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No one likes to cold prospect. You don’t have to. 

Not only has buyer behavior changed in the past five years, it is evolving at lightning speed.

B2B buyers now expect personalized experiences tailored to their specific needs and challenges. 

Salesforce’s State of the Connected Customer report notes that 72% of business buyers expect communications from businesses that are tailored to their needs and expectations.

How will your sales team keep up? 

We need a game-changer.

Thankfully, Customer Relationship Management (CRM) technology has stepped up to the plate. 

Don’t get left in the dust. 

On a recent episode of the InnSync Show, Lure Agency’s Susan Tucker and Cory Falter discussed what this means for you and your team. 

It’s time to get strategic with CRM systems. 

In this post, we will explore the importance of personalized and content-driven marketing strategies to meet the modern buyer's needs and offer actionable tips to help you navigate the dynamic nature of B2B buying behavior using CRM technology.

Are you ready for a home run? Let’s dive in.

CRMs for Hotel Sales: Not Just a Buzzword, Your New Marketing Assistant 

What is a CRM? 

A CRM, or Customer Relationship Management system, is your ultimate tool for winning in business. 

It’s where all your customer info is stored, from interaction histories to preferences, making your marketing sharper and sales stronger. 

Susan says, “There are a lot of sales and marketing platforms that have a CRM feature, but if you actually utilize a CRM and the sales and marketing platform portion of it, it is such a powerful tool.”

Cory adds, “There's been a little bit of confusion, even from this standpoint, about the term CRMs used in a lot of industries. And then we've got the sales and catering platform. So there's a lot of crossover and some confusion there.”

Think of it as your secret weapon for personalizing experiences, boosting sales, and keeping customers returning for more. 

The Big Shift: From Sales to Marketing Dominance

According to Hubspot’s 2024 Sales Trend Report, a whopping 96% of the sales process now happens on the marketing side.

Cory says, “Oftentimes, hotel salespeople contact their existing clients or customers only when they need something, not when their prospects and customers need something. That misalignment. It’s time for sales pros to evolve by combining sales and marketing efforts.”

The blend of sales and marketing, powered by CRM systems, has transformed how other industries connect with customers. Here’s how the hospitality industry can keep up:

Data-Driven Selling

CRM platforms have made sales strategies more sophisticated, using data analytics to tailor sales approaches. High-performing sales teams leveraging CRM insights achieve better forecasting accuracy and customer understanding.

Personalization at Scale

AI and machine learning within CRMs enable sales to automate personalized communication, a tactic borrowed from marketing that significantly boosts engagement and conversions.

Content for Sales Enablement

Sales teams now utilize marketing-generated content to support the sales process, sharing relevant materials with prospects through CRM systems to enhance the buyer's journey.

Social Selling

By integrating social media tools into CRM systems, sales professionals can engage with prospects on their preferred platforms, mirroring marketing's approach to building a brand presence online.

Lead Scoring and Nurturing

CRM systems facilitate lead scoring and nurturing, enabling sales to focus on the most promising prospects and keep others engaged, blending sales efforts with marketing tactics for pipeline management.

Analytics and Reporting

CRM systems' advanced analytics and reporting features offer real-time insights into the effectiveness of sales and marketing strategies, allowing for agile adjustments and clearer ROI demonstration.

It's no longer about simply capturing leads; it’s about nurturing them through every step of their journey with personalized, engaging content.

Your CRM should work overtime to make this happen, even while you sleep.

Making CRM Technology Work for You: Automation, Personalization, and Engagement

Now, let’s discuss putting your CRM to work. 

Automation is your friend, but only if you use it wisely. 

Here are some practical ways hotel sales teams can use a CRM to boost their strategies and keep ahead of the competition.

Segmentation: Know Your Audience

Life of the Lead: Prioritize for Precision

Warm Nurturing: Build Relationships

Custom Triggers: Engage with Precision

By understanding your prospects' needs and interests and engaging with them thoughtfully at every stage of their journey, you're not just selling them a space but providing an experience that's hard to forget.

As Cory puts it, it’s like having a “24/7 sales assistant,” but with a human touch.

