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Unlocking Business Growth: Digital Marketing Transformation

Executive Summary

In today's digital world, businesses must adapt and evolve to stay ahead of the competition. This consultative article explores the differences between digital transformation, digital marketing, and digital selling, highlighting the effectiveness of digital selling as the ultimate powerful strategy for generating new business.

Learn the ins and outs of these concepts and discover how to implement the best practices for your technology, SaaS, or professional service company.


Table of Contents

  1. Business Growth: Digital Transformation
  2. Business Exposure: Digital Marketing
  3. Business Engagement: Digital Selling
  4. Actionable Steps to Implement Digital Selling
  5. Key Takeaways
  6. Frequently Asked Questions
  7. Conclusion

1. Business Growth: Digital Transformation

Everyone wants business growth and digital transformation is expected to be the process to achieve it.  It is no longer a viable expectation that a sales team will simply 'pull-a-rabbit-out-of-the-hat' and flip your sales over-night.  At the heart of success must be a spectacular plan that is beyond easy to implement and must, I repeat must, be as low cost as it could ever be, not because you can't afford it, but because a business related transformation strategy must make logical and economic sense from the outset.

We all know that digital technology has integrated into all aspects of a business, fundamentally changing how it operates and is supposed to deliver value to customers. However, when it comes to the beginning of the process, the marketing and sales technologies and their respective strategies have cost B2B's billions, without the expected income.

There is a myth about a high percentage of digital transformation projects failing, however, I believe the basic problem is businesses are expectant of significant growth as a result of a digital transformation program, probably from the hype of project managers who have converted their activities in to a revenue expectation.  The alarm bell here is that these people have never sold anything in their lives (probably) and their hypothetical expectations are fiction. 

Our approach is somewhat different; we focus on generating revenue by first delivering upon the xpectations of your customers.  This will include a restructuring of digital marketing, leading to a new way for your salepeople to achieve their targets via digital selling.

2. Business Exposure: Digital Marketing

Starting with digital marketing, this is first contact, business exposure, without an effective program everything else fails.  Initially it encompasses a wide range of strategies and techniques to promote products or services using digital channels. These will include search engine optimisation (SEO) and the adoption of topical authority clusters, pay-per-click banner advertising (PPC) on LinkedIn, automated adverts posted on social media and email marketing to invite your total addressable market, possibly thousands, to watch, read or listen to your people.

This will also include automating processes, implementing new software, and optimising the customer experience. While digital transformation is essential for modern businesses, it is only one piece of the puzzle when it comes to generating new business. Although digital marketing can drive awareness and generate leads, it may not always translate to sales.

3. Business Engagement: Digital Selling

Digital selling, on the other hand, focuses on building relationships with prospects and customers through digital channels you're familiar with such as social media (LinkedIn), email, and various event.  But this is where we differ from most organisations.  Digital Selling is about selling!  and you can't sell to someone unless they're looking at you or watching you.  However, there is one enormous problem with current sales strategies, a whopping 80-90% of buyers refuse to fill out an email refgistration form to download a document.  Add to that, according to Gartner, 85% of buyers want to self-serve and self-educate before they're prepared to engage with a salesperson.  In simple terms it says they, we, all want to remain anonymous until we're ready and we won't be pushed.

That's why and where live streaming come's in to its own.  Live Streaming is a more targeted approach from a 'getting to know you' viewpoint, through to using personalised content and interactions to engage potential clients and close deals through online chat if that's how they want to engage with you.

Next up is B2B video;  using the same equipment as live streaming, your business is able to create a complete catalogue of video content for training, product presentations, interviews and case studies.

Now you have two new activities on your books, you can adapt these shows or video to audio and create podcasts to deliver the content to a different group of discerning listeners.  In addition, by starting a podcast, your team are able to set an program in motion that enables to broadcast a regular podcast show with the minimal of effort.

Last but not least is to ensure all your salepeople have the best video and audio facilities wherever they are engaging with your prospects and customers. This means ensuring they have decent cameras and microphones when they're on Zoom or Teams calls and that they're sufficiently trained to delver the best presentations as well as hosting podcasts with remote interviewees and being part of a live stream broadcast without a laptop camera looking up their noses.

