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Blog Content Marketing Marketing Management Sales and Marketing

Creating Content That Sells: Two Key Considerations

Creating Content That Sells

Organizations who align content to the buyer’s journey understand that this is not only a competitive advantage but that content addresses buyer interests and challenges. It helps answer what your buyers want, where they want it and when they’re ready for it. Aligning content to marketing/sales funnel stages is the most widely adopted practice among Best-In-Class marketing teams according to Aberdeen Research. This is to ensure revenue can be attributed to their content marketing efforts.

So marketers, I have a very important question to ask you: do you know if your content is generating revenue for your business? Particularly if you’re about to launch a new initiative to scale content production, you need to pause and evaluate the limitations and opportunities of your current insights factory.

Ask yourself:

  • At what level are you producing content today?
  • Of all your efforts, what is truly trickling down to the Demand Gen waterfall to create net new customers?
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Blog Content Marketing Marketing Management

The Three Keys For An Effective Content Plan: Volume, Velocity And Probability

About a month ago, we were working on a sales opportunity, and were in the throes of launching a Social Selling project. Suddenly, the prospect’s marketing team (who were doing due diligence in learning about Social Selling and its benefits) asked me the same question three times within a 30-minute meeting: how often should we publish content to have an effective demand-generation machine?

I told them that they were asking the wrong question.

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Blog Digital Transformation Marketing Management Sales and Marketing Sales Management

7 Key Priorities For Sales And Marketing In 2016

7 Key Priorities For Sales And Marketing In 2016What are you working on right now? If more people asked themselves that question (and answered honestly), 2016 would be the dawn of a much better world. More than $350 billion evaporated in 2015 due to poor productivity. Commit to working smarter in the new year to recover some of that lost revenue.

Steven Covey, author of 7 Habits of Highly Effective People, advised, “The key is not to prioritize your schedule but to schedule your priorities.” Step one is knowing what those priorities are. Here are the top priorities for B2B sales and marketing teams, culled from a host of recent surveys. Keep these goals handy throughout the coming year, and check off them off as you knock them down.

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Blog Content Marketing Marketing Management

How To Create An Army Of Content Soldiers With Employee Advocacy

Army of Content SoldiersWhen you hear the term “content”, we immediately relate it to marketing. But the reality is that content is the currency of the modern buyer. It affects they way buyers learn and convert at every stage of the buyer’s funnel. In fact, according to Forrester 74% of today’s B2B buyers conduct more than half of their research online before making a purchase.

But how is your sales team responding to these new buying trends? How are they fully leveraging content? Using employee advocacy can help establish your sales team’s authority, credibility and, more importantly, increase the number of relevant conversations that they have with buyers. For marketers, it is an effective way to increase content reach and engagement with their target audience.

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Blog Digital Transformation Marketing Management Sales Management

7 Data-Driven Reasons Why You Must Align Sales And Marketing

7 Data Driven Reasons Why You Must Align Sales And MarketingWhat is it with sales and marketing? Haven’t you ever wondered what all the tension is really about? They share the same goal of bringing in customers and they frequently use the same communications channels. Even some of the best companies can’t tell them apart. However, if you are still struggling with bringing these two divisions together, it helps to think of the problem as something akin to sibling rivalry. What may seem like a slight alteration in priorities or procedures can often drive them into conflict. It’s up to you to straighten them out.

If you want to start reaping all the benefits of sales and marketing alignment, digital transformation is your answer. Put the right people, process and technologies in place to help them collaborate seamlessly, eliminate the blame game and turbocharge revenues. If you need help justifying this kind of digital transformation for your business, here’s the data and hard stats that will make your case for you.

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Blog Infographics Marketing Management Sales Management Sales Process

It’s A Buyer Funnel, Not A Sales Process [Infographic]

Your buyers have typically completed 57% of their process before actively engaging with Sales. So what are you doing to help them along their journey? The modern buyer is online using search engines, doing their due diligence, joining online communities, on social media to become better informed about their challenges and potential solutions. Your buyers know what they’re looking for and if not, they have the power of copious amounts of knowledge available at their fingertips.

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Blog Marketing Management Sales Management

Blowing Up The Silos Between Sales And Marketing

When applying for a traditional sales or marketing role in the future, here’s what you’ll hear:

“Congratulations! Welcome to the Revenue Department.”

That’s right, this entire concept of sales & marketing living in silos will have to blow up one day. My Spidey Senses aren’t strong enough to predict exactly when this will occur but, through some leading indicators that are fairly evident to those that are observing, it will happen within the next 10 years.

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Blog Content Marketing eBook Marketing Management Sales Enablement

eBook: One Team, One Goal – Aligning Marketing & Sales For Successful Social Selling

One Team One Goal ebookThe facts don’t lie: companies with great alignment between Marketing and Sales deliver better results. According to Aberdeen, 99% of their sales teams reach their quota vs. 46% for laggard companies; and these businesses ultimately see an average 13.1% increase in year-over-year revenue vs. a 0.5% decline for laggard companies.

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Blog Infographics Marketing Management Sales Management

How Sales & Marketing Alignment Can Boost Revenue [Infographic]

Marketing creates tons of relevant content but can’t get Sales to share it. Sales teams feel like Marketing doesn’t support their efforts and that are not handed enough quality leads.

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Blog Marketing Management Sales Sales Advice

How To Run Effective Meetings Between Sales And Marketing [With Sample Agenda]

 Forrester Research

According to a study by Forrester Research, only eight percent of B2B companies believe they have a strong alignment between sales and marketing. This is a significant problem because without effective communication and understanding between the sales and marketing team, the whole buyer journey is affected. From lead generation, to nurturing and closing deals, the entire funnel becomes a game of missed opportunities.

As Marcus Sheridan states on The Sales Lion, “the CMO (Chief Marketing Officer) or at least someone in the marketing department should always be in attendance, with the main purpose to continue to instill the vision of the company’s digital and content marketing (including overall messaging) to the sales department.”