Avitage

OCTOBER 31, 2013

Want some help? We (and others) can help. What would it mean to create more and better content faster, on a continuous basis, despite the constraints of your current resources, expertise and budget? What functional and business outcomes would improve? No problem.

Planning 120

Planning Content Marketing Content Marketing & Strategy 120

Avitage

OCTOBER 31, 2013

Want some help? We (and others) can help. What would it mean to create more and better content faster, on a continuous basis, despite the constraints of your current resources, expertise and budget? What functional and business outcomes would improve? No problem.

Planning 120

Planning Content Marketing Content Marketing & Strategy 120

Avitage

APRIL 1, 2016

A realistic assessment of the underlying cause of the problem helps you apply the right solution, because it allows you to see the real cause of the problem. B2B lead generation and conversion rates are universally below expectations. Late stage content in sales cycles hasn’t evolved to support buyer-centered selling practices.

Acquisitions 120

Acquisitions Sales Cycle Content B2B Sales 120

Avitage

JANUARY 12, 2016

When our clients apply this framework, the results they experience help them appreciate the important factors that were missing from their content strategy. The linked post provides an overview explanation. The first competency organizations must develop we call Understand Audiences (Buyers).

Marketing & Strategy 120

Marketing & Strategy Content B2B Sales Acquisitions 120

Avitage

OCTOBER 31, 2013

Want some help? What would it mean to create more and better content faster, on a continuous basis, despite the constraints of your current resources, expertise and budget? What functional and business outcomes would improve? No problem. We (and others) […] The post How to execute content marketing appeared first on Avitage.

Content Marketing 120

Content Marketing Content Marketing & Strategy Marketing 120

Avitage

FEBRUARY 18, 2016

This report should help. A related symptom is the insipid debate “quality vs. quantity” of content. This indicates marketers haven’t clearly identified the core causes of their many content related problems. It’s also an important resource to share with your executive management, including your CEO.

Marketing Report 120

Marketing Report Enterprise Management Marketing Strategy Marketing & Strategy 120

Avitage

JANUARY 11, 2016

” “Selling is the way that you help customers to buy products and services from your business.” But generally they sound like: “Persuading someone to buy my product or service.” ” “Finding people who need my product and convincing them we have the best.”

B2B Sales 120

B2B Sales Acquisitions Buy B2B 120

Avitage

AUGUST 3, 2015

This post, and the book Global Content Strategy – A Primer, by Val Swisher can help you learn those lessons. You don’t know you say? Exactly, another point! The silo nature of organizations has created learning barriers. Foreign language support has always been on the list.

VALS 120

VALS Content Barriers Paid Search Agency 120

Avitage

AUGUST 3, 2015

This post, and the book Global Content Strategy – A Primer, by Val Swisher can help you learn those lessons. You don’t know you say? Exactly, another point! The silo nature of organizations has created learning barriers. Foreign language support has always been on the list.

VALS 120

VALS Content Barriers Paid Search Agency 120

Avitage

SEPTEMBER 16, 2014

His global appeal makes him a wonderful champion and role Christian Louboutin salemodel that can help us still spread your message that any of us ought to know ‘where to get the line’ in relation to drinking.” ” 1990s, swinging clear of Dancepop,Christian Louboutin outlet uk towards harderedged rock and rap.

Campaigns 120

Campaigns Companies 120

Avitage

MARCH 7, 2012

Many are important to help determine who (company and individual) you should be calling on. ” We must factor in ways to help the customer understand their internal systems, and how to align those systems. They should be worked on well before customer engagements begin, and simply selected and applied to each call.

Vendors 120

Vendors Custom Publishing Tips Efficiency 120

Avitage

MARCH 7, 2012

Or are you “coming from” a perspective of “helping buyers make effective buying decisions” by getting your customers to share insights that address specific buying questions — by role, issue, buying stage, solution alternative? It appears to be a universal approach.

Planning 120

Planning Content Case Study Case Studies 120

Avitage

MARCH 19, 2015

” Why Don’t You Get the Most To resolve a problem it helps to understand its underlying causes. The second video illustrates how this works using a new, continuous publishing, or “content supply chain process.”

