This e-book is for you if: You are responsible for sales content creation, and you don’t have the resources to satisfy demand. OR You are a sales operations or
sales enablement professional, and you want to improve seller performance through better tools. OR You are a sales
leader, and you want to help marketing and product teams better understand how to build messages and content that align with your sales process.
Este documento resume un curso-taller de 4 sesiones de 4 horas dirigido a directivos, mandos y gestores de equipos. El curso tiene como objetivos romper mitos costosos del management, ver a los trabajadores como un sistema interrelacionado, y comprender las diferencias entre jefes y líderes. La metodología incluye el estudio de casos, textos, videos y debates sobre situaciones reales de los participantes. El formador es experto en trabajo en equipo, coaching de equipos, dirección y organización fractal.
Leadership Champions combines research, strategy, and employee engagement tool sets ideally suited to Tier 1-3 specialist Contractors operating in the Global Transport Sector.
Our business winning approach helps teams quickly gain a deep understanding of the changing nature of construction, collaboration (BS11000) and sustainability (BS8903).
We often work with Institutions globally, regionally, and locally, and share insight across a range of sectors, government departments, learning and research environments, and of course Transport environments.
As renowned thought leaders in business strategy execution working, Leadership Champions continues to develop solutions that generate real business value.
If you would like to know more about our work, contact us by email - hello@leadership-champions.com
Este documento proporciona información sobre cómo liderar un equipo de trabajo. Explica que el liderazgo implica crear una visión y transformarla en acción, y define la supervisión como verificar el cumplimiento de metas y responsabilidades. También describe las características, funciones, habilidades y estilos de liderazgo, así como cómo crear y desarrollar un equipo de trabajo efectivo a través de la delegación y el análisis de metas.
Este documento ofrece consejos sobre cómo repasar material para recordarlo mejor. Recomienda hacer repeticiones activas del material ya sea oralmente o por escrito, hacerse preguntas y responderlas para probar el conocimiento, y consultar notas o esquemas para identificar posibles lagunas. Además, sugiere escribir un esquema de memoria y repetir la información mentalmente varias veces para mejorar la retención.
The document describes a five-stage model of team development: forming, storming, norming, performing, and adjourning. In the forming stage, team members get acquainted and establish expectations. Storming involves internal conflicts as goals are clarified. During norming, close relationships form through cooperation and trust. In performing, the team is fully functional and accomplishes goals. Finally, adjourning involves preparing for the team's disbandment. The document also discusses managing conflicts that may arise during different stages and the shift from traditional management to a leadership environment.
OVA 9 - Formacion de Equipos Efectivos y Trabajo en EquipoHab_Ger
Este documento describe los principios del trabajo en equipo efectivo. Explica que un equipo es un grupo de personas cuyos esfuerzos individuales dan como resultado un nivel de desempeño mayor. Los equipos efectivos tienen miembros interdependientes que se cuidan mutuamente y comparten la responsabilidad del éxito del equipo. También describe las etapas de desarrollo de un equipo y los roles de los líderes de equipo para mantener a los miembros unidos y motivados.
3M is a global innovation company with $29.9 billion in annual sales and over 87,700 employees worldwide. It invests heavily in R&D, with $1.6 billion spent in 2012 and $7.3 billion over the last 5 years. 3M fosters a culture of innovation through cross-functional teams, allowing employees freedom to create and share ideas. It utilizes approaches like lead user innovation to identify customer needs and developing new applications from existing technologies to bring products to market faster. This focus on customers, creativity, and speed of innovation has helped 3M succeed and obtain over 3,000 patents.
Este documento presenta una introducción al liderazgo y al trabajo en equipo. Explora las teorías del liderazgo, como la teoría de los rasgos de personalidad y la teoría situacional. También discute los componentes del liderazgo como la motivación y la autoconciencia. Finalmente, analiza las características de un buen trabajo en equipo y las diferencias entre ser un jefe y un líder.
Este documento resume un curso-taller de 4 sesiones de 4 horas dirigido a directivos, mandos y gestores de equipos. El curso tiene como objetivos romper mitos costosos del management, ver a los trabajadores como un sistema interrelacionado, y comprender las diferencias entre jefes y líderes. La metodología incluye el estudio de casos, textos, videos y debates sobre situaciones reales de los participantes. El formador es experto en trabajo en equipo, coaching de equipos, dirección y organización fractal.
Leadership Champions combines research, strategy, and employee engagement tool sets ideally suited to Tier 1-3 specialist Contractors operating in the Global Transport Sector.
Our business winning approach helps teams quickly gain a deep understanding of the changing nature of construction, collaboration (BS11000) and sustainability (BS8903).
We often work with Institutions globally, regionally, and locally, and share insight across a range of sectors, government departments, learning and research environments, and of course Transport environments.
As renowned thought leaders in business strategy execution working, Leadership Champions continues to develop solutions that generate real business value.
If you would like to know more about our work, contact us by email - hello@leadership-champions.com
Este documento proporciona información sobre cómo liderar un equipo de trabajo. Explica que el liderazgo implica crear una visión y transformarla en acción, y define la supervisión como verificar el cumplimiento de metas y responsabilidades. También describe las características, funciones, habilidades y estilos de liderazgo, así como cómo crear y desarrollar un equipo de trabajo efectivo a través de la delegación y el análisis de metas.
Este documento ofrece consejos sobre cómo repasar material para recordarlo mejor. Recomienda hacer repeticiones activas del material ya sea oralmente o por escrito, hacerse preguntas y responderlas para probar el conocimiento, y consultar notas o esquemas para identificar posibles lagunas. Además, sugiere escribir un esquema de memoria y repetir la información mentalmente varias veces para mejorar la retención.