Real Talk: Why Your Group Sales Process Can’t Afford to Ignore CRM Technology

If you’re not utilizing CRM effectively, you’re leaving money on the table. Period. 

Here are some more reasons to up your CRM game:

Susan says, “We're all stretched thin. It's a better use of your time and stay top of mind.”

Ignoring CRM tools means missing the opportunity to deeply understand and connect with your customers, ultimately putting you at a disadvantage.

The Bottom Line: Embrace the Power of CRM Tools or Get Left Behind

We don’t mean to sound dramatic, but personalization, automation, customization, and data are non-negotiables in sales and marketing, now and in the future. 

CRM technology is the answer. 

It’s essential for modern sales pros looking to secure their place in a competitive landscape. 

Ready to Level Up? Here’s Your First Step

Start by evaluating your current CRM strategy. 

Is it integrated with your sales and catering software? Are you using automation to its full potential? Are you personalizing your communications? If you answered no to these questions, it’s time for a CRM overhaul.

Hot Tip: Venue management software, Event Temple, integrates with Constant Contact’s Lead Gen and CRM Software (Lure Agency’s preferred sales and marketing software). 

The hospitality industry is at a turning point, and CRM technology is the key to navigating this change successfully. Hotels can enhance customer engagement, streamline operations, and drive significant growth by focusing on strategic CRM utilization. 

Have questions? Let’s chat. Reach out below.

Did you know that 96% of sales are directly attributed to marketing efforts?

At one time, sales reps were able to close deals by simply walking their prospects through the many features and benefits of their product. 

Today’s buyers have changed. 

Thanks to the internet, they are more informed than ever. 

In fact, Hubspot’s 2024 State of Sales Report states that 96% of buyers have already researched solutions for their problems before even speaking to anyone at a company.  

The question is, are your prospects getting their information from you or your competitor?  

When your sales and marketing teams are aligned with a mission to inspire and educate, you will effortlessly attract your future customers with information that speaks directly to their needs.  

That means no more cold calls, no more “just following up” emails, and no more spray-and-pray tactics. 

On the InnSync Show, Connor DeLaney and Cory Falter reveal how the right blend of digital-savvy and relationship-building can skyrocket your visibility and demand.

Marketing Ideas for Hotel Vendors & Suppliers

With these powerful marketing ideas, you’ll capture their attention and business, setting you apart as a leader in the hotel supply industry.

Here are some strategies to help you squeeze every drop of potential from your efforts and budget.

Let’s dive in! 

In this post, we'll cover:

  1. Build Relationships Digitally
  2. Create a Customer-Centric Web Experience
  3. Lead with Education
  4. Be a Solution to Their Problem
  5. Use Customer Success Stories & Social Proof
  6. Embrace Transparency
  7. Adopt an Inbound Marketing Approach

1. Build Relationships Digitally

LinkedIn is hosting the biggest networking event, and you’re invited to join every day of the week. 

With nearly 5 billion people online, it's crucial to establish connections in the places where your colleagues, customers, and prospects are engaging.

Get started by interacting in social media, forums and through your email distribution to build trust and rapport before the first sales pitch. Lead from a mindset of being helpful rather than “salesy.” 

"In hospitality and hotels, it's even more about relationships,” Connor emphasizes, “which I believe relates to a lot of B2B and even some B2C businesses too, where relationships are at the core of what we do. But as this thing called the internet has evolved, that relationship's getting built in different ways.” 

RELATED: Dive Deep Into These 11 LinkedIn "Do's" for Social Selling Success

2. Create a Customer-Centric Web Experience

Today's hoteliers are diving deep into research before making a single purchasing decision. 

Your job? Make their journey easy. 

Look critically at your website, from the perspective of your prospect. Are you answering the question “what’s in it for me?” or are you using it as a digital brochure? 

“Customers are doing even more research ahead of time than they did before,” Connor says. “So a lot of them are focused on ‘How can I gather information so that I don't have to waste my time vetting different options?’” 

Every click and every scroll on your site should feed their hunger for information. 

