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So what exactly is “sellarketing”? It’s the convergence of sales and marketing skills needed to be a successful modern social sales person. It is the skill of a salesperson to market themselves and their product through content marketing, and the need for a marriage between the sales and marketing department in order to provide salespeople with the right funnel stage content to deliver to their prospects. These two things are necessary for social selling to be successful.
B2B and B2C sales people are increasingly required to be micromarketers and provide a trail of content breadcrumbs to lead your prospects to you. This is becoming vital since buyers are now coming into contact with sales reps having the buying process up to 90% complete. This requires sales reps to execute tactical campaigns to target buyers. This cannot be done without the help from marketing who need to craft and create these campaigns and provide the right content to the sales reps. This will include social networks specific campaign for LinkedIn, Twitter, and any other networks your buyers are on.
In order for modern sales people to successfully execute micro-marketing campaigns, it will require both sales people and marketing departments to step outside themselves and put themselves into the position of the buyer. This means go where they go online, and read what they read across the web. Where are they finding content? Which blogs, social channels, groups, and forums are they using to find content? Once both side understand the buyer journey pre-contact, successful campaigns can be developed to join the conversation and begin tactically interacting with future customers.
Help me coin this term, because it’s happening and needs to be defined.
Julio is a Forbe's top 30 social selling expert, was one of the pioneers in the social sales space. and currently acts as the VP of Marketing at social selling powerhouse platform rFactr. He created the social selling program at HootSuite before launching one fo the tops social selling training and strategy companies, NexLevel Sales. Julio published his first book called Sellarketing this year and speaks globally onbehalf of the Global Social Media Institute and holds Adjunct Professor roles in Digital Marketing at UBC and Sauder School of Business. Julio has been involved in social business heavily since about 2010 when using Twitter as a way to engage and train Microsoft Partners, further entrenched after pioneering social selling at HootSuite and since working with fortune 500s on implementing sales and marketing alignment strategies for social selling adoption.