Avitage

JUNE 11, 2014

(Huffington Post, see Mike Kunkle’s excellent webinar) To fuel this content dependent activity, many are urging sales people to blog, and to become thought leaders. Lori Richardson, John Jantsch, ITSMA) This is a logical extension from a belief that sales people must think more like marketers.

Cross-Selling 120

Cross-Selling Thought Leadership Blogger Network Marketing 120

Avitage

JANUARY 16, 2015

Being relevant is important due to the shift of the locus of control in buying/selling situations. Traditionally, buyers were dependent on vendors through their sales representatives for information. Relevant — adjective; 1. bearing upon or connected with the matter at hand, pertinent Pertinent — adjective; 1.

Relevance 120

Relevance Vendors Press B2B Sales 120

Avitage

MARCH 28, 2013

However, as many IT marketers are discovering, […] The post IDG On Connecting the Dots Between Content and Sales appeared first on Avitage. Content Marketing Strategy b2b content buying stages content curations content quality content strategy quality content relevant content video content'

Allocation 120

Allocation Curation Content B2B Sales 120

Avitage

MARCH 28, 2013

B2B content creation is buried within many, many, go-to-market tactics such as projects, activities and events, across many marketing, training, sales and even channel groups, What is your cost of content created by sales and marketing people for example?

Allocation 120

Allocation Webcast Curation Content 120

Avitage

MARCH 7, 2012

In addition to “prepare to fight the status quo” I would recommend reading Sharon Drew Morgen’s writing on Buying Facilitation(TM). Her trademarked process focuses on the internal issues the customer must resolve to make a buying decision with ANY vendor.

Vendors 120

Vendors Custom Publishing Tips Efficiency 120

Avitage

MARCH 28, 2012

35 Days to First Conversation — do the math For prospects who actively engage your content, assuming a two day lag in viewing, here is a possible sequence to your first call appointment (elapse time not work days) (“your mileage may vary”): Day 1 – send initial invitation touch with vmail call Day 3 – prospect views email (..)

Microsite 120

Microsite Activities Conversion Content 120

Avitage

MARCH 28, 2013

B2B content creation is buried within many, many, go-to-market tactics such as projects, activities and events, across many marketing, training, sales and even channel groups, What is your cost of content created by sales and marketing people for example?

Allocation 120

Allocation Webcast Content Case Study 120

Avitage

SEPTEMBER 7, 2017

As marketers move beyond content for marketing tactics, and step up to support sales and the sales channel’s content requirements, the ability to deliver highly targeted, situation-relevant content will be an essential capability. Sales engagement is essentially a one-to-one activity.

Content 120

Content Verticals B2B Sales Tactics 120

Avitage

JUNE 28, 2017

Without mechanisms to make the complex simple, people experience the feeling as “complicated” This is the condition B2B sales and marketing leaders experience when it comes to defining and executing sales, marketing, content and data strategies. Complexity, coupled with exponential change, can paralyze effective execution.

B2B 120

B2B B2B Sales Differentiation Segmentation 120

Avitage

AUGUST 29, 2018

The long-prevailing wisdom is to align content to the customer’s buying stage and/or the sales process stage. ” Buying and selling stages are a rather obtuse concept. This approach reflects an outdated content alignment and management mindset.

Content 120

Content Tagging Buyer's Journey Buy 120

Avitage

MARCH 21, 2013

The topic of selling and sales behaviors is so broad, it has to be focused for a coherent discussion. Any sales conversation must begin with the nature of the selling process, especially from the buyers perspective — how they see their problems, available solutions, and buying challenges.

Lead Ranking 120

Lead Ranking B2B Sales Vendors Buy 120

Avitage

MARCH 21, 2013

The topic of selling and sales behaviors is so broad, it has to be focused for a coherent discussion. Any sales conversation must begin with the nature of the selling process, especially from the buyers perspective — how they see their problems, available solutions, and buying challenges.

Lead Ranking 120

Lead Ranking Vendors B2B Sales Buy 120

Avitage

MARCH 7, 2012

Mike Schultz gives us a useful checklist in his recent blog 10 Rainmaker Principles and Keys to Sales Motivation, which I highly recommend. Principle #4 — Think buying first, selling second. Again, we’re re-thinking what it means to “think buying first.” We will use this to set new levels of expectation.

