Avitage

SEPTEMBER 7, 2017

” It can’t scale without compromising quality, time or costs. Unfortunately, the traditional, “bespoke,” custom creation approach simply can’t meet this requirement. It’s not fast or flexible enough. The common adage is “good, fast or cheap, pick any two!”

Content 120

Content Verticals B2B Sales Tactics 120

Avitage

MARCH 17, 2014

They are doing so because effective content is the key enabler for tactics that execute a customer-centric go-to-market strategy, especially: Inbound marketing Automated demand management with lead nurturing Social marketing and selling Sales enablement These tactics are primary drivers for 3 strategic enterprise goals: Revenue growth — especially (..)

Organization 120

Organization Enterprise Management Cross-Selling B2B 120

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. Two of the most under-served B2B functions when it comes to content are direct and channel sales organizations. There are many reasons for this. ” Whew!

Content 120

Content B2B Sales Acquisitions Vendors 120

Avitage

AUGUST 8, 2017

.” I have written, useful high-value content is a strategic business imperative in this digital era because it is a primary driver of: New customer acquisition and profitable revenue growth Marketing and sales productivity and lower selling costs Data acquisition about customers and buyers (DBL) Consistent, exceptional customer experience.

Content 120

Content Gartner Acquisitions Custom Publishing 120

Avitage

JANUARY 24, 2016

The post Elevate B2B Content Strategy to Business Level Execution appeared first on Avitage.

Marketing & Strategy 120

Marketing & Strategy B2B Business Content 120

Avitage

JUNE 28, 2017

The impact and costs are high — to individual productivity, functional results and to strategic business goals. They’re also accelerating with the exponential rate of change. As Mckinsey says in the two minute video in this article: “The future waits for no one.

B2B 120

B2B B2B Sales Differentiation Segmentation 120

Avitage

JUNE 13, 2012

With this shift from vendor to buyer orientation comes great pressure on traditional content production methods and costs. Of course, this has huge implications on resources, development times, content quality and costs. Select methods that can meet these frequency, scale and cost requirements. But what do you do next?

Video Marketing 120

Video Marketing Content Marketing Best Practices Content 120

Avitage

JUNE 11, 2012

What distractions and un-intended costs will you face? And, what are the true costs? Gotta get a camera, lights, green screen, Adobe Premiere or Final Cut Pro, etc.? What about skepticism? Is it worth it? Will it work? Will the useful life be longer than 4 months?

Video Marketing 120

Video Marketing Cost Webinar Metrics Resources 120

Avitage

NOVEMBER 21, 2012

“We need: cameras, lights, production people, someone to shoot, where, when is it needed, how long will it take, what will it cost, how will we use it, …? Too many people are stuck thinking of video as high production value, traditional production techniques and cost. ” Quick, what images come to mind?

Video Marketing 120

Video Marketing Bandwidth Mobile Marketing Cost 120

Avitage

NOVEMBER 21, 2012

“We need: cameras, lights, production people, someone to shoot, where, when is it needed, how long will it take, what will it cost, how will we use it, …? Too many people are stuck thinking of video as high production value, traditional production techniques and cost. ” Quick, what images come to mind?

Video Marketing 120

Video Marketing Bandwidth Mobile Marketing Cost 120

Avitage

APRIL 17, 2016

Two top B2B sales problems are: Low output, measured as new customers acquired, revenue growth, margin, and product mix High selling costs measured as productivity, efficiency, revenue yield per rep, sales cycle time We’ll use one important cause of these top sales problems — low sales prospecting effectiveness — to focus our main (..)

B2B 120

B2B Sales Cycle B2B Sales Marketing Prospects 120

Avitage

FEBRUARY 24, 2016

They have a good understanding of the problem and it’s impact or cost on the business (reason to change). Find Opportunities “Find opportunities” are where prospects are actively looking for something similar to what you sell. They know they have a problem. They understand generally what they need to solve the problem.

Trigger Marketing 120

Trigger Marketing B2B Sales Marketing Prospects High Quality Lead 120

Avitage

SEPTEMBER 14, 2012

In both cases demand for video content had become a priority as well as a concern because of the cost. When asked about the most significant cost drivers of video production they agreed that technology was secondary to the time and skills required to produce each video. They were already name dropping applications being considered.

Buy 120

Buy Video Marketing Paid Search Agency Demand 120

Avitage

SEPTEMBER 14, 2012

In both cases demand for video content had become a priority as well as a concern because of the cost. When asked about the most significant cost drivers of video production they agreed that technology was secondary to the time and skills required to produce each video. They were already name dropping applications being considered.

Buy 120

Buy Video Marketing Paid Search Agency Demand 120

Avitage

APRIL 7, 2016

Hallmarks of these changes include exponential and simultaneous improvements to product quality, development times, design, functionality, customization, experience and often lower cost (among many others). Today, content operations still labors under the perceived constraint, “you can have it good, fast or cheap — pick any two!”

Process 120

Process Content Customer Surveys ROI 120

Avitage

APRIL 1, 2016

Missing or under-performing customer facing content has a significant impact on strategic business objectives: new customer acquisition and organic revenue growth, sales and marketing productivity and efficiency for lower selling costs, data acquisition and customer experience.

Acquisitions 120

Acquisitions Sales Cycle Content B2B Sales 120

Avitage

MARCH 29, 2016

Digital era buyers want to conduct research to prepare for conversations with vendor reps. In supporting this desire, sales people “earn the right” to a conversation, often ahead of competitors.

B2B Sales 120

B2B Sales Marketing & Strategy B2B Content 120

Avitage

JANUARY 28, 2016

Content is a primary driver of top business objectives and outcomes: New customer acquisition and organic revenue growth Sales and marketing productivity and efficiency, and lower selling costs Acquire data on customers, buyers […]. The post Reframing Content ROI and the Case for B2B Content appeared first on Avitage.

