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


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According to MarketingProfs and the Content Marketing Institute, 66% of B2B
Marketers turn to content marketing as a key lead generation source. Lead
generation is just the tip of the iceberg—effective content marketing programs should be integrated into the entire revenue generation cycle. Making this level of investment in content marketing requires buy-in from the individuals leading your sales or business development function.
Chris Corcoran, Cofounder and Managing Partner of memoryBlue, will outline why content marketing is such a critical contributor to the sales function and how to justify the content marketing investment to your VP of Sales or Chief Revenue Officer.

Published in: Business, Career
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“How to Sell Your Content Marketing Investment to the VP of Sales”

  1. 1. How to Sell Your ContentMarketing Investment to the VP of Sales Chris Corcoran | Mike Sweeney memoryBlue | Right Source Marketing @memoryBlueSales | @mjsweeney • #cmworld #cmworld
  2. 2. Why Sales Hates Marketing1. Marketing Acts Superior.2. Marketing Doesn’t Believe in Sales.3. Marketing Thinks Selling is Easy.4. Marketing Avoids Being Measured.5. Marketing Claims to be ‘Driving Sales.’6. Marketing Pretends it’s Strategic.7. Marketing Wastes Money.8. Marketing Pretends It’s Engineering.9. Marketing Argues About Lead Quality.10. Sales is Awesome. Everyone Else Sucks. Source: James #cmworld
  3. 3. Confession of a Sales Professional #cmworld
  4. 4. How Sales-Friendly is Your Company? Source: #cmworld
  5. 5. Two Types of Clients• Limited-to-zero marketing resources, air cover, inbound, qualified marketing leads• Surplus of marketing qualified leads (MQLs) as a result of content marketing #cmworld
  6. 6. Setting Salespeople Up for Success #cmworld
  7. 7. It Really Pays To Be #1… Source: Seth Godin, The Dip #cmworld
  8. 8. …But Can You Stay #1?The companies that made 1999′sFortune 500 list said goodbye to238 of their peers a mere 10 yearslater, a change of almost 50% fromthe 1999 Fortune 500 to the 2009Fortune 500. #cmworld
  9. 9. How C-Level Executives Choose #cmworld
  10. 10. The Most Important Number in B2B Sales and Marketing #cmworld
  11. 11. 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
  12. 12. 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
  13. 13. Solution Sales = 3x Bigger Gap #cmworld
  14. 14. 12 Factors to Consider When Hiring a VP of Sales #1: The Ability to RecruitSource: Dev Ittycheria - Greylock #cmworld
  15. 15. How Top Talent Decides #cmworld
  16. 16. "The Decision" #cmworld
  17. 17. What Matters to Salespeople• Championship Potential• Quality of Teammates• Quality of Coach• Quality of Executives• Resources• Compensation #cmworld
  18. 18. Content Marketing is Table Stakes for Top Organizations #cmworld
  19. 19. It’s Not Just Content, It’s Content Marketing "The company that doesnt use content to market has no advantage over the company that doesnt have content." #cmworld
  20. 20. August 7th, 1975 #cmworld
  21. 21. August 7th, 1991 #cmworld
  22. 22. August 7th, 2007 #cmworld
  23. 23. August 7th, 2012 #cmworld
  24. 24. Let’s Talk!Should You How toInsource or Grow YourOutsource BusinessInside Sales? with Content Marketing #cmworld