Why Sales Doesn't Use Your Content
And What To Do About It
Today’s Speakers
Dan Flanigan, VP of Products
Percussion
@DanFlan
Shawn LaVana, VP of Marketing
Postwire
@shawnlavana
#Sal...
Why is this a problem?
#SalesContent
“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
#SalesContent
“90% of consumers find custom content useful and 78%
believe that organizations providing custom content are
interested in...
Upon its launch in
2011, Google's
Freshness Update
algorithm
impacted 35% of
searches.
“While 92% of firms say producing high-
quality content is valuable, just 54% of
them rank their ability to execute this
a...
“Salespeople spend 40% of their time looking for or
preparing content for customer communications.”
– CMO Council
Developing Buyer Personas
#SalesContent
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
1. What problems do these
people of interest have?
2. What pushes them to solve
these pro...
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
#SalesContent
“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
#SalesContent
Setting Up a Feedback Loop
#SalesContent
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 (And What To Do About It)
Why Sales Doesn't Use Your Content (And What To Do About It)
Why Sales Doesn't Use Your Content (And What To Do About It)
Why Sales Doesn't Use Your Content (And What To Do About It)
Why Sales Doesn't Use Your Content (And What To Do About It)
Why Sales Doesn't Use Your Content (And What To Do About It)
Why Sales Doesn't Use Your Content (And What To Do About It)
Why Sales Doesn't Use Your Content (And What To Do About It)
Why Sales Doesn't Use Your Content (And What To Do About It)
Why Sales Doesn't Use Your Content (And What To Do About It)
Why Sales Doesn't Use Your Content (And What To Do About It)
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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

Published in: Technology, Business
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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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