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When Pivoting the Business, Marketing and Sales Must Work Together

By Sander Biehn | Nov 9, 2015

The lawyers and bankers have all gone home and the acquisition is complete. Your company needs to change heading and direction. The ink on the press release isn’t even dry, and you are already trying to figure out what the new marketing messages will be; what events should you keep on the calendar and what shows you should skip this year…

Technology companies are in constant flux.  Remaining profitable often means that what you are selling and marketing one year will not be the same as it is the next. Pivoting direction in sales and marketing is often a messy performance. Sales is left behind as marketing shifts to the new market. Immediately the management team begins to wonder if the sales teams might need new faces who know the new area focus even if they don’ know a thing about your company.  Integrating sales and marketing with a social approach offers an excellent solution to this confusion.

1. Integrate sales and marketing (fast!). Using social media to spearhead the new marketing messages allows you to instantly pivot. Using social to disseminate these messages to sales to quickly internalizes the messages and gives the sales team ready-made content to share with customers. Whether they are selling to the same market with a new product or an entirely new market, content marketing via social will help the sales team appear instantly knowledgeable as they come up to speed on the details of the new offer.

2. Quickly and inexpensively tell you target audience about your new products. Why wait for the big show in January to roll out your new product? Social channels give you an opportunity to tell the world and then pare the audience down to just your target prospects.  Using relevant Twitter hashtags and curating content from thought leaders on your LinkedIn page are two tactics for moving your new messages into the proper ecosystem. This doesn’t mean you won’t need to attend the big industry conference. Getting the word out about your new products in advance will make the conversations more fruitful.

3. Become a leader on day one. Becoming an online leader in a specific niche market is much easier than you might think. Using the hashtags we talked above and coupling them with consistent curated and original content will bring you to the foreground for anyone looking to buy those products and who uses the Internet to research purchases. Studies indicate this is over 90% of buyers these days. The reason is a complicated combination of SEO and social media relevance that big search engines and influencers are using to figure out the most credible and prolific sources of news and information. Being fully focused in a market, even if it is a new space for your company, will enable you quickly rise in popularity and relevance.  Perception becomes reality.

Social media offers a way to quickly and effectively reach extremely targeted audiences. When technology shifts occur and rebranding is needed, press releases are nice but won’t fully turn the ship. By using specialized content, your sales team, and a narrowly focused approach, no market is out of reach.