Avitage

AUGUST 10, 2017

Too many executives aren’t aware of this imperative or the impact it has on new customer acquisition, revenue growth, selling costs or customer experience. As one senior sales executive at a large technology company said to me years ago, “what is content, it’s collateral, right?” ” Whew!

Content 120

Content B2B Sales Acquisitions Vendors 120

Avitage

MAY 7, 2016

Companies struggle to keep up with the content demands of a digital business environment. To the degree companies develop a formal B2B content strategy, deciding this mix is one decision output. This technique many companies seldom use and may not have considered in content strategy decisions. What if there’s a third way?

Marketing & Strategy 120

Marketing & Strategy B2B Curation Content 120

Avitage

AUGUST 8, 2017

.” McKinsey have written, “Companies are really publishers, and can benefit from a content supply chain. A content supply chain is not linear, it’s highly iterative and cyclical.” What is a Content Supply Chain?

Content 120

Content Gartner Acquisitions Custom Publishing 120

Avitage

MARCH 7, 2012

The company initially applied a typical market research approach before it engaged “one of Christensen’s fellow researchers, who approached the situation by trying to deduce the ‘job’ that customers were ‘hiring’ a milkshake to do.”

Merchandising 120

Merchandising Content Comparison Demographics 120

Avitage

JULY 23, 2015

More importantly, I speak with people in companies and hear the same issues. ” When we analyzed the biggest constraints companies face we found two core causes that aren’t being addressed. Yet achieving that level of improvement is elusive for many.

Paid Search Agency 120

Paid Search Agency Digital Transformation Content Marketing & Strategy 120

Avitage

APRIL 7, 2016

When it comes to customer facing content, much is written about content creative and techniques, tools and infrastructure. ” Companies re-engineered their accounting, manufacturing and product design processes. But there is little thinking or discussion about content process change.

Process 120

Process Content Customer Surveys ROI 120

Avitage

MARCH 29, 2016

There’s little strategy required to tell people about your company, products, features — just don’t forget those benefit statements! But if you’ve truly adopted a customer-centered sales philosophy you know you have new requirements. Content is needed to get into more customer conversations.

B2B Sales 120

B2B Sales Marketing & Strategy B2B Content 120

Avitage

JUNE 4, 2014

Traditional content creation methods will not meet use case requirements for customer facing digital content (Tweet this) Lack of effective enterprise content strategy practices has masked this problem. Content Operations Strategy content operations content strategy enterprise content strategy'

Enterprise Management 120

Enterprise Management Marketing & Strategy Content Paid Search Agency 120

Avitage

JANUARY 7, 2015

Continuum and process thinking applies to how you collaborate with or support ALL your customer facing, content constituent functions: sales, your sales channel, executive communications, customer service, HR for example. The content challenges of his customers are a real problem.

Process 120

Process Campaigns Buyer Personas Buyer's Journey 120

Avitage

JULY 17, 2015

Given the role of the sales organization to deliver primary business outcomes — new customer acquisition and profitable revenue growth — if your sales content sucks (technical term in the content business) why would you think your marketing content is any better? “So what, isn’t this semantics,” you ask?

Content 120

Content Webinar Metrics Acquisitions B2B Sales 120

Avitage

JUNE 10, 2014

Enterprise organizations face a serious challenge with the creation and management of content that impacts the success of new customer acquisition and profitable revenue growth, as well as tactical marketing and selling initiatives.

Enterprise Management 120

Enterprise Management Marketing Management Marketing & Strategy Content 120

Avitage

OCTOBER 27, 2014

Think about the customer-facing, content-using groups across your organization: in marketing and sales of course, but also customer service, training and HR (talent acquisition). In our small company we have identified 18 content repositories. Audiences today expect near instant response or support.

Content 120

Content Curation Paid Search Agency Marketing Automation Services 120

Avitage

MARCH 17, 2014

Ineffective Content Strategy Despite the increasing practice of content marketing, most companies lack a documented content strategy. This is why we say: Content is a strategic imperative. (See See Who Should Perform Content Strategy section in Content Strategy Beyond Marketing and Websites.)

