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. This effectively makes it 68% of organizations are producing content without a content strategy. We have written extensively on this.

Marketing & Strategy 120

Marketing & Strategy Acquisitions B2B Sales Paid Search Agency 120

Avitage

APRIL 18, 2017

Having managed a business that created content for B2B sales, marketing and training organizations for 20 years, we regularly dealt with requests expressed this way. Marketing organizations are under considerable pressure to “publish or perish.” ” Content calendars identify topics for each asset.

Design 120

Design Content Verticals B2B Sales 120

Avitage

JANUARY 12, 2016

As a result of over 20 years creating content for B2B sales and marketing organizations, we developed a 6 Competency Framework for B2B Business Level Content Strategy. The first competency organizations must develop we call Understand Audiences (Buyers). This makes content a strategic imperative for your business.

Marketing & Strategy 120

Marketing & Strategy Content B2B Sales Acquisitions 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. Or, you are accountable for any number of other content dependent, customer engaging groups across your organization. What’s going on?

Wikipedia 120

Wikipedia Lead Gen Lead Ranking Budget Programs 120

Avitage

NOVEMBER 13, 2014

Enterprise organizations need a content strategy, that goes beyond marketing, websites and content projects. Organizations must make enterprise content strategies operational with a new, more leveraged, efficient and effective content operation.

Enterprise Management 120

Enterprise Management Trends Marketing Management First-Mover Advantage 120

Avitage

NOVEMBER 12, 2014

Many B2B executives and their organizations are not innovating fast enough to capitalize on the competitive advantages available to early movers, or to get on the learning curve to become proficient with modern marketing practices. 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

MARCH 11, 2014

He points out “most businesses don’t have a strategy for their organization.” Caught up in the race for operational effectiveness many managers simply do not understand the need to have a strategy.” The root of the problem is the failure to distinguish between operational effectiveness and strategy. And why don’t they?

Marketing & Strategy 120

Marketing & Strategy Enterprise Management Differentiation Work Management 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. Current responsibilities and budgets for content are spread across the organization.

Enterprise Management 120

Enterprise Management Marketing & Strategy Content Paid Search Agency 120

Avitage

OCTOBER 27, 2014

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. But people’s motivation to quickly and effectively respond to the requirements of each situation is also curtailed.

Content 120

Content Curation Paid Search Agency Marketing Automation Services 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

APRIL 17, 2016

Primary Sales Performance Success Requirements Sales people, managers and organizations need the right: Mindset — Beliefs, Attitudes Competency — Skills, Techniques Knowledge — about markets, buyers, business problems, how to sell, products, etc.

B2B 120

B2B Sales Cycle B2B Sales Marketing Prospects 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. It is for people in marketing and sales who must collaborate to get these strategic assets right. First, a few definitions.

B2B Sales 120

B2B Sales Marketing & Strategy B2B Content 120

Avitage

FEBRUARY 2, 2016

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

APRIL 3, 2016

We seldom find organizations that do. 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. Think of all the content types you manage: documents, web site pages, images, graphics, video, etc.

Resources 120

Resources Content Verticals Landing Pages 120

Avitage

JULY 23, 2015

The question is, “given all the internal and external expertise and creative resources available to organizations, why do these persistent and near universal content problems still exist?” More importantly, I speak with people in companies and hear the same issues. 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 30, 2018

When this is the case, sales organizations lose an important sales performance lever — a continuous, collaborative learning and performance support program. A category of sales content I highlighted is Sales Knowledge and Performance Support.

Paid Search Agency 136

Paid Search Agency Content Training Practices 136

Avitage

MARCH 7, 2012

Traditionally, business content creation occurred in a centralized, marketing directed, professional creation organization and process. Today, creation has disbursed to front line creators in the executive ranks, marketing, sales, and even channel and partner organizations. This creates new challenges and requirements.

Content 120

Content Domain Acquisitions Efficiency 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. Follow on conversations with organizations large and small confirmed my suspicions. What do you call them? Success stories?

Planning 120

Planning Content Case Study Case Studies 120

Avitage

MARCH 7, 2012

Given the significant mind, strategy and budget shifts required for organizations to pursue this course, making the case for content marketing is the first challenge proponents usually face. To quote Lieb, “IBM recently published research finding that about 80% of those who begin a corporate blog never post more than five entries.

Paid Search Agency 120

Paid Search Agency Resources Content Marketing Planning 120

Avitage

SEPTEMBER 26, 2017

To address this reality, many B2B selling organizations are shifting from the traditional product sales model that focuses on features, benefits, pricing and discounting. With new paradigm offers, this means customers are not familiar with the product or solution category. They certainly aren’t actively looking for those new offers.

Lead Ranking 120

Lead Ranking Startups Marketing & Strategy B2B Sales 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. This video of Jon Miller, Vice President of Marketing for Marketo, speaks to the importance of marketing quantifying its value to the rest of the organization.

Buying Cycle 120

Buying Cycle Trigger Marketing Marketo Marketing Automation Services 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. video, Jon Miller, Vice President of Marketing for Marketo, speaks to the importance of marketing quantifying its value to the rest of the organization.

Marketing Automation Services 120

Marketing Automation Services Buying Cycle Trigger Marketing Marketo 120

Avitage

JULY 18, 2012

I’ve heard a common refrain from each that is applicable to organizations that want to lower their cost of video, even as their requirements scale. But how many really want to be producers, or have the time or expertise to do this effectively? Consider the gap of quality, experience and certainly volume both approaches create.

Cost 120

Cost Process Video Marketing Software 120

Avitage

MARCH 7, 2012

Telemarketing Study Results This assessment was verified in a recent article about a study of the top objectives and budget areas for telemarketing organizations. .” Or, they are actively trying to set appointments for sales reps. ‘Lead qualification’ was third most popular, cited by 67 per cent.

Lead Nurturing 120

Lead Nurturing Sales Qualified Leads Telemarketing Lead Qualification 120

Avitage

JANUARY 11, 2018

I’ve written that sales and sales channel content requirements are some of the most under-served in most B2B organizations. Selling in a digital era characterized by hyper-connected, hard to engage, low attention span buyers makes effective sales content a strategic imperative.

Content 120

Content Paid Search Agency Marketing & Strategy B2B Sales 120