1. Getting B2B Content ROI Right

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    In this digital era, the nature and role of customer content has new meaning and significance. Content is a strategic business imperative because it is a key driver of top business and functional objectives. Poor performing content lowers outcomes. Misunderstanding content ROI elevates risk of poor decisions about content strategy and investment. The risk to senior executives in B2B selling enterprises, of not taking a strategic perspective on customer facing content, impacts their decisions about top business objectives: New customer acquisition and revenue growth Sales and marketing productivity, and lower selling costs Data acquired about buyers, customers Consistent delivery of an exceptional customer experience. But most executives have never given serious consideration to customer content as a business asset. It has always been the tactical responsibility of knowledge and creative people. One executive expressed what I most often hear: “What is content anyway? Collateral, right?”  (See What is Content?) Most senior executives are still...
  2. New Sales Competency – Use Content to Sell

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      The digital era has ushered in many behavior changes, especially for B2B buyers. Sales professionals have been slower to change their sales methods to adapt and align with new buying processes and the expectations of buyers. Those who are not actively and effectively using content to sell are missing an important opportunity to capture a selling advantage, lower selling time and costs, and accelerate successful sales outcomes. “Social selling” while new and popular, doesn’t yet represent a significant breakthrough in the way B2B sales people sell. As currently applied, social selling is primarily a different (and hopefully more efficient way) to research buyers, to network, and to conduct some initial touches. In reality, and almost by definition, most sales people have never really used content to sell. Two supporting reasons for this are the traditional lack of sales ready, customer relevant content, and poor ability to find content for specific...
  3. More Than Content Needs Overhaulin’

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    For all the time, attention and investment made in sales enablement tools, it’s a shame a fraction of that hasn’t been invested in solving the core problem: the content itself. One of our colleagues often quips: “it’s easier to buy software.” He means easier than figuring out the culture and process changes, aligning siloed functions, enrolling stakeholders, and resolving all the interdependent causes of problems. He also says, “every major purchase is essentially a change management initiative.” Despite the lip service and pockets of success (sustainable?), sales enablement hasn’t yet met expectations. But then …. CRM? I was reminded of this by Tom Pisello’s summary of the Qvidian users conference. Top Priority: Content Overhaulin’. While “purging, aligning and personalizing” content might be necessary work, what’s really required is a better process for content. How can it possibly be, that in the fifteen years I’ve been involved with B2B content, most...
  4. How to improve content performance and operations output

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      Marketing leaders, and the executive team to which they are accountable, understandably want to improve performance of customer facing content, get better outputs from content operations, and better returns on content investments. At the recent Content Marketing World, content ROI was a prominent topic. This post will provide an overview vision of what you must do to tune your content operations for optimal performance. Content operations performance means the ability to reliably and consistently meet content standards you’ve identified: Quality Timing (continuous and rapid time-to-market) Quantity (to cover requirements with versions and formats) Audience relevance As well as other factors you’ve identified (reuse). There are so many factors marketers must optimize, starting with resolving their challenges, as well as new, digital era content criteria.   We will explain our recommendation for an operational shift in the first video below. The second video illustrates how this works using a new, continuous publishing, or “content...
  5. Need Better Content? Define Your Use Case Requirements

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    Perhaps you’re the sales leader, and your sales people lack the content they need to sell effectively in this age of online, self-educating, stealth buyers. Or, perhaps you’re responsible for lead generation and demand management, but you lack effective education-oriented nurturing content to support your desire to deploy multiple persona, stage and industry relevant nurturing campaigns. You might manage channel sales and your partners regularly complain they lack channel appropriate content to fuel their lead gen and selling activities. Or, you are accountable for any number of other content dependent, customer engaging groups across your organization. Your inventory and budgets are starved for the customer relevant content you require. You each know the performance of your group suffers due to poor, missing or impossible to find content for key situations.  Yet your organization is cranking out more content than ever before. What’s going on? More importantly, what can you do...
  6. Conversation Support Competency for Content Strategy

