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Postwire - Why Sales Doesn’t Use Your Content

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FutureM 2013 session with Postwire …

FutureM 2013 session with Postwire

Speakers:
Alexis Karlin
Digital Marketing Manager, Percussion Software

Shawn LaVana
Vice President of Marketing, Postwire

Susan Mlodozeniec
Senior Marketing Manager, Demand Generation, Forrester Research


"Where's the most recent brochure?"

Sound familiar? You create tons of content, but for some reason, your sales team can never find it, much less use it.

They instead resort to using the same old stuff and pay little mind to what you're producing, why you're doing it, and who you are catering it to. This is a sales and marketing disconnect, and recent surveys have shown that companies with strong sales and marketing alignment achieve higher revenue growth than those with disconnects.

The great news is that content can be a uniting force that aligns marketing and sales. This benefits marketing in that their content is used more often and in more personalized ways, and it benefits sales in that they become a trusted educational resource for buyers.

In this session you will learn tactics that will help you better align with sales and get them to use your content by:

-Building your content development and organizational plan
-Developing buyer personas
-Keeping sales up to date on available content
-Using content in different mediums
-Setting up a feedback loop

Published in: Marketing, Business, Technology
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  • 1. SESSION  PARTNER   WHY SALES DOESN’T USE YOUR CONTENT And what to do about it VISIONARY  SPONSORS   INNOVATOR  SPONSORS   TA L K A B O U T U S ! # F U T U R E M # C O N T E N T E N A B L E M E N T
  • 2. Why Are We Here? Marketing Sales Buyers TA L K A B O U T U S ! # F U T U R E M # C O N T E N T E N A B L E M E N T
  • 3. Today’s Hosts Shawn  LaVana   VP  of  Marke6ng   Postwire              @shawnlavana   Alexis  Karlin                                  Susan  M  lodozeniec                                                             Senior  Marke6ng   Digital  Marke6ng   Manager,  Demand   Manager   Genera6on   Percussion        @akarlin   Forrester   @smlodoze   TA L K A B O U T U S ! # F U T U R E M # C O N T E N T E N A B L E M E N T
  • 4. Why is it a problem if sales doesn’t use marketing’s content?
  • 5. “Every  two  days,  more   content  is  now  created   than  what  existed  in   the  history  of  man  up   unCl  2003.”     –  Eric  Schmidt          Execu&ve  Chairman,  Google  
  • 6. Companies  with  good  sales  and  markeCng  alignment   generate  20%  more  revenue.  -­‐  Hubspot  
  • 7. Building your Content Development and Organization Plan
  • 8. “90%  of  consumers  find  custom  content  useful  and  78%  believe  that   organizaCons  providing  custom  content  are  interested  in  building  goo relaConships  with  them.”     –  TMG  Custom  Media    
  • 9. “While  92%  of  firms  say  producing  high-­‐quality   content  is  valuable,  just  54%  of  them  rank  their   ability  to  execute  this  acCvity  as  effecCve.”  –   Aberdeen  Group  
  • 10. “Salespeople  spend  40%  of  their  Cme  looking  for  or  preparing   content  for  customer  communicaCons.”     –  CMO  Council  
  • 11. Charting The Course By Developing Buyer Personas F o u r S t e p s To Ta r g e t H a r m o n y
  • 12. 1. Start With The Basics 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?   TA L K A B O U T U S ! # F U T U R E M # C O N T E N T E N A B L E M E N T
  • 13. 2. Dig In 1.  What  problems  do  these   people  of  interest  have?   2.  What  pushes  them  to  solve   these  problems?   3.  Where  do  they  access   informa6on  when  hun6ng   for  a  solu6on?   4.  How  do  they  access  it?   5.  What  type  of  info  do  they   seek?   TA L K A B O U T U S ! # F U T U R E M # C O N T E N T E N A B L E M E N T
  • 14. 3. Investigate 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?   TA L K A B O U T U S ! # F U T U R E M # C O N T E N T E N A B L E M E N T
  • 15. 4. Craft Your Persona 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?   TA L K A B O U T U S ! # F U T U R E M # C O N T E N T E N A B L E M E N T
  • 16. Keeping Sales Up To Date “Where’s the most recent brochure?”
  • 17. 2  out  of  3  sales  reps  don’t  think  the  current  content  helps  “Disrupt   a  customer’s  mindset.”-­‐  SellingPower  
  • 18. “Fortune  500   companies  report  that   having  a  strong  sales   enablement  program   are  witnessing  at  15.3%   growth.”     –  Business.com  
  • 19. Setting Up a Feedback Loop Learning to love sales anecdotes
