Sales teams often do not use company content effectively because it is not tailored to buyers or kept up-to-date. To address this, companies should develop buyer personas based on thorough research, create content in multiple formats, provide a way for sales to give feedback on content, and establish a plan to keep the sales team informed about new content. This will help sales engage buyers early and increase revenue.

1. Why Sales Doesn't Use Your
Content
And What To Do About It

2. Today’s Speakers
Shawn LaVana, VP of Marketing
Postwire
@shawnlavana
Dan Flanigan, VP of Products
Percussion
@DanFlan

3. Why is this a problem?

5. “Every two days, more content is now created than what existed in the
history of man up until 2003.” – Eric Schmidt

6. 70% of buyers want to
engage with
salespeople early in the
process, but only if
they provide value. –
ITSMA

7. Companies with good sales
and marketing alignment
generate 20% more
revenue. - Hubspot

8. Building your Content Development and
Organizational Plan

9. “90% of consumers find custom content
useful and 78% believe that
organizations providing custom content
are interested in building good
relationships with them.”
– TMG Custom Media

11. “While 92% of firms say producing high-quality
content is valuable, just 54% of them rank their
ability to execute this activity as effective.” –
Aberdeen Group

12. “Salespeople spend 40% of their time looking for or preparing
content for customer communications.”
– CMO Council

13. Developing Buyer Personas

15. 1. Start with the basics
Answer These Questions
1. Who is accessing your content?
2. How are they finding it?
3. What brought them to you?
4. What did they do once they
arrived?

16. 2. Dig In
Answer These Questions
• What problems do these people of
interest have?
• What pushes them to solve these
problems?
• Where do they access information
when hunting for a solution?
• How do they access it?
• What type of info do they seek?

17. 3. Investigate
Answer These Questions
1. Who is accessing your content?
2. How are they finding it?
3. What brought them to you?
4. What did they do once they
arrived?

18. 4. Craft Your Persona
Answer These Questions
1. Who is accessing your content?
2. How are they finding it?
3. What brought them to you?
4. What did they do once they
arrived?

19. Keeping Sales Up to Date

20. “2 out of 3 sales reps don’t think the current content helps ‘Disrupt
a customer’s mindset’.”- SellingPower

21. “Fortune 500
companies report that
having a strong sales
enablement program
are witnessing at 15.3%
growth.”
– Business.com

25. Using Content in Different Mediums

31. Setting Up a Feedback Loop

34. In Conclusion…
• Build a Plan
• Develop Buyer Personas
• Keep Sales Up to Date on Available content
• Use Content Everywhere
• Set Up a Feedback Loop