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How to use content to accelerate your sales cycle
How to use content to accelerate your sales cycle
How to use content to accelerate your sales cycle
How to use content to accelerate your sales cycle
How to use content to accelerate your sales cycle
How to use content to accelerate your sales cycle
How to use content to accelerate your sales cycle
How to use content to accelerate your sales cycle
How to use content to accelerate your sales cycle
How to use content to accelerate your sales cycle
How to use content to accelerate your sales cycle
How to use content to accelerate your sales cycle
How to use content to accelerate your sales cycle
How to use content to accelerate your sales cycle
How to use content to accelerate your sales cycle
How to use content to accelerate your sales cycle
How to use content to accelerate your sales cycle
How to use content to accelerate your sales cycle
How to use content to accelerate your sales cycle
How to use content to accelerate your sales cycle
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How to use content to accelerate your sales cycle

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  • SMARKETING: To me it’s the best way to enter a new market quickly. It’s the strategic use of compelling content used by people actually doing the selling to move break down barriers and move the sale forward, whether they’re there in person or not.
  • Cold-calling doesn’t work anymoreLeads that come in from marketing suckHard to establish trust/rapportSales methods in use today are out of touchEverybody knows everythingSales people are “weak”
  • Marketing is sales without accountability.Awareness doesn’t pay the bills.
  • Content: feeds the need to learn, research
  • TheWealthyFreelancer.com
  • Your buzz piece is what you’re going to use to put your stake in the ground.Create a new concept, state a problem you solve or a bold benefit you offer in a non-commercial way. It’s an informative special report. It’s the foundational content that forms the basis of all the rest of your content: blog, newsletter, webinars, videos, PowerPoints, speeches
  • Google: Industry Associations, Top 10, 50, 100, 500 listsLinkedIn Groups: Find Industry Associations, groups dedicated to certain industries,Tweepsearch: keywords in profile
  • Tokbox or Kineticast
  • Transcript

    • 1. How to Use Content to Drive the Sales Process
      Fernando Labastida
      Latin IT Marketing & JS Logan
    • 2. Agenda
      The problem with sales and marketing
      Fusing content marketing into the sales process
      5 ways sales people can use content in their sales cycle
    • 3. About me
      Provide content marketing services to technology and other companies
      Sales Exec. Almost 20 years
      Start-ups, Vignette Corp, Pervasive Software, Video Equipment
      Re-invited myself 3 years ago: from salesguy to content marketer
    • 4. The problem with sales
    • 5. The problem with marketing: It takes too long!
      Source: Hubspot
    • 6.
    • 7. Sales 2.0 vs.Sales 1.0
      “Before you cry foul, think about it. You really want this dream client. You can hope they find you on the Internet, or you can pick up the phone, dial them, ask them to tell you how you can create value for them, and schedule an appointment. That sounds like cold calling, doesn’t it? It is . . . waiting is not, was not, and never will be an effective activity.” (Source: Anthony Lannarino, thesalesblog.com)
    • 8. Source: Eloqua
    • 9. Hybrid sales/marketing person
      Use of compelling, relevant content to serve as absentee sales people
      Implemented by sales people
      Requires sales 2.0 mind-set
      Also requires Sales 1.0 mind-set
    • 10. 5 Ways sales people can use content in their sales process
      Your buzz piece
      Soft email
      Warm cold-calls
      Innovative content tools
      Social Media “Search & Sharing”
    • 11. Create your “buzz piece”
      Foundational content
      New concept
      Resolve an industry problem
      Bold Benefit
      Non-commercial: advertising that’s too good to throw away
      eBook, White Paper, Web App, Video, Top 10 List, Case Study
    • 12. Create your “buzz piece”
    • 13.
    • 14. Soft Email
      “Who would you recommend?” or “Permission to connect?”
      Never a direct solicitation
      Short and sweet
      “buzz piece” offer in signature of email
      Offer to help
      Offer to send valuable content/demo
    • 15.
    • 16. Warm cold-calls
      “Business Call” vs. “Cold Call”
      Old friends / colleagues
      Follow-up on email
      Offer your buzz piece
      Call marketing partners:
      Associations
      Chambers
      Incubators
      Accelerators
    • 17. Social Media “Search & Sharing”
      Google
      LinkedIn / LinkedIn Groups
      Tweepsearch
      Twitter Search
      Google Alerts
      Jigsaw
    • 18. Innovative Content Tools
      Tokbox
      Kineticast
      Zentact
    • 19. Innovative content tools
    • 20. How to contact me
      Fernando Labastida
      Twitter: @flabastida
      Facebook: http://facebook.com/flabastida
      LinkedIn: http://www.linkedin.com/in/flabastida
      Tel: 512-945-9273
      Website: http://latinitmarketing.com
      Email: fernando@labastida.com

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