SESSION	
  PARTNER	
  

WHY SALES DOESN’T
USE YOUR CONTENT
And what to do about it
VISIONARY	
  SPONSORS	
  

INNOVATOR	
 ...
Why Are We Here?

Marketing

Sales

Buyers

TA L K A B O U T U S ! # F U T U R E M # C O N T E N T E N A B L E M E N T
Today’s Hosts

Shawn	
  LaVana	
  
VP	
  of	
  Marke6ng	
  

Postwire	
  	
  	
  
	
  	
  	
  	
  @shawnlavana	
  

Alexis...
Why is it a problem if sales doesn’t
use marketing’s content?
“Every	
  two	
  days,	
  more	
  
content	
  is	
  now	
  created	
  
than	
  what	
  existed	
  in	
  
the	
  history	
 ...
Companies	
  with	
  good	
  sales	
  and	
  markeCng	
  alignment	
  
generate	
  20%	
  more	
  revenue.	
  -­‐	
  Hubsp...
Building your Content Development
and Organization Plan
“90%	
  of	
  consumers	
  find	
  custom	
  content	
  useful	
  and	
  78%	
  believe	
  that	
  
organizaCons	
  providi...
“While	
  92%	
  of	
  firms	
  say	
  producing	
  high-­‐quality	
  
content	
  is	
  valuable,	
  just	
  54%	
  of	
  t...
“Salespeople	
  spend	
  40%	
  of	
  their	
  Cme	
  looking	
  for	
  or	
  preparing	
  
content	
  for	
  customer	
  ...
Charting The Course By Developing
Buyer Personas
F o u r S t e p s To Ta r g e t H a r m o n y
1. Start With The Basics

1.  Who	
  is	
  accessing	
  your	
  
content?	
  
2.  How	
  are	
  they	
  finding	
  it?	
  
...
2. Dig In

1.  What	
  problems	
  do	
  these	
  
people	
  of	
  interest	
  have?	
  
2.  What	
  pushes	
  them	
  to	...
3. Investigate

1.  Who	
  is	
  accessing	
  
your	
  content?	
  
2.  How	
  are	
  they	
  
finding	
  it?	
  
3.  What	...
4. Craft Your Persona

1.  Who	
  is	
  accessing	
  your	
  
content?	
  
2.  How	
  are	
  they	
  finding	
  
it?	
  
3....
Keeping Sales Up To Date
“Where’s the most recent brochure?”
2	
  out	
  of	
  3	
  sales	
  reps	
  don’t	
  think	
  the	
  current	
  content	
  helps	
  “Disrupt	
  
a	
  customer...
“Fortune	
  500	
  
companies	
  report	
  that	
  
having	
  a	
  strong	
  sales	
  
enablement	
  program	
  
are	
  wi...
Setting Up a Feedback Loop
Learning to love sales anecdotes
Key Questions To Pose
Why	
  do	
  clients	
  choose	
  us?	
  
What	
  are	
  the	
  most	
  common	
  quesCons	
  	
  
y...
In Conclusion

	
  Build	
  a	
  Plan	
  
Develop	
  Buyer	
  Personas	
  
Keep	
  Sales	
  Up	
  to	
  Date	
  
Set	
  Up...
Learn More

go.postwire.com/futurem	
  

TA L K A B O U T U S ! # F U T U R E M # C O N T E N T E N A B L E M E N T
Organize Marketing Content To Drive
Sales Success
Forrester	
  helps	
  you	
  make	
  beher	
  decisions	
  	
  
in	
  a	
  world	
  where	
  technology	
  is	
  radically...
How we help: Levels of engagement
Core research and tools
Custom global data
Peer collaboration
Analyst engagement

© 2013...
Forrester	
  is	
  focused	
  on	
  these	
  key	
  roles/personas	
  
•  Chief	
  Marke6ng	
  Officer	
  
(CMO)	
  
•  Mark...
Forrester	
  organizes	
  MarkeCng	
  content	
  for	
  Sales	
  to	
  be	
  
relevant,	
  contextual	
  and	
  just	
  in...
Content	
  Libraries	
  on	
  the	
  Intranet	
  are	
  modular	
  and	
  make	
  it	
  
simple	
  for	
  Sales	
  to	
  c...
The	
  Sales	
  Coach	
  within	
  the	
  CRM	
  system	
  suggests	
  MarkeCng	
  
Content	
  that	
  is	
  contextual	
 ...
New	
  hires	
  learn	
  about	
  MarkeCng	
  content	
  on	
  a	
  just	
  in	
  
Cme	
  schedule	
  
The	
  MarkeCng	
  Team	
  makes	
  content	
  available	
  in	
  a	
  visually	
  
appealing	
  way	
  to	
  support	
  S...
MarkeCng	
  content	
  is	
  “on	
  locaCon”	
  at	
  the	
  point	
  of	
  use	
  

•  Marke6ng	
  assets	
  for	
  Sales...
Forrester’s	
  email	
  campaigns	
  to	
  Clients	
  during	
  1H	
  2013	
  
produced	
  3x	
  the	
  engagement	
  when...
In	
  conclusion,	
  help	
  Sales	
  use	
  your	
  MarkeCng	
  Content	
  
by	
  
•  Thinking	
  “Outside	
  In”	
  abou...
Questions?

