10 Tips for Using Content to Set the Buying Vision - 110112 Webinar with TimeTrade

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  • Let’s think about the buyer’s journey.It starts on the right when life is okay. And it ends with a closed deal.It is a three act play:Life is okay (status quo).They see a problem and decide to find a solutionThey plan out how to make the change…and, they sign the deal. (Hopefully.)
  • Buyers are more knowledgeable, more connected and busier! Selling Is now all about the customers’ needs, catering to the customers’ scarce time and attention spans . Salespeople cannot win by interrupting, but need to be there when the customers’ need you and always beproviding value!Social web allows buyers to do own research – 50 -70% of consumer buying decision is made without ever engaging with a salesperson
  • 65% of the time the executive goes with the vendor setting the buying vision:http://www.personalbrandingblog.com/your-1-competitor-is-status-quo
  • Products are becoming commodities – how you sell matters!34% say the ability to match relevant capabilities to specific client resources is what differentiates a vendor from the competition the mostOnly 5% consider economic value of the offering as the strongest differentiatorForresterHow Exec Differentiate among their suppliers June 15, 2010Technilogy Buyer Insight StudyBy Scott Santucci
  • Shift to inbound marketing leverages informative content and recommendations from others to attract leads. As salespeopl, content should also be used strategically by you, Content is NOT chum…
  • How do you create the conversation and buying vision?Look at all the buyer Qs and find content that answers the QsGoal – use content to to ask the right Qs, get key info and create the vision.
  • Content creation reality: 90% of us are only consumers. Imagine how you can stand out if you become in the top 10% who synthesize content as a way of sharing expertise?
  • Customer Engagement:The Role of Content in the IT Purchase ProcessCustomer EngagementConducted across the IDG Enterprise brands: CIO,Computerworld, CSO, InfoWorld, ITworld & Network World
  • Data Source: IDC’s 2013 Trends, Benchmarks, and Essential Guidance for Technology Sales Organizations IDC Exclusive Webcast: Annual Sales Productivity Benchmarks Study September 27, 2012Also facilitate conversation for buyersOrganize content so that it’s easy to share to make a decisionNumber of decision makers increasing (and many telecommute). Larger buying teams means more people for salesperson to educate, influence and coordinate: 2010: 5 people involved in decision making2011: 6 people2012: 7 people
  • Customer Engagement:The Role of Content in the IT Purchase ProcessCustomer EngagementConducted across the IDG Enterprise brands: CIO,Computerworld, CSO, InfoWorld, ITworld & Network World
  • Use content to set the buying vision and stand out


  • 1. 10  Tips  for  Using  Content  to  Set   the  Buying  Vision  
  • 2. Today’s  Speakers  Cliff  Pollan  Cliff  is  a  Co-­‐Founder  and  CEO  of  VisibleGains,  creators  of  Postwire.    Postwire  allows  you  to  share  insights  &  informaFon  in  a  visual,  secure  and  private  way  your  clients  will  love.  Get  a  free  account:  www.Postwire.com.      Cliff  has  always  been  at  the  center  of  combining  new  technologies  with  content  to  create  soluFons  that  dramaFcally  change  the  way  people  work.    As  a  serial  entrepreneur  he  has  had  the  opportunity  to  launch  many  successful  startups  over  the  last  30  years.  
  • 3. Today’s  Speakers  Mike  Puglia  Mike  is  Vice  President  of  MarkeFng  for  TimeTrade.      Mike  joined  TimeTrade  from  Salesforce.com,  the  world’s  leading  CRM  and  enterprise  cloud  compuFng  vendor,  where  he  led  the  integraFon  of  real-­‐Fme  collaboraFon  technologies  into  Salesforce’s  ChaOer  Social  Enterprise  plaPorm.  Prior  to  his  role  at  Salesforce,  Mr.  Puglia  was  VP  of  MarkeFng  at  Dimdim,  a  provider  of  cloud-­‐based  collaboraFon  and  web  conferencing  capabiliFes  which  was  acquired  by  Salesforce  in  2010.    
  • 4. 1.  See  the   2.  Commit  to  a   3.    Plan  out   problem   soluAon  path   the  change  
  • 5. 65%  
  • 6. Setting the Buying VisionSetting the Buying Vision Context   Bring clarity & Motivate changeContent   ConversaFon  
  • 7. Discuss   Issues  with  Status  Quo   Their  Ideas  for   Steps  to  Launch   Change   SoluFon  Uncover   Their  Change   Their  Fears   Needs  of  Larger  team   MoFvaFons  Useful     rd  Party  research   3   ase  studies   C   ree  trial/Live  demo   FContent     ducaFonal  webinars   E   xpert  interviews   E   lanning  checklist   P   hite  papers   W   AQs   F   OI  calculator   R 1.  See  the   2.  Commit  to  a   3.    Plan  out   problem   soluAon  path   the  change  
  • 8. Tip #1:Inventory and know your content.
  • 9. 90:9:1   Synthesizers & CreatorsConsumers
  • 10. Tip #2:Put content in context of your buyer’s top 3 pain points.
  • 11. Tip #3:Use content to ask the right questions to clarify your prospect’s buying vision.
  • 12. Tip #4:Participate in online forums using content to interact and learn from others.
  • 13. Tip #5: Read 3 blogs Join 2 LinkedIn groupsCreate 1 Follow List in Twitter
  • 14. Number  of  People  Involved  in  Decision  making  -­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐  2010  -­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐    -­‐-­‐  2011  -­‐-­‐   -­‐-­‐  2012  -­‐-­‐   Longer  Buying  Cycles   2012   2011   2010   Source:  IDC      5  months      5.2  months    5.4  months  
  • 15. Tip #6:Share third party content.
  • 16. Tip #7:Use ad hoc video to answer buyers’ questions.
  • 17. Tip #8: Earn your clients’ support.Let them help you set the buying vision.
  • 18. Tip #9:Keep your eye out for humorous content.
  • 19. Tip #10:Organize the content you share to make it easy for your buyer to make a decision.
  • 20. Q&A  Cliff  Pollan   Mike  Puglia  781.350.3416     1.978.654.6800  cpollan@VisibleGains.com   mpuglia@Fmetrade.com  www.postwire.com   www.Fmetrade.com  @cliffpollan   @Fmetrade