Avitage

MARCH 25, 2016

This effectively makes it 68% of organizations are producing content without a content strategy. This doesn’t even address the question of the effectiveness of those strategies. An inability to optimize ten essential digital content criteria.

Marketing & Strategy 120

Marketing & Strategy Acquisitions B2B Sales Paid Search Agency 120

Avitage

JANUARY 19, 2016

This optimizes conversation effectiveness and simplifies selling. To optimize effectiveness, sales conversations must be relevant to the interests of each buyer and […]. To paraphrase David Packard, sales conversations are too important to leave to sales people. B2B sales conversations for key touch points should be designed.

B2B Sales 120

B2B Sales Design Conversion B2B 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.

Wikipedia 120

Wikipedia Lead Gen Lead Ranking Budget Programs 120

Avitage

NOVEMBER 12, 2014

Content Header Target Audiences: VP of Marketing / CMO VP Sales Product Marketing Sales Enablement Purpose: Introduce a new perspective and suggested approach to improve customer conversations and content, as well as the productivity, effectiveness and efficiency of marketing, sales and content development teams. “Personas!

Paid Search Agency 120

Paid Search Agency Conversion Marketing & Strategy Content 120

Avitage

JANUARY 16, 2018

” Their domain expertise may not include the skills required to design and create effective content. I also mean subject experts who possess the knowledge that informs content should not create it (mostly). They have a “day job.” They don’t know how to create content to meet digital era requirements.

Content 120

Content Domain Paid Search Agency B2B Sales 120

Avitage

AUGUST 6, 2012

It is certainly boring, and generally not very effective. Most business people barely communicate effectively in live conversations. On camera, amateurs really struggle to combine an effective on camera presence, a non-irritating narrative delivery, and interesting content. Talking head video is the lowest form of video.

Video Marketing 120

Video Marketing Television marketing Advertising Mediums Effectiveness 120

Avitage

APRIL 18, 2017

Without an effective, formal, content requirements document that includes quality criteria, results are dependent on resources, time available and other factors that constrain optimum outputs and quality. Perhaps personas are named, although the data show this to be exception more than rule. Writers are hired and told to write well.

Design 120

Design Content Verticals B2B Sales 120

Avitage

FEBRUARY 9, 2017

B2B selling organizations know they must arm sales, marketing and channel professionals with high-value content to effectively perform their jobs. The Knowledge Delivered theme illuminates new possibilities. The challenge is how best to do this. Unfortunately, too many organizations are unable to meet this requirement well.

Lock-In 120

Lock-In B2B Sales Paid Search Agency Order 120

Avitage

JUNE 28, 2017

Complexity, coupled with exponential change, can paralyze effective execution. Complexity is a natural condition of our modern digital era.

B2B 120

B2B B2B Sales Differentiation Segmentation 120

Avitage

OCTOBER 10, 2013

Here is the question for the Engagement topic: Engagement: What most reduces your effectiveness engaging customers to generate leads?

Eloqua 120

Eloqua Webinar Metrics Lead Ranking Lead Scoring 120

Avitage

OCTOBER 10, 2013

Here is the question for the Engagement topic: Engagement: What most reduces your effectiveness engaging customers to generate leads?

Eloqua 120

Eloqua Webinar Metrics Lead Ranking Lead Scoring 120

Avitage

APRIL 17, 2016

Poor prospecting is an inability to create enough good opportunities, with the right prospects, quickly enough. It “shows up” as an inability to get enough first and second conversations with new prospects.

B2B 120

B2B Sales Cycle B2B Sales Marketing Prospects 120

Avitage

APRIL 3, 2016

See 7 reasons you’re not getting the most out of your customer facing content) What is Content Source Content source is a repository of all text elements that are used in, or to create content.

Resources 120

Resources Content Verticals Landing Pages 120

Avitage

MARCH 12, 2016

(See Content is a Strategic Imperative for B2B Selling Organizations) The linked articles below are integral to a complete understanding of how to develop, document and execute an effective sales content strategy. First, a few definitions. Content (See What is Content?) For this article we are talking about sales content.

B2B Sales 120

B2B Sales Marketing & Strategy B2B Content 120

Avitage

FEBRUARY 24, 2016

Marketing tactics such as advertising, inbound and content marketing, and SEO are effective here. They also have a pretty good idea of what they expect to pay. Find opportunity prospects are actively searching. ” Create Opportunities Given this setup, “create opportunities” seem pretty clear.

Trigger Marketing 120

Trigger Marketing B2B Sales Marketing Prospects High Quality Lead 120

Avitage

FEBRUARY 2, 2016

It addresses how well reps are actually doing in the arena, under pressure, when it counts. All three success factor areas should be addressed. This question evokes obvious answers. But it also uncovers important coaching requirements. “Regression to the norm” […].

B2B Sales 120

B2B Sales Training Differentiation Acquisitions 120

Avitage

MARCH 10, 2016

Without well-defined and documented sales use case requirements, effective sales content strategy is not possible. The design point for your B2B sales content strategy must be your buyer’s engagement model, mapped against your sales strategy. Fundamentally, it must be conversation centered.

Marketing & Strategy 120

Marketing & Strategy Content B2B Sales Paid Search Agency 120

Avitage

JANUARY 12, 2016

These requirements are driven by digital content, online channels and self-educating audiences. This makes content a strategic imperative for your business.

Marketing & Strategy 120

Marketing & Strategy Content B2B Sales Acquisitions 120

Avitage

MARCH 7, 2012

As a result, I suspected that most B2B marketing professionals don’t have a successful framework for thinking about, much less acquiring, effective customer interviews for marketing and selling content. At our recent SMEI breakfast we had an excellent conversation on customer — and video — interviews. What do you call them?

