Why Sales Doesn't Use Your Content (And What To Do About It)

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Learn how you can align with sales and get them using 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

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Why Sales Doesn't Use Your Content (And What To Do About It)

  1. 1. Why Sales Doesn't Use Your Content And What To Do About It
  2. 2. Today’s Speakers Dan Flanigan, VP of Products Percussion @DanFlan Shawn LaVana, VP of Marketing Postwire @shawnlavana #SalesContent
  3. 3. Why is this a problem? #SalesContent
  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 #SalesContent
  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. Upon its launch in 2011, Google's Freshness Update algorithm impacted 35% of searches.
  10. 10. “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
  11. 11. “Salespeople spend 40% of their time looking for or preparing content for customer communications.” – CMO Council
  12. 12. Developing Buyer Personas #SalesContent
  13. 13. 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?
  14. 14. 2. Dig In Answer These Questions 1. What problems do these people of interest have? 2. What pushes them to solve these problems? 3. Where do they access information when hunting for a solution? 4. How do they access it? 5. What type of info do they seek?
  15. 15. 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?
  16. 16. 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?
  17. 17. Keeping Sales Up to Date #SalesContent
  18. 18. “2 out of 3 sales reps don’t think the current content helps ‘Disrupt a customer’s mindset’.”- SellingPower
  19. 19. “Fortune 500 companies report that having a strong sales enablement program are witnessing at 15.3% growth.” – Business.com
  20. 20. Using Content in Different Mediums #SalesContent
  21. 21. Setting Up a Feedback Loop #SalesContent
  22. 22. In Conclusion… • Build a Plan • Develop Buyer Personas • Keep Sales Up to Date on Available content • Use Content Everywhere • Set Up a Feedback Loop #SalesContent

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