Learn	
  more	
  at:	
  
go.postwire.com/futurem	
  

TA L K A B O U T U S ! # F U T U R E M # C O N T E N T E...
FutureM Postwire Presentation: Why Sales Doesn't Use Your Content (And What You Can Do About It)
FutureM Postwire Presentation: Why Sales Doesn't Use Your Content (And What You Can Do About It)
FutureM Postwire Presentation: Why Sales Doesn't Use Your Content (And What You Can Do About It)
FutureM Postwire Presentation: Why Sales Doesn't Use Your Content (And What You Can Do About It)
FutureM Postwire Presentation: Why Sales Doesn't Use Your Content (And What You Can Do About It)
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FutureM Postwire Presentation: Why Sales Doesn't Use Your Content (And What You Can Do About It)

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Improve your marketing and sales alignment by better enabling your sales team. Find real tips and tactics on how you can do it in this presentation made by representatives from Postwire, Percussion, and Forrester at FutureM in Boston on Oct 17, 2013.

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FutureM Postwire Presentation: Why Sales Doesn't Use Your Content (And What You Can Do About It)

  1. 1. SESSION  PARTNER   WHY SALES DOESN’T USE YOUR CONTENT And what to do about it VISIONARY  SPONSORS   INNOVATOR  SPONSORS   TA L K A B O U T U S ! # F U T U R E M # C O N T E N T E N A B L E M E N T
  2. 2. Why Are We Here? Marketing Sales Buyers TA L K A B O U T U S ! # F U T U R E M # C O N T E N T E N A B L E M E N T
  3. 3. Today’s Hosts Shawn  LaVana   VP  of  Marke6ng   Postwire              @shawnlavana   Alexis  Karlin                                  Susan  M  lodozeniec                                                             Senior  Marke6ng   Digital  Marke6ng   Manager,  Demand   Manager   Genera6on   Percussion        @akarlin   Forrester   @smlodoze   TA L K A B O U T U S ! # F U T U R E M # C O N T E N T E N A B L E M E N T
  4. 4. Why is it a problem if sales doesn’t use marketing’s content?
  5. 5. “Every  two  days,  more   content  is  now  created   than  what  existed  in   the  history  of  man  up   unCl  2003.”     –  Eric  Schmidt          Execu&ve  Chairman,  Google  
  6. 6. Companies  with  good  sales  and  markeCng  alignment   generate  20%  more  revenue.  -­‐  Hubspot  
  7. 7. Building your Content Development and Organization Plan
  8. 8. “90%  of  consumers  find  custom  content  useful  and  78%  believe  that   organizaCons  providing  custom  content  are  interested  in  building  goo relaConships  with  them.”     –  TMG  Custom  Media    
  9. 9. “While  92%  of  firms  say  producing  high-­‐quality   content  is  valuable,  just  54%  of  them  rank  their   ability  to  execute  this  acCvity  as  effecCve.”  –   Aberdeen  Group  
  10. 10. “Salespeople  spend  40%  of  their  Cme  looking  for  or  preparing   content  for  customer  communicaCons.”     –  CMO  Council  
  11. 11. Charting The Course By Developing Buyer Personas F o u r S t e p s To Ta r g e t H a r m o n y
  12. 12. 1. Start With The Basics 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?   TA L K A B O U T U S ! # F U T U R E M # C O N T E N T E N A B L E M E N T
  13. 13. 2. Dig In 1.  What  problems  do  these   people  of  interest  have?   2.  What  pushes  them  to  solve   these  problems?   3.  Where  do  they  access   informa6on  when  hun6ng   for  a  solu6on?   4.  How  do  they  access  it?   5.  What  type  of  info  do  they   seek?   TA L K A B O U T U S ! # F U T U R E M # C O N T E N T E N A B L E M E N T
  14. 14. 3. Investigate 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?   TA L K A B O U T U S ! # F U T U R E M # C O N T E N T E N A B L E M E N T
  15. 15. 4. Craft Your Persona 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?   TA L K A B O U T U S ! # F U T U R E M # C O N T E N T E N A B L E M E N T
  16. 16. Keeping Sales Up To Date “Where’s the most recent brochure?”
  17. 17. 2  out  of  3  sales  reps  don’t  think  the  current  content  helps  “Disrupt   a  customer’s  mindset.”-­‐  SellingPower  
  18. 18. “Fortune  500   companies  report  that   having  a  strong  sales   enablement  program   are  witnessing  at  15.3%   growth.”     –  Business.com  
  19. 19. Setting Up a Feedback Loop Learning to love sales anecdotes
  20. 20. Key Questions To Pose Why  do  clients  choose  us?   What  are  the  most  common  quesCons     your  are  asked  in  the  sales  process?   What  objecCons  do  you  hear?   Why  do  prospects  choose  a  compeCtor,     and  which  one  did  they  choose?   Are  you  noCcing  any  trends  you  feel  we  as   a  company  are  not  reacCng  to?   If  you  could  have  anything  from  markeCng,  what     would  it  be  and  why?   TA L K A B O U T U S ! # F U T U R E M # C O N T E N T E N A B L E M E N T