The document describes a five-stage model of team development: forming, storming, norming, performing, and adjourning. In the forming stage, team members get acquainted and establish expectations. Storming involves internal conflicts as goals are clarified. During norming, close relationships form through cooperation and trust. In performing, the team is fully functional and accomplishes goals. Finally, adjourning involves preparing for the team's disbandment. The document also discusses managing conflicts that may arise during different stages and the shift from traditional management to a leadership environment.
OVA 9 - Formacion de Equipos Efectivos y Trabajo en EquipoHab_Ger
Este documento describe los principios del trabajo en equipo efectivo. Explica que un equipo es un grupo de personas cuyos esfuerzos individuales dan como resultado un nivel de desempeño mayor. Los equipos efectivos tienen miembros interdependientes que se cuidan mutuamente y comparten la responsabilidad del éxito del equipo. También describe las etapas de desarrollo de un equipo y los roles de los líderes de equipo para mantener a los miembros unidos y motivados.
3M is a global innovation company with $29.9 billion in annual sales and over 87,700 employees worldwide. It invests heavily in R&D, with $1.6 billion spent in 2012 and $7.3 billion over the last 5 years. 3M fosters a culture of innovation through cross-functional teams, allowing employees freedom to create and share ideas. It utilizes approaches like lead user innovation to identify customer needs and developing new applications from existing technologies to bring products to market faster. This focus on customers, creativity, and speed of innovation has helped 3M succeed and obtain over 3,000 patents.
Este documento presenta una introducción al liderazgo y al trabajo en equipo. Explora las teorías del liderazgo, como la teoría de los rasgos de personalidad y la teoría situacional. También discute los componentes del liderazgo como la motivación y la autoconciencia. Finalmente, analiza las características de un buen trabajo en equipo y las diferencias entre ser un jefe y un líder.
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assets
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
Efficient Website Management for Digital Marketing ProsLauren Polinsky
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
Spotify: Revolutionizing the Music Streaming IndustryTMR Infra
Spotify's unique blend of technology, user-centric design, and industry influence has
cemented its position as a leader in music streaming. By continuously evolving and adapting,
Spotify remains a dominant force, shaping the future of music consumption. As it continues
to innovate and expand, Spotify is likely to maintain its position as the go.
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxBoston SEO Services
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organization
Boost Your Instagram Views Instantly Proven Free Strategies.pptxInstBlast Marketing
Join Performance Car Exclusive to drive the finest supercars, engineered with advanced materials and cutting-edge technology for peak performance.
https://instblast.com/instagram/free-instagram-views
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf1Solutions Pvt. Ltd.
As we move into 2024, the methods for building high-quality backlinks continue to evolve, demanding more sophisticated and strategic approaches. This presentation aims to explore the latest trends and proven strategies for acquiring high-quality backlinks that can elevate your SEO efforts.
Visit:- https://www.1solutions.biz/link-building-packages/
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"
2024 State of Marketing Report – by HubspotMarius Sescu
https://www.hubspot.com/state-of-marketing
· Scaling relationships and proving ROI
· Social media is the place for search, sales, and service
· Authentic influencer partnerships fuel brand growth
· The strongest connections happen via call, click, chat, and camera.
· Time saved with AI leads to more creative work
· Seeking: A single source of truth
· TLDR; Get on social, try AI, and align your systems.
· More human marketing, powered by robots
ChatGPT is a revolutionary addition to the world since its introduction in 2022. A big shift in the sector of information gathering and processing happened because of this chatbot. What is the story of ChatGPT? How is the bot responding to prompts and generating contents? Swipe through these slides prepared by Expeed Software, a web development company regarding the development and technical intricacies of ChatGPT!
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assets
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
Efficient Website Management for Digital Marketing ProsLauren Polinsky
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
Spotify: Revolutionizing the Music Streaming IndustryTMR Infra
Spotify's unique blend of technology, user-centric design, and industry influence has
cemented its position as a leader in music streaming. By continuously evolving and adapting,
Spotify remains a dominant force, shaping the future of music consumption. As it continues
to innovate and expand, Spotify is likely to maintain its position as the go.
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxBoston SEO Services
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organization
Boost Your Instagram Views Instantly Proven Free Strategies.pptxInstBlast Marketing
Join Performance Car Exclusive to drive the finest supercars, engineered with advanced materials and cutting-edge technology for peak performance.
https://instblast.com/instagram/free-instagram-views
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf1Solutions Pvt. Ltd.
As we move into 2024, the methods for building high-quality backlinks continue to evolve, demanding more sophisticated and strategic approaches. This presentation aims to explore the latest trends and proven strategies for acquiring high-quality backlinks that can elevate your SEO efforts.
Visit:- https://www.1solutions.biz/link-building-packages/
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"
2024 State of Marketing Report – by HubspotMarius Sescu
https://www.hubspot.com/state-of-marketing
· Scaling relationships and proving ROI
· Social media is the place for search, sales, and service
· Authentic influencer partnerships fuel brand growth
· The strongest connections happen via call, click, chat, and camera.
· Time saved with AI leads to more creative work
· Seeking: A single source of truth
· TLDR; Get on social, try AI, and align your systems.
· More human marketing, powered by robots
ChatGPT is a revolutionary addition to the world since its introduction in 2022. A big shift in the sector of information gathering and processing happened because of this chatbot. What is the story of ChatGPT? How is the bot responding to prompts and generating contents? Swipe through these slides prepared by Expeed Software, a web development company regarding the development and technical intricacies of ChatGPT!
