Inbound Marketing 

 Content-driven lead generation generates 3x more leads than traditional outbound marketing and costs 62% less.

 47% of B2B buyers viewed 3–5 pieces of content  before contacting a sales representative.

This highlights the central role that content plays in the early stages of the buying process

 KPIs  of content marketing:

 ✓  Lead generation: 3–5% conversion rate for gated content
 ✓  Sales influence: 8 content interactions before purchase
 ✓  Customer loyalty: 20–30% higher renewal rate

Success Stories 

Aligning Sales and Marketing:

 ✓  32% annual revenue growth (Aberdeen Group)
 ✓  208% increase in marketing revenue (Wheelhouse Advisors)
 ✓  38% higher sales conversion rates (MarketingProfs)

 Account-based marketing

for high conversion rates and lead quality:

 ✓  Content hubs with industry-specific insights
 ✓  Custom videos and interactive presentations
 ✓  Role-based content journeys

A specialized sales team not only delivers results, but also ensures clear communication throughout the entire  Buyer Journey 

Collaboration between sales and marketing reduces friction and keeps business  moving forward 

 Sales Enablement

How marketing and sales work together to increase conversions:

 ✓  Appropriate content and tools
 ✓  Transparency of activities
 ✓  Account-based nurturing – partially automated

 Gated Content 
Best segmented by industry, company size, or customer phase:

 ✓  White papers & reports
 ✓  Webinar invitations
 ✓  Case studies
 ✓  Learning content for customers

 Webinar topics 

Attract engaged audiences:

 ✓   Product demos for professionals
 ✓  Expert panels on trends
 ✓  Training on pain points
 ✓  Technical training

 Organization of webinars


 ✓  Teasers on social media
 ✓  Corporate and external influencers
 ✓  Insights as guides or infographics
 ✓  Recordings in on-demand content hubs
 ✓  Additional content in follow-up emails
 ✓  Transcripts in the blog (SEO)

On average, it takes 18 calls to reach a buyer. Leads that are contacted within 5 minutes are 100 times more likely to be qualified.

Delays increase the risk of losing a warm lead by 90%

 5 mistakes in LeadGen

 ✓  Unclear goal definition
 ✓  Lack of target group analysis
 ✓  Weak content
 ✓  Inadequate tracking
 ✓  Lack of follow-up

Is a change in thinking necessary?

The turf wars between sales and marketing cost opportunities. Sales often criticizes the quality of the leads generated by marketing as “junk” when deals fail to materialize. Marketing is annoyed by the lack of appreciation and suspects that leads are not being handled properly.

Cooperation brings success!