  21. 21. In Conclusion  Build  a  Plan   Develop  Buyer  Personas   Keep  Sales  Up  to  Date   Set  Up  a  Feedback  Loop   TA L K A B O U T U S ! # F U T U R E M # C O N T E N T E N A B L E M E N T
  22. 22. Learn More go.postwire.com/futurem   TA L K A B O U T U S ! # F U T U R E M # C O N T E N T E N A B L E M E N T
  23. 23. Organize Marketing Content To Drive Sales Success
  24. 24. Forrester  helps  you  make  beher  decisions     in  a  world  where  technology  is  radically  changing  your   customers   Forrester  is  a  global  research  and  advisory  firm   •  Over  2,400  Clients  Worldwide   •  Over  1,200  Employees   •  400+  Quota-­‐Carrying  Sales  Professionals   •  50+  Marketers  
  25. 25. How we help: Levels of engagement Core research and tools Custom global data Peer collaboration Analyst engagement © 2013 Forrester Research, Inc. Reproduction Prohibited 30
  26. 26. Forrester  is  focused  on  these  key  roles/personas   •  Chief  Marke6ng  Officer   (CMO)   •  Marke6ng  Leadership   •  Customer  Experience   •  Chief  Informa6on  Officer  (CIO)   •  Analyst  Rela6ons   •  Applica6on  Development  &   Delivery   •  Enterprise  Architecture   •  Customer  Insights   •  Infrastructure  &  Opera6ons   •  eBusiness  &  Channel   Strategy   •  Security  &  Risk   •  Sourcing  &  Vendor   Management   •  Sales  Enablement  
  27. 27. Forrester  organizes  MarkeCng  content  for  Sales  to  be   relevant,  contextual  and  just  in  Cme   Relevant   Sales  Stage   Role/Persona   Contextual   Product   Sales  Coach   Just  in  Time   Weekly   Marke6ng   News     Email  Library   Cha_er   On  Demand   Training     Internal  Loca6on   Postwire  Account  Pages   Product  Selec6on   Tools   Intranet   Shared  Drive   CRM  System   External  Source   Webinars   Podcasts   Social  Media   Live  Events     Video   PR  Men6ons  
  28. 28. Content  Libraries  on  the  Intranet  are  modular  and  make  it   simple  for  Sales  to  create  a  relevant  presentaCon  
  29. 29. The  Sales  Coach  within  the  CRM  system  suggests  MarkeCng   Content  that  is  contextual  to  the  specific  Opportunity  Stage  
  30. 30. New  hires  learn  about  MarkeCng  content  on  a  just  in   Cme  schedule  
  31. 31. The  MarkeCng  Team  makes  content  available  in  a  visually   appealing  way  to  support  Sales  sharing  it  with  their   accounts  
  32. 32. MarkeCng  content  is  “on  locaCon”  at  the  point  of  use   •  Marke6ng  assets  for  Sales  are  curated                                                                                               in  one  loca6on  on  the  intranet   •  Our  Sales  Coach  contains  links  to  assets                                                                                                 for  Sales  Stages;  it  is  embedded  in                                                                                the   CRM  system,  where  Sales  is  working                                                                                         Opportuni&es   •  Emails  in  the  Email  Library  are  alphabe6zed  by  subject  in   Salesforce.com,  where  Sales  composes  and  sends  emails   •  Marke6ng  Assets  for  Sales  are  curated  in  one  shared  library   in  Postwire  where  Sales  creates  and  maintains  Account   Pages  
  33. 33. Forrester’s  email  campaigns  to  Clients  during  1H  2013   produced  3x  the  engagement  when  content  was  tailored  to   that  Account   70%   58.8%   60%   50%   Percent   Emails  Sent  By  Sales     40%   Emails  Sent  By  Marke6ng   30%   20%   21.8%   25.3%   14.8%   15.3%   16.4%   10%   0%   Unique  Open  Rate   Unique  Click-­‐To-­‐Open  Rate   Relevant,  Timely  and  Contextual   Emails  Sent  By  Sales  
  34. 34. In  conclusion,  help  Sales  use  your  MarkeCng  Content   by   •  Thinking  “Outside  In”  about  what  Clients  and  Prospects  need   and  then  crea6ng  it   •  Aligning  it  in  a  mix-­‐and-­‐match  way  based  on  Sales  Stage,   Personas,  and/or  other  Sales-­‐friendly  segmenta6on  at  your   company   •  Making  it  relevant,  contextual,  and  just  in  6me   •  Making  it  available  in  the  loca6on  of  Sales  use    
  35. 35. Questions? Learn  more  at:   go.postwire.com/futurem   TA L K A B O U T U S ! # F U T U R E M # C O N T E N T E N A B L E M E N T

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