Traditional sales processes that work a cold lead through a buyer journey defined by a HR tech businesses is fading fast. Prospects want to self-educate and be in control of their buying process and timeline. However, that doesn’t diminish the importance of the sales role and closing deals. But how and when you engage with buyers is a whole new ballgame.

Collaboration and regular communication with sales on how demand generation marketing meets buyers on their timeline is key. Find out how to work with your sales team to identify opportunities to engage—near the end of the journey. Listen to this episode to hear about why creating synergies between marketing and sales can help you win more deals and build critical rapport.

01:02 The changing buyer landscape means marketing plays a bigger role in the purchase decision
01:17 Helping your sales team shift how and when they engage with buyers
02:51 How marketing can help support self-service buying behaviors
04:20 Why good content is so important
06:09 HR tech buyers are engaging with a sales rep much later in the decision process
13:36 How to build trust and connect with prospects
16:49 Creating a sales process that offers a better experience for HR tech prospects
18:03 Why sales and marketing alignment is critical in meeting prospects in a self-service journey
25:13 Help the sales team better understand how to effectively use marketing content

The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com.