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

How to use content to accelerate your sales cycle Presentation 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