You may have noticed I have not once mentioned webinars - I won't.  Don't do them as prospects don't like them, nor do you and nor do I.  By pivoting to digital selling, your business can effectively reach your total addressable market and boost profits unlike you have ever done before.

4. Actionable Steps to Implement Digital Selling

  1. Develop a strong online presence through SEO, get your content right, get it indexed and ranked and start delivering content your prospects want without forcing them to fill out a form.  They will contebt you when they're ready.
  2. Rsearch live streaming, video, and podcasts.  Get your salespeople to start looking at it and they will self-identify as possible show hosts
  3. Utilise Social 444 and other social media platforms to engage prospects at scale.
  4. Create captivating adverts and email campaigns.
  5. Incorporate ChatGPT and other AI tools to speed up content creation and content/web page analysis.
  6. Monitor performance with Goole Search Console, Google Analytics and Google Tag Manager.

5. Key Takeaways

  1. Digital transformation, digital marketing, and digital selling are interrelated but distinct concepts.
  2. Digital selling is a powerful strategy for generating new business.
  3. Personalised content and interactions are key to successful digital selling.
  4. Businesses should invest in digital selling tools and techniques.
  5. Continuous monitoring and optimisation are crucial for long-term success.

6. Frequently Asked Questions

Q: What is the main difference between digital marketing and digital selling?

A: Digital marketing focuses on promoting products or services, while digital selling aims to build relationships and close deals through personalised content and interactions.

Q: Can digital selling replace traditional sales methods?

A: While digital selling can enhance and complement traditional sales methods, it is not a one-size-fits-all solution. Each business should evaluate its unique needs and goals to determine the most effective sales approach.

Q: How can a business get started with digital selling?

A: A business can start by developing a strong online presence, leveraging social media platforms, creating personalised content, and utilising digital tools such as ChatGPT and live streaming.

Q: What role do visuals and images play in digital selling?

A: Visuals and images are crucial for grabbing the attention of prospects, conveying information effectively, and enhancing the overall user experience. Platforms like Mid Journey, Adobe Firefly, and Microsoft Designer can help businesses create compelling visuals.

Q: Can digital selling be effective for B2B businesses?

A: Yes, digital selling is particularly well-suited for B2B businesses, as it allows them to engage with their target audience, build relationships, and demonstrate their expertise through personalised content and interactions.

7. Conclusion

In conclusion, digital selling is a powerful and effective strategy for technology, SaaS, and professional services companies looking to generate new business. By understanding the differences between digital transformation, digital marketing, and digital selling, and implementing best practices, businesses can leverage digital channels to build relationships, engage prospects, and ultimately, close deals. Don't miss out on the opportunity to fast-track your business growth - watch our videos and live streams to learn more. 

I hope you feel comfortable enough to feel you can contact me without thinking I'm going to go in for the close or something like that.  I want to help you implement the whole digital selling transformation process to help you increase revenue.  BTW, the averge turnover per person per annum in the UK is approx. £100-120,000.  I want to help you double or quadrule that, and all it takes is some planning.  You've got the staff and the kit costs pennies in comparison to all the py-per-click you've paid over the years.

Let's talk soon.

Go to our Digital Selling pages to see how you can change the way you work and scale up your business.

22 April 2024

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Author

The author and founder of salesXchange, Nigel Maine is a B2B marketing and sales expert with a proven track record in scaling up growth for Technology, SaaS, and Professional Services organisations. With 30 years hands-on experience and unique approach, Nigel has developed an effective strategy that dramatically increases exposure and profitability for B2B organizations.

Nigel has founded multiple start-ups, is a published author, public speaker and hosts both a podcast and business live streaming show, broadcast on LinkedIn Live, YouTube & Facebook. He also has extensive knowledge of MarTech software, creative hardware and software, and A.I. prompting tools.  Contact: 0800 970 9751 or email This email address is being protected from spambots. You need JavaScript enabled to view it.