Diving Deep Into Marketing for Restaurants (My Takeaways)

I’m fortunate to live in a city that has a thriving restaurant scene (it’s most known for its barbecue and Tex-Mex, if that gives you any hint). And while I don’t consider myself a food connoisseur by any means, I was a food journalist in a past life, so I continue to stay on top of the latest stories and trends surrounding the restaurant industry.

To do this, I follow a lot of restaurants on social media. I also subscribe to their newsletters, attend their special events, enter their giveaways, and sign up for their rewards programs.

And because my marketing brain never shuts off, I can’t help but be curious about these restaurant marketing strategies. How well do they work? Which channels do these restaurants perform best on? How do established restaurants maintain interest after the grand opening buzz wears down?

To figure out the answers to these questions, I’m digging deep into restaurant marketing ideas, strategies, and real-life campaigns.

Restaurant Marketing Strategies That Work

I wanted to get more insight into the world of restaurant marketing, so I spoke with Rachel Ayotte, the founder and CEO of Bread and Butter, a communications agency that works with hospitality clients.

Why do restaurants of all sizes need a marketing strategy? What does an effective campaign look like these days?

“In New York City alone, there are over 25,000 restaurants, which would take the average person 22 years to try,” shares Ayotte.

She adds, “With a huge inventory of options and a relatively short time to succeed, people must know your restaurant not only exists but is also someplace they want to go.”

This is why having a restaurant marketing strategy is essential.

If you want to stand out online and bring more people into your restaurant, here are examples of successful restaurant marketing strategies and campaigns to take inspiration from.

Customer-First Content

An essential restaurant marketing strategy is to focus on your customers. This applies not only to the way you market your restaurant but also to the menu items and products you create.

One creative example of this is Chipotle’s limited edition Napkin Holder, which is inspired by its customers.

Image Source

Here’s the backstory: It’s common for Chipotle customers to grab a stack of napkins to store in their cars on their way out of the restaurant.

Instead of reprimanding its customers for stocking up on napkins, Chipotle created an opportunity for increased brand loyalty by creating a branded car napkin holder.

Image Source

As a bonus, the campaign launched around the holidays, making it a perfect gifting opportunity. Each napkin holder also came with a gift card for a free entree to encourage customers to visit a restaurant to “restock” their napkin supply.

Chipotle’s limited edition Napkin Holder was not only an excellent customer-inspired product, but the campaign was also a perfect example of social listening in action.

By paying attention to their customers’ behaviors and what they’re sharing online about the restaurant, Chipotle was able to create a viral moment out of it.

Chipotle’s goal on social is to “meet [their] fans where they are,” according to Candice Beck, the restaurant’s director of social, influencers, and Web3, and this campaign completely aligns with that strategy.

To employ this strategy, get to know your customers on a deep level. Immerse yourself in the platforms they spend their time on, whether that’s Instagram or TikTok, and make note of their interests, behaviors, and goals.

Nostalgic Marketing

To this day, I can’t hear the words “baby back ribs” and not think of Chili’s. That’s because I, like many millennials, grew up hearing the iconic “I want my baby back ribs” jingle on TV and the radio.

Chili’s has tapped into its Y2K past and created several nostalgic marketing campaigns this year to target its now-adult millennial audience.

The campaigns include a commercial that brought back the restaurant’s famous jingle, now sung by Boyz II Men (another pop culture fixture of the 90s and 2000s).

Using nostalgia in marketing has been a popular strategy in recent years as many businesses’ target audiences are growing up. If you’re an established restaurant, don’t be afraid to rehash the past.

This could mean bringing back an old menu item, selling merchandise with retro branding, or even sharing flashbacks from throughout your restaurant’s history.

Nostalgic marketing works not only because it taps into people’s memories and emotions but also because it serves as a reminder of how long you’ve been around.

Social-Driven Content

In my experience, restaurants that prioritize social media in their marketing strategy tend to generate a lot of online buzz.

