How to Amplify Content by Activating Your Sales Team
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Sales is on the front lines every day, and can serve as a great amplifier for your message and content. So, how do you activate this super powerful distribution channel? It all starts with selling your sales team on content. In this presentation, Pardot's Molly Hoffmeister shares some tips and tricks on how to improve sales enablement and amplify your content by activating your sales team.
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How to Amplify Content by Activating Your Sales Team
- 1. @uberflip#uberwebinar Molly Hoffmeister Product Marketing Manager, Salesforce Pardot @mchoffmeister Tyler Ryll Customer Success Specialist, Uberflip @TylerRyll How to Amplify Your Content by Activating Your Sales Team
- 2. @uberflip#uberwebinar Join in on WE WILL SEND THE RECORDING. Questions? We’ve got answers! (At the end of the webinar J)
- 3. @uberflip#uberwebinar Stick Around For a Demo
- 4. @uberflip#uberwebinar Agenda • What is sales enablement and how does it relate to your content team? • What does a sales enablement content strategy look like? • How does Pardot’s content team approach sales enablement? • How can you get started? !
- 5. @uberflip#uberwebinar What is sales enablement & how does it relate to your content team?
- 7. @uberflip#uberwebinar The modern buyer has changed… • 65% of B2B buyers only engage with a vendor sales rep professional after they’ve already made a purchase decision. (IDC, 2015) • Sales reps must shift their frame of mind: selling a product à helping a customer • Content marketers are in the perfect position to lead this shift: “Marketing tends to be ahead of sales in this respect. Most marketers have understood this shift for a while — have been creating content to educate the buyer, and have learned to be everywhere the buyer is.” – Jill Rowley ! ! (You may have heard)
- 8. @uberflip#uberwebinar The good news is… • See your content actually get used (!) • Give your content a longer shelf life • Play a leading role in driving sales-marketing alignment • Give your content team more direct impact on revenue • Garner internal recognition from your sales team This helps you achieve your goals, too!!
- 9. @uberflip#uberwebinar What does a sales enablement content strategy look like?
- 10. @uberflip#uberwebinar Thinking through your strategy… • Define your goals. - Enable alignment - Prolong content shelf life - Drive sales and impact revenue - Create a better customer experience - Prove results • Define your strategy. - Think through each stage before you get started - Planning | Creation | Distribution | Measurement ! ! Build out a true campaign. !
- 11. @uberflip#uberwebinar Resources for Sales CONTENT WEBINARS EVENTS E-MAIL
- 12. @uberflip#uberwebinar How do we do sales enablement at Salesforce Pardot?
- 13. @uberflip#uberwebinar How do we… …ensure marketing plays an active role in closing deals? …cut through the noise to enable already busy reps with educational resources? …enable every rep at Salesforce to spread the Pardot message? …scale our marketing efforts to keep pace with exponential growth? Introducing… ! ! Sales enablement at Pardot A quick look at our particular goals. !
- 14. @uberflip#uberwebinar The Pardot Minute Clinic Content & Distribution ! • Short videos with important tips for reps • For sales, by sales • Microsite • Three-pronged distribution plan: • Post-training drip nurturing track • Outbound email listserv • Dedicated Chatter group
- 15. @uberflip#uberwebinar The Pardot Minute Clinic Content & Distribution ! • Short videos with important tips for reps • For sales, by sales • Microsite • Three-pronged distribution plan: • Post-training drip nurturing track • Outbound email listserv • Dedicated Chatter group • Key takeaways:! • Keep information concise! • Enlist manager help! • Lead nurturing is not just for leads!
- 16. @uberflip#uberwebinar • Phenomenal email performance • Opt-in Autoresponder: 88% avg open rate, 51% click-through rate • Minute Clinic emails: 78% avg open rate, 39% avg click-through rate • 90% average engagement rate across all Minute Clinic videos • Great feedback in comments The Pardot Minute Clinic The Results !
- 17. @uberflip#uberwebinar • Key takeaways: • Ask for feedback from sales • Measurement is key — even for internal ! • Phenomenal email performance • Opt-in Autoresponder: 88% avg open rate, 51% click-through rate • Minute Clinic emails: 78% avg open rate, 39% avg click-through rate • 90% average engagement rate across all Minute Clinic videos • Great feedback in comments The Pardot Minute Clinic The Results !
- 18. @uberflip#uberwebinar How do I get started?
- 19. @uberflip#uberwebinar What questions come up regularly on sales calls? ! ! What kinds of content would your sales team find useful? What gaps do they see in your current offerings? ! ! What pain points are your prospects experiencing? What kind of content would be useful to help prospects understand and alleviate these pain points?! ! Ask the Right Questions
- 20. @uberflip#uberwebinar The Bottom Line • Schedule a meeting! • Meet with your sales managers • Sit in on sales calls • Map out your buyer journey • Be creative • Build a sales library • Analyze reporting • Schedule a regular check-in • Adjust strategy accordingly
- 21. @uberflip#uberwebinar RESOURCES Content Creation Guide www.pardot.com/whitepapers/content-creation-guide 5 Ways Marketers Can Enable Their Sales Team www.pardot.com/blog/5-ways-marketers-can-enable-their-sales-teams-real-life-examples Why You Should Build a Sales Library—And How to Do It www.pardot.com/blog/why-you-should-create-a-content-library-for-sales-how-to-do-it
- 22. @uberflip#uberwebinar QUESTION TIME! Molly Hoffmeister Product Marketing Manager, Salesforce Pardot @mchoffmeister hub.uberflip.com Tyler Ryll Customer Success Specialist, Uberflip @TylerRyll