Product Design Trends in 2024 | Teenage EngineeringsPixeldarts
The realm of product design is a constantly changing environment where technology and style intersect. Every year introduces fresh challenges and exciting trends that mold the future of this captivating art form. In this piece, we delve into the significant trends set to influence the look and functionality of product design in the year 2024.
How Race, Age and Gender Shape Attitudes Towards Mental HealthThinkNow
Mental health has been in the news quite a bit lately. Dozens of U.S. states are currently suing Meta for contributing to the youth mental health crisis by inserting addictive features into their products, while the U.S. Surgeon General is touring the nation to bring awareness to the growing epidemic of loneliness and isolation. The country has endured periods of low national morale, such as in the 1970s when high inflation and the energy crisis worsened public sentiment following the Vietnam War. The current mood, however, feels different. Gallup recently reported that national mental health is at an all-time low, with few bright spots to lift spirits.
To better understand how Americans are feeling and their attitudes towards mental health in general, ThinkNow conducted a nationally representative quantitative survey of 1,500 respondents and found some interesting differences among ethnic, age and gender groups.
Technology
For example, 52% agree that technology and social media have a negative impact on mental health, but when broken out by race, 61% of Whites felt technology had a negative effect, and only 48% of Hispanics thought it did.
While technology has helped us keep in touch with friends and family in faraway places, it appears to have degraded our ability to connect in person. Staying connected online is a double-edged sword since the same news feed that brings us pictures of the grandkids and fluffy kittens also feeds us news about the wars in Israel and Ukraine, the dysfunction in Washington, the latest mass shooting and the climate crisis.
Hispanics may have a built-in defense against the isolation technology breeds, owing to their large, multigenerational households, strong social support systems, and tendency to use social media to stay connected with relatives abroad.
Age and Gender
When asked how individuals rate their mental health, men rate it higher than women by 11 percentage points, and Baby Boomers rank it highest at 83%, saying it’s good or excellent vs. 57% of Gen Z saying the same.
Gen Z spends the most amount of time on social media, so the notion that social media negatively affects mental health appears to be correlated. Unfortunately, Gen Z is also the generation that’s least comfortable discussing mental health concerns with healthcare professionals. Only 40% of them state they’re comfortable discussing their issues with a professional compared to 60% of Millennials and 65% of Boomers.
Race Affects Attitudes
As seen in previous research conducted by ThinkNow, Asian Americans lag other groups when it comes to awareness of mental health issues. Twenty-four percent of Asian Americans believe that having a mental health issue is a sign of weakness compared to the 16% average for all groups. Asians are also considerably less likely to be aware of mental health services in their communities (42% vs. 55%) and most likely to seek out information on social media (51% vs. 35%).
AI Trends in Creative Operations 2024 by Artwork Flow.pdfmarketingartwork
Creative operations teams expect increased AI use in 2024. Currently, over half of tasks are not AI-enabled, but this is expected to decrease in the coming year. ChatGPT is the most popular AI tool currently. Business leaders are more actively exploring AI benefits than individual contributors. Most respondents do not believe AI will impact workforce size in 2024. However, some inhibitions still exist around AI accuracy and lack of understanding. Creatives primarily want to use AI to save time on mundane tasks and boost productivity.
Organizational culture includes values, norms, systems, symbols, language, assumptions, beliefs, and habits that influence employee behaviors and how people interpret those behaviors. It is important because culture can help or hinder a company's success. Some key aspects of Netflix's culture that help it achieve results include hiring smartly so every position has stars, focusing on attitude over just aptitude, and having a strict policy against peacocks, whiners, and jerks.
PEPSICO Presentation to CAGNY Conference Feb 2024Neil Kimberley
PepsiCo provided a safe harbor statement noting that any forward-looking statements are based on currently available information and are subject to risks and uncertainties. It also provided information on non-GAAP measures and directing readers to its website for disclosure and reconciliation. The document then discussed PepsiCo's business overview, including that it is a global beverage and convenient food company with iconic brands, $91 billion in net revenue in 2023, and nearly $14 billion in core operating profit. It operates through a divisional structure with a focus on local consumers.
Content Methodology: A Best Practices Report (Webinar)contently
This document provides an overview of content methodology best practices. It defines content methodology as establishing objectives, KPIs, and a culture of continuous learning and iteration. An effective methodology focuses on connecting with audiences, creating optimal content, and optimizing processes. It also discusses why a methodology is needed due to the competitive landscape, proliferation of channels, and opportunities for improvement. Components of an effective methodology include defining objectives and KPIs, audience analysis, identifying opportunities, and evaluating resources. The document concludes with recommendations around creating a content plan, testing and optimizing content over 90 days.
How to Prepare For a Successful Job Search for 2024Albert Qian
The document provides guidance on preparing a job search for 2024. It discusses the state of the job market, focusing on growth in AI and healthcare but also continued layoffs. It recommends figuring out what you want to do by researching interests and skills, then conducting informational interviews. The job search should involve building a personal brand on LinkedIn, actively applying to jobs, tailoring resumes and interviews, maintaining job hunting as a habit, and continuing self-improvement. Once hired, the document advises setting new goals and keeping skills and networking active in case of future opportunities.
A report by thenetworkone and Kurio.
