Support, Marketing and Sales Can and Should Work Together – Content Marketing + Google Analytics Help Make This Possible

Speaking as a marketer whose roles have intersected with business development, sales, and customer/technical support; one thing I know is that these departments should be talking.

Break Down Communication Barriers For Collaboration Success

Assuming you agree with both of my above statements, you should start thinking about how you can make the conversations happen. We’re all busy. Nobody wants extra meetings on their calendars, so coming up with creative ways to have these conversations and create alignment is a must.

Remote Working Apps For The Win

The discussion doesn’t necessarily have to be in person. While hosting a weekly in-office stand-up would be nice, in today’s work environments, it isn’t always possible. Remote workers can dial in using a video conferencing platform like Skype or Zoom. If it is just a quick screenshare demo of a question that tech support receives frequently, they can use a tool like Loom to record audio while they talk and include the screen as they navigate around a topic. AND – to make it even more personal, they can include a little window of their face (video or avatar) in the lower left corner of the video!

Another quick way to share tips can include setting up a Slack channel specifically for communicating hot topics. In the channel, you can have the discussion around each tip in threads for each, and share supporting links to help the marketing team create sound, helpful content. Trello can also serve as a great tool to help the marketer manage the incoming tips so they don’t lose anything or get overwhelmed by all the great feedback from the team.

Super Easy Places To Find Helpful Content For Content Marketing

Your Email Outbox

This overlooked tip is one that I’ve shared for years. It’s an easy one and typically the sender writes a great title in the subject line. Take a look at the emails to which you’ve responded. Any luck?

Support Tickets

If you are using a support ticket management system, take an opportunity to login now and see what the support tickets have consisted of for the last quarter. Depending on the services you provide, some of them may be a little too complex to write about, but others may be quick wins for FAQ’s videos that can position you as a thought leader in your industry.


A tool that I like to use to identify hashtags to include in social posts is called Do a search for your companies solution or service and see what hashtags people are using. You can adjust the search according to the results. Once you identify some relevant hashtags, head over to Twitter and enter the hashtag in the Twitter search. You can start to see the types of posts people are sharing and questions they are asking and that will help you see what you can jump in on.

Google Search Console

Assuming you are using Google Analytics, you should also have your Search Console configured so you can see some of the search queries that website visitors are entering to land on your pages. You can use these to write content to specifically answer the questions and phrases that visitors enter to land on your site.

Answer The Public

This one is pretty cool too. Answer The Public is an engine that you can plug in some of your search console findings and expand to see suggested titles and alternative topics to include.

Google Alerts

When all else fails, see what others are writing about! By setting up Google Alerts, you can schedule key term or phrase updates to come right into your inbox as soon as they are published.

How Content Marketing and Google Analytics Help the Sales Team – The Recipe for Success

If you were reading this and wondering when I was going to tie in the sales team, here you go…

When your marketing team finishes publishing their content, they will ideally be appending UTM tags at the end of each of the links when they share them. They are likely sharing the content they produce on a variety of different platforms like social media, email, social ads, PPC, and maybe even some snail/direct mail.

When they do this, the UTM tags they use will help the web analyst (this could be the marketer themselves) identify which of the different pieces of content inside each of the campaigns is really resonating with the website visitors and if your marketing and tech stack are configured appropriately, they will also be able to see specifically which content drove the greatest number of conversions.

Let’s explore a few tools that can help make this happen.

Oogur For UTM link building

Patting oogur on the back, this application really helps marketers efficiently build links with consistent UTM’s for clear and concise Google Analytics reports. The key here is to use a platform like oogur so you can get a historical report of specific channels, sources, mediums, and campaigns inside Google Analytics without having to manipulate any data or make any guesses about web traffic.

Xink for Email Signature Automation

Giving your marketing team access to update your email signature to reflect current campaigns keeps messaging fresh and consistent across teams. Your tech support team can benefit from having their signature updated with a hot tech topic. Your sales team may want to display an upcoming webinar for lead generation or nurturing. Your marketing team may want to showcase the latest eBook.

The point is, using the prime real estate in your email signature can be a super effective way to drive awareness and ultimately leads that fill the sales funnel.

Leadfeeder For Traffic Segmentation & Reporting

If you haven’t heard of Leadfeeder yet, I highly recommend checking it out. I learned about this website visitor tracking solution from someone in my network. Leadfeeder is, to put it simply, a product that serves B2B clients, so they can understand which companies visit their website, where they’re clicking and how to connect with these leads and turn them into prospective customers for sales nurturing.

Its highly accurate data is made possible by its partnership with Google Analytics—and this is what makes Leadfeeder standout from other website visitor and sales intelligence tools I have found. Plus, it offers many CRM and Zapier integrations to your favorite tools so you can build more effective marketing and sales processes from top to bottom. For marketers specifically, it is also a great way to test your efforts to see what is working in your campaigns and what is not working, such as CPC and email marketing, pages on the website with low click-through, or gated content that is not receiving traffic, and much more.

For this specific use case, what I really, really love about Leadfeeder, is its ability to segment your incoming web traffic by UTM tags. This platform runs off of your Google Analytics reports, so it is imperative that you are diligent in tagging your inbound links so you can get really granular with your reporting.

Leadfeeder also, once you have your account set up and connected with Google Analytics, tells you the names of the companies that have visited your website based on the network name of the company as identified by IP address inside Google Analytics. From there, you can connect to LinkedIn within Leadfeeder to see who in your CRM or LinkedIn contacts you may want to reach out to while the website visitor is still “hot.” By segmenting by UTM tag in Leadfeeder, you can then drill down into something as specific as which graphic caught their attention enough to have them click-through.

You can sign up for a free 14-day Leadfeeder trial to see all the features and give it a test run. They even backload in 30 days of your prior website traffic activity so you can hit the ground running with recent data to start connecting with leads that matter.

CRM Connected With Web Forms

By using lead generation forms on your website combined with marketing plugins or add-ons, you can connect your CRM (Hubspot or Salesforce, as examples) to pick up data like which link with specific UTM tag a user entered your website from, or the number of pages a lead visited, and which piece of content they saw before taking the step to give you their information to become a lead.

Supplying your sales team with this data inside the platform they live within helps them have relevant, informed conversations with leads and gets them one step further in the deal process.

Don’t forget to grant them access to all the great content that you are creating and sharing in your campaigns! They may receive questions that you may have already created cornerstone content around and they can look like an instant hero to your potential new customer!

These are my suggestions. What do you do to connect your sales and marketing teams?

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