The internet is baffling to sales and marketing because the tools don’t directly line up with the process.
Top marketing minds; (1) understand the message, (2) target an audience, and (3) design a campaign. Great sales people; (1) professionally locate a prospect, (2) categorize and follow up leads, and (3) close when the time’s right. Both of these finish with step (4) analyze and adjust for effectiveness.
The digital world is developing so fluidly, that tool names and categories aren’t established; much less a standardized system for how to use them (or where they fit daily tasks).
Traditional tools established the traditional sales cycle. The only sales and marketing choices were how much to invest in each tool to create the desired end result. Many of these tools still exist (and work if the industry is still around).
Traditional Tools: Trade Shows, Newspapers, Billboards, Business Cards, Newsletters, Flyers, Telemarketing, Display Booths, Phone Calls, Cold Calling, Junk Mail, TV & Radio Ads, Classifieds, Bulletin Boards, Yellow Pages, Storefront, and sometimes Referrals.
Digital tools can be used in any step of the sales and marketing process (and some require use in all the steps). Success of a campaign is based on the proper selection of which tools your target client is using, because they are the ones that you are trying to reach. The order with which these pieces are created is essential, but the process in which they are engaged (by the client) is largely unpredictable.
Digital Tools: Websites, Social Networks, Domains, Hosting, Directories, Social Media, Email, Text, SEO, SEM, PPC, Analytics, Forums, Groups, Blogging, Message Signatures, Response Forms, Landing Pages, Check-ins, Endorsements, Videos, Podcasts, Webinars, Cloud Backup, E-commerce, Keywords, and maybe someday Sales.