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Being our own case study: how involving sales in our content strategy increased our post shares by 1,721%

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So apparently, as a marketer, I should go around wearing a t-shirt that says ‘Down with Sales’. Or so I should believe from the numerous talks and articles that describe sales and marketing teams as permanently lobbing rotten eggs at each other.

That approach has never made any sense to me. Passle is a digital content marketing platform that enables busy professionals to create hub content in a timely and authentic manner. It therefore seems evident that to persuade these busy experts to use Passle, the sales team should be using it as much as the marketing team. After all, how can you sell a concept if you don’t understand and apply it yourself?

So we planned an ongoing content marketing campaign in February 2016 involving the sales, leadership and marketing teams at Passle to demonstrate that it is possible to create relevant and authentic thought leadership on a regular basis.

Here's what the plan looked like...

Full post here: http://blog.passle.net/post/102e3m0/being-our-own-case-study-how-involving-sales-in-our-content-strategy-increased-o

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Being our own case study: how involving sales in our content strategy increased our post shares by 1,721%

  1. 1. BEING OUR OWN CASESTUDY
  2. 2. BEING OUR OWN CASESTUDY (how involving sales in our content strategy increased our post shares by 1,721%)
  3. 3. SALES vs MARKETING
  4. 4. MUST IT BE A FIGHT?
  5. 5. TO SELL SOMETHING YOU HAVE TO UNDERSTAND IT, RIGHT?
  6. 6. OUR BUSINESS: Passle is a content marketing platform that enables busy professionals to create hub content in a timely and authentic manner
  7. 7. SO LOGICALLY: Our sales team should use this digital content marketing platform to create hub content in a timely and authentic manner
  8. 8. SO LOGICALLY: Sales must get involved in content marketing
  9. 9. HERE'S THE PLAN
  10. 10. 1. GET EVERYONE TO COMMIT TO A NUMBER OF POSTS PER WEEK
  11. 11. DEADLINE EVENT with a (i.e A WEEKLY NEWSLETTER)
  12. 12. 2. PUT A CONTENT CALENDAR TOGETHER
  13. 13. 3. ENCOURAGE EVERYONE TO SHARE THIS CONTENT TO THEIR NETWORKS
  14. 14. 4. SHARE RESULTS
  15. 15. Tell them how their posts are performing every week
  16. 16. SIMPLE, RIGHT?
  17. 17. AND IT WORKS
  18. 18. RESULTS
  19. 19. RESULTS
  20. 20. RESULTS+ TRIPLED OUR NEWSLETTER SUBSCRIBERS
  21. 21. RESULTS WIDER REPERCUSSIONS ON THE BUSINESS AS A WHOLE
  22. 22. Positioned as trusted advisors
  23. 23. Positioned as trusted advisors Invited to speak at events
  24. 24. Meanwhile....
  25. 25. Passle quadrupled its growth across all key metrics and shortened its sale cycle
  26. 26. COINCIDENCE?
  27. 27. I THINK NOT
  28. 28. GETTING SALES TO CREATE CONTENT played a role in earning the trust of our clients maintained a good relationship with current clients through continued education and value.
  29. 29. KEY TAKEAWAYS
  30. 30. 1. Practice what you preach
  31. 31. 2. Content marketing doesn’t have to be expensive, flashy, or difficult – harness the expertise of your own team
  32. 32. 3. Report back results regularly
  33. 33. WANT THE SAME?
  34. 34. GET IN TOUCH sales@passle.net

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