The contributing experts and agencies are (in an alphabetical order): Sylwia Rytel, Social Media Supervisor, 180heartbeats + JUNG v MATT (PL), Sharlene Jenner, Vice President - Director of Engagement Strategy, Abelson Taylor (USA), Alex Casanovas, Digital Director, Atrevia (ES), Dora Beilin, Senior Social Strategist, Barrett Hoffher (USA), Min Seo, Campaign Director, Brand New Agency (KR), Deshé M. Gully, Associate Strategist, Day One Agency (USA), Francesca Trevisan, Strategist, Different (IT), Trevor Crossman, CX and Digital Transformation Director; Olivia Hussey, Strategic Planner; Simi Srinarula, Social Media Manager, The Hallway (AUS), James Hebbert, Managing Director, Hylink (CN / UK), Mundy Álvarez, Planning Director; Pedro Rojas, Social Media Manager; Pancho González, CCO, Inbrax (CH), Oana Oprea, Head of Digital Planning, Jam Session Agency (RO), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Shantesh S Row, Creative Director, Liwa (UAE), Rajesh Mehta, Chief Strategy Officer; Dhruv Gaur, Digital Planning Lead; Leonie Mergulhao, Account Supervisor - Social Media & PR, Medulla (IN), Aurelija Plioplytė, Head of Digital & Social, Not Perfect (LI), Daiana Khaidargaliyeva, Account Manager, Osaka Labs (UK / USA), Stefanie Söhnchen, Vice President Digital, PIABO Communications (DE), Elisabeth Winiartati, Managing Consultant, Head of Global Integrated Communications; Lydia Aprina, Account Manager, Integrated Marketing and Communications; Nita Prabowo, Account Manager, Integrated Marketing and Communications; Okhi, Web Developer, PNTR Group (ID), Kei Obusan, Insights Director; Daffi Ranandi, Insights Manager, Radarr (SG), Gautam Reghunath, Co-founder & CEO, Talented (IN), Donagh Humphreys, Head of Social and Digital Innovation, THINKHOUSE (IRE), Sarah Yim, Strategy Director, Zulu Alpha Kilo (CA).
Trends In Paid Search: Navigating The Digital Landscape In 2024Search Engine Journal
The search marketing landscape is evolving rapidly with new technologies, and professionals, like you, rely on innovative paid search strategies to meet changing demands.
It’s important that you’re ready to implement new strategies in 2024.
Check this out and learn the top trends in paid search advertising that are expected to gain traction, so you can drive higher ROI more efficiently in 2024.
You’ll learn:
- The latest trends in AI and automation, and what this means for an evolving paid search ecosystem.
- New developments in privacy and data regulation.
- Emerging ad formats that are expected to make an impact next year.
Watch Sreekant Lanka from iQuanti and Irina Klein from OneMain Financial as they dive into the future of paid search and explore the trends, strategies, and technologies that will shape the search marketing landscape.
If you’re looking to assess your paid search strategy and design an industry-aligned plan for 2024, then this webinar is for you.
5 Public speaking tips from TED - Visualized summarySpeakerHub
From their humble beginnings in 1984, TED has grown into the world’s most powerful amplifier for speakers and thought-leaders to share their ideas. They have over 2,400 filmed talks (not including the 30,000+ TEDx videos) freely available online, and have hosted over 17,500 events around the world.
With over one billion views in a year, it’s no wonder that so many speakers are looking to TED for ideas on how to share their message more effectively.
The article “5 Public-Speaking Tips TED Gives Its Speakers”, by Carmine Gallo for Forbes, gives speakers five practical ways to connect with their audience, and effectively share their ideas on stage.
Whether you are gearing up to get on a TED stage yourself, or just want to master the skills that so many of their speakers possess, these tips and quotes from Chris Anderson, the TED Talks Curator, will encourage you to make the most impactful impression on your audience.
See the full article and more summaries like this on SpeakerHub here: https://speakerhub.com/blog/5-presentation-tips-ted-gives-its-speakers
See the original article on Forbes here:
http://www.forbes.com/forbes/welcome/?toURL=http://www.forbes.com/sites/carminegallo/2016/05/06/5-public-speaking-tips-ted-gives-its-speakers/&refURL=&referrer=#5c07a8221d9b
ChatGPT and the Future of Work - Clark Boyd Clark Boyd
Everyone is in agreement that ChatGPT (and other generative AI tools) will shape the future of work. Yet there is little consensus on exactly how, when, and to what extent this technology will change our world.
Businesses that extract maximum value from ChatGPT will use it as a collaborative tool for everything from brainstorming to technical maintenance.
For individuals, now is the time to pinpoint the skills the future professional will need to thrive in the AI age.
Check out this presentation to understand what ChatGPT is, how it will shape the future of work, and how you can prepare to take advantage.
The document provides career advice for getting into the tech field, including:
- Doing projects and internships in college to build a portfolio.
- Learning about different roles and technologies through industry research.
- Contributing to open source projects to build experience and network.
- Developing a personal brand through a website and social media presence.
- Networking through events, communities, and finding a mentor.
- Practicing interviews through mock interviews and whiteboarding coding questions.
Google's Just Not That Into You: Understanding Core Updates & Search IntentLily Ray
1. Core updates from Google periodically change how its algorithms assess and rank websites and pages. This can impact rankings through shifts in user intent, site quality issues being caught up to, world events influencing queries, and overhauls to search like the E-A-T framework.
2. There are many possible user intents beyond just transactional, navigational and informational. Identifying intent shifts is important during core updates. Sites may need to optimize for new intents through different content types and sections.
