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...
“While 92% of firms say producing high-quality
content is valuable, just 54% of them rank their
ability to execute this ac...
“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 brou...
2. Dig In
Answer These Questions
• What problems do these people of
interest have?
• What pushes them to solve these
probl...
3. Investigate
Answer These Questions
1. Who is accessing your content?
2. How are they finding it?
3. What brought them t...
4. Craft Your Persona
Answer These Questions
1. Who is accessing your content?
2. How are they finding it?
3. What brought...
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 Everywhe...
Why Sales Doesn't Use Your Content Presentation
Why Sales Doesn't Use Your Content Presentation
Why Sales Doesn't Use Your Content Presentation
Why Sales Doesn't Use Your Content Presentation
Why Sales Doesn't Use Your Content Presentation
Why Sales Doesn't Use Your Content Presentation
Why Sales Doesn't Use Your Content Presentation
Why Sales Doesn't Use Your Content Presentation
Why Sales Doesn't Use Your Content Presentation
Why Sales Doesn't Use Your Content Presentation
Why Sales Doesn't Use Your Content Presentation
Why Sales Doesn't Use Your Content Presentation
Why Sales Doesn't Use Your Content Presentation
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Why Sales Doesn't Use Your Content Presentation

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Marketers can create some amazing content - but if it's not being utilised

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Why Sales Doesn't Use Your Content Presentation

  1. 1. Why Sales Doesn't Use Your Content And What To Do About It
  2. 2. Today’s Speakers Shawn LaVana, VP of Marketing Postwire @shawnlavana Dan Flanigan, VP of Products Percussion @DanFlan
  3. 3. Why is this a problem?
  4. 4. “Every two days, more content is now created than what existed in the history of man up until 2003.” – Eric Schmidt
  5. 5. 70% of buyers want to engage with salespeople early in the process, but only if they provide value. – ITSMA
  6. 6. Companies with good sales and marketing alignment generate 20% more revenue. - Hubspot
  7. 7. Building your Content Development and Organizational Plan
  8. 8. “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
  9. 9. “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
  10. 10. “Salespeople spend 40% of their time looking for or preparing content for customer communications.” – CMO Council
  11. 11. Developing Buyer Personas
  12. 12. 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?
  13. 13. 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?
  14. 14. 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?
  15. 15. 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?
  16. 16. Keeping Sales Up to Date
  17. 17. “2 out of 3 sales reps don’t think the current content helps ‘Disrupt a customer’s mindset’.”- SellingPower
  18. 18. “Fortune 500 companies report that having a strong sales enablement program are witnessing at 15.3% growth.” – Business.com
  19. 19. Using Content in Different Mediums
  20. 20. Setting Up a Feedback Loop
  21. 21. In Conclusion… • Build a Plan • Develop Buyer Personas • Keep Sales Up to Date on Available content • Use Content Everywhere • Set Up a Feedback Loop
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