ROI 120

ROI B2B Content Urgency Marketing 120

Avitage

JUNE 3, 2015

Those who are not actively and effectively using content to sell are missing an important opportunity to capture a selling advantage, lower selling time and costs, and accelerate successful sales outcomes.

Lead Ranking 120

Lead Ranking Content Lead Scoring Sales Qualified Leads 120

Avitage

NOVEMBER 21, 2012

“We need: cameras, lights, production people, someone to shoot, where, when is it needed, how long will it take, what will it cost, how will we use it, …? ” Quick, what images come to mind? What feelings hit your gut? This feels […] The post Video — it doesn’t have to be this way appeared first on Avitage.

Video Marketing 120

Video Marketing Cost Business Product 120

Avitage

SEPTEMBER 5, 2012

It requires expertise, time and costs that […] The post New Thinking About Video Opens New Video Usecases appeared first on Avitage. The high desire for video by selling organizations has never been well fulfilled. Video is a critical content format for marketers to leverage. But video has been inherently difficult to produce.

Video Marketing 120

Video Marketing Fulfillment Mobile Marketing Demand 120

Avitage

OCTOBER 30, 2014

The problem with the traditional production approach manifests itself in enterprise organizations, especially for companies committed to relevant, useful, educational content, delivered in a “multi-channel” manner that requires many different formats, as a Scale/Cost problem.

Multi-Channel 120

Multi-Channel Content Opinions Education 120

Avitage

JUNE 12, 2015

But most executives have never given serious consideration to customer content as a business asset.

ROI 120

ROI B2B Content Acquisitions 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? Report Highlights and Observations The report is a definite reading recommendation.

Allocation 120

Allocation Webcast Content Case Study 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? Report Highlights and Observations The report is a definite reading recommendation.

Allocation 120

Allocation Webcast Curation Content 120

Avitage

NOVEMBER 8, 2012

Cost / benefit or return on investment: How does the scope of the initiative and the required investment aligned with other investments and expenditures? Strategic impact: How does this investment help our organization achieve its core goals impacting revenue, financial strength, focus on core competencies, and sustaining growth?

Advertising Channels 120

Advertising Channels Video Marketing Ad Building Validation 120

Avitage

OCTOBER 21, 2012

How do we make decisions about the value versus the cost of 200 videos? They had four questions for Max to answer. What is the right number of videos and why? Knowing that we need volume production, how do we do it? What does an operating plan look like, including a budget?

Advertising Channels 120

Advertising Channels Video Marketing Custom Publishing Planning 120

Avitage

OCTOBER 1, 2012

They also believe, with our partners, we can lower the total cost of sales. Our efforts to enhance their capabilities to sell WE-CAN solutions will be a win/win scenario. 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. Our efforts to enhance their capabilities to sell WECAN solutions will be a win/win scenario. 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

NOVEMBER 8, 2012

Cost / benefit or return on investment: How does the scope of the initiative and the required investment aligned with other investments and expenditures? Strategic impact: How does this investment help our organization achieve its core goals impacting revenue, financial strength, focus on core competencies, and sustaining growth?

Advertising Channels 120

Advertising Channels Video Marketing Validation Planning 120

Avitage

SEPTEMBER 5, 2012

It requires expertise, time and costs that have limited when and where it could be used, as well as the volume of productions. The high desire for video by selling organizations has never been well fulfilled. Video is a critical content format for marketers to leverage. But video has been inherently difficult to produce.

Video Marketing 120

Video Marketing Fulfillment Mobile Marketing Demand 120

Avitage

SEPTEMBER 5, 2012

It requires expertise, time and costs that have limited when and where it could be used, as well as the volume of productions. The high desire for video by selling organizations has never been well fulfilled. Video is a critical content format for marketers to leverage. But video has been inherently difficult to produce.

Video Marketing 120

Video Marketing Fulfillment Mobile Marketing Demand 120

Avitage

OCTOBER 21, 2012

How do we make decisions about the value versus the cost of 200 videos? They had five questions for Max to answer. What is the right number of videos and why? Knowing that we need volume production, how do we do it? How will we collaborate with our channel partners to use the videos? What does an operating plan look like, including a budget?

Advertising Channels 120

Advertising Channels Planning Video Marketing Custom Publishing 120

Avitage

AUGUST 1, 2012

Start By Listening Social media is a terrific, low cost (time and effort only) way to listen to what is happening in your target markets, and even target customers. I suggest you replace the words social media, with online channels. There are two primary ways to think of using social media: to listen and to promote.

Social Media 120

Social Media Media RSS Aggregators 120

Avitage

JULY 23, 2012

A rich history, and many models, demonstrate that process change is often the key to execution and cost related breakthroughs. There is a tendency to rely solely on new tools or technology to provide efficiency and productivity enhancements. Marketers should take heed.

Content 120

Content Guidelines Consulting Planning 120

Avitage

MARCH 7, 2012

“one size fits all” Content must educate, create a vision and inspire vs. pitch features and benefits This means a dramatic increase in the volume of content to create which breaks down with traditional approaches We must reduce the burden on subject experts (SMEs) and change their role in creating content Content creation must become a planned asset (..)

Process 120

Process Product Content Education 120

Avitage

JUNE 12, 2012

This is in service of the ultimate objectives of quality video with lower costs. The driving principle of the new approach should be to leverage every project, subject expert, previous asset and resource to create content extensions and re-usable assets. A key technique is to create core, re-usable assets.

Video Marketing 120

Video Marketing Planning Segmentation Education 120