I first heard the term Smarketing a few years ago and I hoped it didn’t stick.
Apparently it did.
Smarketing is supposed to be the combination of sales and marketing, but in a holistic, artistic sense, you can never have marketing in isolation from sales.
The Art of Marketing is about building a relationship.
Marketing focuses on getting a potential customer to interact with your brand, with your product, with your service. This means that marketing looks at the general trends in buyer behaviors, the processes by which companies build brand identity in the public’s mind, how we gain exposure, and other aspects covering the entire range of delivering a product or service to market.
Sales is the process by which you perform the final steps of marketing, before you begin the cycle over again.
Sales: a linear part of the Marketing cycle.
Marketing looks at the entire process of curating customers and turning them into brand advocates, whereas sales looks at the specific process to help a customer make a decision to purchase. Because of that, sales is a linear process involving the approach, the qualification, presentation and answering objections, and finally the close.
Marketing is, according to the Inbound Methodology, the process where you attract, convert, close, and delight customers. What this looks like in real life is your marketing is constantly building on previous contacts: preparing leads for a sale, preparing previous customers for an upsell, and better serving current customers.
Marketing and Sales
When you do your marketing, you need to think about your sales process. Just getting information, advertisements, and product out to market does not do anything for your business if you do not perform that crucial third step of the marketing cycle.
When you close clients, they make a decision to buy from you, to purchase from you, to trust you.
This is a key moment, and the marketing artist understands and incorporates service-minded sales in their marketing processes.
How do you use sales in your marketing?