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      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...
  7. Shift from Repository to Content, Communication and Collaboration Ecosystem

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      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...
  8. Executive Summary: Six Competency Framework for Marketing and Sales Information and Content Strategy

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        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...
  9. Why Google Plus is Our Company Content Hub (and should be yours)

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    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”...
  10. Information and Content Are Strategic Imperatives for B2B Organizations

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      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....
  11. Engagement and Eloqua Experience

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    For the Eloqua Experience preparation webinar sponsored by Televerde, I was asked to speak to the topic of Engagement. This is one of six topics that comprise the agenda for Eloqua Experience. As a concept, engagement means something a little different to everyone. I often hear clients talk about engagement as: touches, email opens, click-thrus, event visits, content views or even downloads. As B2B marketers, we have to be careful not to get too caught up in mechanics and focused just on “hard” outcomes we can measure and report. I suggest we think of engagement as: Sustained and helpful interaction with a target audience to create and mature relationships across the entire buyer life-cycle, in order to realize mutual personal and business outcomes. I’d love to hear your thoughts in the comments section below. Webinar Engagement Poll This webinar format consisted of a question for participants on each Eloqua Experience...
  12. What are your customer’s stories?

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    In an interview with Krista Tippet on the On Being podcast Seth Godin provides typically insightful answers to the question, “what is marketing?” Modern sales and marketing are indeed in transformation. This requires new thinking about these professions, the principles and practices that inform best practices. We dismiss this at our peril. This three minute excerpt can stimulate breakthrough thinking to guide your content strategy discussions. Unlike most marketing discussions of stories, Godin invites you to consider your customer’s stories, what they are telling themselves before they meet you. This is the context into which you must set your story.    
  13. 12 Demand Management Competencies for Success

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    Too many companies struggle to realize their demand management improvement expectations from investments in marketing automation. Marketing automation initiatives are often considered the next step beyond email marketing. As a result, campaign oriented thinking carries forward and limits the approach and results. Have we not learned from CRM and other technology categories that technology is an enabler, not a  producer of significant outcome improvements?  In fact, new technology often requires organizational change, new skills and increased work in the short term. A failure to appreciate the required competencies for demand management success is a root cause of this phenomena. Just the terms “lead gen” and “demand management” often carry no distinction within these organizations. When you hear that, it’s a yellow flag of caution that poor performance is bound to follow. The following is a checklist of demand management success competencies. Each are significant categories in their own right, with...
  14. One Hour Content Marketing Reality Check

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    Take an hour in the next week to objectively assess whether you have created a competitive edge in the way you engage buyers through online content.  That is the first competitive battle you have to win.  If you are outsold here, you may not get a second chance.  You may not even become aware of the opportunity.  Key points you have to assess when evaluating your competitiveness include: Will buyers relate to our understanding of their problem? Will buyers understand their options for addressing their problem? Will buyers get insights into what is really important to understand about their choices? Has our point of view given buyers enough insights and ideas to allow us to make the short list of vendors for consideration? Assess Your Best Competitor Begin your competitive assessment by going to your best competitor’s website to see what content is positioned to engage buyers. Look at the key...
  15. Learnings From A Content Strategy Hangout

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      I “watched” last week’s Google+ Hangout lead by the team at Velocity Partners in the UK:  Content That Stands Out: A Content Strategy Google+ Hangout.  The link will take you to the recorded show, or click the video image below. I have learned we tend to apply new technologies initially, by using old paradigms.  Google hangouts are a new technology most likely requiring a new paradigm. The Velocity sponsors openly acknowledge this. Video and group communication methods raise additional challenges. I have learned that video programs require tight production efforts, guided by strong moderating skills, based upon significant preparation. The ad hoc group conversation felt disjointed and didn’t work well for me. I lost my attention and interest rather quickly, despite being highly interested initially. Content That Stands Out In this morning’s email Ryan Skinner from Velocity responded to a question I had previously submitted. My question sought to...

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