Think crisp product details, in-depth FAQs, compelling case studies, pricing (yes, pricing!), and glowing testimonials — all designed to answer their biggest questions and soothe their top concerns. 

Craft it well, and you'll ease their decision-making and emerge as the go-to guru in the bustling world of hotel vendors and suppliers. 

Hot Tip: We recommend following the They Ask, You Answer business framework, which, when embraced fully, will make you the most trusted voice within your industry.

3. Lead with Education

Ditch the sales pitch and turn up the education.

It's about laying the groundwork for trust long before the sales conversation starts. 

Transform your website and social media channels into treasure troves of wisdom for hoteliers. 

Dive deep into industry trends, dissect challenges, and showcase solutions. 

This isn't just content—it's your invitation to engage, a way to spark meaningful conversations with well-informed clients ready to talk solutions, not just products. In the era of informed decision-making, be the beacon of knowledge that guides them home.

According to the Hubspot, 64% of B2B sales pros offer self-service tools to help guide buyers’ purchase decisions, and 85% of them say it’s an effective strategy. 

4. Be a Solution to their Problem

Understanding and addressing the specific challenges hoteliers face daily is crucial. 

By emphasizing solutions over features in your marketing messages, you can demonstrate empathy and offer tangible relief to their pressing concerns. 

Highlighting real-world success stories and engaging in meaningful dialogues further establishes your brand as a trusted partner, deeply invested in their success. 

This approach not only showcases your deep understanding of the industry's intricacies but also positions your offerings as the go-to solution for hoteliers looking to navigate their day-to-day hurdles with ease and efficiency.

As Connor puts it, "They're just trying to deal with their day-to-day issues." 

Tailor your marketing messages to offer solutions to these problems, showing empathy and understanding.

5. Use Customer Success Stories & Social Proof

No one sells your product or service better than someone who has already purchased it. 

Customer success stories and social proof capitalize on the psychological principle that the experiences and recommendations of others influence people's decisions. 

When potential clients hear real-life stories of how your product or service has resolved specific challenges, it validates your offerings and builds trust and credibility. 

These narratives humanize your brand, allowing prospects to envision the tangible benefits and successes they can achieve. 

We like how Oakley features a link to their reviews right out of the gate.

By incorporating testimonials, case studies, and user-generated content into your marketing mix, you ensure your marketing efforts resonate on a personal level, bridging the gap between business and consumer with authentic voices and experiences. 

Engage your audience with stories that matter to them, and watch as your brand's credibility and customer base grow. 

In leveraging these real, relatable success stories, you transform abstract benefits into concrete results, making your marketing message not just heard but felt.

"Share stories illustrating how your products or services have solved specific problems for other hotels,” Conner says. "Positive experiences from peers can be a powerful influence on purchasing decisions."

6. Embrace Transparency

"Be open about pricing, features, and the benefits of your offerings," Cory advises.

A transparent approach removes barriers and reduces buyers' frustration when information is hard to find.

In addition to being upfront about your products or services, embracing transparency extends to all facets of your business operations—from customer service to supply chain details. 

This openness builds trust and fosters a stronger connection with your audience. 

Share behind-the-scenes glimpses of your operations, openly address customer feedback, and celebrate your successes as well as acknowledge areas for improvement.

By doing so, you create an environment of trust that encourages loyalty and advocacy among your customer base, turning casual browsers into lifelong supporters.

7. Adopt an Inbound Marketing Approach

When sales and marketing align with the inbound marketing methodology, it will transform your brand and bottom line. 

It's about becoming a beacon of value, where every piece of content and every interaction isn't just informative—it's irresistibly engaging. 

Connor hits the nail on the head: when clients feel they've gained valuable information from you before spending a dime, you're not just another vendor but a trusted advisor. 

This strategy transforms you - and subsequently your brand - into a thought leader, a go-to source for insights, advice, and solutions. 

Your commitment to providing genuine value sets you apart in a landscape cluttered with noise. 

It compels potential clients to lean in and say, "Let's do this," because you've already started the conversation on the right note—by giving first.

Implementing these marketing strategies can revolutionize how hotel vendors connect with potential clients. 

