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How to Sell Your Content
Marketing Investment to the
                VP of Sales


        Chris Corcoran | Mike Sweeney
        memoryBlue | Right Source Marketing
    @memoryBlueSales | @mjsweeney • #cmworld
                                      #cmworld
Content Marketing is Table Stakes for Top Organizations




                                                   #cmworld
You’ve Earned a Seat at the Big Boy Table




                                            #cmworld
It Really Pays To Be #1…




                      Source: Seth Godin, The Dip




                                                    #cmworld
…But Can You Stay #1?


The companies that made 1999′s
Fortune 500 list said goodbye to
238 of their peers a mere 10 years
later, a change of almost 50% from
the 1999 Fortune 500 to the 2009
Fortune 500.




                                     #cmworld
Opportunity Knocks




                     #cmworld
The Most Important Number in B2B Sales and Marketing




                                               #cmworld
Setting Salespeople Up for Success




                                     #cmworld
How C-Level Executives Choose




                                #cmworld
12 Factors to Consider When Hiring a VP of Sales


                         #1: The Ability to Recruit




                                                      #cmworld
Using Content to Recruit


       • Increase your appeal to the best
         people for your organization
       • Push potential recruits to
         proactively apply for your
         openings
       • Familiarize candidates with what
         it means to be part of your
         organization




                                        #cmworld
How Top Talent Decides




                         #cmworld
"The Decision"




                 #cmworld
What Matters to Salespeople

• Championship Potential
• Quality of Teammates
• Quality of Coach
• Quality of Executives
• Resources
• Compensation




                                         #cmworld
What Matters: People vs. Products vs. Marketing



                 “ In industries that rely on their sales force to
                 generate revenue, people are four times more
                 important in building customer loyalty, than
                 the products or services themselves.”
                                             (Smith and Rutigliano)




                                                                 #cmworld
Solution Sales = 3x Bigger Gap




                                 #cmworld
Leveraging Content to Close Deals


            • Enable your sales team to
              effectively communicate the
              company’s value proposition
            • Improve sales reps’ knowledge
              of products, customer needs
              and competition
            • Increase sales team’s
              productivity
            • Reduce the cost of a sale



                                          #cmworld
Integrate Content Marketing into the Entire
         Revenue Generation Cycle




                              Source: Patric C. Auner




                                                        #cmworld
It’s Not Just Content, It’s Content Marketing



                  "The company that doesn't
                  use content to market has no
                  advantage over the company
                  that doesn't have content."




                                                 #cmworld
Content Never Sleeps




                       #cmworld
Let’s Talk!




              #cmworld

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“How to Sell Your Content Marketing Investment to the VP of Sales”

  • 1. How to Sell Your Content Marketing Investment to the VP of Sales Chris Corcoran | Mike Sweeney memoryBlue | Right Source Marketing @memoryBlueSales | @mjsweeney • #cmworld #cmworld
  • 2. Content Marketing is Table Stakes for Top Organizations #cmworld
  • 3. You’ve Earned a Seat at the Big Boy Table #cmworld
  • 4. It Really Pays To Be #1… Source: Seth Godin, The Dip #cmworld
  • 5. …But Can You Stay #1? The companies that made 1999′s Fortune 500 list said goodbye to 238 of their peers a mere 10 years later, a change of almost 50% from the 1999 Fortune 500 to the 2009 Fortune 500. #cmworld
  • 7. The Most Important Number in B2B Sales and Marketing #cmworld
  • 8. Setting Salespeople Up for Success #cmworld
  • 9. How C-Level Executives Choose #cmworld
  • 10. 12 Factors to Consider When Hiring a VP of Sales #1: The Ability to Recruit #cmworld
  • 11. Using Content to Recruit • Increase your appeal to the best people for your organization • Push potential recruits to proactively apply for your openings • Familiarize candidates with what it means to be part of your organization #cmworld
  • 12. How Top Talent Decides #cmworld
  • 13. "The Decision" #cmworld
  • 14. What Matters to Salespeople • Championship Potential • Quality of Teammates • Quality of Coach • Quality of Executives • Resources • Compensation #cmworld
  • 15. What Matters: People vs. Products vs. Marketing “ In industries that rely on their sales force to generate revenue, people are four times more important in building customer loyalty, than the products or services themselves.” (Smith and Rutigliano) #cmworld
  • 16. Solution Sales = 3x Bigger Gap #cmworld
  • 17. Leveraging Content to Close Deals • Enable your sales team to effectively communicate the company’s value proposition • Improve sales reps’ knowledge of products, customer needs and competition • Increase sales team’s productivity • Reduce the cost of a sale #cmworld
  • 18. Integrate Content Marketing into the Entire Revenue Generation Cycle Source: Patric C. Auner #cmworld
  • 19. It’s Not Just Content, It’s Content Marketing "The company that doesn't use content to market has no advantage over the company that doesn't have content." #cmworld
  • 21. Let’s Talk! #cmworld

Editor's Notes

  1. Everyone else
  2. Notes:  We recently surveyed over 1900 customers to uncover insight regarding B2B purchasing behavior.  The survey results were surprising:  On average (and with little variation among industries) customers will contact a Sales rep when they independently completed about 60% of the purchasing decision process.Source:  http://mlcwideangle.exbdblogs.com/2011/08/31/the-most-important-number-in-b2b-marketing/
  3. Notes:  A great sales executive who cannot recruit does not exist.
  4. Notes:  "The man who doesn't read good books has no advantage over the man who can't read them" - Mark Twain
  5. Whether in the sales cycle or on the recruiting trail.