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
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
How to Use Content to Drive the Sales Process Fernando Labastida Latin IT Marketing & JS Logan
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
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
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)
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
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”
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
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
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: firstname.lastname@example.org