An example of a restaurant that creates social-driven content is Austin-based El Arroyo. Even though El Arroyo is a Mexican restaurant, you won’t find any pictures of food on its Instagram.

With almost 700K followers, the restaurant is instead known for its real-life marquee sign that displays cheeky jokes and thoughts, often submitted by fans.

The account shares a picture of its sign with a new message every day on Instagram.

Image Source

El Arroyo has built a large following around its daily sign, giving its audience something to look forward to seeing — and sharing — every day.

The restaurant also uses its sign to tie in current events or make major announcements. For example, when the hit Netflix show, Queer Eye, was filming in Austin, El Arroyo partnered with the cast to generate buzz.

Image Source

If you want to use social media to drive traffic to your restaurant, create something shareable. This could be a mural or a sign that people want to take pictures of or a unique menu item that would stand out in the feed.

Signature Brand

When I think of a restaurant with a signature, distinct, and memorable brand, the first place that comes to mind is Taquero Mucho.

Image Source

The Austin-based restaurant is known for using the color pink in everything — from its decor to its margaritas — even the tortillas are pink.

Image Source

Pink is splashed across its brand imagery, making it unmissable online and in social media feeds. The color pink often evokes a feeling of playfulness, optimism, and femininity, which are all words I’d use to describe Taquero Mucho.

Creating a strong brand is a great way to make your restaurant memorable, as a signature brand essentially markets your restaurant for you.

Brand Partnerships

“One of our favorite and most effective marketing ideas for restaurants to maximize awareness is a partnership with a like-minded brand to tap into their audience,” shares Ayotte.

Ayotte says this is a low-lift way to draw on what you already have — a great restaurant and a great menu. You can “leverage that through another brand that shares a similar ethos and has access to customers the restaurant might not,” she notes

An example of a successful partnership Ayotte’s team developed and executed was between the dessert brand, Lady M Confections, Netflix, and Pearl Studio in advance of the release of the highly anticipated musical Over the Moon.

Image Source

To celebrate the release, Lady M created a mooncake lantern. Once the partnership was ready to be announced, Ayotte’s team reached out to media and influencers to share the news, as well as samples of the mooncake lanterns.

“The partnership was a resounding success,” Ayotte recalls. “It [resulted] in a huge bump in sales for Lady M [and generated] over 1.7 million impressions and 19,804 total social engagements.”

10 Restaurant Marketing Ideas for 2024

Based on the strategies above, along with more insight from Rachel Ayotte and my personal encounters with restaurant marketing that works, here are ten restaurant marketing ideas and best practices to try this year and beyond.

1. Build a simple yet effective website.

Whether I’m searching for a restaurant near me on Google or I’ve discovered a new place through Instagram, my next step is always to check out the restaurant’s website. Having a website for your restaurant is a necessity.

“Even if a restaurant has the best service and best food in the world, guests need a way to find out information and connect in some way,” states Ayotte. “In our experience designing websites for restaurants, we emphasize the need for regularly updated, user-friendly formats that make it easy for guests to see the menu, hours, location, and how to make a reservation.”

Image Source

What we like: The good news is you don’t need to have website development skills to build an effective website. “Restaurants don’t need a hugely complex website to be successful,” says Ayotte. “A website can be relatively simple if designed well.”

2. Manage and update your Google Business Profile.

In addition to their website, another thing I immediately take a look at when searching for restaurants is their Google Business Profile.

Your Google Business Profile is the profile that pops up on the right side of the screen when someone searches for your business. This snapshot of your business creates a first impression to searchers who want to see what type of food to expect and what the atmosphere is like.

It also displays information they’re most likely looking for right away, such as hours, location, and reviews.

It’s important to keep your profile updated so customers have the most accurate and up-to-date information. Restaurants that actively maintain this information get 89% more calls, website visits, and direction requests, and 79% more reviews, according to data from Mobile.io.

