1. Improve Sales Proficiency By Being Relevant to Buyers

    by
    Why relevant? What does relevant really mean? How would you know if you are being relevant with a buyer? How does this improve your proficiency and results? Relevant — adjective; 1. bearing upon or connected with the matter at hand, pertinent Pertinent — adjective; 1. pertaining or relating directly and significantly to the matter at hand. Being relevant is important due to the shift of the locus of control in buying/selling situations. Traditionally, buyers were dependent on vendors through their sales representatives for information. This “conversation” typically went: “Here’s what we have (product, solution), here’s what it does (features), here’s how it will help you solve your problem (benefits).” Today, buyers are conducting self-directed, online research, deep into their decision process. B2B buyers don’t need vendor/product information until later in this process. They don’t believe — often because they haven’t experienced — sales reps can provide any other useful information....
  2. An All Too Typical Sales Prospecting Phone Message

    by
    One of many webinars I attend was a lead nurturing webinar recently. I’m always looking for insights, especially about how companies are thinking about content to support their many use cases. I also like to experience selling from a buyers perspective. I get many sales prospecting calls, but usually for products or services I could care less about. I delete and forget. But this was a topic I’m really interested in. While I’m not a prospect for this company, I think I am an important influencer, and potential referral source for them. This is the follow up message that was left on my voicemail. After you listen to this 35 second recorded message (slightly edited to remove identifying marks) — and before you read on — take a moment to write your impressions of the message, and what you would do differently. (Play in separate webpage.) Now let’s compare. Message...
  3. Continuum and Process vs. Event, Project or Campaign Thinking

    by
      The consensus is clear. It’s past time to shift your thinking about your approach to marketing activities as an event, project or campaign, to continuum and process thinking. In my mail yesterday I received my hot-off-the-press copy of Ardath Albee’s new book, Digital Relevance: Developing Marketing Content and Strategies that Drive Results. While I haven’t yet read it, this morning LinkedIn delivered an interview-based article that introduces a key theme of the book. LinkedIn: Why is it important for marketers to view marketing as a continuum?  Ardath Albee: Marketers typically think of their B2B marketing efforts as a series of campaigns focused on specific parts of the buying decision. The problem is, if a B2B buyer is at a different stage in their buying process than the content you distribute suggests, you could miss engaging them entirely. This theme is especially important for your thinking about your content strategy and operations....
  4. Business Trends Indicate Need for Enterprise Content Strategy and Operations Management

    by
    Content Header Target Audiences:  VP of Marketing / CMO; CEO/CFO; Marketing / Content Operations head Purpose:  Provide insights from business analysts on important trends that impact business, marketing and content strategy: the digital enterprise, digital marketing, content and content operations, and their implications for business strategy Raise awareness of the need for enterprise content strategy that is different from traditional marketing content strategies for websites and content projects Support the case to execute content strategy through a new, leveraged, more efficient, content supply chain operations model. Topics:  Content is a strategic imperative and driver of top enterprise objectives. To meet new requirements, challenges and business imperatives, businesses must embrace a new content (digital) mindset. Businesses need a content strategy that goes beyond marketing, websites and content projects. This must support ALL customer facing, content dependent groups, including sales, sales training, customer service, HR (talent acquisition), and the sales channel. Organizations must execute content strategies...
  5. Conversation Support Competency for Content Strategy

    by
      Target Audiences:  VP of Marketing / CMO VP Sales Product Marketing Sales Enablement  Purpose:  Introduce a new perspective and suggested approach to improve customer conversations and content, as well as the productivity, effectiveness and efficiency of marketing, sales and content development teams. Topics:  Conversations and content creation require common inputs Why make individuals have to figure out universal inputs Design conversations, develop universal inputs, and deploy inventories of support elements to all customer facing and content creating people   Conversation Support Competency for Content Strategy When we talk with people about content strategy, and the preparation required to create effective content, most are familiar with the first competency in our 6 Competencies for Marketing and Sales Content Strategy — Understand Buyers. “Personas! Yeah, we’ve done those!” Well …, ok. But think about what else constrains your ability to create quality content and get it deployed quickly.  Now, think about your sales...
  6. Why Content Operations Is Your Next Focus Area