3. Responding effectively to core updates requires analyzing "before and after" data to understand changes, identifying new intents or page types, and ensuring content matches appropriate intents across video, images, knowledge graphs and more.
A brief introduction to DataScience with explaining of the concepts, algorithms, machine learning, supervised and unsupervised learning, clustering, statistics, data preprocessing, real-world applications etc.
It's part of a Data Science Corner Campaign where I will be discussing the fundamentals of DataScience, AIML, Statistics etc.
Time Management & Productivity - Best PracticesVit Horky
Here's my presentation on by proven best practices how to manage your work time effectively and how to improve your productivity. It includes practical tips and how to use tools such as Slack, Google Apps, Hubspot, Google Calendar, Gmail and others.
The six step guide to practical project managementMindGenius
The six step guide to practical project management
If you think managing projects is too difficult, think again.
We’ve stripped back project management processes to the
basics – to make it quicker and easier, without sacrificing
the vital ingredients for success.
“If you’re looking for some real-world guidance, then The Six Step Guide to Practical Project Management will help.”
Dr Andrew Makar, Tactical Project Management
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
6 Steps for Giving Your Sales Teams the Content They Need (and Want)
1. to Giving Your Sales Teams
the Content They Need
(and Want)
Steps
An E-book for Sales Content Creators and Sales Enablement Professionals
6
2. 6 steps to giving your sales teams the content they need (and want) | 2
This e-book is
for you if:
You get to work on one of the biggest
challenges in sales and marketing today:
Helping salespeople connect the dots between
your customers’ problems and the great things your
company does to solve them. There’s more pressure
than ever on salespeople to understand customer
issues, stay current on what they have to sell and,
most importantly, close deals.
Your target buyers are feeling the burden, too.
They face a more complicated procurement process,
demanding stakeholders and pressure to drive
the best bargain. They’re upping their game with
knowledge gained from social media outlets, analyst
relationships, publications and peers.
So, what are your salespeople doing to improve?
You can help them by defining, developing and
delivering better content and tools.
Congratulations!
How many times have you heard
comments like these?
You are responsible
for sales content
creation, and
you don’t have the
resources to satisfy
demand.
You are a sales
operations or
sales enablement
professional, and you
want to improve seller
performance through
better tools.
You are a sales
leader, and you want
to help marketing and
product teams better
understand how to build
messages and content
that align with your
sales process.
or
or
“We have too much content. We
don’t know what to use when!”
(Statistics say that over half of sales content isn’t being used.)
“Last-minute fire drills take up
most of my time!”(Marketers, product managers and subject matter
experts face frequent unplanned requests.)
“I need help creating a
presentation for a really
important meeting!”
(Sellers often think their customer situation is
unique and requires custom-built content.
All are symptoms of the same condition,
and it’s easier to treat than you might
think.
3. 6 steps to giving your sales teams the content they need (and want) | 3
The Sales Enablement Disconnect
Identifying the tools
that sellers really need
and will actually use
Creating maps that
match tools to selling
interactions
Distributing
easy-to-follow templates
that save time for
content creators
Prioritizing what
to create based on
impact and level of
effort
Salespeople face big challenges. They have to keep pace with new products, new messages and
new competitors. They also have to work with smarter buyers who now follow much more rigorous
processes. If that’s not bad enough, too many selling tools collect dust because salespeople don’t
find value in them.
The good news is that companies are successfully attacking this problem by:
Successful companies start by understanding what really happens between buyers and sellers in
the field. They develop content only after appreciating how it will be used. And at the center of that
effort is a sales enablement initiative keeping everyone – marketers, subject matter experts and
content producers – focused on the same goal: winning customers and keeping them for life.
1
2
4
6
3
5
Step
4. 6 steps to giving your sales teams the content they need (and want) | 4
Sellers often complain that their tools are complicated, difficult to understand and irrelevant to the
meetings they are having. Speak to enough quota-carrying people, and you’ll hear about tools that
were “created in a vacuum,” “written in the ivory tower” or “thrown over the fence.” All speak to a
lack of coordination across the organization that results in wasted time and lost revenue. You have an
opportunity to orchestrate a better process that makes everyone happier. By following the six simple
steps below, you’ll be able to identify content and tools that salespeople and buyers will actually use:
The Six-Step Action Plan
Find Out
How Your
Customers Buy
Uncover
What Your
Salespeople are
Actually Doing
Understand
Your Own
Sales Team
Map Tools to
the Process
Analyze the
Sales Process
Prioritize and
Get Started
1 2
4 6
3
5
1
2
4
6
3
5
Step
1 2
4 6
3
5
5. 6 steps to giving your sales teams the content they need (and want) | 5
The best salespeople don’t just find solutions to customer problems.
They help their customers navigate the buying process – which
becomes increasingly complex as more stakeholders and requirements
are added. Salespeople who become advisors not only in what to buy,
but also how to buy have a much better chance of winning. Your role
is to supply the tools and knowledge they need to do this, and your
first step should be to understand the typical buying process.
No two companies have identical processes, so you will have
to generalize. A few conversations with your most experienced
salespeople will help you identify the most common situations your
buyers face.
Here are a few simple questions to ask about buyer behavior:
1. Do your target customers have a well-defined
buying process? If so, describe it?
Why it’s important. If you can anticipate what the steps are on
the buyer side, you’ll know what supporting content is needed to
help accelerate the process and increase your chances of winning.
Content assets, such as standard RFP response paragraphs,
executive briefing kits and customizable demos, become a core
suite of available tools instead of fuel for daily fire drills.
