1. The Content Design Point is Different for Marketing and Sales Content

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        In Marketing and Sales Content — Differences That Matter I identified the problem that few people explicitly understand the difference between sales and marketing content. Does this really matter? During 20 years creating sales, marketing and training content for B2B organizations we discovered it really does. I believe this misunderstanding is a primary cause of poor or missing situation-ready sales content. This matters because the quality of sales information impacts B2B sales and marketing performance, as well as revenue growth. For companies pursuing account-based marketing tactics (ABM) I suggest success depends on information that is more like sales content than marketing content. The question addressed here is, “what can be done to improve sales content?” I will offer a prescription for what to do, based on adopting a different content design point, and how to do that. Consider for a moment the infamous marketing and sales disconnect and...
  2. Sales Content for Knowledge and Sales Performance Support

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        This article is a deeper consideration of some of the questions and answers raised in my article, Marketing and Sales Content — Differences that Matter. A category of sales content I highlighted is Sales Knowledge and Performance Support. Outside of onboarding, periodic training, and informal sharing, this is an area that is largely left up to individuals. When this is the case, sales organizations lose an important sales performance lever — a continuous, collaborative learning and performance support program. Sales (enablement) leaders should foster a culture of learning, which is different than a culture of training. “Knowledge which is related but not identical to information, is exploding at the same rate as information. Doubling every two years.  Even though our knowledge is expanding exponentially, our questions are expanding exponentially fast.  And as mathematicians will tell you, the widening gap between two exponential curves is itself an exponential curve. That gap between questions and...
  3. 10 Questions About Sales Content Sales Leaders Should Ask Marketing Leaders

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      I’ve written that sales and sales channel content requirements are some of the most under-served in most B2B organizations. Selling in a digital era characterized by hyper-connected, hard to engage, low attention span buyers makes effective sales content a strategic imperative. While research indicates 65% of the content created by marketing for sales is never used by sales, the situation is in fact much worse. The adverse impact of missing sales content that was never created is undocumented but significant. The opportunity cost of sales productivity and effectiveness trumps content costs. Sales leaders should appreciate that most marketing leaders don’t have clear definitions for sales content, or even how to create effective sales-ready content. Marketing’s belief that sales content is similar to, and an extension of content marketing, is misguided. Sales content problems will persist until this thinking and the practices it produces changes.   Ten Questions About Sales...
  4. Marketing and Sales Content – Differences That Matter

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      What IS the difference between marketing and sales content? This is a good question to ask across your organization. The answers will reveal people’s thinking and understanding about “content” in general. Notice how clear, specific, consistent and actionable the responses are. Or not. Why does this matter? Effective sales content is a strategic imperative when selling in a digital age of hyper-connected, hard to engage, low attention span buyers. Sales performance suffers due to poor or missing sales content. This is the common state across most B2B sales organizations. According to SiriusDecisions, 65% of content created by marketing for sales is never used. That’s not surprising to me. This has been the case for well over a decade. What’s shocking is not only that it isn’t resolved, it’s not improving! I believe the B2B sales content predicament is actually much worse than these statistics indicate. This statistic and underlying research...
  5. 6 actions for sales leaders to get the right sales content

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      Sales performance suffers due to poor or missing situation-ready sales information. This is still a common B2B selling problem. Despite significant investments in sales and marketing technologies, most B2B organizations don’t provide enough of the right content to their sales and channel sales organizations. Sales content isn’t designed and created “on purpose.” It isn’t created to meet well-defined use case requirements. Marketing is largely responsible for content strategy and development. Yet few marketers can provide clear definitions or guidelines for what effective sales content really is. Most believe they currently create content suitable for sales. They believe the problem is lack of awareness or access to that content. This is flawed thinking. Since content is a key success driver of any B2B selling system, sales leaders must ensure there is enough of the right sales content for sales people to perform well. To do this, sales organizations must “requisition content”...
  6. A Conversation About B2B Selling Content

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      “What is the state of B2B selling content today?” That was the first question Barb Giamanco asked me on her sales podcast, Right Message, Right Support, Right Sales Content, on the Razor’s Edge. How would you answer that for your organization? How would you know? Is your selling content considered short life collateral, or mostly long-life assets? What criteria would you use to audit the quality and usefulness of your content? Do you have an inventory that would make an audit possible? These are some of the questions we discussed. Below is an outline of key points I addressed that you might want your organization to consider.   Key Considerations for Effective Selling Content If your sales team conducts a complex, solution or value sale, situation-ready selling content is essential for your success. If you are trying to shift your selling model from a traditional product-feature-benefit approach to a...
  7. Getting Sales Content Right

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        As B2B selling organizations attempt to transition from a product to solution or value sale, they must deal with the new realities of selling in a digital era characterized by self-educating teams of buyers. This new reality has made high-performing, situation-ready content a strategic imperative for B2B organizations in general, and direct and channel sales teams in particular. Two of the most under-served B2B functions when it comes to content are direct and channel sales organizations. There are many reasons for this. Too many executives aren’t aware of this imperative or the impact it has on new customer acquisition, revenue growth, selling costs or customer experience. As one senior sales executive at a large technology company said to me years ago, “what is content, it’s collateral, right?” Whew! Sadly, this mindset is still prevalent today. Marketing departments assume the content they create is suitable for sales. Often it...
  8. Situation-ready information, on-purpose, by design

