Marketing como forte aliado das vendas: Será que já se pode sentar na mesa dos crescidos?
Por: Ana Barros, CEO Martech Digital
Meio: Digitalks (18 de fevereiro 2022)
O marketing enquanto forte aliado – ou mesmo motor crucial – do departamento de vendas não é algo 100% novo. Na verdade, o marketing sempre ajudou a área comercial. A questão é que nunca foi considerado forte aliado, motor, ou sequer crucial. Dava “uma mãozinha”.
Mas como diz o velho ditado: “Mudam-se os tempos, mudam-se as vontades”, neste caso as vontades dos clientes do mundo digital que têm agora ao dispor uma bandeja bem recheada de fantásticos, e privilegiados, canais de comunicação que revelam em alguns cliques todos os benefícios (ou podres) de uma empresa.
O fosso que anteriormente existia entre as vendas e o marketing era suportado pela velha equação: vendas = clientes = dinheiro. Já o marketing era sinónimo de custo extra – ajudava a promover a marca e com isso, talvez, a atrair potenciais clientes. Mas nunca entrava de mãos dadas com as equipas de vendas.
Mas agora tem de entrar! Ou deve, se o objetivo for colocar a empresa, os produtos, ou serviços e os profissionais (incluindo os das vendas) na linha da frente das oportunidades de mercado.
O marketing é uma ferramenta de negócio, totalmente orientada para o crescimento e para os resultados, que tem um papel muito simples: promover a ação e encurtar o ciclo de vendas através da construção e comunicação da proposta de valor da marca. Sempre foi? Talvez. Mas na Era tecnológica as regras não são as mesmas.
Atualmente, seja em que mercado for, o cliente não procura primeiro o vendedor. Antes dele estão as redes sociais, os emails, as campanhas digitais e de comunicação, os eventos, os sites, os vídeos, os blogues, os e-books e demais conteúdos.
Está todo um mundo digital, gerido por ferramentas tecnológicas que são usadas por estratégias de marketing especificamente desenhadas para levar a marca “àquele” público-alvo, com a mensagem certa. No final, com o terreno já desbravado, a equipa de vendas encontra um cliente mais informado e confiante.
Então e quando a venda é concretizada? O papel do marketing continua crucial – fidelizar, transformar o comprador num defensor da marca, comunicar a proposta de valor da marca e o sucesso dos projetos, para então voltar a atrair e a criar leads. Tudo isto, através de todos os canais disponíveis. O ciclo nunca termina.
Cada ponto de contacto com a marca, ao longo do percurso do cliente, tem impacto na sua experiência e, consequentemente, nos resultados e sucesso dos negócios. As empresas que perceberem isto serão capazes de enfrentar mais facilmente muitas das barreiras do mercado global, nomeadamente a forte competitividade e o time-to-market.
Serão também aquelas que percebem as vantagens de colocar uma cadeira para o departamento de marketing nas reuniões estratégicas das empresas. É que para além de ser indiscutivelmente o braço direito das vendas, o marketing não “vende” apenas produtos e serviços, mas sim a empresa como um todo: as pessoas, as competências e a cultura.
Se os diferentes canais forem mal trabalhados, o que é que o cliente vai encontrar?
A lei já não é a dos mais fortes, mas sim a dos que mais apostam numa estratégia de ataque em todas as frentes.
Dicas de leitura
Link to Leaders - 3 fevereiro, 2022
Marketeer- 30 março, 2022
Meios & Publicidade - 29 setembro, 2021
Executive Digest - 29 setembro, 2021
26 thoughts on “Marketing como forte aliado das vendas: Será que já se pode sentar na mesa dos crescidos?”
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