Here’s an example of a Google Business Profile for a local pizza restaurant here in Austin called Via 313:

Image Source

The profile includes the restaurant’s essential information such as location, hours, and phone number. But it also includes things that can help diners make their decision, like the menu, service options, reviews, and plenty of photos.

Pro tip: You can add your own photos to your profile if you don’t want it to solely feature images from customer reviews.

3. Track online reviews.

“People love to broadcast negative experiences and reviews,” Ayotte states. “This can haunt a restaurant for years.”

While you can’t control what people write in their reviews, you can choose how you respond. Take the time to read and respond to both positive and negative reviews.

Here’s another example from Via 313, the pizza shop I mentioned above. The restaurant takes the time to thoughtfully respond to every customer review on Google, even acknowledging their feedback when customers share it.

Best for: Tracking your restaurant’s online reviews isn’t only so you can stay on top of negative reviews. You can also use customer feedback to improve your restaurant service, get inspiration for new dishes, or collect positive reviews as social proof on your website and social media posts.

4. Share UGC (user-generated content).

For me, seeing posts created by other accounts and customers helps convince me to try a restaurant. This is called user-generated content, or UGC.

UGC establishes social proof, which is the concept that customers are influenced by other customers’ experiences, behavior, and recommendations.

For example, the Reel below was created by a food influencer sharing their experience at the New Orleans-based restaurant Willa Jean (which, by the way, I can confirm is a great brunch spot in the city!).

The restaurant shared the video on its own page to amplify the influencer’s positive recommendation.

Image Source

What we like: Not only does UGC provide social proof for your restaurant, but it also gives you plenty of content to share, so you never run out of things to post.

5. Join a reservation platform.

If you want to get customers in the door, you have to make it easy for them to come. This often means meeting them where they are, which, in the case of upscale dining, is on the reservation platforms.

Reservation platforms like Resy or Tock are great channels for restaurants to increase their discoverability and get in front of new customers.

On the customer side, these platforms are convenient. Booking platforms often curate restaurants for customers, organizing them into categories such as “Top Rated” or “Best Brunches” so people can navigate their options better.

Resy, for instance, even has a category called “Book Tonight” that displays openings for last-minute reservations.

Image Source

Pro tip: If you offer reservations or group dining, make it easy for your customers to book a table by adding a reservation page or plugin on your website.

6. Engage customers directly with email marketing.

In 2023, I had one of my most memorable dining experiences at Bar Marilou in New Orleans. From the library-inspired interior design to the mouth-watering bites and flavorful drinks, the experience has stuck with me for nearly a year.

So, of course, anytime I see the name “Bar Marilou” pop up in my inbox, I immediately open the email just to be reminded of my magical experience.

Image Source

This is the power of email marketing. When done right, emails can be used to increase customer loyalty and serve as a reminder of your story, your menu, or your events. Email is a way to reach your customers directly, whereas social media posts can get lost in a sea of content.

Bar Marilou only sends out emails once a month (sometimes less) to share upcoming events or updates. This cadence is enough for me since I don’t even live in the same city and can’t easily drop in whenever I want.

However, if you have enough data on your customers, you could send more personalized emails depending on their locations, demographic, and dining history with you. For instance, if you know your customers’ birthdays, you can send them rewards to redeem on their special days.

Best for: If you want to communicate important information or share upcoming events with your customers, email marketing can be a more direct channel than social media.

7. Create shareable moments.

Shareable content is key to succeeding on social media. When you create content that attracts and resonates with people, they’re more likely to share it and help you increase your restaurant’s online reach.

There are a few ways to create moments or content that people want to share. One way is to make your dishes Instagram-worthy so customers are compelled to take pictures and share them.

Here’s another example from the pink restaurant, Taquero Mucho, I mentioned earlier. The restaurant creates a fun new drink every month and shares it on Instagram. This one aligned with the Barbie movie that premiered last summer.

