#CONTENTISFORCLOSERS HANA ABAZA VP Marketing
at Uberflip SALES ENABLEMENT LEVERAGE CONTENT FOR HOW TO

@Uberflip #pipecon@HanaAbaza

@Uberflip @HanaAbaza #pipecon ABOUT UBERFLIP
We help marketers create, manage and optimize the content experience – no IT required! Power your content library, resource center, blog and more.

@Uberflip @HanaAbaza #pipecon

@Uberflip @HanaAbaza #pipecon

@Uberflip #pipecon@HanaAbaza Forget Coffee. Content
Is For Closers

@Uberflip #pipecon@HanaAbaza But, why? Because
content works. But it also changes things.

@Uberflip #pipecon@HanaAbaza By 2020, 85%
of the relationship will be managed without talking to a sales person.

@Uberflip @HanaAbaza #pipecon Content is
everywhere and easy to access People are more informed than ever before Thelinesare blurringbetween marketing&sales

@Uberflip #pipecon@HanaAbaza Marketing Sales Think
Like Sales Act Like Marketing

@Uberflip @HanaAbaza #pipecon Fit Pain
Then

@Uberflip @HanaAbaza #pipecon Fit Pain
Pain Fit Then Now

@Uberflip @HanaAbaza #pipecon

@Uberflip #pipecon@HanaAbaza THESE ARE INBOUND
LEADS Don’t lead with the pitch. Do lead with their interests.

@Uberflip #pipecon@HanaAbaza BULLSH*T? Content is
great for awareness Content is great for lead gen But can content help close deals?

@Uberflip #pipecon@HanaAbaza Content Can &
Should Persuade Educate Clarify the Value Prop Manage Objections Accelerate Sales

@Uberflip #pipecon@HanaAbaza
BUT…

@Uberflip #pipecon@HanaAbaza BUT… Only if
it’s done right.

@Uberflip #pipecon@HanaAbaza 76% of Content
Marketers Forget About Sales Enablement (!)

@Uberflip @HanaAbaza #pipecon Internet Person
Awareness ImplementPurchaseShort ListSolutionProblem Marketing Qualified Lead Sales Follow Up Top of the funnel Middle of the funnel Bottom of the funnel

@Uberflip @HanaAbaza #pipecon Internet Person
Awareness ImplementPurchaseShort ListSolutionProblem Marketing Qualified Lead Sales Follow Up Top of the funnel Middle of the funnel Bottom of the funnel Big black void where bad things happen.

@Uberflip @HanaAbaza #pipecon Internet Person
Awareness ImplementPurchaseShort ListSolutionProblem Marketing & Sales Lead Qualification Content Marketing & Sales Enablement Content I think I have a problem, but I can’t quite put my finger on it. So many solutions! I’ll evaluate the top three. Got it! Now I need to research my options. Did I make the right choice? How do I get more value?

@Uberflip #pipecon@HanaAbaza So how do
we get there? I’ll show you. But first, a little myth-busting J

@Uberflip @HanaAbaza #pipecon MYTH: Content
Is The Marketers Domain

@Uberflip @HanaAbaza #pipecon MYTH: Content
Is The Marketers Domain TRUTH: Content Is Informed By Everyone

@Uberflip @HanaAbaza #pipecon MYTH: Salespeople
Don’t Care.

@Uberflip @HanaAbaza #pipecon MYTH: Salespeople
Don’t Care TRUTH: Effective Salespeople Do Care

@Uberflip @HanaAbaza #pipecon MYTH: Salespeople
Are Lazy.

@Uberflip @HanaAbaza #pipecon MYTH: Salespeople
Are Lazy TRUTH: Sometimes.

@Uberflip @HanaAbaza #pipecon MYTH: Salespeople
Are Lazy TRUTH: Sometimes. Mostly, they’re just busy.

A FRAMEWORK

A FRAMEWORK Align Content &
Sales Organize Content Tailor The Experience

@Uberflip #pipecon@HanaAbaza CONTENT ALIGNMENT Demand
gen and sales training teams report the least alignment between asset / content development.

@Uberflip #pipecon@HanaAbaza Align content creation
with insight from sales. Address (and reinforce) common pain points. Create content that manages objections. Figure out what kind of content they need.

@Uberflip #pipecon@HanaAbaza Questions to Ask
ü What are the top non-product related questions you get? ü What are the common pain points? ü What are the common objections?

@Uberflip @HanaAbaza #pipecon

@Uberflip #pipecon@HanaAbaza ORGANIZE YOUR CONTENT
65% of sales reps say they can’t find content to send to prospects.

@Uberflip #pipecon@HanaAbaza Your Content Top
of the Funnel Middle of the Funnel Bottom of the Funnel By Topic By Type By Vertical By Persona Content must be easy for buyers and your sales team to find. Spoon feed if necessary.

@Uberflip #pipecon@HanaAbaza Use a Multi-Channel
Approach with your Audience and your Sales Team

@Uberflip #pipecon@HanaAbaza ü Content Library
ü Links In Email Templates ü Send “Marketing Updates” ü Give An Excuse To Reach Out ü Newsletters, Webinar, Weekly Meetings etc. ü Empower Your Sales Team

@Uberflip #pipecon@HanaAbaza The Story of
How One Sales Rep Uses Content

@Uberflip #pipecon@HanaAbaza TAILOR THE EXPERIENCE
For content to be effective, it must be relevant and tailored to the buyer’s specific needs.

@Uberflip #pipecon@HanaAbaza Meet Jon, an
Account Executive at Uberflip

@Uberflip #pipecon@HanaAbaza “Wouldn’t it be
great if I could create a tailored page of content just for Netskope?”

@Uberflip @HanaAbaza #pipecon

@Uberflip #pipecon@HanaAbaza ü Done in
minutes ü Highly targeted ü Actionable ü Measurable ü Repeatable

@Uberflip #pipecon@HanaAbaza Marketing & Sales
Working Together

@Uberflip @HanaAbaza #pipecon KEY TAKEAWAYS
ü Align content with insight from sales. ü Organize content buyers and your team. ü Tailor the content experience,

@Uberflip #pipecon@HanaAbaza ubrflp.in/contentisforclosers Not Sold
Yet?

@Uberflip #pipecon@HanaAbaza THANK YOU! Questions?
I’ve got answers! hub.uberflip.com