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Marketing strategy

Focus on how your customers are buying - rather than how you are trying to sell. This is what it takes to successfully set up an integrated revenue process between marketing and sales.

Within marketing strategy, we offer a wide range of tools that are needed to effectively manage your customers’ purchasing process; from the very first touch point all the way to a profitable long-term relationship.

This involves:

  • working with your organization in order to anchor the skills needed in your team,
  • adopting the needed strategic mind-set in order to leverage the process optimally,
  • creating the best possible tactical process for your organization,
  • choosing the right framework of tools and software needed,
  • working with your tactical marketing and sales teams to develop the right content production process,
  • the means of measuring the right key performance indicators (KPIs) and being able to optimize your process over time.


How can Nortal help with your marketing strategy?

Nortal will help you design a holistic B2B marketing and sales strategy for your specific organisation. We will create a lead-to-revenue process that will act as a framework for all of your combined marketing and sales efforts in order to become a “revenue generating machine”.

Not many companies can compete with our extensive experience of advising both large and small businesses in their efforts to streamline modern marketing and sales processes.

The pillars of marketing strategy

Integrated marketing and sales process

Creating a seamless marketing and sales process that is scalable and able to generate and measure revenue.

One of the key success factors of a modern, revenue generating marketing operation is to be able to integrate the output – in a meaningful way – with the sales department.

The most obvious key performance indicator of that meaningful output is “sales accepted leads” as definition (leads that the sales department have signed off on and accepted). According to Marketing Sherpa, a marketing research firm, even today, 80% of marketers fail to deliver such leads.

The ability to generate meaningful output between departments is sometimes hard. It will take effort and willingness to adapt current procedures, roles, responsibilities and competencies.

Nortal has the skills and necessary experience of how to handle this. This has very little to do with systems and KPIs, rather it is connected more to human behavior.

Content marketing strategy

Your content is the communicative fuel of your revenue generating marketing operation. Getting to know your visitors is the payment you get in return for your effort.

Buyers are looking for relevant content long before any sales reps of your organization get involved. When a need emerges on the buyers’ side, decision-makers and influencers start to gather information. They ask around in their networks and they search for information on the Internet that seems relevant. It very rarely starts with a search for a product or package solution from your company, but rather something more generic with no brand. A business case, an overview of a particular field, a study over potentially different ways to solve the same issue, etc.

As a supplier, you can meet your potential clients’ search behavior with relevant, informed content and help them understand what knowledge you have and what challenges you can help them solve. Working strategically with content requires knowledge about what potential customers are looking for.

Nortal has extensive experience in setting up content marketing strategies for companies, both large and small.

Customer journey mapping

A framework that maps out the stages of your customer’s lifecycle. It enables you to improve your customer's experience by helping you best understand how customers are interacting with you today and what areas to invest into to move forward.

With the changes that social media, mobile devices, and the web have brought to the buyer behavior, we must focus our efforts on trying to understand our customer’s experience from the outside, rather than the other way around – pushing a particular solution the way your organization might like to package it. Instead of having to guess how customers are motivated by looking at aggregated statistics, we should work towards uncovering exact moments in our customers journeys towards achieving their goals successfully.

In order to start building your customer journey maps, you must ask:

  • Which are your customer personas?
  • What are your customer’s purchase journey phases?
  • What are your customer’s goals?
  • What are your customer’s touch-points?
  • and more.

If you’re interested in building customer journey maps for your customers, don’t hesitate to contact us.

Key performance indicators for both marketing and sales

To succeed in the long term; marketing and sales must adapt modern key performance indicators (KPI’s) so that all departments work towards the same goal.

Instead of marketing working with their metrics (visitor counts, click-rate on ads, etc) and sales working with theirs (number of booked meetings, closed deals, etc), everyone must work together towards goals such as number of sales qualified leads, number of opportunities created, average value of opportunity sourced from a specific marketing channel, and all the way down to ROI on marketing investments.

The different KPIs that are agreed upon must represent different stages of the marketing and sales process towards sales. This way, they are relevant as part of the chain towards revenue. If a certain number of leads from marketing is translated into a certain number of sales opportunities and closed deals than marketing metrics can achieve the same accountability as sales quotas.

Request a meeting

Get in touch with an expert
Jonas Ander +46 70 849 4149