Forget coffee. Content is for closers!
These slides are from my keynote presentation at Pipecon 2015 where we talked about how content can be used to accelerate sales, manage objections and help enable the sales team.
Enjoy!
Hana
3. @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.
9. @Uberflip @HanaAbaza #pipecon
Content is
everywhere and
easy to access
People are
more informed
than ever before
Thelinesare
blurringbetween
marketing&sales
20. @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
21. @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.
22. @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?
34. @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.
35. @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?
38. @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.
40. @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
48. @Uberflip @HanaAbaza #pipecon
KEY TAKEAWAYS
ü Align content with insight from sales.
ü Organize content buyers and your team.
ü Tailor the content experience,