Upload
mpull
View
61
Download
1
Embed Size (px)
DESCRIPTION
Marketers can create some amazing content - but if it's not being utilised
Citation preview
Why Sales Doesn't Use Your Content
And What To Do About It
Today’s Speakers
Shawn LaVana, VP of Marketing
Postwire
@shawnlavana
Dan Flanigan, VP of Products
Percussion@DanFlan
Why is this a problem?
“Every two days, more content is now created than what existed in the history of man up until 2003.” – Eric Schmidt
70% of buyers want to engage with salespeople early in the process, but only if they provide value. –ITSMA
Companies with good sales and marketing alignment generate 20% more revenue. - Hubspot
Building your Content Development and Organizational Plan
“90% of consumers find custom content useful and 78% believe that organizations providing custom content are interested in building good relationships with them.” – TMG Custom Media
“While 92% of firms say producing high-quality content is valuable, just 54% of them rank their ability to execute this activity as effective.” –Aberdeen Group
“Salespeople spend 40% of their time looking for or preparing content for customer communications.”
– CMO Council
Developing Buyer Personas
1. Start with the basics
Answer These Questions
1. Who is accessing your content?
2. How are they finding it?
3. What brought them to you?
4. What did they do once they arrived?
2. Dig In
Answer These Questions
• What problems do these people of interest have?
• What pushes them to solve these problems?
• Where do they access information when hunting for a solution?
• How do they access it?
• What type of info do they seek?
3. Investigate
Answer These Questions
1. Who is accessing your content?
2. How are they finding it?
3. What brought them to you?
4. What did they do once they arrived?
4. Craft Your Persona
Answer These Questions
1. Who is accessing your content?
2. How are they finding it?
3. What brought them to you?
4. What did they do once they arrived?
Keeping Sales Up to Date
“2 out of 3 sales reps don’t think the current content helps ‘Disrupt a customer’s mindset’.”- SellingPower
“Fortune 500 companies report that having a strong sales enablement program
are witnessing at 15.3% growth.”
– Business.com
Using Content in Different Mediums
Setting Up a Feedback Loop
In Conclusion…
• Build a Plan
• Develop Buyer Personas
• Keep Sales Up to Date on Available content
• Use Content Everywhere
• Set Up a Feedback Loop