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Content Creation in the Middle of the Sales Funnel
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Content Creation in the Middle of the Sales Funnel

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Webinar with John Stone of Revenue Architects

Webinar with John Stone of Revenue Architects

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    Content Creation in the Middle of the Sales Funnel Content Creation in the Middle of the Sales Funnel Presentation Transcript

    • Content Creation in the Middle of the Sales Funnel
      May 3, 2010
    • Using GoToWebinar
      This is an Interactive Webinar
      Please ask us questions – here’s how:
      “Raise your Hand” to interrupt us at any time
      Talk to us by typing into the questions box
    • Who are we?
      John C. Stone III
      CEO, Revenue Architects
      Twitter.com/jcstone3
      www.RevenueArchitects.com
      Matthew Mamet
      Head of Customer, EditMe
      Twitter.com/msmamet
      www.EditMe.com
    • Traditional B2B Sales Funnel
    • Here’s what’s happening today
      Marketing departments have embraced persona-based, content marketing
      More inquiries are filling the top of the funnel, causing it to overflow
      Requires seven to nine exposures to an advertisement or message before the person actually acknowledges
      With the proliferation of content and the speed to obsolescence, it is difficult for sales/marketing teams to find the content assets that are of the greatest value, currency and relevance.
    • Content Marketing = core strategy
      Branding
      Engage
      SEO
      (Authentic) Content
      Conversions
      Traffic
      Sales Extension
      Nurture
      Self Sell
    • Good Content is “Sticky and Spreadable”
      • Relevant
      • Modular
      • Authentic
      • Entertaining
      • Sharable
      • Visible
      • Accessible
      • Stylized
      • Optimized
      • Managed
    • Case Study: B2B Value Added Reseller
      Client: Successful technology reseller and solution provider with a 30-year track record, long term client relationships, and a wide range of solution offerings.
      Goal: Drive 3X revenue from strategic new solution partners within 1 year. Build enduring content selling and marketing capabilities.
      Key Question: How should we use content marketing to rapidly accelerate sales?
      Strategy: Begin with the Revenue Architecture, define thecampaign strategy and empower selling teams with the content they need.
    • A Framework for Revenue Strategy
      A Revenue Architecture is the blueprint for how the to attract nurture, sell and expand profitable relationships with chosen customers
    • Steps in the Process
    • Applying the Framework
      Go-to-Market
      • Right market, right offers
      • Segmentation and buyer values
      • Territories and channels
      • Persuasive messaging
      • Innovative programs
      • Strategic alignment and resourcing
      Lead to Close
      • Team and organization
      • Web presence
      • Lists marketing
      • Content
      • Inbound lead capture
      • Nurture process
      • Marketing-sales process
      • Technology and data
      • Outbound process
      • Activities, skills and competencies
      • Selling tools and assets
      Revenue Architecture
      Incentives and Metrics
      • Performance indicators
      • Metrics
      • Leading indicators
      • Performance motivation
      • Tracking
      Customer Relationships
      • Service delivery
      • Client retention
      • Account management
    • Key Findings…
      • Right market, right offers
      • Segmentation and buyer values
      • Territories and channels
      • Persuasive messaging
      • Innovative programs
      • Strategic alignment and resourcing
      • Team and organization
      • Web presence
      • Lists marketing
      • Content availability and access
      • Inbound lead capture
      • Nurture process
      • Marketing-sales process
      • Technology and Data
      • Outbound process
      • Activities
      • Skills and competencies
      • Selling tools and assets
      Revenue Architecture
      • Performance indicators
      • Metrics
      • Leading indicators
      • Performance motivation
      • Tracking
      • Service delivery
      • Client retention
      • Account management
    • Lead-to-close: Additional Challenges
      Salespeople spend 1-2 days a week customizing presentations, proposals, brochures, and emails for customers
      Marketing has a difficult time enforcing consistency in message and brand identity
      Brochures and fact sheets cannot be customized by salespeople and marketing is overwhelmed with requests for custom content
      Salespeople use materials that may up to date or brand-compliant
      Management can’t ensure that sales teams are taking advantage of cross-sell and up-sell opportunities
      Not everyone is on the same page and new joiners struggle to become productive
    • Strategy 1: Integrated Campaigns
      Content for sales-enablement
      Integrated Marketing Campaigns
      Brand and Solution area Explainer Videos
      Enhanced web site presence
      Eloqua-enabled nurture program, landing page and integrated customer experience
      Social media engagement increase awareness and build street cred
    • Strategy 2: Sustainable Content Process
      Easily editable, sharable, single source content - modular for plug and play
      Leverage best examples and corporate standard messaging
      Push new updates and releases
      Multi-media (video, articles) with aligned messaging
      Easy contribution by sales and marketing teams in collaborative model
      Relevance engine for real time rating and access
      Sales
      Executives
      Marketing Ops
      Partners
      Collaborative
      Content
      Engineers
      Affiliates
    • Targeting and Driving ROI
      Total Revenue
      # Opptyx Deal Size x Win Rate
      Sales Cycle Duration
      # Active Sales Headcount
      x
      • Standardized email templates and assets gives more time for prospecting
      • More compelling messaging improves conversion rates
      • Using best assets, insights and market intelligence delivers a more targeted value proposition, improving win rate.
      • Faster development of proposals reduces sales cycle duration
      • Better preparation prior to sales interaction, and highly targeted and personalized customer deliverables improves win rate
      • New hire “on-boarding” enabled by standardized content resources
    • Strategy into Action
      A cross-functional sales portal
    • Organize by Use, not departmental silos
    • Personas in action
    • Sales Enablement
    • A Sales Portal Helps Sell
    • How it all fits together
    • Getting Started with Your Sales Portal
      Easy to use technology that present minimal obstacles to user activation
      Collaborative technology like wiki, blog, micro blog, SMS
      Avoid complex process or taxonomies – rely on your community
      Information Technology departments are incented to keep existing systems running smoothly
      Provide value, not rules
      It’s a lot easier to push the rock down hill
      Don’t forget about user experience
    • Conclusion
      By building a central-sourceapproach that embraces social collaborationinto the content process, B2B companies can give marketing and sales fingertip accessto relevant content they need.
    • What is EditMe?
      Easiest way to create collaborative websites
      Use EditMe for sales portals, private intranets, online communities, classroom sites, project team sites - just about any type of web site you need.
    • What is Revenue Architects?
      • Revenue strategy
      • Web Presence
      • Content marketing
      • Digital PR
      • Social media and sales 2.0
      • Lead-to-close process
      • Marketing automation
      • Prospect care
      • Sales and account management excellence
      Expert network of sales and marketing consultants
      Envision and build the revenue architecture aligned with strategy
      Integrate sales and marketing, and deliver innovative marketing programs
      Skills and resources from revenue strategy and branding to the lead-to-close process, data and technology systems to drive sales.
    • Ask Us Questions!
      http://twitter.com/msmamet
      http://twitter.com/jcstone3
      Next Week: Who will help me build the intranet?
      Getting People to Participate
      Register now at: http://ow.ly/1GfOM