Image Source

Another way is to design your restaurant in a way that’s share-worthy by creating an Instagrammable spot inside or outside of your space, like a mural.

8. Start a loyalty or rewards program.

Everyone loves free stuff. A rewards program can be a fun way to encourage customers to become frequent visitors to earn free food and drinks.

McDonald’s offers a great example of how to execute a rewards program. To encourage people to use its app, McDonald’s offers customers free large fries when they make a purchase.

The more orders you make in the app, the more points you get and can use towards future orders.

Image Source

But you don’t need to have a fancy app or be a large restaurant chain like McDonald’s to start a loyalty program.

My local coffee shop, Sorrento’s Coffee, offers a rewards program that’s set up through its POS system, Square.

Every time you buy a drink, you get points. 140 points get you one free drink. (Which reminds me — looks like I have a free coffee or two waiting for me!).

Best for: Loyalty programs are meant to reward frequent customers. In my experience, the rewards programs I’ve been most likely to participate in are places that I already frequent.

These programs work great with coffee shops or lunch spots in a busy office area — anywhere where you’re likely to see the same customers on a regular basis.

9. Create branded merchandise.

Creating physical products or branded merchandise is a great way to let your customers do your marketing for you.

Like the Chipotle campaign I shared above, branded merchandise is a great marketing idea for restaurants with a loyal customer base. The key to creating branded merchandise is to create a product that not only reflects your brand but is also something your customers would enjoy.

For example, El Arroyo, the restaurant with the famous marquee sign, also offers a full line of merchandise that’s synonymous with its sign. The cheeky nature of the sign lends itself well to other gift-type items like doormats, coasters, and playing cards, like the products below.

Image Source

What we like: Branded merchandise is a great way to encourage customers to promote your brand for you and increase word-of-mouth.

10. Partner with similar brands.

As Ayotte mentioned earlier when talking about restaurant marketing strategies, brand partnerships are an effective way to amplify your brand by getting it in front of new audiences.

To get the most out of your brand partnership, partner with a brand that has a different yet like-minded audience. It doesn’t even need to be another restaurant or food brand. The goal is to be introduced to a new audience that would benefit from or enjoy your product.

For instance, if you’re a small local restaurant that just opened on your town’s main street, you could partner with other small businesses on the block for an in-person event or a social media giveaway.

Pro tip: Brand partnerships should be mutually beneficial. Consider what the other party will receive in return for partnering with you when you make your pitch.

What I Learned About Restaurant Marketing

The biggest thing I’ve learned from digging into different restaurant campaigns and strategies is that there’s a ton of room to be creative with restaurant marketing.

There’s no right or wrong way. Restaurants can incorporate trends in their social posts or stick to publishing high-quality images of their dishes. They can try to get in front of new audiences by partnering with similar brands, or they can build loyalty with current customers through email marketing.

The essential thing your restaurant needs to succeed is a website with the following key information:

Menu
Hours
Location
Phone number
Email
Reservations (if applicable)

The best restaurant marketing strategy is to understand your brand and your customers. From there, you can experiment with different online and in-person channels to execute your vision and bring more people into your restaurant for years to come.

How to Use the COUNTIF Function in Excel

Excel can do more than just simple math. That’s thanks to its bevy of built-in functions and min-formulas that simplify the creation of more complex formulas.

In my decade-long experience with Excel, I’ve found that one of the more useful functions is the COUNTIF function.

You can use COUNTIF to count the number of cells that contain a specific value or range of values. It’s easier to use COUNTIF than to manually count yourself.

How to Use the COUNTIF Function in Excel

The COUNTIF function in Excel counts the number of cells in a range that meet the given criteria. It doesn’t total the cells; it simply counts them. I’ve found it useful for counting cells that contain a specific value or range of values.

For example, let’s say you have a spreadsheet that contains customer contact information, including street addresses and ZIP codes. You can easily use the COUNTIF function to count how many customers live in a given ZIP code — and you don’t even have to sort the addresses by ZIP code to do it.

