June 07, 2021 | B2B Marketing

The advent of the internet has completely changed the face of sales and marketing. Traditional methods of billboards and magazine ads are not as effective as they once were. That’s because consumer needs and expectations have evolved. Rather than having products presented to them, shoppers now take a proactive approach to finding solutions to their problems. With countless information available at their fingertips, people conduct their own research and determine what products and services best meet their needs.

Today’s sales and marketing teams must keep abreast of current techniques to ensure they’re delivering the right content to the right people at the right time. Modernize your digital marketing approach and stay attuned to today’s effective sales and marketing techniques. Invest in helpful resources like contemporary books on sales and books on marketing to improve your sales growth and lead generation.

What Does it Mean to Modernize Sales and Marketing?

Modernizing sales and marketing is more than updating a few initiatives and hoping for positive results. It takes careful strategy and planning, and most important, an organized model that outlines a clear path for improvement. This model defines a series of capabilities to deliver impactful messaging and enablers that determine how to achieve such goals.

Modern Marketing Model showing capabilities and enablers

In the past, sales and marketing worked together to deliver a campaign designed to appeal to the masses. Today, people want customized messaging that speaks to their unique needs. As a result, teams must consistently create large amounts of content created from consumer data to deliver relevant information that resonates with their audience.

To succeed in today’s markets, sales and marketing professionals must shift their approach and their mindset. Only then can they move past the rut of using the tactics of familiarity and truly begin to modernize their capabilities.

3 Mindset Shifts for Modern Marketing and Sales

Before you can begin to implement change for a modern approach, you must first adjust your mindset. Here are three mindset shifts that are essential to developing customer lifecycle marketing and building demand generation.

1. Collaborative Mindset

For sales growth and the best lead generation, sales and marketing teams must collaborate with other areas within the company. When departments work together, they adopt a common language, align their goals, and easily communicate what they need to help attract customers and close sales. Collaboration is key to creating custom content that consumers find valuable.

2. Customer-Focused Mindset

For today’s consumers, personalized messaging helps set you apart from the competition. Keeping your customer’s pain points at the forefront is essential to success. Study analytics to learn all you can about your audience. Demographics, purchase behavior, and the customer journey offers invaluable insights to creating a campaign that yields results. Segment your audience and create personas to identify your ideal customer. Then, use that information to develop targeted campaigns that build trust and customer loyalty.

3. Accountability Mindset

Developing an effective sales and marketing approach takes an investment of time, money, and resources. ROI should be a determining factor when it comes to purchasing decisions across all channels. If a campaign isn’t working, teams must be held accountable and be willing to adjust or eliminate investments that aren’t delivering value. This attention to financial detail will help sales and marketing teams serve as a growth driver for the company.

5 Insightful Books on Sales and Books on Marketing

Modern sales and marketing professionals can hone their craft and update their approach by exploring numerous blogs, articles, and online sources with tips to meet today’s industry standards. These five books on sales and books on marketing can provide some helpful insight in developing a contemporary approach for business success.

1. Hacking Marketing by Scott Brinkner

Hacking Marketing compares today’s sales and marketing with the software industry. The world is going digital, and modern sales and marketing professionals must adapt to feedback and manage customer experience opportunities quickly and efficiently. This book teaches you how to overcome the challenges of digital marketing through practical software frameworks that scale marketing in a continually evolving environment.

Hacking Marketing reveals how to:

  • Respond quickly without experiencing burnout.
  • Develop ever-changing campaigns that resonate.
  • Reduce risk and drive sales growth.
  • Scale your campaigns to adapt to change.
  • Build a strategy that enables you to take advantage of opportunities.

After reading this book, you’ll understand how to forge sales and marketing techniques that parallel the world of software innovation.

Book cover of Marketing Rebellion by Mark W. Shaefer

2. Marketing Rebellion: The Most Human Company Wins by Mark W. Schaefer

Navigate the confusing and often overwhelming waters of consumer trends, digital marketing, and continual technological advancements with Marketing Rebellion. This book provides a helpful framework to reimagine marketing in a world driven by hyper-empowered consumers.

In this book, you’ll learn:

  • How consumer trends are the expected result of a 100-year-old revolution.
  • The importance of human impressions.
  • How to reinvigorate customer loyalty.
  • Ways to change the course of your business.

Marketing Rebellion uses case studies and research to develop a system that challenges your view of sales and marketing. It also serves as a guide to help you generate business growth.

3. Purple Cow: Transform Your Business by Being Remarkable by Seth Godin

The golden age of advertising has come and gone. Promotion, publicity, and pricing are no longer enough to attract a following and close sales. Now you must find ways to set yourself apart from the competition. Purple Cow is a timeless book that challenges you to add something phenomenal into everything you do to make people take notice. You can be outstanding, or you can become invisible. The choice is yours.

4. To Sell is Human: The Surprising Truth About Moving Others by Daniel H. Pink

In To Sell is Human, author Daniel Pink breaks down common stereotypes about sales and marketing. He points out that — in one way or another —  we are all in the business of moving others. Through social science research and insights, Pink teaches how to move people to act, explains how extroverts may be working against a sale, and reveals modern yet counterintuitive sales techniques that yield results.

5. 500 Social Media Marketing Tips by Andrew Macarthy

Social networking has become a powerful sales tool for digital marketers. In fact, 78% of salespeople who participate in social selling are outperforming those who aren’t. In 500 Social Media Marketing Tips, Macarthy provides helpful insights, tips, and tricks to develop effective strategies that engage customers and drive sales. Build meaningful relationships with your prospects, solidify brand identity, and gain a broader following. This book can teach you how.

Beyond Books: Adopt a Modern Approach to Sales and Marketing

Televerde is an international sales and marketing services company that helps to develop effective strategies that earn you qualified leads and closed sales. Let us help you change your mindset and meet the needs of today’s consumers.

Want more resources? The Televerde Resources and Events Hub is chock full of webinars and tools to help you maximize your sales and marketing approach.

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