Buy 120

Buy Process Practices Organization 120

Avitage

MARCH 6, 2013

Content Marketing Content Publishing Marketing and Sales Strategy buying process Content assets Content marketing content strategy' You may not even become aware of the […] The post One Hour Content Marketing Reality Check appeared first on Avitage.

Content Marketing 120

Content Marketing Content Marketing & Strategy Buy 120

Avitage

MARCH 6, 2013

Ask the following questions: How many and which buying roles are they targeting with their content? Content Marketing Content Publishing Marketing and Sales Strategy buying process Content assets Content marketing content strategy' Look at the key tabs that focus on solutions, their blog, and their resources.

Content Marketing 120

Content Marketing Urgency Marketing Content Marketing & Strategy 120

Avitage

APRIL 3, 2015

For all the time, attention and investment made in sales enablement tools, it’s a shame a fraction of that hasn’t been invested in solving the core problem: the content itself. One of our colleagues often quips: “it’s easier to buy software.” sales enablement hasn’t yet met expectations.

Work Management 120

Work Management Budget Programs Marketing Management Content 120

Avitage

NOVEMBER 22, 2015

They provide important considerations for all B2B marketing and selling professionals, especially sales executives. Background For B2B sellers in this digital era that is characterized by online, self-educating buyers, it’s cliché to talk about the empowered buyer changing the buying dynamics.

B2B Sales 120

B2B Sales B2B Marketing Education Paid Search Agency 120

Avitage

JANUARY 7, 2015

Ardath Albee: Marketers typically think of their B2B marketing efforts as a series of campaigns focused on specific parts of the buying decision. The problem is, if a B2B buyer is at a different stage in their buying process than the content you distribute suggests, you could miss engaging them entirely.

Process 120

Process Campaigns Buyer Personas Buyer's Journey 120

Avitage

APRIL 9, 2012

Most of us are well aware the world of B2B buying has gone through fundamental shifts in the last five to ten years. We know too well the difficulty of identifying and engaging new prospects in sales conversations (generating leads). ” You have lived the marketing and sales disconnect.

Demand 120

Demand B2B Sales Sales Cycle PR 120

Avitage

JUNE 10, 2014

The Internet and changes to buyer behavior has made content a strategic imperative and key driver of strategic business objectives, however; The traditional approach to customer content development, funding, and content production processes will not meet sales and marketing use case requirements.

Enterprise Management 120

Enterprise Management Marketing Management Marketing & Strategy Content 120

Avitage

JANUARY 28, 2016

Business Strategy Background and context for this conversation are the new realities associated with self-educating, B2B buyers, and their preferred buying decision process. Belief in this, and the role of content, is the foundational premise for what follows. Are you assuming everyone “gets it”?

ROI 120

ROI B2B Content Urgency Marketing 120

Avitage

MARCH 13, 2015

Perhaps you’re the sales leader, and your sales people lack the content they need to sell effectively in this age of online, self-educating, stealth buyers. You might manage channel sales and your partners regularly complain they lack channel appropriate content to fuel their lead gen and selling activities.

Wikipedia 120

Wikipedia Lead Gen Lead Ranking Budget Programs 120

Avitage

OCTOBER 29, 2013

At any given time: on your website, your email campaigns, and in sales conversations (hopefully) are buyers who represent ALL PRIMARY POINTS on your content requirements map. They represent each key stakeholder, at every buying stage. Not just at specific buying stages. They represent each vertical you sell to.

Content 120

Content Verticals Email Campaigns Planning 120

Avitage

OCTOBER 29, 2013

At any given time: on your website, your email campaigns, and in sales conversations (hopefully) are buyers who represent ALL PRIMARY POINTS on your content requirements map. They represent each key stakeholder, at every buying stage. Not just at specific buying stages. They represent each vertical you sell to.

Content 120

Content Verticals Email Campaigns Planning 120

Avitage

MARCH 17, 2014

This is why we say: Content is a strategic imperative. But most executive teams don’t realize this — yet. Click to Tweet If they’re not careful, enterprise CMOs may eventually be in a situation similar to the Pentagon general in the image quote.