By focusing on building relationships, educating the market, and emphasizing the unique value of your offerings, you can navigate the changing landscape of the hospitality industry and achieve greater sales success. 

Remember, as Connor and Cory insightfully point out, the core of successful business relationships remains trust and understanding, even in the digital age.


San Diego, CA, January 15, 2024 - Lure Agency, a leader in hospitality B2B marketing, is excited to announce a new partnership with Sanderling Resort. Sanderling Resort is a distinguished destination located in the Outer Banks of North Carolina. This collaboration is set to revolutionize the experience of hosting team retreats, focusing on assisting those new to event planning.

Sanderling Resort's commitment to working with team members tasked with planning small and midsized leadership programs is at the heart of this partnership. 

Recognizing the challenges faced by novice event planners, Sanderling’s event managers are dedicated to crafting an end-to-end experience led by an educational process and ending with an effortlessly luxurious experience in the serene beauty of the Outer Banks.

Lure Agency, with its proven expertise in hospitality marketing, joins forces with Sanderling Resort to emphasize the resort's unique value proposition. The partnership will utilize Lure's successful W.I.N.S. strategy - a proven relationship-building sales and marketing technique. 

“We are excited to work alongside Sanderling Resort to redefine beach event planning in the Outer Banks,” says Cory Falter, Partner and CEO of Lure Agency. “Our goal is to showcase the unique offerings of Sanderling Resort and provide an educational and inspiring journey for those new to event planning.”

This strategic partnership represents a significant commitment by both organizations to set new standards in the hospitality industry. The collaboration is expected to yield substantial results, enhancing Sanderling Resort's reputation as the premier choice for team retreats in the Outer Banks and elevating the planning experience for newcomers.

About Sanderling Resort

Sanderling Resort is a top-rated destination in Duck, North Carolina, renowned for its luxury and natural beauty blend. Catering to guests seeking relaxation and adventure, the resort is an ideal location for exceptional beach events, offering unparalleled service and amenities.

About Lure Agency

Since 2012, Lure Agency has been at the forefront of integrated marketing, combining data and creativity to identify and retain more revenue. Their Science and Soul methodology has supported clients like Stonewall Resort, Newman Windows and Doors, and TTI Technologies in achieving measurable results and lasting relationships.

Contact Information

For more information, please contact:

Susan Tucker, Partner and COO

[email protected]

Are you ready to level up your prospecting?

Cold calling, awkward face-to-face meetings, and the endless cycle of "just checking in" emails are so last season. 

The hotel sales scene is getting a much-needed makeover, transitioning from the dark ages into a new modern world of social selling. 

It's sleek, savvy, and here to save us from the monotony of traditional advertising sales tactics that, frankly, no one will miss.


When you think of the term “branding,” what’s the first thing that comes to mind? Is it a logo? A color scheme? Maybe the aesthetics of a brand? 

If you said yes, you're not exactly right ... and you’re not alone.

Unfortunately, there is a common misconception about what branding actually means. While the visuals are undoubtedly crucial branding elements, this surface-level understanding overlooks the deeper, more impactful layers of brand strategy, especially in a sector as dynamic and creative as hospitality.

Let’s dive into the importance of a brand strategy and explore whether it’s time to consider working with a hospitality branding agency


Lure Agency proudly announces that founder and partner Cory Falter, a well-recognized figure in the B2B hospitality marketing landscape, has been invited to join the Constant Contact Agency Advisory Board. This exclusive board comprises less than 25 elite agency partners from multiple industries, selected for their exceptional expertise and influence in the agency community.


In the bustling world of hotel sales, Tré Wilke IV stands out as a trailblazer. His approach to revamping the traditional sales model through consumer-centric strategies reshapes how hotels engage with potential clients. 

In a candid conversation with Cory on the InnSync Show, Wilke, a fresh but impactful presence at Evans Hotels, shared his journey from a front-desk position to a role in new business development, revealing the significance of understanding the operational nitty-gritty of hotels to excel in sales.