2. What groups are in involved in the process?
Why it’s important. This helps you anticipate the types of
audiences that will get involved. Meetings with technical experts,
procurement professionals and executives vary by terminology
and topics covered. Your role is to create content that helps
salespeople become knowledgeable and conversant in what’s
on the minds of those key players.
Find Out How Your Customers Buy...
So You Can Help Sellers Become
Trusted Advisors.
A common refrain from the field: We need more case studies. That’s because buyers want to see
some proof of how you have solved similar problems elsewhere. Marketing’s response to that
request is to develop in-depth, expensive documents. But with so many solution scenarios,
there is never enough budget to satisfy demand.
Learn more about how buyers will use these proof points, and you could find that simple and
less expensive tools are better. Instead of a multi-page, branded document, the need could be as
simple as a conversational anecdote, a blurb in an email or a paragraph in an RFP response.
“We need more
case studies!”
Quick Tip
1Step
1
2
4
6
3
5
Step
6. 6 steps to giving your sales teams the content they need (and want) | 6
3. Who leads the buying process?
Why it’s important. An old sales adage says that 90% of selling
happens when the salesperson isn’t there. Your firm’s key contacts
within the account (often referred to as sponsors or champions)
need to sell on your behalf. If you can equip them with the right
messages and tools – tailored to their abilities and expertise –
you’ve just given your company a much better chance of winning.
4. How does the buyer bring in competitors?
Why it’s important. Anticipating competitive behavior helps
you develop tools to differentiate and win. For example, if
buyers usually consult with an analyst firm, you can deduce the
competing solutions that they will consider. That way, you can
equip your sellers with the right messages to use even before that
competitor comes into play.
5. What causes the buyer situation to vary?
Why it’s important. You’ll probably hear that buying situations are
different based on such factors as the company’s industry, size and
business issues. Knowing these factors will help you figure out how
many versions of key tools (e.g., industry-specific presentations or
case studies) need to be available.
At this point you’ll have a solid understanding of the most common
customer buying patterns. You’ll also appreciate the hurdles that
sellers face and the need for them to evolve into trusted advisors. This
expertise will prove valuable for what you’ll be doing next: getting to
know your own sales teams.
Example Buying Process
Awareness Consideration Preference Purchase Achieve Business
Goal
1
2
4
6
3
5
Step
7. 6 steps to giving your sales teams the content they need (and want) | 7
Most companies have several sales teams and a variety of roles
within them. A large technology firm might have a key accounts
team managing the largest clients, an enterprise team for the rest of
the Fortune 500 companies and a small business team. There might
also be specialist roles that help sellers with industry, technical and
solution expertise. Not surprisingly, these teams will have different
requirements for content. And within a single sales group, especially
ones that take a team-selling approach, there may be several roles
to evaluate. The account executive, sales engineer, value engineer,
telesales rep and overlay sales specialist are likely to use different
tools and content.
Your ability to recommend relevant content depends on your
understanding of what each team does, as well as the roles within
that team.
For each team, ask the following questions:
1. How big is the team?
Why it’s important. With a lot of sales teams, you may have to
focus based on size and amount of revenue in play. Size can also
be a factor in the kinds of content needed. For example, smaller,
centralized teams do a better job of sharing ideas in person, while
larger teams require more tools and content for knowledge and
best-practice sharing.
What do they sell?
Who do they sell to?
How big is the team?
What are the key rolesand characteristics?
Understand Your Own Sales Team(s)...
So That You Can Better Appreciate
the Kinds of Content They Need.2Step
1
2
4
6
3
5
Step
8. 6 steps to giving your sales teams the content they need (and want) | 8
2. What are the key roles? What are their characteristics?
Why it’s important. Different sales positions have differing
content needs based on the role they play in a sales opportunity.
For example, generalist salespeople need to be proficient at
understanding business issues and steering buyers toward the right
set of solutions. Specialist salespeople need to have deep expertise
on a narrower set of solutions.
3. What do they sell?
Why it’s important. As the number of products and solutions in
a seller’s portfolio grows, the amount of knowledge retained on
any one item decreases. The level of detail in any piece of content
needs to directly correlate with the amount of information you
actually expect a seller to know.
4. Who do they sell to?
Why it’s important. If teams are created for specific customer
segments, those groups are likely to require different things from
your salespeople. For example, a global accounts team managing
your top ten clients will need different tools than your telesales
team calling on small businesses.
At this point, you’ll have a much more sophisticated understanding of
your sales team. Rather than a monolithic organization (which is how
many view sales), you’ll see it at a more detailed level as a collection
of groups, with each group having a unique combination of roles,
objectives and ways of selling. Knowing this about each team will
help you in the next phase: understanding the sales process.
1
2
4
6
3
5
Step
Before After
A common view of sales is one group where everyone uses
the same content.
Most sales teams are actually made up of several teams
with varying needs.
9. 6 steps to giving your sales teams the content they need (and want) | 9
It’s All About the Role
Sellers can have different needs depending on their roles. Here are some key titles, along with general
points about what they do and need.