    by
      Business-to-business selling organizations that have adopted inbound and content marketing strategies to deliver relevant, useful, educational content to prospective buyers should give this question serious consideration. Four factors implicate this as a possible requirement: Universal business drivers Each company’s go-to-market goals, strategies and plans Content strategy and requirements Challenges that constrain content performance  Universal Business Drivers In our post Business Trends Indicate Need for Enterprise Content Strategy and Operations Management we presented relevant insights from several prominent analyst firms on top business trends that have implications for customer facing content: the digital enterprise, digital marketing, digital content, enterprise content strategy and operations.  As these analysts make clear, content is a strategic imperative, and primary driver of top business objectives. Changes in several areas are contributing to the need to adopt a unified marketing and sales content strategy that goes beyond marketing, websites and contentprojects, among many others: Buyer expectations...
  7. Don’t Just Curate Content – Harvest It

    by
    This blog originally published on the Sandhill.com blog. Curate content to address many content challenges marketers face. Current curation practices focus on automatically generating newsletters, primarily based on third party articles. This approach severely under-utilizes this important tactic. The harvest step is perhaps the most significant part of our curation practice. When we curate content, both internally developed and third-party content, we harvest specific elements from within the source content itself. This reduces or eliminates creation by downstream users, and reduces the time effort for new content creation.   Don’t Just Curate Content – Harvest It! Enterprise marketing leaders and chief content officers use many tactics to serve numerous content constituents and their use case requirements. The emergence of the digital enterprise elevates requirements as groups beyond marketing, including sales and channel sales partners, but also customer service and HR (talent acquisition), must be supported in their use of content and content marketing tactics. One...
  8. Why Content Creation Isn’t Everyone’s Job

    by
      I read with interest John Jantsch’s Duct Tape Marketing blog Why Content Creation Is Everyone’s Job. The post raises good ideas with, in my opinion, the wrong conclusion.  It’s a short post, I suggest you read it. I’d like to offer a different perspective and approach. This is a teachable moment. The lesson involves the difference between thinking like a marketer, and thinking like a publisher. It illustrates a new reality all organizations face, but is especially important for enterprise marketers. The new reality is: the traditional, project oriented, creative craftsman approach to content, cannot meet new, digital content and marketing requirements. The problem and premise is pretty well stated in the blog: “The need for content has moved beyond a traditional marketing department’s ability to create because the content an organization must produce today represents the voice of an organizations strategic point of view.” But the conclusion in...
  9. Shift from Repository to Content, Communication and Collaboration Ecosystem

    by
      People responsible for sales and channel enablement, marketing and content operations, or supporting groups that use content, face many challenges. We have identified a solvable challenge that immediately improves productivity, efficiency, and, most of all, business outcomes. Almost every day I have conversations with people in organizations who complain how difficult it is to find, access, deliver, and reuse content that is critical to job or task performance. This is a basic and solvable challenge. Your Content Constituents When this ability is missing, business outcomes suffer. But people’s motivation to quickly and effectively respond to the requirements of each situation is also curtailed. Audiences today expect near instant response or support. This often means delivering relevant, useful content. Think about the customer-facing, content-using groups across your organization: in marketing and sales of course, but also customer service, training and HR (talent acquisition). Your external constituents in your sales channel also...
  10. Content Management – Aggregate Don’t Upload

    by
      As a content operations advisory firm, we occasionally find ourselves in the embarrassing position of the “cobbler’s children.” This syndrome reared its ugly head when we realized that our spreadsheet based content inventory wasn’t really working as a good way to discover and access the right content for specific sales, marketing or content requirements. The spreadsheet was the right tool for the initial content inventory job we conducted a few years ago. But the hassle factor for daily use was too high. This showed up as assets not recorded in the document, and pleas for content recommendations going out across email and IM. Before we set out in search of the perfect content management solution, we convened to discuss our use case requirements. We began by analyzing the primary content and content types we used, along with where they were stored.   Content in 18 Repositories That’s when it hit...
  11. For Sales Blogging and Social Selling – Think Like a Publisher

