By Jason Wong, Managing Director, MWI Asia
So what exactly is sales technology? It goes beyond just CRM software. I classify the term as any technology that aids the acceleration of sales. In the digital marketing world, this can mean anything from keyword research tools to productivity tools. Most importantly, technology in the past decade has opened up a new wave of social selling that has become one of the major parts of the business of digital marketing. Here are my insights on sales tech and digital marketing:
SALES IS SALES
With quickly changing and developing technology in the world, the digital marketing industry, among every other industry has been greatly affected. At the same time, something I have learned throughout my years in this industry is that the concept of sales has not changed and will seemingly never change. To put it simply, sales is sales. Though the channels of sales have changed greatly with tech, sales itself remains and always will be providing a valuable product or service to a specific consumer.
I would agree that sales technology has benefited our agency, MWI . At our agency, sales tech has undoubtedly enabled us to be more productive, take on more clients, and communicate more effectively with our team and clients. What sales tech does is it allows for saving time on tasks like research that used to take much longer and gives way to more interaction time with clients. Due in part to sales tech, we now have time for tailor-made proposals and more customization of our work for clients. The major takeaway is that while sales tech helps with efficiency, the core focus of digital marketing remains on content. At the end of the day, quality content drives sales and builds lasting relationships with brands.
The time saved due to sales tech ensures less time for maintenance and gives more time for optimizing the user and client experience. I use the example of SEO, which is one of MWI’s core services. SEO is one of the oldest digital products in the game, and for the past 20 years, the core of it has not changed. What we have seen sales tech do for SEO is give us more time within SEO to improve content. With the aid of different sales technologies, SEO has improved greatly. Research technologies and data analysis tools give better leads that we can tailor content for, which results in a longer-term relationship between the agency and the client.
Social selling has changed the most throughout my time in the industry. While digital products like SEO are still largely relevant and popular, the introduction of social media has drastically altered the digital marketing landscape. With the introduction of social media, comes many more sales channels. I would call social media platforms themselves sales tech. They are tools that aid sales, and as a digital marketing agency, it is our job to figure out how to best utilize that tool to aid our clients.