Let’s work through the process step-by-step.

1. =COUNTIF()

Begin by entering the following into the cell where you want to place the answer:

=COUNTIF()

For this example, we’ll use a grocery list that I’ve written. The different items I want to buy are sorted by type, like vegetables and fruit.

2. Define a range of cells.

For the COUNTIF function to work, you have to enter two arguments between the parentheses — the range of cells you’re looking at and the criteria you want to match.

Place your cursor within the parentheses and either manually enter the range of cells (e.g., D1:D20) or use your mouse to highlight the range of cells in your spreadsheet.

Assuming your ZIP code values are in column D from row 1 to row 20, the function should now look like this:

=COUNTIF(A2:A35)

3. Add a comma.

Next, type a comma after the range, like this:

=COUNTIF(A2:A35,)

4. Define your search criteria.

You now need to enter the criteria or value that you want to count after the comma, surrounded by quotation marks.

In our example, let’s say you’re looking to see how many vegetables are on your list. In this instance, the criteria you’re counting is Vegetable, and your function should now look like this:

=COUNTIF(A2:A35, Vegetable)

Note that your criteria can be a number (“10”), text (“Los Angeles”), or another cell (C3). However, if you reference another cell, you don’t surround it with quotation marks. Criteria are not case-sensitive, so you could enter “Red,” “red,” or “RED” and get the same results.

5. Activate the function.

Press Enter, and the function activates, returning the number of cells that match your argument.

Tips for Using the COUNTIF Function

Many users, myself included, have discovered that you can use the COUNTIF function in many different ways besides counting specific values. Here are three tips I recommend for extending the use of the COUNTIF function.

Use wildcard characters for partial matches.

You don’t have to reference a specific value or criteria. If you only know part of the value you want to count, you can use the * wildcard character to match any value in that part of the value.

For example, let’s say you have a list of addresses. If you want to match all ZIP codes that start with the numbers 46 (such as 46032, 46033, and 46450), you would enter 46 followed by the * wildcard, like this:

=COUNTIF(D1:D20,46*)

You can use the wildcard character at either the beginning or the end of the value string. For example, to count all cells that end with the letters “polis,” enter the following:

=COUNTIF(D1:D20,*polis)

This will count cells that contain the cities of Indianapolis and Minneapolis.

Count values that are greater than or less than a number.

If you’re working with numbers, you may want to count cells with values greater than or less than a given value. You do this by using the mathematical greater than (>) and less than (<) signs.

To count all cells that have a value greater than a given number, such as 10, enter this:

=COUNTIF(D1:D20,>10)

To count cells that are greater than or equal to a number, enter this:

=COUNTIF(D!:D20>=10)

To count all cells that have a value less than a given number, enter this:

=COUNTIF(D1:D20<10)

To count cells that have a value less than or equal to a given number, enter this:

=COUNTIF(D1:D20<=10)

You can even count cells with a value not equal to a specific number. For example, to count cells that are not equal to the number 10, enter this:

=COUNTIF(D1:D20<>10)

In all these instances, remember that the criteria, including the less than, greater than, and equal signs, must be enclosed within quotation marks.

Count one value OR another.

The COUNTIF function can also be used to count multiple criteria—that is, cells that contain one value or another.

For example, you might want to count customers who live in either Los Angeles or San Diego. You do this by using two COUNTIF functions with a + between them, like this:

=COUNTIF(D1:D20,Los Angeles)+COUNTIF(D1:D20,San Diego)

To add even more values, enter another + and COUNTIF function.

If you want to get even more out of Excel, check out our article on how to use Excel like a pro. You’ll find 29 powerful tips, tricks, and shortcuts that will make Excel even easier to use.

Getting Started

If you’re looking to count the number of items that match specific criteria, the COUNTIF function is the way to go. You could just sort on that column and manually count the entries, but using COUNTIF is a whole lot easier.

Now, try it out and save yourself some time.

