Launching a content marketing program and need help knowing what content to create? Start by understanding the stages of your sales cycle, the target audiences you need to address and the problems they are trying to solve. Once you’ve determined those factors you can build out a content matrix to guide your creation and distribution path. Our sample matrix shows content examples for a CRM software company selling to enterprise organizations. A sales administrator is usually the primary person to research solutions and act as the product champion. Someone from the IT department is involved to ensure that any solution chosen is compatible and secure, and purchase approval is with the VP of sales. The recommended content will help the company generate awareness and leads, move prospects through the sales cycle, and maximize retention and revenue.

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Launching a content marketing program and need help knowing what content to create? Start by understanding the
stages of your sales cycle, the target audiences you need to address and the problems they are trying to solve. Once
you’ve determined these factors you can build out a content matrix to guide your creation and distribution path.
The following sample matrix shows content examples for a CRM software company selling to enterprise organizations.
A sales administrator is usually the primary person to research solutions and act as the product champion. Someone
from the IT department is involved to ensure that any solution chosen is compatible and secure, and purchase approval
is with the VP of sales. The recommended content will help the company generate awareness and leads, move prospects
through the sales cycle, and maximize retention and revenue.
Awareness Consideration Decision Retention
Research category, define Short list vendors, evaluate Contract and pricing negotiations, Ensure usage and satisfaction
requirements, research vendor vendor solutions make purchasing decision to retain customers and
landscape increase revenue
• Best practices for sales • Product demos and • Contracts and licensing • Product tips and tricks (email
Researcher / Champion
Sales Admin
automation (downloadable presentations (Web site, shared series, Blog posts)
• Pricing schedules
PDF, shared presentation, presentation and video)
• Completed RFP • Product news (email, Blog posts)
Webinar content, podcast, Blog
• Product collateral and Web • Customer-only Blog / forum
post series)
content
• Analyst report on state of • Customer satisfaction
• ROI calculator (Web site) surveys
CRM industry (downloadable
PDF, Webinar content) • Free trial • Comprehensive online help
• Buyer’s guide to • One on one Web or face to and FAQs
face meeting
enterprise CRM solutions • Customer case studies
(downloadable PDF) • Tutorials
• Industry specific case studies
(downloadable PDF, shared
presentation, shared video)
• CRM and the secure • Completed RFP • New integration guides (PDF)
Influencer
IT
enterprise (Downloadable
• Tech news bulletins (email
PDFs, Web content, Webinar)
series)
• Integration guide (Web • Customer only technical
content, downloadable PDF)
forum
• Deployment options (Web
content, downloadable PDF)
• Key drivers to sales • Sales executive roundtable • Contracts and licensing • Customer case studies
Approver
VP of Sales
productivity (downloadable (Sponsored Webinar-invite only)
• Pricing schedules • Custom ROI analysis
PDF, presentation, Webinar
• Custom ROI piece • Completed RFP
content, Blog post series,
podcast series) • Custom demo
• Industry specific case studies
(downloadable PDF, shared
presentation, shared video)
Mixtur – a digital marketing & design agency
Need help with your content marketing, digital marketing or design challenges? Contact us at
206.965.9505 to see how we can help you put the right mix of programs in place for maximum results.
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