February 01, 2016 08:56 AM
“Content has got to be used to build credibility and open up a rich and meaningful customer conversation.”
-Dan Smoot, Executive Vice President of Market Readiness at Salesforce
Content is such a big problem for sales organizations today, and it seems it’s not having that impact described in Dan Smoot’s quote. Not only is there way too much of it, which imped...
January 11, 2016 09:35 AM
There’s too much content. It’s not engaging enough. It’s too product focused. It’s not easy to find. Salespeople are struggling to have valuable conversations with buyers, and marketing content is part of the problem.
A recent report from Forrester Research, Make Sales Conversations an Integral Part of Your Content Marketing Plans, details exactly why content is failing to impress buyers and decisions makers, and offers tips for how marketing and sales can work to...
December 14, 2015 09:27 AM
“Don’t ask the salespeople to become librarians. Put the content on the table—they shouldn’t have to look for it. A rep needs to be able to find the right content—right when he or she needs it.”
These are the words of Steve Diorio, Chief Analyst for Forbes CMO Practice and contributor to the recent research report, The Power of Enablement: Bridging the Sales Productivity Gap. The report details the investments that leading companies make to improve sa...
November 16, 2015 09:37 AM
According to SiriusDecisions, B2B content strategy is overly focused on assets, and often based on the decisions and skills of individual contributors. As such, there has been huge growth in content investments which is, in turn, paired with high expectations for content’s efficiency and impact. B2B marketing teams are expected to take a disciplined approach to content creation, track the efficiency and effectiveness of those efforts, and ultimately tie content to revenue.
September 17, 2015 09:42 AM
“Sales conversations are a very scary world for marketers.”
This was one of my favorite quotes from Content Marketing World 2015, which I was once again lucky enough to attend in Cleveland last week.
It came from Tim Riesterer (@triesterer), chief strategy and marketing officer at Corporate Visions. I’ve seen Tim speak a few times before, including as part of a great panel last year that looked at content’s role in the sales enablement process.
Basically, when i...