How to Create Strong Sales and Marketing Alignment in 2024, According to LinkedIn’s Global Product Marketing Leader

Welcome to HubSpot’s Expert Edge Series, where we interview top execs at major brands to explore their perspectives on the latest trends, challenges, and opportunities shaping the industry.

Puppies and the park.

Beach days and ice cream.

Some things just obviously go together — but what if I put sales and marketing together in that list? Would you still think they worked better as a pair?

More than likely, you haven’t quite considered your sales and marketing to be the “peanut butter and jelly” of your company. But sales and marketing alignment is more critical than you think.

As LinkedIn’s Global Product Marketing Leader Taina Palombo-Price puts it, “The work that marketing does sets up the sales organization to do the part of the job that is theirs. You can’t do one without the other.”

Here, let’s explore tips from Palombo-Price to cultivate stronger sales and marketing alignment for your organization in 2024.

But first – Why does sales and marketing alignment matter, anyway?

Simply put, sales and marketing alignment matters because, while it might seem like they are two separate organizations focusing on separate goals, both teams fall under one go-to-market motion for your business.

“You’re still one team, even if you’re under two leaders, because you’re marching towards the same goal — or you should be,” Taina Palombo-Price told me.

Nowadays, buyers expect a cohesive, seamless buyer experience — which is an impossible feat if your sales and marketing teams aren’t aligned.

Plus, having strong sales and marketing alignment is critical for your business’ bottom line. In fact, sales professionals who say they are aligned with their marketing team are 106% more likely to say they are performing better than their sales goals this year.

But cultivating sales and marketing alignment — or creating a stronger, more cohesive process in 2024 — can be difficult to achieve. Let’s jump into some tips from Palombo-Price now.

How to Create Strong Sales and Marketing Alignment, According to LinkedIn’s Global Product Marketing Leader

1. Create goals that your sales and marketing teams can share.

Oftentimes, marketing teams are goaled on top-of-the-funnel metrics like traffic, leads, or brand awareness. But their job typically ends once they’ve created a net-new contact or lead for sales.

Sales, on the other hand, is goaled on closing deals and driving revenue.

This separation of goals, Palombo-Price told me, is oftentimes one of the biggest barriers to successful alignment between teams.

“If KPIs are separated instead of unified, that means people are working to satisfy the goals against which they get their paychecks. But the places I’ve seen sales and marketing alignment work most effectively is when those goals are tied together and teams are looking at revenue metrics across both sales and marketing together,” She says.

Palombo-Price adds, “And then you start to think about it as a funnel that’s actually connected, versus a set of disparate tasks that drive one set of KPIs.”

To facilitate stronger alignment, it’s vital as a business leader that you take the time to align both organizations under one common metric, like revenue. Each organization can set various KPIs under that one metric, but by laddering each KPI up to one unified goal, both teams can begin speaking the same language when it comes to alignment and performance.

2. Ask your marketing and sales team to create a buyer persona together.

Your marketers have a firm pulse on the consumer — they‘ve conducted extensive research, they’ve engaged with prospects via social media and email, and they’ve held focus groups.

But, more than likely, your marketers haven’t spoken directly to these prospects. They might not fully understand your prospects biggest pain points, or the challenges they face that your product or service currently can’t solve. These insights can only be obtained from your sales team.

Ultimately, to get a full picture of your consumer, it’s critical that each team help craft the buyer persona. For instance, perhaps you have your marketing team create an initial buyer persona through research and brainstorming sessions — but then you gather input from salespeople to modify and refine that persona.

Getting initial input from salespeople, as well as asking for final approval on a buyer persona, is critical to ensure each team is working together with the same consumer in mind.

3. Ensure marketers know which types of leads sales reps need in any given quarter.

I‘ll admit – as a marketer, I’d never considered that sales reps could be looking for different types of leads in any given quarter based on their current pipeline.

But it makes sense.

