Content Creation in the Middle of the Sales Funnel

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Webinar with John Stone of Revenue Architects

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Content Creation in the Middle of the Sales Funnel

  1. 1. Content Creation in the Middle of the Sales Funnel<br />May 3, 2010<br />
  2. 2. Using GoToWebinar<br />This is an Interactive Webinar<br />Please ask us questions – here’s how:<br />“Raise your Hand” to interrupt us at any time<br /> Talk to us by typing into the questions box<br />
  3. 3. Who are we?<br />John C. Stone III<br />CEO, Revenue Architects<br />Twitter.com/jcstone3<br />www.RevenueArchitects.com<br />Matthew Mamet<br />Head of Customer, EditMe<br />Twitter.com/msmamet<br />www.EditMe.com<br />
  4. 4. Traditional B2B Sales Funnel<br />
  5. 5. Here’s what’s happening today<br />Marketing departments have embraced persona-based, content marketing <br />More inquiries are filling the top of the funnel, causing it to overflow<br />Requires seven to nine exposures to an advertisement or message before the person actually acknowledges<br />With the proliferation of content and the speed to obsolescence, it is difficult for sales/marketing teams to find the content assets that are of the greatest value, currency and relevance.<br />
  6. 6. Content Marketing = core strategy<br />Branding<br />Engage<br />SEO<br />(Authentic) Content<br />Conversions<br />Traffic<br />Sales Extension<br />Nurture<br />Self Sell<br />
  7. 7. Good Content is “Sticky and Spreadable”<br /><ul><li>Relevant
  8. 8. Modular
  9. 9. Authentic
  10. 10. Entertaining
  11. 11. Sharable
  12. 12. Visible
  13. 13. Accessible
  14. 14. Stylized
  15. 15. Optimized
  16. 16. Managed</li></li></ul><li>Case Study: B2B Value Added Reseller<br />Client: Successful technology reseller and solution provider with a 30-year track record, long term client relationships, and a wide range of solution offerings.<br />Goal: Drive 3X revenue from strategic new solution partners within 1 year. Build enduring content selling and marketing capabilities.<br />Key Question: How should we use content marketing to rapidly accelerate sales?<br />Strategy: Begin with the Revenue Architecture, define thecampaign strategy and empower selling teams with the content they need.<br />
  17. 17. A Framework for Revenue Strategy<br />A Revenue Architecture is the blueprint for how the to attract nurture, sell and expand profitable relationships with chosen customers<br />
  18. 18. Steps in the Process<br />
  19. 19. Applying the Framework<br />Go-to-Market<br /><ul><li>Right market, right offers
  20. 20. Segmentation and buyer values
  21. 21. Territories and channels
  22. 22. Persuasive messaging
  23. 23. Innovative programs
  24. 24. Strategic alignment and resourcing</li></ul>Lead to Close<br /><ul><li>Team and organization
  25. 25. Web presence
  26. 26. Lists marketing
  27. 27. Content
  28. 28. Inbound lead capture
  29. 29. Nurture process
  30. 30. Marketing-sales process
  31. 31. Technology and data
  32. 32. Outbound process
  33. 33. Activities, skills and competencies
  34. 34. Selling tools and assets</li></ul>Revenue Architecture<br />Incentives and Metrics<br /><ul><li>Performance indicators
  35. 35. Metrics
  36. 36. Leading indicators
  37. 37. Performance motivation
  38. 38. Tracking </li></ul>Customer Relationships<br /><ul><li>Service delivery
  39. 39. Client retention
  40. 40. Account management</li></li></ul><li>Key Findings…<br /><ul><li>Right market, right offers
  41. 41. Segmentation and buyer values
  42. 42. Territories and channels
  43. 43. Persuasive messaging
  44. 44. Innovative programs
  45. 45. Strategic alignment and resourcing
  46. 46. Team and organization
  47. 47. Web presence
  48. 48. Lists marketing
  49. 49. Content availability and access
  50. 50. Inbound lead capture
  51. 51. Nurture process
  52. 52. Marketing-sales process
  53. 53. Technology and Data
  54. 54. Outbound process
  55. 55. Activities
  56. 56. Skills and competencies
  57. 57. Selling tools and assets</li></ul>Revenue Architecture<br /><ul><li>Performance indicators
  58. 58. Metrics
  59. 59. Leading indicators
  60. 60. Performance motivation
  61. 61. Tracking
  62. 62. Service delivery
  63. 63. Client retention
