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10	  Tips	  for	  Using	  Content	  to	  Set	              the	  Buying	  Vision 	  
Today’s	  Speakers	  Cliff	  Pollan	  Cliff	  is	  a	  Co-­‐Founder	  and	  CEO	  of	  VisibleGains,	  creators	  of	  Postw...
Today’s	  Speakers	  Mike	  Puglia	  Mike	  is	  Vice	  President	  of	  MarkeFng	  for	  TimeTrade.	  	  	  Mike	  joined...
1.	  See	  the	   2.	  Commit	  to	  a	     3.	  	  Plan	  out	   problem	            soluAon	  path	            the	  cha...
65%	  
Setting the Buying VisionSetting the Buying Vision                  Context	                 Bring clarity &              ...
Discuss	     Issues	  with	  Status	  Quo	      Their	  Ideas	  for	           Steps	  to	  Launch	                       ...
Tip #1:Inventory and know your content.
90:9:1	              Synthesizers &            CreatorsConsumers
Tip #2:Put content in context of your buyer’s          top 3 pain points.
Tip #3:Use content to ask the right questions to  clarify your prospect’s buying vision.
Tip #4:Participate in online forums using content      to interact and learn from others.
Tip #5:        Read 3 blogs    Join 2 LinkedIn groupsCreate 1 Follow List in Twitter
Number	  of	  People	  Involved	  in	  Decision	  making	  -­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐...
Tip #6:Share third party content.
Tip #7:Use ad hoc video to answer     buyers’ questions.
Tip #8:     Earn your clients’ support.Let them help you set the buying vision.
Tip #9:Keep your eye out for humorous content.
Tip #10:Organize the content you share to make it  easy for your buyer to make a decision.
Q&A	  Cliff	  Pollan	                          Mike	  Puglia	  781.350.3416	  	                     1.978.654.6800	  cpolla...
10 Tips for Using Content to Set the Buying Vision - 110112 Webinar with TimeTrade
10 Tips for Using Content to Set the Buying Vision - 110112 Webinar with TimeTrade
10 Tips for Using Content to Set the Buying Vision - 110112 Webinar with TimeTrade
10 Tips for Using Content to Set the Buying Vision - 110112 Webinar with TimeTrade
10 Tips for Using Content to Set the Buying Vision - 110112 Webinar with TimeTrade
10 Tips for Using Content to Set the Buying Vision - 110112 Webinar with TimeTrade
10 Tips for Using Content to Set the Buying Vision - 110112 Webinar with TimeTrade
10 Tips for Using Content to Set the Buying Vision - 110112 Webinar with TimeTrade
10 Tips for Using Content to Set the Buying Vision - 110112 Webinar with TimeTrade
10 Tips for Using Content to Set the Buying Vision - 110112 Webinar with TimeTrade
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10 Tips for Using Content to Set the Buying Vision - 110112 Webinar with TimeTrade

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10 Tips for Using Content to Set the Buying Vision - 110112 Webinar with TimeTrade

  1. 1. 10  Tips  for  Using  Content  to  Set   the  Buying  Vision  
  2. 2. Today’s  Speakers  Cliff  Pollan  Cliff  is  a  Co-­‐Founder  and  CEO  of  VisibleGains,  creators  of  Postwire.    Postwire  allows  you  to  share  insights  &  informaFon  in  a  visual,  secure  and  private  way  your  clients  will  love.  Get  a  free  account:  www.Postwire.com.      Cliff  has  always  been  at  the  center  of  combining  new  technologies  with  content  to  create  soluFons  that  dramaFcally  change  the  way  people  work.    As  a  serial  entrepreneur  he  has  had  the  opportunity  to  launch  many  successful  startups  over  the  last  30  years.  
  3. 3. Today’s  Speakers  Mike  Puglia  Mike  is  Vice  President  of  MarkeFng  for  TimeTrade.      Mike  joined  TimeTrade  from  Salesforce.com,  the  world’s  leading  CRM  and  enterprise  cloud  compuFng  vendor,  where  he  led  the  integraFon  of  real-­‐Fme  collaboraFon  technologies  into  Salesforce’s  ChaOer  Social  Enterprise  plaPorm.  Prior  to  his  role  at  Salesforce,  Mr.  Puglia  was  VP  of  MarkeFng  at  Dimdim,  a  provider  of  cloud-­‐based  collaboraFon  and  web  conferencing  capabiliFes  which  was  acquired  by  Salesforce  in  2010.    
  4. 4. 1.  See  the   2.  Commit  to  a   3.    Plan  out   problem   soluAon  path   the  change  
  5. 5. 65%  
  6. 6. Setting the Buying VisionSetting the Buying Vision Context   Bring clarity & Motivate changeContent   ConversaFon  
  7. 7. Discuss   Issues  with  Status  Quo   Their  Ideas  for   Steps  to  Launch   Change   SoluFon  Uncover   Their  Change   Their  Fears   Needs  of  Larger  team   MoFvaFons  Useful     rd  Party  research   3   ase  studies   C   ree  trial/Live  demo   FContent     ducaFonal  webinars   E   xpert  interviews   E   lanning  checklist   P   hite  papers   W   AQs   F   OI  calculator   R 1.  See  the   2.  Commit  to  a   3.    Plan  out   problem   soluAon  path   the  change  
  8. 8. Tip #1:Inventory and know your content.
  9. 9. 90:9:1   Synthesizers & CreatorsConsumers
  10. 10. Tip #2:Put content in context of your buyer’s top 3 pain points.
  11. 11. Tip #3:Use content to ask the right questions to clarify your prospect’s buying vision.
  12. 12. Tip #4:Participate in online forums using content to interact and learn from others.
  13. 13. Tip #5: Read 3 blogs Join 2 LinkedIn groupsCreate 1 Follow List in Twitter
  14. 14. Number  of  People  Involved  in  Decision  making  -­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐  2010  -­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐    -­‐-­‐  2011  -­‐-­‐   -­‐-­‐  2012  -­‐-­‐   Longer  Buying  Cycles   2012   2011   2010   Source:  IDC      5  months      5.2  months    5.4  months  
  15. 15. Tip #6:Share third party content.
  16. 16. Tip #7:Use ad hoc video to answer buyers’ questions.
  17. 17. Tip #8: Earn your clients’ support.Let them help you set the buying vision.
  18. 18. Tip #9:Keep your eye out for humorous content.
  19. 19. Tip #10:Organize the content you share to make it easy for your buyer to make a decision.
  20. 20. Q&A  Cliff  Pollan   Mike  Puglia  781.350.3416     1.978.654.6800  cpollan@VisibleGains.com   mpuglia@Fmetrade.com  www.postwire.com   www.Fmetrade.com  @cliffpollan   @Fmetrade  

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