Organization 120

Organization Enterprise Management Cross-Selling B2B 120

Avitage

FEBRUARY 19, 2013

— what about nurturing / educational content that delivers a compelling POV, influences buying criteria, brings an important perspective that buyers appreciate? What about content that sales people find useful? Content Publishing Marketing and Sales Strategy content strategy Google+ Hangout'

Marketing & Strategy 120

Marketing & Strategy Content Advertising Agencies Google 120

Avitage

MARCH 7, 2012

Or are you “coming from” a perspective of “helping buyers make effective buying decisions” by getting your customers to share insights that address specific buying questions — by role, issue, buying stage, solution alternative? How do these expectations differ when you ask marketing vs. sales?

Planning 120

Planning Content Case Study Case Studies 120

Avitage

FEBRUARY 19, 2013

— what about nurturing / educational content that delivers a compelling POV, influences buying criteria, brings an important perspective that buyers appreciate? What about content that sales people find useful? What about content that empowers channel partners?”

Marketing & Strategy 120

Marketing & Strategy Content Advertising Agencies Education 120

Avitage

SEPTEMBER 16, 2014

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High Quality Lead 120

High Quality Lead Design Purchase Buy 120

Avitage

FEBRUARY 28, 2013

This is particularly important with innovative products that buyers don’t have any experience buying. Capturing customer stories or insights can be a challenge for content marketers. Sales or customer service people engaging with customers are frequently in a position where a conversation leads to an interesting story.

Acquisitions 120

Acquisitions Barriers Inbound Marketing Positioning 120

Avitage

FEBRUARY 28, 2013

This is particularly important with innovative products that buyers don’t have any experience buying. Sales or customer service people engaging with customers are frequently in a position where a conversation leads to an interesting story. Capturing customer stories or insights can be a challenge for content marketers.

Acquisitions 120

Acquisitions Barriers Custom Publishing Inbound Marketing 120

Avitage

OCTOBER 1, 2012

They also believe, with our partners, we can lower the total cost of sales. Provide a means for WE-CAN to control the messages delivered to customers by partners for the critical and often complex questions customers need to answer to buy our solutions. Our executive team believes our partners can outsell the competition with our help.

Advertising Channels 120

Advertising Channels Planning Video Marketing Advertising Agencies 120

Avitage

OCTOBER 1, 2012

They also believe, with our partners, we can lower the total cost of sales. Provide a means for WECAN to control the messages delivered to customers by partners for the critical and often complex questions customers need to answer to buy our solutions. Our executive team believes our partners can outsell the competition with our help.

Advertising Channels 120

Advertising Channels Planning Video Marketing Advertising Agencies 120

Avitage

AUGUST 21, 2012

At the time we were transforming from a traditional and simplistic, “Buy low – sell high,” merchandising model to category management. In addition to double digit same store sales growth for more than five years our company went on an acquisition binge to grow geographically. compared to the acquired retailer’s $235.00.

Content Marketing 120

Content Marketing Merchandising Content Lead Ranking 120

Avitage

AUGUST 6, 2012

The “new producers” on the front line of business – marketing campaign developers, bloggers, inside sales, presales, direct sales and channel partners should be able to custom assemble content just as it is needed. They should be able to do this every day without consuming their day.

Content Marketing 120

Content Marketing Marketing Management Buyer Personas Advertising Agencies 120

Avitage

MARCH 12, 2014

Consider the universally recommended prescription to define content requirements at each stage of the buying process. This is a major cause of poor content and business outcomes from content dependent marketing and selling initiatives. Most people think and talk about this using and image similar to this from SiriusDecisions.

Content 120

Content Differentiation Content Marketing Buy 120

Avitage

MARCH 6, 2013

Ask the following questions: How many and which buying roles are they targeting with their content? Assess Your Best Competitor Begin your competitive assessment by going to your best competitor’s website to see what content is positioned to engage buyers. Look at the key tabs that focus on solutions, their blog, and their resources.

Marketing Management 120

Marketing Management Content Marketing Content Vendors 120