As Palombo-Price explains, “Sales teams don’t always need the same kind of targeted precision in the conversations they want to have. If their pipeline is full, they’re having a lot of high-level conversations and they have a limited need to close big deals in the year. They want to talk to only the buyer who’s deeply in-market — who’s ready to buy something. And so their threshold is very different than it could be in a moment where you’re trying to expand and grow.”

She continues, “It’s all about the right types of leads at the right time, and at the right velocity.”

Which leads me to my next point, and a solution to this challenge – regular check-ins between sales and marketing.

4. Set-up regular check-ins between BDRs/SDRs and marketing teams.

One of the most critical roles when it comes to sales and marketing alignment is the BDR (business development rep) or SDR (sales development rep).

BDRs/SDRs focus solely on prospecting and qualifying leads, and pushing them further down the sales funnel — Which is why they’re a vital part of sales and marketing alignment.

Palombo-Price told me she encourages bi-weekly or monthly check-ins between BDRs/SDRs and whoever on the marketing side handles lead generation.

As she puts it, “It’s important to get into a room and look at, ‘What’s marketing driving? How does it move through the stages of the funnel? How does it do against lead scoring and the ideal person sales wants to be talking to?’”

She encourages both sales and marketing teams to sit together and consistently monitor how their lead scoring strategy is faring in terms of qualified leads for sales, and how they might continue to refine it.

5. Use those check-ins as a chance to educate both sides.

Once you‘ve organized bi-weekly or monthly check-ins between sales and marketing, you’ll want to ensure both sides are open-minded and eager to learn from the other. If each team plans on blaming the other when leads are unqualified or don’t turn into closed deals, these meetings will quickly deteriorate.

As Palombo-Price puts it, “Instead of just being like, ‘these leads are all garbage’, come to the table and say, ‘Hey, we had 15 conversations this week, and six of them were totally off the mark.’ And then look at it together.”

She continues, “Because if you don’t educate both ways, marketing can’t target better. And sales is assuming that the ideal customer profile (ICP) that they’ve been chasing is always going to be correct. But we know buying groups change.”

Ultimately, there has to be a joint evaluation in which both teams are willing to investigate the aspects of the process that are successful – and the aspects that aren’t.

6. Leave functions at the door.

When I asked Palombo-Price the number one tip she’d give any business leader when it comes to sales and marketing alignment, her advice was simple: Leave functions at the door.

She says, “It’s a funnel. It’s not actually two teams — it’s one team in a business that’s trying to sell a product or service. And those lines of demarcation, I think, are actually what start to make it really challenging to view how early day brand work impacts close rates for salespeople.”

She continues, “The intent is to try to help draw out some of those through lines so that the impact of the work can be seen on both sides. That’s our solution. There’s ways you can do it by looking at spreadsheets together in a way that drives that alignment earlier so that those concepts start to stick before you’re thinking about how you would leverage those functionalities.”

7. Keep track of every interaction your customer has with your company.

Nowadays, this is one of the most critical strategies you need to implement. It eliminates friction for the customer, and it also helps your sales reps close more deals.

For instance, consider how you‘d feel if you spoke with a sales rep for the first time, and he already knew where you worked, how long you’d been there, which email newsletters you‘d subscribed to, and which company networking events you’d attended. You‘d likely be more impressed than if you spoke to a sales rep who’d never heard of you before, right?

It’s vital you find a way to keep track of each interaction your customer has with your company — a CRM is incredibly useful for this. You might also want to check out HubSpot’s CRM integration with LinkedIn, which enables LinkedIn Sales Navigator to match LinkedIn’s Lead and Account data with the Contacts and Companies objects in HubSpot. (This integration is currently in beta, but you can sign up to receive updates on its launch date.)

Ultimately, understanding the full start-to-finish buyer’s journey — and which aspects should be owned by marketing, and which by sales — and creating a culture that encourages transparent and clear communication between sales and marketing will be vital for your organization’s success in 2024 and beyond.