Marketing and sales, together forever. It’s not the most traditional love story, but these two critical parts of your organization are most likely finding that their jobs are intersecting more than ever before - and that they’re having to learn how to find harmony in a house divided. If your goal is to reach top decision makers and influencers, then your target audience is seeking relevant information and content, and they will have a strong desire to become informed and educated on what you have to offer. Valuable insight and strong personal connections and engagement will help you reach your tech customer in a more meaningful content perspective. And your marketing and sales teams are obviously critical to this process - but only if they can work together toward the common goal of leading the potential buyer along the purchase journey, ending in results (e.g. a sale!). Can these two become the perfect team and live happily ever after? Check out the infographic to find out!

1. Marketing automation, which has seen the fastest growth of any
CRM-related segment in the last 5 years.1
As tools for engagement evolve and tech companies seek to
better connect with their customers, the two worlds of marketing
and sales are coming together, whether they like it or not.
61%
61%
56%
57%
79%
50%
MARKETING + SALES: A LOVE STORY
Keeping marketing and sales in traditional “silos”
isn’t going to work anymore!
IN THE NEXT 3 TO 5 YEARS
Approximately 4 out of 5
companies will classify marketing
as a revenue driver.2
Marketing will increasingly be
seen less as a cost and more as
a source of revenue.2
When working alone, sales and marketing
have some serious challenges.
LinkedIn can better enable tech marketers to deliver high-quality
leads to their sales teams by engaging prospects anywhere online
with relevant ads and content.
If they can work together, they’ll be unstoppable!
63% of marketers say that
engagement is manifested in
customer renewals, retention
and repeat purchases.2
78% of marketers see
engagement occurring in the
middle or later stages of the
classic sales funnel.2
Customer Engagement:
The bond that strengthens the sales + marketing relationship.
MARKETING
Automation
SALES
How to find harmony in a house divided
An engaged customer keeps coming back —
engagement is defined most often in terms
of sales and repeat sales.2
They’re working toward the same goal, but coming from
entirely different directions.
of B2B organizations
verify valid business
leads before they are
passed to sales.4
of marketing leads never
convert to sales.4
of B2B organizations
identify “converting
qualified leads into
paying customers” as
a top priority.4
of B2B marketers say
their biggest lead
challenge is generating
high-quality leads.3
of B2B marketers’
lead gen budgets will
increase this year.3
of B2B marketers send
all leads directly to sales.4
Goal
happily ever after
WHAT’S ACCELERATING THIS UNION?
SALES MARKETING
1
Focus Research, http://www.hubspot.com/marketing-statistics | 2
The Economist Intelligence Unit, “The Rise of the Marketer Report” | 3
B2B Lead Generation Marketing Trends,
http://www.slideshare.net/hschulze/b2-b-lead-generation-report-2013 | 4
Marketing Sherpa, http://www.hubspot.com/marketing-statistics | 5
Forrester Research, http://www.hubspot.com/marketing-statistics
6
CSO Insights, http://www.hubspot.com/marketing-statistics | 7
HubSpot, http://www.hubspot.com/marketing-statistics | 8
LinkedIn for B2B Lead Generation infographic by Oktopost as shared by
business2community.com, Mar 2014
...and 29% believe the need
for that change is urgent.2
With this automation explosion, the process of selling is becoming far
more integrated, and the lines between marketing and sales are blurring —
making a happy marriage between the two more critical than ever.
80%
29%
In fact, more than 80% of marketing
executives say they need to
restructure marketing to better
support the business (e.g., sales)...
46%
75%
25%
9%
20%
201520162017
2018
2019
Did you know that 80% of
social media B2B leads come
from LinkedIn?8
Want to find out more about how LinkedIn can help
your sales and marketing team live happily ever after?
Visit http://lnkd.in/HappilyEverAfter
LinkedIn is unsurpassed in
B2B lead gen effectiveness.
46% of
marketers
with mature
lead
management
processes
have sales
teams that...
...follow up
on more than
75% of
marketing-
generated
leads.5
25% of
marketers
who adopt
mature lead
management
processes
report that
sales teams
contact
prospects
within one day.5
Companies
that excel
at lead
nurturing
have
9% more
sales reps
making
quota.6
Nurtured
leads
produce,
on average,
a 20%
increase in
sales
opportunities
versus
non-nurtured
leads.7
WITH LINKEDIN,
SALES AND MARKETING CAN NOW LIVE
80.33% 12.73% .21%6.73%