We all agree that 2020 was a year of big changes. Due to the Covid-19 pandemic, we have witnessed throughout this year, and continue to see, one of the biggest (if not the biggest) macroeconomic shocks that companies have faced in their entire history.
And while some business models have managed to reinvent themselves and even grow in this scenario of adversity, many others are still just trying to survive.
What seems to have been the common denominator was that they were all forced to accelerate their digital transition processes. Many businesses moved their entire operation, customer experience and go-to-market strategy to digital, some of them for the very first time.
Therefore, it seems indisputable that even if the sanitary crisis will improve in the coming months - due to the beginning of the population's vaccination - there are trends that are here to stay. And the digitization of marketing, sales, and customer service activities is one of them!
The digital transformation is no longer just a buzzword and the adoption of new strategies and technologies that support them will allow organizations to continue to adapt, compete and grow in 2021.
So let's talk about these two keypoints: the digital strategy and the importance of integrated marketing and sales technology.
We believe that inbound marketing methodology is the best way to align all marketing tactics and channels with your business development. Inbound marketing allows your organization to grow through the use of tactics that optimize the entire revenue funnel and the construction of meaningful relationships with your customers.
This digital marketing methodology is based on the engagement (non-intrusive) of the consumer throughout his buying journey, from the moment he is only interested in knowing your product/service until the moment he becomes an effective customer and even a promoter of your business.
This buying journey begins by being affected and nurtured by marketing, but then it also involves the areas of sales and customer service.
That's why the technology is so important: having at your disposal an integrated digital platform that allows you to do all this customer management (from marketing campaigns, through commercial processes, to support/service interactions), streamlines and improves your relationship with him, while making all these efforts more efficient. This is what we will see next.
Marketing Technology, Sales & Customer Service
In fact, to support the digital transformation of marketing, sales and customer service operations it is essential to use integrated platforms (such as HubSpot, for example).
Think about this: if in the past it was so important to have all the information of a customer hosted in a single software (marketing emails sent, history of interaction with your website or other channels, sales communications, proposals submitted, support requests, etc.), imagine now that your teams may not be physically together and may have more difficulty in accessing this data if they aren't easily accessible to everyone.
This crucial alignment between marketing and sales must necessarily go through the effective use of technology. If both teams support their activities on an integrated digital platform that gives them visibility into those same tasks, this will not only increase their efficiency and productivity but ultimately support a more valuable relationship with customers.
In short, and although we live in times of some uncertainty, inbound marketing and technology are our safe bets to contribute to the growth of your company in 2021.
If you want to know more about each of them and how we think they can enhance your particular business, we will be happy to help you!