Organization 120

Organization Enterprise Management Cross-Selling B2B 120

Avitage

MARCH 25, 2016

Poor or missing content is an under-appreciated reason B2B selling organizations experience lower than projected new customer acquisition and revenue growth results. In addition to adverse business impact, companies experience content costs 30 to 50% higher than they should.

Marketing & Strategy 120

Marketing & Strategy Acquisitions B2B Sales Paid Search Agency 120

Avitage

MARCH 15, 2016

The company had lots of ideas to fuel this creation. After all, a customer had requested something! The rep came back and asked the Vice President of marketing “what do we have I can send to this prospect?” ” It was an attractive topic. The machine engaged. This is not unusual behavior.

Marketing & Strategy 120

Marketing & Strategy Content Paid Search Agency Marketing Prospects 120

Avitage

MARCH 7, 2012

They should be worked on well before customer engagements begin, and simply selected and applied to each call. Many are important to help determine who (company and individual) you should be calling on. 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

JULY 30, 2012

Multiple activities to drive awareness, create interest, and stimulate action need to be executed with a focus on creating a critical mass of customer attention and receptivity. Over the long haul building momentum allows a company to drive growth up as marketing spend as a percentage of revenue goes down.

Marketing & Strategy 120

Marketing & Strategy Startups Paid Search Agency Marketing 120

Avitage

AUGUST 7, 2013

Too many companies struggle to realize their demand management improvement expectations from investments in marketing automation. Marketing automation initiatives are often considered the next step beyond email marketing. As a result, campaign oriented thinking carries forward and limits the approach and results.

Demand 120

Demand Work Management Microsite Landing Pages 120

Avitage

MARCH 28, 2013

The opening lines, and most of the lines that followed, really grabbed my attention: “Marketers spent more than $40 billion on custom media in 20111. Most companies have no idea how much they are really spending on content. My first observation is this is the estimated spend.

Allocation 120

Allocation Webcast Content Case Study 120

Avitage

MARCH 28, 2013

The opening lines, and most of the lines that followed, really grabbed my attention: “Marketers spent more than $40 billion on custom media in 2011. Most companies have no idea how much they are really spending on content. My first observation is this is the estimated spend.

Allocation 120

Allocation Webcast Curation Content 120

Avitage

AUGUST 21, 2012

The key point is that we took a tremendous jump in the level of customer focused detail that drove the most important operational decisions. 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

JULY 31, 2012

Where are slides created in your company? Custom assembly, while necessary, requires time, effort and knowledge. Marketing (marcom, product marketing, field marketing), multiple vendors or contractors, training, field sales and pre-sales, executives — almost everyone creates slides. How well are they shared?

Marketing Management 120

Marketing Management Training Vendors B2B Sales 120

Avitage

JULY 23, 2012

The problem-cause model is used to address the shift many companies are making from selling products to conducting a consultative, solution-oriented sales. Isn’t this fundamentally what content marketing is about: identifying and providing useful insights to customer’s problems?

Content 120

Content Guidelines Consulting Planning 120

Avitage

MARCH 7, 2012

A top technology company selling a multimillion dollar solution has 30-50 people on their People Map). Let’s look at what has to happen with that “lead” on the sales side. Reminder, we’re talking complex not transaction oriented sales here.) In most B2B sales processes 4-15 stakeholders are engaged. (A

Paid Search Agency 120

Paid Search Agency B2B Sales Buy Marketing & Strategy 120

Avitage

OCTOBER 15, 2012

She is referencing the recently released IDG 2012 Customer Engagement Study report. Of course all assets won’t come from one company. Ardath raises an interesting question about whether companies have content that sufficiently “sets the stage for thinking about the problem and.

Buy 120

Buy Process B2B Content 120

Avitage

OCTOBER 15, 2012

She is referencing the recently released IDG 2012 Customer Engagement Study report. Of course all assets won’t come from one company. Ardath raises an interesting question about whether companies have content that sufficiently “sets the stage for thinking about the problem and […].

Buy 120

Buy Process B2B Content 120

Avitage

MARCH 7, 2012

How has your company adapted policies and procedures to accommodate the “democratization of content creation” with the shift from centralized, “professional” production processes, to a distributed or (hopefully) agile creation process? A common occurrence we experience when creating video vignettes for companies provides a good example.

Content Marketing 120

Content Marketing Content Thought Leadership Paid Search Agency 120