and sales need to share a common culture and common objectives, focused on the customer.
- Cross-training: marketing teams should understand sales issues, and vice versa.
Conclusion: towards a new B2B paradigm
The digital age, propelled by AI, is forcing a fundamental overhaul of the B2B customer journey. It’s putting people and the user experience at the heart of the equation. Alignment between marketing and sales, once considered a luxury, is now a necessity. It’s a strategic alliance that makes it possible to anticipate, adapt and engage, turning every interaction into an opportunity.
Companies that embrace this synergy will inevitably stand out from the crowd. B2B is not just a transaction, but a human experience amplified by technology.
If you’d like to talk to us, or if you have any comments or questions on this subject, we’d be delighted to hear from you. We continue to explore and use AI in the development of marketing for ourselves and our clients.
