Avitage

AUGUST 14, 2017

If you are trying to shift your selling model from a traditional product-feature-benefit approach to a value sell, this goes double for you. Key Considerations for Effective Selling Content If your sales team conducts a complex, solution or value sale, situation-ready selling content is essential for your success.

Conversion 120

Conversion B2B Content B2B Sales 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. They certainly aren’t actively looking for those new offers. They are adopting a value sales model.

Lead Ranking 120

Lead Ranking Startups Marketing & Strategy B2B Sales 120

Avitage

JANUARY 16, 2015

This “conversation” typically went: “Here’s what we have (product, solution), here’s what it does (features), here’s how it will help you solve your problem (benefits).” Traditionally, buyers were dependent on vendors through their sales representatives for information.

Relevance 120

Relevance Vendors Press B2B Sales 120

Avitage

JANUARY 16, 2015

This “conversation” typically went: “Here’s what we have (product, solution), here’s what it does (features), here’s how it will help you solve your problem (benefits).” Traditionally, buyers were dependent on vendors through their sales representatives for information.

Relevance 120

Relevance Conversion Vendors Press 120

Avitage

AUGUST 6, 2012

With solutions that have several variants, or that require customization, the process is designed to postpone adding variant features or customizations until the last possible moment. The theory of postponement is well understood in the supply chain and manufacturing world. Think of the genius in the Dell custom PC supply chain.

Content Marketing 120

Content Marketing Marketing Management Buyer Personas Advertising Agencies 120

Avitage

MARCH 7, 2012

We believe organizations face new content requirements that a publishing oriented creation process best addresses because: Content must be relevant to each buyer and their situation, vs. “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 (..)

Process 120

Process Product Content Education 120

Avitage

JANUARY 8, 2018

What IS the difference between marketing and sales content? This is a good question to ask across your organization. The answers will reveal people’s thinking and understanding about “content” in general. Notice how clear, specific, consistent and actionable the responses are. Why does this matter?

Content 220

Content Statistics B2B Sales Webinar Metrics 220

Avitage

APRIL 26, 2017

Many B2B selling organizations hit a wall in their new customer acquisition and revenue growth rates. This is the result of a critical underlying cause they unaware of, and do not fully appreciate even when they become aware. Sales pipeline quality, volume and conversion rates are both symptom and impact of this condition.

B2B Sales 149

B2B Sales B2B Class Consulting 149

Avitage

MAY 11, 2018

In Marketing and Sales Content — Differences That Matter I identified the problem that few people explicitly understand the difference between sales and marketing content. Does this really matter? During 20 years creating sales, marketing and training content for B2B organizations we discovered it really does.

Design 120

Design Account Based Marketing Content ABM 120

Avitage

MAY 11, 2018

In Marketing and Sales Content — Differences That Matter I identified the problem that few people explicitly understand the difference between sales and marketing content. Does this really matter? During 20 years creating sales, marketing and training content for B2B organizations we discovered it really does.

Account Based Marketing 120

Account Based Marketing Content ABM B2B Sales 120

Avitage

SEPTEMBER 19, 2017

Microcontent isn’t widely understood or consciously used. When it is, it’s usually by marketing for social media content. But micro-content may be the most important content type you have, and you probably don’t manage it. Microcontent is simply what the words imply.

Content 120

Content Social Media Social Marketing Google 120

Avitage

SEPTEMBER 19, 2017

Micro-content isn’t widely understood or consciously used. When it is, it’s usually by marketing for social media content. But micro-content may be the most important content type you have, and you probably don’t manage it. Micro-content is simply what the words imply.

Content 120

Content Social Media Social Marketing Promotion 120

Avitage

SEPTEMBER 7, 2017

As content marketing practices mature, organizations look for new ways to gain advantages and improve content performance. One of the most elusive tactics is to optimize content for audience and situation relevance.

Content 120

Content Verticals B2B Sales Tactics 120

Avitage

AUGUST 8, 2017

The genesis for this is an article by Jake Sorofman at Gartner, “The Content Supply Chain is the Rate Limiter to Digital Marketing Maturity.” ” “Targeting and personalizing experiences requires content—lots of it, in many different forms, for many different audiences, engaging across many different channels.

Content 120

Content Gartner Acquisitions Custom Publishing 120

Avitage

JULY 26, 2017

B2B sales organizations with a complex, “platform,” or value sales process face some of their biggest challenges in the initial prospecting stage. The process for a value sale is naturally longer than a simple product sale.

Conversion 120

Conversion Differentiation B2B Sales Buy 120

Avitage

SEPTEMBER 4, 2017

In What is a Content Supply Chain? I identified the shortcomings of the traditional and still prevalent process by which B2B organizations create content.

Content 120

Content Software Google Process 120

Avitage

MARCH 12, 2016

When it comes to content and strategy, few people share a clear and common meaning of each word. Put them together, and what you have is downright perplexing. This is a sales content strategy guide for the perplexed. It is for people in marketing and sales who must collaborate to get these strategic assets right.

B2B Sales 120

B2B Sales Marketing & Strategy B2B Content 120

Avitage

JANUARY 28, 2016

Despite a plethora of articles recommending methods to determine content ROI, this continues to be a hot and confusing topic for many B2B marketers. Why is this? There are different purposes and uses for ROI. Content performance, at an asset or campaign level, is typically the way marketers think of content ROI.

ROI 120

ROI B2B Content Urgency Marketing 120

Avitage

JANUARY 28, 2016

There’s a familiar expression used to describe some people. They “know the cost of everything, but the value of nothing.” ” When it customs to B2B marketing and selling content, it appears most organizations don’t know either.

Cost 120

Cost Organization B to B B2B 120

Avitage

NOVEMBER 22, 2015

The CEB book Challenger Customer, released in September 2015, will continue to garner support for its many insights. They provide important considerations for all B2B marketing and selling professionals, especially sales executives. Despite a breezy writing style, there are many dense sections.

B2B Sales 120

B2B Sales B2B Marketing Education Paid Search Agency 120

Avitage

JUNE 27, 2015

The custom content business is a difficult business. It’s a difficult business due to the economics of the underlying content operations model, as well as poor inputs from inefficient clients.

B2B 120

B2B Content Paid Search Agency Lead Ranking 120

Avitage

JUNE 12, 2015

In this digital era, the nature and role of customer content has new meaning and significance. Content is a strategic business imperative because it is a key driver of top business and functional objectives. Poor performing content lowers outcomes. Misunderstanding content ROI elevates risk of poor decisions about content strategy and investment.

ROI 120

ROI B2B Content Acquisitions 120

Avitage

JUNE 3, 2015

The digital era has ushered in many behavior changes, especially for B2B buyers. Sales professionals have been slower to change their sales methods to adapt and align with new buying processes and the expectations of buyers.

Lead Ranking 120

Lead Ranking Content Lead Scoring Sales Qualified Leads 120