The Nigerian Media Innovation Program (NAMIP) hosted a Sales and Marketing Workshop on March 6 and 7, 2025, for 20 media organizations to empower newsrooms with innovative sales models and effective techniques. The workshop aimed to elevate participating newsrooms’ brand visibility, drive persuasive sales conversions, accelerate revenue growth, and nurture strategic partnerships. Facilitated by Victor Adeoluwa, CEO, and Emoghene Oghenetega, Social Media Strategist, from SalesPlat, the workshop focused on bridging essential gaps in understanding sales and marketing approaches, equipping newsrooms with the knowledge and tools necessary to succeed in today’s competitive media landscape. Through practical exercises and collaborative discussions, the team shared the following actionable strategies for transforming newsrooms into revenue-generating enterprises.
The Power of Inbound Marketing
To effectively build trust and attract paying customers, newsrooms must develop a deep understanding of four essential elements: Authority, Differentiation, Monetization, and Identity. In contrast to traditional marketing strategies that often rely on interruptive advertising and broad outreach, inbound marketing takes a more strategic approach. It focuses on drawing in audiences by offering valuable and relevant content combined with strong search engine optimization (SEO) practices and fostering organic engagement. This method prioritizes attracting not just any audience, but the right audience—those who are genuinely interested and have clear intent to engage with the brand.
In the context of Business-to-Business (B2B) marketing, the key advantage lies in the ability to identify and understand the specific needs and behaviours of the buyers. To achieve success in this area, businesses must position themselves as trusted industry authorities. This can be accomplished through the creation and sharing of expert insights, detailed case studies that showcase proven success, and data-driven content that offers valuable information to potential clients. By establishing credibility and demonstrating expertise, B2B companies can cultivate stronger relationships with their target audience, ultimately leading to higher conversion rates.
In the case of Business-to-Consumer (B2C), inbound marketing thrives through the art of storytelling and the creation of emotional connections with consumers. Engaging narratives that resonate with the audience can drive brand loyalty and enhance engagement. Additionally, utilizing user-generated content—such as reviews, testimonials, and social media posts—can further amplify trust and authenticity. By focusing on compelling storytelling and evoking emotional responses, B2C brands can create memorable experiences that encourage consumer interaction and foster lasting brand recall. By strategically leveraging these inbound marketing techniques, both B2B and B2C companies can navigate their respective markets more effectively and build sustainable relationships with their customers.
Strategic Content and Lead Generation
According to Emoghene, “Everyone is just a click away” –
Newsrooms should focus on a balanced content strategy guided by the 70-20-10 rule. This approach involves allocating:
- 70% Value: This portion should consist of content that is educational, engaging, and insightful. It’s essential to create pieces that not only inform the audience but also captivate their interest, encouraging them to think critically and engage with the material on a deeper level.
- 20% Promotional: In this segment, the goal is to subtly showcase the services offered by the organization. Rather than overtly advertising, the promotional content should integrate seamlessly into the overall narrative, highlighting benefits and features in a way that feels organic to the audience.
- 10% Personal: This smaller yet vital portion emphasizes the company’s culture and brand personality. Sharing stories about team members, company events, or community involvement helps to humanize the brand and foster a personal connection with the audience.
In addition to content strategy, Account-Based Marketing (ABM) has become a crucial tactic for reaching high-value accounts. ABM focuses on personalized outreach, primarily using channels like LinkedIn and email marketing to engage specific target accounts effectively. By tailoring messages and initiatives to meet the unique needs of these high-priority clients, organizations can improve their chances of conversion.
Furthermore, it’s important to optimize lead generation pipelines continuously. This involves regularly analysing the effectiveness of marketing efforts and using A/B testing to compare different strategies. By measuring performance and making data-driven adjustments, organizations can ensure ongoing improvement in their marketing initiatives and ultimately drive better results. You can learn more about this from lessons learned at NAMIP’s analytics workshop here.
Understanding Marketing vs. Sales
The workshop highlighted the distinct roles of marketing and sales: marketing focuses on building awareness and generating interest, while sales translate that interest into revenue. Effective marketing structures in both B2B and B2C environments depend on well-planned funnels that guide potential customers from awareness to purchase.
A successful marketing strategy should:
- Attract a broad audience and consistently remind them of the brand.
- Position the brand as the best choice for potential buyers.
- Create an engaging customer experience that fosters long-term loyalty.
An effective sales system should:
- Consistently generate both inbound and outbound leads.
- Optimize conversion rates through well-structured sales funnels.
- Facilitate predictable and scalable revenue growth.
Mastering Revenue Planning, Sales Funnels, and Personal Branding
The Saleplat team conducted an in-depth session focused on the critical aspects of revenue planning. They explored structured product categories such as cash cows, stars, and core offerings, providing a framework that businesses can use to categorize their products based on profitability and market growth potential. This categorization helps companies prioritize their resources effectively.
The workshop also included developing B2B sales funnels, where participants learned how to design a step-by-step process for converting leads into customers. The emphasis was placed on structuring sales pipelines to enhance efficiency and predictability, enabling sales teams to forecast revenue accurately and manage their time and efforts more effectively.
Participants were equipped with techniques to confidently navigate negotiations, including strategies for addressing common objections that arise during sales conversations.
In addition to revenue planning and sales techniques, Victors shared insights on the pivotal role of personal branding for founders and sales professionals. He emphasized that individuals in newsrooms can establish themselves as thought leaders by leveraging content-driven strategies. This can be achieved through the consistent creation and sharing of valuable content that engages the target audience, along with active community involvement. Such efforts help attract inbound leads and create a strong professional presence.
Key takeaways included:
- The power and effectiveness of cold outreach methods, such as crafting personalized emails, utilizing LinkedIn for networking, and making phone calls. Participants learned how customization enhances the likelihood of engagement and response from potential leads.
- The importance of tracking sales and revenue through Customer Relationship Management (CRM) systems like HubSpot and Zoho, enable businesses to monitor their sales activities, analyse performance metrics, and streamline their sales processes.
- Techniques for objection handling and closing deals, emphasizing the importance of confidence in negotiations and strategies for overcoming resistance from potential customers.
- Leveraging artificial intelligence (AI) tools for sales processes to improve efficiency in lead qualification and conversion rates.
Sustaining Growth
The workshop concluded with a comprehensive discussion on strategies for ensuring long-term sales success. It emphasized the essential balance between two types of media: borrowed media (which includes social media platforms and paid advertising) and owned media (such as personal websites and newsletters). Newsrooms learned how a balanced approach can maximize outreach while reinforcing brand credibility.
By focusing on data-driven decision-making, media organizations were encouraged to analyse market trends and audience behaviour to optimize their sales funnels effectively. Furthermore, the importance of developing a robust personal brand was emphasized, illustrating how a well-established identity can not only drive sustainable revenue but also foster trust and loyalty among audiences over time. The insights gained from this workshop aimed to equip newsrooms with the tools necessary for sustained growth in a competitive landscape.