    by
      The practice of social selling has crossed the chasm and entered the tornado stage. (Huffington Post, see Mike Kunkle’s excellent webinar) To fuel this content dependent activity, many are urging sales people to blog, and to become thought leaders. (Lori Richardson, John Jantsch,  ITSMA) This is a logical extension from a belief that sales people must think more like marketers. In my view, “think like marketers” means sales people must approach selling from a buyer perspective. They must understand and align to the issues, questions and process buyers must address to make a buying decision. (See Sharon Drew Morgen – Buying Facilitation) Not all buyers are ready or interested to hear about your company and product — especially those features. But I also know that thinking like a marketer does not mean thinking like a journalist. It does not require sales people to “blog” – certainly not in the way most...
  12. Executive Summary: Six Competency Framework for Marketing and Sales Information and Content Strategy

    by
        B2B selling organizations face a serious challenge creating and managing content that impacts the success of new customer acquisition and profitable revenue growth, as well as tactical marketing and selling initiatives. The Internet and changes to buyer behavior has made content a strategic imperative and key driver of strategic business objectives, however; The traditional approach to customer content development, funding, and content production processes will not meet new, digital era sales and marketing use case requirements.  Companies require a business level marketing and sales information and content strategy that spans functions and tactics, and goes beyond project oriented campaigns, websites and other content projects. But senior executives seem unable to connect the warning signals from multiple departments and disparate systems pointing to a broken, mission critical process. Current responsibilities and budgets for content are spread across functions. This constrains the optimum use and value of content, and limits the ability...
  13. Why Google Plus is Our Company Content Hub (and should be yours)

    by
    This article is written for small and mid-size businesses, but also for groups within larger organizations that are constrained by poor enterprise infrastructure. The points here take nothing away from the fact LinkedIn is an important social platform, especially for personal use and content publishing. Businesses should have strong presence and active participation on both platforms. This post will explain how the nature of Google+ participation is different from LinkedIn and other social sites, and why that should make it a primary hub for all your customer facing content.   If you’re like most people you use social media channels to get your messages and content distributed. You’re being a publisher. Or maybe you’re like me, mostly a listener. If it ends there, you might be missing the most powerful potential for your business, especially for social selling. What if the theory, “be on the social channels your customers are on”...
  14. Customer Facing Content as a Conversation

    by
    The Four Cs of Content Marketing I’ve written about content as more, and different than, format. While working with clients recently, I’ve heard them wrestle with questions about what content to create, and how to make priority decisions. I think some deeper distinctions about content can help here. When I consider content work, I think about the Four Cs of Content: Conversation Context ContentS Container  Notice that container — format — is my last consideration. This is a big change from the traditional approach to content creation. Typically, format, as in “what do you want to create?” is an early consideration. For example, your approach as well as resource and vendor selection might depend greatly on whether you want to create a blog or whitepaper, PowerPoint or video. This thinking and approach is too limiting for today’s content requirements and challenges. Start with the Conversation Thinking about customer facing content as...
  15. Information and Content Are Strategic Imperatives for B2B Organizations

    by
      Most business enterprises engaged in B2B selling have adopted content marketing as “the only marketing there is.” (Seth Godin) B2B selling typically starts online, through email or a phone call/voice mail — through content. They are doing so because the right information, packaged and delivered through the right content is the key enabler for tactics that execute a customer-centric go-to-market strategy, especially: Inbound marketing Automated demand management with lead nurturing Social marketing and selling Sales enablement These tactics are primary drivers for 4 top strategic enterprise goals: Revenue growth — especially organic growth through new customer acquisition and channel success Cost reduction — especially high enterprise selling costs Acquire data on buyers and customers — feed predictive analytics Compelling customer experience — from initial engagement in the buying process, through the ongoing relationship to optimize value of purchased products or services, to a desire for more products/services — through renewals, cross or up-buying and referrals....

B2B Marketing Zone