Hotel Sales Ideas That Work

Be Proactive

Wilke’s strategy hinges on a proactive approach, leveraging platforms like LinkedIn to connect with potential clients and emphasizing the importance of solving problems rather than just pushing sales. He stresses the need for the hospitality industry to catch up with modern technological standards, moving away from outdated systems to more efficient, contemporary solutions.

Consider the Newbies

Wilke highlights a gap in the market: a need for more resources for non-professional planners who are often tasked with organizing events. He suggests that educating these individuals could be a game-changer, urging salespeople to lead with empathy and understanding.

Sales + Marketing Should Align

Cory and Wilke also discussed the crucial role of marketing in sales, emphasizing the need for synergy between the two to foster a seamless customer experience. Wilke’s narrative underscores a vital mindset shift for those in sales – to seek fulfillment in service and the happiness of clients rather than mere monetary gains.

This shift to a more holistic, service-oriented approach to hotel sales could be the key to creating lasting relationships and, ultimately, a successful career in the hospitality industry. Wilke’s story is a testament to the power of passion, perseverance, and a fresh perspective in a field ripe for innovation.

*Note: This blog post is based on a transcript of a discussion with Tré Wilke IV.*


The InnSync Show, a groundbreaking series dedicated to illuminating the nuances of sales and marketing within the hospitality sector, proudly marks its one-year anniversary this month.

Produced by the dynamic Cory Falter of Lure Agency, the show has consistently provided a platform for industry leaders to share their insights, challenges, and successes.

Over the past year, InnSync has featured a diverse array of guests, ranging from hoteliers to marketing strategists, each bringing a unique perspective to the ever-evolving hospitality landscape. The show has not only bridged the gap between theory and practice but has also offered actionable insights for professionals at all levels.

Popular topics include: Generative AI for Hospitality, Insider Secrets for Becoming a Hospitality Vendor, Restaurant Challenges and Trends, and Hospitality Recruitment Strategies. Other topics focus on sales, technology, marketing strategies and so much more.

Cory Falter, the visionary behind the series, commented, "It's been a fantastic journey. Our aim with InnSync was to create a bold space where the industry's brightest minds could come together, share their expertise, and drive the narrative of hospitality sales and marketing forward. I wanted it to be raw, unscripted and cut to the chase of what's on every hospitality professional's mind. I'm proud to say that, one year in, we've done just that."

The show's success can be attributed to its commitment to authenticity. By fostering open dialogues and diving deep into pertinent topics, InnSync has established itself as a trusted resource for those eager to stay abreast of the latest trends and best practices in the sector.

As the InnSync Show steps into its second year, audiences can anticipate even more enriching content, with a lineup of esteemed guests slated to appear. The show remains committed to its mission of advancing the discourse around hospitality sales and marketing, ensuring that professionals are equipped with the knowledge and tools they need to succeed in this dynamic industry.

For more information on the InnSync Show or to catch up on past episodes, visit the InnSync Show on YouTube. Press inquiries can be directed to Lure Agency, [email protected].


About Lure Agency:

Lure Agency is a hospitality B2B marketing agency with an obsession for identifying, converting, and retaining more revenue.

Their proven Science and Soul methodology combines data and creative exploration, uncovering opportunities that create measurable results and long-lasting relationships.

Since 2012, the agency has provided sales and marketing support services for clients like Stonewall Resort, Newman Windows, and Doors & TTI Technologies.

Learn more at, email [email protected]  or call 619-889-8156


SAN DIEGO, September 16, 2021 — TTI Technologies and Lure Agency have partnered together to increase awareness and knowledge about current solutions that can bridge the gap between technology and human interaction.

“In an age of impersonal tech giants, TTI understands offering the right products is important, but it’s the service that sets them apart from their competitors,” says Cory Falter, Principal of Lure Agency. “It’s their honesty, integrity, and family values that really impresses me most. We’re looking forward to a long and prosperous partnership!”


In the modern digital landscape, AI has become a prominent topic. However, there are still numerous questions regarding its implications on hospitality SEO and search. 

For a deeper dive, Cory Falter recently invited Craig Carbonniere, Senior Director of Sales | Milestone Inc., onto the InnSync Show to understand the nuances of AI's impact on SEO in the hospitality industry.