Type of team
New business reps
Key/major/global accounts reps
Account managers
Small/mid-market reps
Specialized salespeople and
overlay reps
What they do
Develop new accounts within a pre-defined
territory or set of companies
Work with the largest accounts, often managing
complex relationships that span many
geographies, lines of business and solutions
Support ongoing relationships with standard-
sized accounts
Develop new business with smaller accounts;
may offer a simplified product suite; have
less support from specialists and tend to sell
remotely
Focus on smaller offerings (by solution,
industry); brought in to support an existing
opportunity; tend to create their own tools
Most common needs
Suites of tools for every step in the
sales process
Detailed, customized materials and
complex assets that support in-depth
meetings and cover many topics
Relationship review assets and
“what’s new” information to support
regular meetings
Simplified content for smaller product
sets and remote selling tools
In-depth solution and/or industry
information; help with upgrading
assets they’ve already created
1
2
4
6
3
5
Step
10. 6 steps to giving your sales teams the content they need (and want) | 10
The next step in providing relevant content and tools is to understand what
salespeople are expected to do. Most companies institute a sales process that
may include everything from prescriptive-selling methodologies to simple ways to
categorize an opportunity.
Regardless of the process, sellers are under constant pressure to comply with the
“law of the land.” As such, sales content that helps salespeople do that will get
used.
To get started in your analysis, review training materials and talk to the sales
effectiveness, sales training and sales operations groups. Most importantly, talk
to sales leaders. You’ll learn first-hand what their vision is and show that you are
committed to making that vision a reality.
Some questions to askthem include:
– What is the biggest sales
effectiveness challenge you see?
– If you could improve one behavior,what would it be?
– What sales initiatives (within thenext year) will affect the contentthat is needed?
– What are the keys to getting
salespeople to adopt new ways ofselling or new content?
– How can we provide you with theright information and updates goingforward?
Analyze the Sales Process...
So You Can Speak the Language
of Selling.
3Step
Sellers are often classified as those who “hunt” new customers versus those who “farm” or manage the retention
and growth of existing accounts. Ask any sales leader if they perform the same way and the answer will be a
definitive “no.” Yet few organizations create sales tools that are specialized for hunting or farming situations.
For example, new business development tends to follow a linear, “left-to-right” series of steps from lead
development to a closed sale for a specific solution set. On the other hand, existing account management follows
a cycle of regular and predictable events where relationship is paramount and associated tools and activities work
toward growing both share of mind and wallet. Be sure the tools you create support the intended goal.
Quick Tip
1
2
4
6
3
5
Step
11. 6 steps to giving your sales teams the content they need (and want) | 11
Example Buying and Selling Processes
Once you’ve collected the information, map out the process or sales stages for each team. For each sales stage, determine the following:
At this point, you’ll have a greater understanding of how the sales organization is designed and the processes that should be followed. And,
you’ll have a valuable foundation of knowledge for your next step: finding out what salespeople really do.
Goal
Is there an objective
or verifiable outcome?
Examples include meeting
with a decision maker or
the client agreeing to an
evaluation plan.
Activity
What is expected to happen
if you reach that goal? For
example, if the goal is to
meet with a specific decision
maker, the activity might be a
whiteboard conversation around
key business pains.
Tools
Is there a mandated set
of internal and customer-
facing materials? You may
modify or improve upon this
toolset as your investigation
continues, but it’s important
to document a baseline.
People
Who is involved? Review
who should be involved
both from your team and
the buying organization.
Buying Process
Selling Process
Awareness Consideration Preference Purchase Achieve Business
Goal
Plan Discover Prove Close Implement Grow
1
2
4
6
3
5
Step
12. 6 steps to giving your sales teams the content they need (and want) | 12
No process is detailed enough to capture the many things sellers
have to do to hit their revenue targets. Your goal is to become an
expert on the typical “week in the life” of each key role, so you
can pinpoint areas for improvement and suggest the right tools.
Understanding and documenting the most important activities
happening in the field will help you:
3Identify the items that salespeople know
they want
3Determine the tools they need but haven’t
been able to identify
3Prioritize the tools of highest impact
To begin, set up a series of conversations either by phone or in
person for each team or group. On average, the number can
range from two to three for a small team to six to eight for larger
groups (over 100 members). When interviewing sellers who focus
on net-new business, explore a typical opportunity from lead
to close. When interviewing sellers who focus on existing client
expansion, explore a year in the life of a customer relationship.
4
Step Uncover What the Sales Team is
Actually Doing...Because, Believe It
or Not, Salespeople Sometimes Do
Their Own Thing.
There is no standard set of definitions for sales assets One tool – a
playbook, for example – can take dozens of different forms depending
on who is creating it. You have to be specific when taking requests
for tools:
A few minutes spent zeroing in on the actual usage scenario can
save hundreds of hours creating content that doesn’t hit the mark.
Quick Tip: Be Specific When Defining Sales Tools
How will it
be used?
Who is the
audience?Will it be
shared with
prospects?
How detailed
does it need
to be?
1
2
4
6
3
5
Step
13. 6 steps to giving your sales teams the content they need (and want) | 13
Now it’s time to take a deep breath and review what you’ve discovered because there is a lot to absorb. Hopefully you’ll find overlap between
the “ideal state” you learned about in steps two and three, and the “real world” of step four. If there are major inconsistencies, now is a good
time to sit with sales leadership and/or support teams to get their input before moving on to developing your sales content map.
?
Ask Both Types of Sellers About Their most important and frequent
interactions with Both Prospects and Customers:
If they do five executive pitches a month, are
they all the same? Explore examples of how a
presentation might vary based on the prospect’s
industry, the audience role and title, the size of
the company and the business needs.
How do they prepare for a meeting? What tools
do they use and where do they turn for support?
What are the objectives and what actually
happens?
Who is usually involved on your company’s side
and from the prospect company?
What do they use during the interaction? Where
do they find it (or do they create their own tools)?
What would they like to have?
1
2
4
6
3
5
Step
14. 6 steps to giving your sales teams the content they need (and want) | 14
1
A majority of companies have attempted to formalize what content should be available in what selling situations.