  • 20. Key Questions To Pose Why  do  clients  choose  us?   What  are  the  most  common  quesCons     your  are  asked  in  the  sales  process?   What  objecCons  do  you  hear?   Why  do  prospects  choose  a  compeCtor,     and  which  one  did  they  choose?   Are  you  noCcing  any  trends  you  feel  we  as   a  company  are  not  reacCng  to?   If  you  could  have  anything  from  markeCng,  what     would  it  be  and  why?   TA L K A B O U T U S ! # F U T U R E M # C O N T E N T E N A B L E M E N T
  • 21. In Conclusion  Build  a  Plan   Develop  Buyer  Personas   Keep  Sales  Up  to  Date   Set  Up  a  Feedback  Loop   TA L K A B O U T U S ! # F U T U R E M # C O N T E N T E N A B L E M E N T
  • 22. Learn More go.postwire.com/futurem   TA L K A B O U T U S ! # F U T U R E M # C O N T E N T E N A B L E M E N T
  • 23. Organize Marketing Content To Drive Sales Success
  • 24. Forrester  helps  you  make  beher  decisions     in  a  world  where  technology  is  radically  changing  your   customers   Forrester  is  a  global  research  and  advisory  firm   •  Over  2,400  Clients  Worldwide   •  Over  1,200  Employees   •  400+  Quota-­‐Carrying  Sales  Professionals   •  50+  Marketers  
  • 25. How we help: Levels of engagement Core research and tools Custom global data Peer collaboration Analyst engagement © 2013 Forrester Research, Inc. Reproduction Prohibited 30
  • 26. Forrester  is  focused  on  these  key  roles/personas   •  Chief  Marke6ng  Officer   (CMO)   •  Marke6ng  Leadership   •  Customer  Experience   •  Chief  Informa6on  Officer  (CIO)   •  Analyst  Rela6ons   •  Applica6on  Development  &   Delivery   •  Enterprise  Architecture   •  Customer  Insights   •  Infrastructure  &  Opera6ons   •  eBusiness  &  Channel   Strategy   •  Security  &  Risk   •  Sourcing  &  Vendor   Management   •  Sales  Enablement  
  • 27. Forrester  organizes  MarkeCng  content  for  Sales  to  be   relevant,  contextual  and  just  in  Cme   Relevant   Sales  Stage   Role/Persona   Contextual   Product   Sales  Coach   Just  in  Time   Weekly   Marke6ng   News     Email  Library   Cha_er   On  Demand   Training     Internal  Loca6on   Postwire  Account  Pages   Product  Selec6on   Tools   Intranet   Shared  Drive   CRM  System   External  Source   Webinars   Podcasts   Social  Media   Live  Events     Video   PR  Men6ons  
  • 28. Content  Libraries  on  the  Intranet  are  modular  and  make  it   simple  for  Sales  to  create  a  relevant  presentaCon  
  • 29. The  Sales  Coach  within  the  CRM  system  suggests  MarkeCng   Content  that  is  contextual  to  the  specific  Opportunity  Stage  
  • 30. New  hires  learn  about  MarkeCng  content  on  a  just  in   Cme  schedule  
  • 31. The  MarkeCng  Team  makes  content  available  in  a  visually   appealing  way  to  support  Sales  sharing  it  with  their   accounts  
  • 32. MarkeCng  content  is  “on  locaCon”  at  the  point  of  use   •  Marke6ng  assets  for  Sales  are  curated                                                                                               in  one  loca6on  on  the  intranet   •  Our  Sales  Coach  contains  links  to  assets                                                                                                 for  Sales  Stages;  it  is  embedded  in                                                                                the   CRM  system,  where  Sales  is  working                                                                                         Opportuni&es   •  Emails  in  the  Email  Library  are  alphabe6zed  by  subject  in   Salesforce.com,  where  Sales  composes  and  sends  emails   •  Marke6ng  Assets  for  Sales  are  curated  in  one  shared  library   in  Postwire  where  Sales  creates  and  maintains  Account   Pages  
  • 33. Forrester’s  email  campaigns  to  Clients  during  1H  2013   produced  3x  the  engagement  when  content  was  tailored  to   that  Account   70%   58.8%   60%   50%   Percent   Emails  Sent  By  Sales     40%   Emails  Sent  By  Marke6ng   30%   20%   21.8%   25.3%   14.8%   15.3%   16.4%   10%   0%   Unique  Open  Rate   Unique  Click-­‐To-­‐Open  Rate   Relevant,  Timely  and  Contextual   Emails  Sent  By  Sales  
  • 34. In  conclusion,  help  Sales  use  your  MarkeCng  Content   by   •  Thinking  “Outside  In”  about  what  Clients  and  Prospects  need   and  then  crea6ng  it   •  Aligning  it  in  a  mix-­‐and-­‐match  way  based  on  Sales  Stage,   Personas,  and/or  other  Sales-­‐friendly  segmenta6on  at  your   company   •  Making  it  relevant,  contextual,  and  just  in  6me   •  Making  it  available  in  the  loca6on  of  Sales  use    
  • 35. Questions? Learn  more  at:   go.postwire.com/futurem   TA L K A B O U T U S ! # F U T U R E M # C O N T E N T E N A B L E M E N T

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