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      I’m done talking about “content.” The word is too conceptual to have any useful meaning. In my world, words matter. To work, words must convey common meaning. I believe the word “content” and how it’s used actually causes problems. This is undoubtedly a contributor to quality problems experienced with marketing and especially selling content. Sales tells marketing, “we need better content.” Marketing replies, “what kind of content do you need?” Sales: ” we need customer stories, presentation support, videos, etc.” Sound familiar? And I could go on about content for certain stages, personas and industry verticals, among other important relevance categories. Having managed a business that created content for B2B sales, marketing and training organizations for 20 years, we regularly dealt with requests expressed this way. Knowing desired content formats, audience types and selling stages is simply insufficient input to inform quality content. We would ask, “What exactly do...
  9. The most underserved content requirements

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      I received a call from a colleague who started a new sales job with a software company. “We have no good content to serve as door openers, or to nurture target accounts who aren’t ready to meet. All we have is product collateral.” Sales content for key sales engagement points are the most underserved content requirements in most B2B organizations. Little or poor prospecting is both a symptom and casualty of this reality. There are many important reasons for this (please don’t shoot the messenger, not all may apply in your organization): Marketers don’t know what sales people need. Sales managers and reps actually don’t know what they need either, until the situation occurs and they can’t find it! Marketers don’t package and deploy content to sales that marketing may be using for lead gen and nurturing. Sales doesn’t know how to requisition content from non-sales resources who need...
  10. 30 60 10 B2B Content Strategy

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      Companies struggle to keep up with the content demands of a digital business environment. As B2B selling organizations adopt social selling practices, current content volume requirements will seem puny by comparison. You better have a strategy to scale without compromising quality, timeliness and, of course, cost. In the content business, create vs. curate is similar to the traditional business decision of make vs. buy. To the degree companies develop a formal B2B content strategy, deciding this mix is one decision output. What if there’s a third way? This won’t be a breakthrough insight. It recommends elevating an important technique for higher execution. This technique many companies seldom use and may not have considered in content strategy decisions.   B2B Content Strategy A simple way of thinking about content strategy is to answer two main questions: On-purpose — What content do we need and why? What’s the “job” content must perform?...
  11. 7 reasons you’re not getting the most out of customer facing content

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      Missing or under-performing customer facing content has a significant impact on strategic business objectives: new customer acquisition and organic revenue growth, sales and marketing productivity and efficiency for lower selling costs, data acquisition and customer experience. B2B lead generation and conversion rates are universally below expectations. Late stage content in sales cycles hasn’t evolved to support buyer-centered selling practices. A realistic assessment of the underlying cause of the problem helps you apply the right solution, because it allows you to see the real cause of the problem. In our view, there are seven primary reasons you are not getting the most out of your customer facing content. 1. Customer facing content is not created on purpose. Content has a specific “job” to do for both marketing and sales tactics. How you define the purpose of your content depends on the specific information required for each “touch,” the user experience...
  12. Why You Need a B2B Sales Content Strategy

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      If you sell the way you did 10 years ago, you don’t need a sales content strategy. There’s little strategy required to tell people about your company, products, features — just don’t forget those benefit statements! But if you’ve truly adopted a customer-centered sales philosophy you know you have new requirements. The new realities of selling to self-educating, digital era buyers has made having the right content an essential tool for sales professionals. The right content addresses every key buyer decision point throughout the customer engagement process. The importance and complexity of this requirement demands a strategy. Sales people need content to sell In B2B sales, especially a complex, considered or value sale, sales people still generate most of their sales “leads.” They develop virtually all sales opportunities. As it is for marketers, content is essential to capture prospect attention and generate interest. For sales people, tracking prospect content consumption indicates interest,...
  13. Overlooked cause of low sales and marketing results

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      In this digital era, content is a primary driver of sales and marketing performance. We have written extensively on this. Background articles are referenced at the end of this article. Poor or missing content is an under-appreciated reason B2B selling organizations experience lower than projected new customer acquisition and revenue growth results. High selling costs are both a symptom and additional casualty. In addition to adverse business impact, companies experience content costs 30 to 50% higher than they should. Output from current content production methods are typically 20% what they could be. When we investigate the reasons for poor or missing content we find three reasons that frequently stand out. These are remarkable both because of their importance, and because they aren’t well understood or appreciated. 1. An ineffective or non-existing business level content strategy. Survey results from Content Marketing Institute indicate that an appalling 48% of respondents claim...
  14. B2B Sales Content Strategy

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        When it comes to content and strategy, few people share a clear and common meaning of each word. Put them together, and what you have is downright perplexing. This is a sales content strategy guide for the perplexed. It is for people in marketing and sales who must collaborate to get these strategic assets right. (See Content is a Strategic Imperative for B2B Selling Organizations) The linked articles below are integral to a complete understanding of how to develop, document and execute an effective sales content strategy. First, a few definitions. Content For this article we are talking about sales content. More specifically, we’ll focus on B2B sales that are defined as complex, considered or value sales. “Content” includes sales messages, conversations, and stories which comprise what we refer to as the “contentS” of the media that package and deliver them. So content also includes conversations delivered by...
  15. How to Define Sales Use Case Requirements for Your Sales Content Strategy

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      The design point for your B2B sales content strategy must be your buyer’s engagement model, mapped against your sales strategy. Fundamentally, it must be conversation centered. Without well-defined and documented sales use case requirements, effective sales content strategy is not possible. Rarely do we meet companies that have even considered this, let alone defined and documented specific requirements. You can find an introductory explanation of this idea at Need Better Content? Define Use Case Requirements. This post will step you through a process to define and document requirements. Pre-requisite to use case definitions are two competencies we identify in our 6 Competency Framework for Business Level Content Strategy. These are Understand Audiences and Buyers Competency and Conversation Support Competency.  Essentially, sales use case requirements define the purpose and context in which sales content will be used. Sales Use Case Requirements Context The general context for your use case requirements are: Who’s...

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