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Sales expertise transfers directly to digital marketing because 80% of the sales process is now complete before a prospect speaks to anyone, making online content and targeting the primary drivers of new business.
Key takeaways
- Move from being a salesperson to being a consultant by building deep knowledge your clients rely on.
- Understanding your target persona and customer journey is the foundation before choosing any marketing channel or tactic.
- Marketing departments are underutilized by sales teams, especially for content, graphic design, and data-driven targeting.
- Customer lists can be hashed and matched to Facebook or LinkedIn accounts to run ads or build lookalike audiences.
- Personalization in proposals and outreach consistently produces stronger responses than templated, generic communication.
marketing is sales online. It's it. That's all it is. It's taking the sales format and putting it online
About this episode
In this engaging episode of "Digital Insights," We covers the fascinating world of digital marketing and search engine optimization (SEO) with the brilliant mind of Matthew Bertram. As a renowned SEO expert and digital marketing consultant, Matthew Bertram brings a wealth of knowledge and experience to the table. Co-hosted by Matt himself, this interview offers a captivating and in-depth exploration of his personal…
Questions this episode answers
How does a sales background help with digital marketing strategy?
According to Matt Bertram, a sales background helps because marketing is essentially sales conducted online. Knowing the sales funnel, customer objections, and closing techniques lets marketers build content and targeting that moves prospects as far down the funnel as possible before anyone picks up the phone.
What is the most important first step in building a marketing strategy for a sales team?
Matt Bertram says the most important first step is defining the target persona and mapping the customer journey. Without knowing who you are going after and what that journey looks like, every channel choice, ad buy, and content piece is just shooting in the dark.
How can companies use customer lists for digital ad targeting?
Matt Bertram explains that customer email lists can be hashed so they match against Facebook, LinkedIn, or other accounts tied to those emails. This lets companies retarget known contacts with ads or build a lookalike audience from that data set to reach a broader, similar group.
Why should salespeople care about content and marketing materials?
Matt Bertram argues that sales teams need blog posts ranking for buyer questions, one-pagers, white papers, videos, and other assets at each stage of the sales cycle. Without those pieces, salespeople cannot efficiently move prospects along, and graphic design and marketing departments remain underutilized.
In their words
80% of the sales process is complete by the time you're on the phone with the customer, right? Like that's, that's already happened. That's really marketing has taken over 80% according to that stat of the sales process.
Host
I would just tell younger salespeople, you want to move from being a salesperson to being a consultant. Okay. People deal with consultants differently than they do with salespeople.
Guest
if you don't know who you're going after and what that journey looks like, then you're just shooting in the dark
Guest
Terms defined in this episode
- E-E-A-T
- Google's framework of expertise, authoritativeness, trust, and experience used to evaluate content quality and site credibility, as mentioned by Matt Bertram in the context of publishing books and authoritative content.
- Lookalike audience
- A larger ad targeting group built by matching a customer email list to social media accounts and then finding new users who share similar characteristics, as described by Matt Bertram.
- Sales enablement
- The practice of equipping sales teams with content, automation, personalization, and retargeting tools to help them move prospects through the buying process more efficiently.
- Query diversity
- A Google behavior where differentiating from commonly stated viewpoints or adding more authoritative expert content can help a piece of content surface in search results, as described by Matt Bertram.
Full transcript is being added.
This episode answers
Matthew Bertram
AI keynote speaker · Owner & CEO, EWR Digital · President, ModalPoint
Matthew Bertram is an AI keynote speaker, creator of DIG™ (Digital Information Governance), and owner and CEO of EWR Digital. He helps energy and industrial leaders win visibility in AI search (GEO and AEO), is President of ModalPoint and CMO of the Oil & Gas Global Network, hosts The Best SEO Podcast, and has authored eight books including LLM Visibility. More about Matthew Bertram.
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