Planning 120

Planning Content Case Study Case Studies 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

JULY 23, 2015

When done well, we’ve seen marketing operations provide a 15 to 25 percent improvement in marketing effectiveness, as measured by return on investment and customer-engagement metrics. Yet achieving that level of improvement is elusive for many. While marketers are embarking on a wide array of “digital transformations” to reshape […].

Paid Search Agency 120

Paid Search Agency Digital Transformation Content Marketing & Strategy 120

Avitage

SEPTEMBER 5, 2012

Cause and effect relationships in a complex B2B environment characterized by multiple buyer touch points across a buyer driven buying cycle are as clear as mud. Your marketing metrics, or your scoreboard, should measure both activity and results.

Buying Cycle 120

Buying Cycle Marketing & Strategy Marketing Automation Automation 120

Avitage

OCTOBER 27, 2014

But people’s motivation to quickly and effectively respond to the requirements of each situation is also curtailed. Almost every day I have conversations with people in organizations who complain how difficult it is to find, access, deliver, and reuse content that is critical to job or task performance.

Content 120

Content Curation Paid Search Agency Marketing Automation Services 120

Avitage

NOVEMBER 13, 2014

Organizations must make enterprise content strategies operational with a new, more leveraged, efficient and effective content operation. This must support ALL customer facing, content dependent groups, including sales, sales training, customer service, HR (talent acquisition), and the sales channel.

Enterprise Management 120

Enterprise Management Trends Marketing Management First-Mover Advantage 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. It is also a key reason for poor performing content, and low tactical outcomes.

Enterprise Management 120

Enterprise Management Marketing & Strategy Content Paid Search Agency 120

Avitage

MARCH 4, 2014

The practice of intelligent content addresses the operational requirements, challenge and constraints to create content that meets constituent use case and business requirements, in operationally efficient and cost effective ways, while making content a shareable, reusable, long-life asset.

Enterprise Management 120

Enterprise Management Content Marketing Content Conference 120

Avitage

MARCH 17, 2014

Most business enterprises engaged in B2B selling have adopted content marketing as “the only marketing there is.” ” (Seth Godin) It is reported to be the top B2B marketing priority for 2014.

Organization 120

Organization Enterprise Management Cross-Selling B2B 120

Avitage

MARCH 12, 2014

Common Definitions of Words Are Essential Perhaps more importantly, it makes conversations about “content” confusing and fosters misalignment between communicators. ” What does he mean by “content?

Content 120

Content Differentiation Content Marketing Buy 120

Avitage

MARCH 29, 2016

The post Why You Need a B2B Sales Content Strategy appeared first on Avitage.

B2B Sales 120

B2B Sales Marketing & Strategy B2B Content 120

Avitage

MARCH 21, 2013

This is based upon the customer’s understanding of their problem, vendor products and solutions available to solve their problem, and their ability to make effective buying and deployment decisions. My colleague Rob Scanlon developed a simple “Three Level Selling Model” that I’ve found useful.

Lead Ranking 120

Lead Ranking Vendors B2B Sales Buy 120

Avitage

MARCH 6, 2013

Assuming the content is focused on their customers’ problem does it: Effectively articulate the problem, symptoms, causes, and impacts? Is it clear to buyers what content is intended for each role? Is the content predominantly focused on the company’s products or the customers’ problem? Does it create a sense of urgency?

Marketing Management 120

Marketing Management Content Marketing Content Vendors 120

Avitage

MARCH 21, 2013

This is based upon the customer’s understanding of their problem, vendor products and solutions available to solve their problem, and their ability to make effective buying and deployment decisions. My colleague Rob Scanlon developed a simple “Three Level Selling Model” that I’ve found useful.

Lead Ranking 120

Lead Ranking B2B Sales Vendors Buy 120

Avitage

MARCH 6, 2013

Assuming the content is focused on their customers’ problem does it: Effectively articulate the problem, symptoms, causes, and impacts? Is it clear to buyers what content is intended for each role? Is the content predominantly focused on the company’s products or the customers’ problem? Does it create a sense of urgency?

Content Marketing 120

Content Marketing Urgency Marketing Content Marketing & Strategy 120

Avitage

NOVEMBER 13, 2012

The objective of the pilot deployment is to test the usefulness and effectiveness of the capabilities we developed to support the partners. Pilot Deployment Phases: There will be a pilot phase that will involve five partners we select for their marketing competency. The pilot should last between four to six weeks.

Advertising Channels 120

Advertising Channels Planning Video Marketing Advertising Agencies 120

Avitage

NOVEMBER 13, 2012

The objective of the pilot deployment is to test the usefulness and effectiveness of the capabilities we developed to support the partners. Pilot Deployment Phases: There will be a pilot phase that will involve five partners we select for their marketing competency. The pilot should last between four to six weeks. We would like to align.

Advertising Channels 120

Advertising Channels Planning Video Marketing Advertising Agencies 120

Avitage

NOVEMBER 12, 2014

The traditional, project oriented, creative craftsman approach to content cannot meet new requirements.

First-Mover Advantage 120

First-Mover Advantage Content CMO Acquisitions 120

Avitage

SEPTEMBER 5, 2012

Cause and effect relationships in a complex B2B environment characterized by multiple buyer touch points across a buyer driven buying cycle are as clear as mud. Your marketing metrics, or your scoreboard, should measure both activity and results. It is fair to say that the easiest things to measure are the least meaningful.

Marketing Automation Services 120

Marketing Automation Services Buying Cycle Trigger Marketing Marketo 120