  64. 64. Account management</li></li></ul><li>Lead-to-close: Additional Challenges<br />Salespeople spend 1-2 days a week customizing presentations, proposals, brochures, and emails for customers <br />Marketing has a difficult time enforcing consistency in message and brand identity <br />Brochures and fact sheets cannot be customized by salespeople and marketing is overwhelmed with requests for custom content<br />Salespeople use materials that may up to date or brand-compliant<br />Management can’t ensure that sales teams are taking advantage of cross-sell and up-sell opportunities<br />Not everyone is on the same page and new joiners struggle to become productive <br />
  65. 65. Strategy 1: Integrated Campaigns<br />Content for sales-enablement<br />Integrated Marketing Campaigns<br />Brand and Solution area Explainer Videos <br />Enhanced web site presence <br />Eloqua-enabled nurture program, landing page and integrated customer experience<br />Social media engagement increase awareness and build street cred<br />
  66. 66. Strategy 2: Sustainable Content Process<br />Easily editable, sharable, single source content - modular for plug and play<br />Leverage best examples and corporate standard messaging<br />Push new updates and releases<br />Multi-media (video, articles) with aligned messaging<br />Easy contribution by sales and marketing teams in collaborative model<br />Relevance engine for real time rating and access<br />Sales<br />Executives<br />Marketing Ops<br />Partners<br />Collaborative<br />Content<br />Engineers<br />Affiliates<br />
  67. 67. Targeting and Driving ROI<br />Total Revenue<br /># Opptyx Deal Size x Win Rate <br />Sales Cycle Duration<br /># Active Sales Headcount<br />x<br /><ul><li>Standardized email templates and assets gives more time for prospecting
  68. 68. More compelling messaging improves conversion rates
  69. 69. Using best assets, insights and market intelligence delivers a more targeted value proposition, improving win rate.
  70. 70. Faster development of proposals reduces sales cycle duration
  71. 71. Better preparation prior to sales interaction, and highly targeted and personalized customer deliverables improves win rate
  72. 72. New hire “on-boarding” enabled by standardized content resources</li></li></ul><li>Strategy into Action<br />A cross-functional sales portal<br />
  73. 73. Organize by Use, not departmental silos<br />
  74. 74. Personas in action<br />
  75. 75. Sales Enablement<br />
  76. 76. A Sales Portal Helps Sell<br />
  77. 77. How it all fits together<br />
  78. 78. Getting Started with Your Sales Portal<br />Easy to use technology that present minimal obstacles to user activation<br />Collaborative technology like wiki, blog, micro blog, SMS<br />Avoid complex process or taxonomies – rely on your community<br />Information Technology departments are incented to keep existing systems running smoothly<br />Provide value, not rules<br />It’s a lot easier to push the rock down hill<br />Don’t forget about user experience<br />
  79. 79. Conclusion<br />By building a central-sourceapproach that embraces social collaborationinto the content process, B2B companies can give marketing and sales fingertip accessto relevant content they need.<br />
  80. 80. What is EditMe?<br />Easiest way to create collaborative websites<br />Use EditMe for sales portals, private intranets, online communities, classroom sites, project team sites - just about any type of web site you need.<br />
  81. 81. What is Revenue Architects?<br /><ul><li>Revenue strategy
  82. 82. Web Presence
  83. 83. Content marketing
  84. 84. Digital PR
  85. 85. Social media and sales 2.0
  86. 86. Lead-to-close process
  87. 87. Marketing automation
  88. 88. Prospect care
  89. 89. Sales and account management excellence</li></ul>Expert network of sales and marketing consultants<br />Envision and build the revenue architecture aligned with strategy<br />Integrate sales and marketing, and deliver innovative marketing programs <br />Skills and resources from revenue strategy and branding to the lead-to-close process, data and technology systems to drive sales.<br />
  90. 90. Ask Us Questions!<br />http://twitter.com/msmamet<br />http://twitter.com/jcstone3<br />Next Week: Who will help me build the intranet?<br />Getting People to Participate<br />Register now at: http://ow.ly/1GfOM <br />

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