This mapping activity often doesn’t work because it happens without full knowledge of what takes place in the
field between buyers and sellers. After completing steps one through four, you will have that knowledge.
But, you might be overwhelmed.
Fear not! The following three-step exercise brings it all together:
Document the buying/selling process based on the information you gathered in steps
one, two and three. Determine if more than one documented process is required, and if so, build
each process map. Next, overlay the actual “week-in-the-life” reality check from step four to see
what changes may be required, while still being consistent with your company’s official sales process.
Buying Process
Selling Process
Example Buying and Selling Processes
Awareness Consideration Preference Purchase Achieve Business
Goal
Plan Discover Prove Close Implement Grow
Map Tools to the Process...
So You Can Prove What Salespeople
Really Need and Want
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15. 6 steps to giving your sales teams the content they need (and want) | 15
Next, for each stage, document the following:
– What are the key goals, activities, tools and players involved?
– What are the content categories that drive variability? Examples include: industry, business needs, solutions under
consideration, etc.? Note: be careful to limit this to the most relevant categories of information.
– What type of content should be available based on what the official process says and what you’ve learned about buyer and
seller needs? (If you have trouble finding a good tool for a situation, consider asking peers in other industries or experts.)
2
3Review your findings with a working group made up of representatives from sales, sales operations, marketing and
product/solution teams.
Awareness
Awareness
consideration
consideration
Preference
Preference purchase
Current Tools
Needed Tools
Appointment
Setting Guide
White Space Tool,
Call Scripts,
Email Scripts
Cheat Sheets,
Mutual Activity Plan
Conversation
Guides, Objection
Handlers
Proposal Deck,
Competitive Guide
ROI Tool, Solution
Presentation
Implementation
Plan
Negotiation
Guide
Program Success
Plan, Communication
Templates
Quarterly
Review
Example Mapping of Tools to Stages
Selling and buying tools need to be relevant to the customer situation, and that relevance is driven by content
categories. For example, you may have a stage in the sales process where your seller needs to give a capabilities
presentation detailing your company’s experience in the buyer’s industry. From a content map perspective, that
means that you need to provide slides specific to each key industry. Examples of other categories that drive content
are the audience role, company size, pain point and solution of interest. The problem is that having too many
categories can drive the need for a huge amount of content. (Imagine a single presentation that would have slides
relevant to all of those categories!) So start with only the most important factors.
Quick Tip: Choose Only the Content Categories That Really Matter
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16. 6 steps to giving your sales teams the content they need (and want) | 16
Now that you know what should be available and what is available,
you’ll probably discover two things. First, you may realize that you
have a significant gap between what you have and need. Second (the
good news), you’ll find that many needs can be filled by repurposing
and upgrading existing content. The key to figuring out where to start
is to assess bang for the buck.
Follow the seven steps below to set up the program, develop an
ongoing process for monitoring usage and feedback – and never
stop improving.
1. Inventory Your Content. Start with your sales portal
and corporate website. Next, go where your subject matter
experts store their content. Ask salespeople to share their favorite
documents, including the unofficial ones.
2. Map Existing Tools to the Content Map. Whether
a tool fits or not is a matter of interpretation. Start with the
narrowest definition of suitability (i.e., the document could be used
tomorrow in a sales meeting). Next, identify the tools that could
work with some modification.
3. Identify and Evaluate Gaps. Make sure you take into
account the impact that gap has on sales performance. Is it an
annoyance or are deals stopping because critical tools don’t exist?
Don’t forget that your content map needs to cover all of the
relevant content categories. For example, if a key asset varies by
industry, your content needs to cover all applicable verticals.
4. Assess the Level of Effort Required to Fill the
Gaps. This depends both on what is available that could be
upgraded and how difficult the asset is to create.
5. Create a Proposed Action Plan that balances impact
with level of effort.
6. Review the Action Plan with Selected
Stakeholders from your sales, product and marketing
organizations at all levels. Gain their commitment to follow
the plan.
7. Continuously Monitor Content Development,
Distribution and Usage. Are people using new tools
as they become available? If not, find out why, and take
corrective action.
Prioritize and Start Now...
So You Can Be a Sales
Enablement Hero.
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17. 6 steps to giving your sales teams the content they need (and want) | 17
Following this process and aligning content to real-world selling and
buying environment will make you popular with a lot of people:
Now is the time to begin the journey toward creating content that
doesn’t just get thrown over the fence, but is actually used.
Consider Using a Third Party for Help
Despite your best intentions, the usual barriers to change (e.g., history,
pride of ownership, organizational silos) can get in the way of success.
Working with an unbiased third-party that has seen these issues in
dozens of companies can help you get past the baggage and focus on
the real goal: driving revenue.
Your product/solution and marketing teams
will find that their content load just grew
lighter: fewer pieces to create, easier standards
to follow and fewer last-minute fire drills.
Your salespeople will rejoice in having
fewer, more powerful tools, along with a
clear understanding of what to use when.
Your sales leadership will delight in
improved seller performance at no extra
cost to the organization.
Branding is critical for your
customers and prospects. It’s less
important for your salespeople.
The time and money needed to finish
off internal materials (e.g., coaching
guides, prompters, playbooks)
may be better spent elsewhere.
With solutions, competitors and
market opportunities evolving so
quickly, your focus should shift
towards getting the knowledge to
the field as quickly as possible and
conditioning your sellers to look past
the wrapper.
Quick Tip: Save the Sparkle for the Customer
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