Most system integration salespeople didn’t get into this industry because they love marketing, they did it because they love solving complex technology challenges. But in today’s market, the line between sales and marketing is thinner than ever.
Whether you're selling access control, unified communications, or cloud-based video surveillance, the best salespeople aren’t just closing deals, they’re actively (and consistently) participating in marketing efforts that attract the right opportunities.
Here’s a practical guide to help A/V and security system integration sales professionals use marketing to consistently grow a pipeline of high-quality leads.
1. Define an Ideal Customer Profile & Build Content Around It
You know your sweet spot. Maybe it’s mid-sized commercial properties, school districts, or regional healthcare systems. But does your LinkedIn presence or email outreach reflect that?
Marketing Action: You've heard of buyer personas, but all you reall y need to do is create a quick one-pager with your ideal verticals, decision-maker job titles, their specific challenges and the solutions you deliver to solve them. Then build all marketing content and activity around that profile.
Example: If you specialize in upgrading legacy conference rooms in law offices who have outdated tech, your content might include:
- “How Law Firms Are Modernizing Meeting Rooms Without Disrupting Billable Hours”
- “What to Ask Before Upgrading a Boardroom A/V System”
Pro Tip: Share these insights in a LinkedIn post, in email follow-ups, or even printed leave-behinds for events or site visits.
2. Share Real-World Knowledge on LinkedIn
Marketing doesn't always mean lead generation ads or trade show booths. One of the most underused marketing channels for integrators is your personal LinkedIn profile.
Buyers look you up. Are you presenting yourself as a helpful, knowledgeable guide? As a subject matter expert?
Marketing Action: Post 1-2x per week. Share a lesson learned on a job site, a customer challenge you helped solve, or a trend you’re seeing in access control or video analytics.
Examples of Posts:
- “3 things every property manager should know before replacing an analog camera system”
- “This week we helped a school reduce false alarms by 75% using smarter detection zones”
Pro Tip: Don’t sell. Educate and create curiosity. Show how you think, not just what you sell. Be the subject matter expert to your customers and sales will follow.
3. Work with your Marketing Team to Create Micro-Campaigns
Your marketing team (or agency) can only build great campaigns when sales provides real input. Instead of waiting for marketing to “generate leads,” be proactive.
Marketing Action: Bring one high-value idea per quarter to your marketing team and collaborate on a small, focused campaign.
Examples:
- A short email series for property managers about fire alarm monitoring upgrades
- A video walkthrough explaining how cloud video can work with existing infrastructure
- A downloadable checklist: “Is Your Building’s Access Control Ready for 2025?”
4. Build a Personal Resource Library
Most salespeople answer the same 5-10 questions over and over. Turn those answers into sharable content.
Marketing Action: Work with your marketing team (don't have a marketing team? contact us or do this yourself) and build a simple content folder: PDFs, explainer videos, case studies, product overviews, and short FAQs. Use this content in your emails, DMs, or during post-demo follow-ups.
Examples:
- A short case study about how a new security camera layout reduced theft at a job site
- A before-and-after PDF showing a hybrid Teams Room installation in a law office
5. Turn Customer Wins into Marketing Content
Every install is a story. A great outcome for a client is also a great marketing opportunity.
Marketing Action: After each project, capture a photo, quote, or insight and pass it along to marketing. They can turn it into a testimonial, post, or mini-case study.
Examples:
- “Thanks to XYZ Security, we now manage 12 sites from a single surveillance dashboard.”
- “Here’s how we helped a national retailer reduce access card abuse in just 30 days.”
6. Repurpose Your Sales Conversations Into Content
If you hear a great objection or question during a call, don’t keep it to yourself.
Marketing Action: Send marketing a quick summary of real conversations and ask them to turn those insights into blog posts, short videos, or downloadable tools.
Examples:
- “We don’t have the budget this year” → blog idea: “3 Ways to Modernize Security Without Replacing All Your Equipment”
- “We’re worried about downtime during installation” → video: “How Our Team Performs Zero-Downtime Cutovers”
Sales Drives Marketing, Not the Other Way Around
Marketing works best when it’s grounded in real-world conversations. System integration salespeople have access to the richest insights in the business; the daily challenges and goals of their prospects.
If you’re serious about growing your pipeline, don’t just wait for marketing to do the heavy lifting. Step into the role of educator, storyteller, and subject matter expert. Use your day-to-day experience to drive visibility, trust, and interest.
With a little consistency and collaboration, you'll find that marketing isn’t a distraction from sales, it’s one of your most powerful tools.
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Ready to Equip Your Sales Team with the Marketing Support They Deserve?
If you're looking to empower your system integration sales team with targeted marketing tools, expert guidance, and content that actually drives results, Vector Firm is here to help. From campaign development to sales enablement content, we specialize in helping integrators generate leads and close more business.
Schedule a discovery call and let’s explore how we can support your growth goals.