Content 120

Content Vendors Custom Publishing ROI 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

JANUARY 11, 2015

But rather than share an understanding and perhaps perspective about those frustrations, they are left un-mentioned because we want to move quickly into … “… and how our ‘end-to-end marketing solutions can help alleviate these headaches …” Pretty much the last thing I’m interested in — and […] The post An All (..)

Lead Nurturing 120

Lead Nurturing Paid Search Agency Impressions Intent 120

Avitage

MARCH 11, 2014

Porter lays out basic strategy principles that can help marketers as they think about marketing and content strategy. The root of the problem is the failure to distinguish between operational effectiveness and strategy. The quest for productivity, quality, and speed has spawned a remarkable number of management tools and techniques.

Marketing & Strategy 120

Marketing & Strategy Enterprise Management Differentiation Work Management 120

Avitage

MARCH 12, 2014

The problem is, defining content as formats doesn’t help in any way inform contentS. Consider the universally recommended prescription to define content requirements at each stage of the buying process. Most people think and talk about this using and image similar to this from SiriusDecisions.

Content 120

Content Differentiation Content Marketing Buy 120

Avitage

OCTOBER 10, 2013

I suggest we think of engagement as: Sustained and helpful interaction with a target audience to create and mature relationships across the entire buyer life-cycle, in order to realize mutual personal and business outcomes. I’d love to hear your thoughts in the comments section below.

Eloqua 120

Eloqua Webinar Metrics Lead Scoring Lead Ranking 120

Avitage

OCTOBER 10, 2013

I suggest we think of engagement as: Sustained and helpful interaction with a target audience to create and mature relationships across the entire buyer life-cycle, in order to realize mutual personal and business outcomes. I’d love to hear your thoughts in the comments section below.

Eloqua 120

Eloqua Webinar Metrics Lead Scoring Lead Ranking 120

Avitage

NOVEMBER 13, 2012

Jim, Our belief that the use of videos by the channel will be a great help is tempered by the pragmatic reality that it is likely to be received with a mixed level of enthusiasm. Max sent the following email about a collaborative approach to channel partner adoption to his boss, Jim Everett, VP of Marketing. All change efforts are.

Advertising Channels 120

Advertising Channels Planning Video Marketing Advertising Agencies 120

Avitage

NOVEMBER 13, 2012

Max sent the following email about a collaborative approach to channel partner adoption to his boss, Jim Everett, VP of Marketing. Jim, Our belief that the use of videos by the channel will be a great help is tempered by the pragmatic reality that it is likely to be received with a mixed level of enthusiasm. All change efforts are.

Advertising Channels 120

Advertising Channels Planning Video Marketing Advertising Agencies 120

Avitage

NOVEMBER 8, 2012

Strategic impact: How does this investment help our organization achieve its core goals impacting revenue, financial strength, focus on core competencies, and sustaining growth? November 5, 2012 Jim, I have put together the following structure for the decision criteria and explanation for the executive team.

Advertising Channels 120

Advertising Channels Video Marketing Ad Building Validation 120

Avitage

OCTOBER 9, 2012

Instead of first thinking about how a video is going to be used the focus should be on how it helps buyers by answering their questions. A traditional production approach to creating videos is almost always tightly linked to a specific use case. This is outdated thinking. The expectation should be that a video will be used […].

Advertising Channels 120

Advertising Channels Video Marketing Webinar Metrics Lead Ranking 120

Avitage

OCTOBER 9, 2012

Instead of first thinking about how a video is going to be used the focus should be on how it helps buyers by answering their questions. A traditional production approach to creating videos is almost always tightly linked to a specific use case. This is outdated thinking.

Advertising Channels 120

Advertising Channels Video Marketing Webinar Metrics Advertising Agencies 120

Avitage

OCTOBER 1, 2012

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

Advertising Channels 120

Advertising Channels Planning Video Marketing Advertising Agencies 120

Avitage

OCTOBER 1, 2012

Our executive team believes our partners can outsell the competition with our help. The consensus is we need to redouble our efforts to support our channel partners. Our efforts to enhance their capabilities to sell WECAN solutions will be a win/win scenario. They also believe, with our partners, we can lower the total cost of sales.

Advertising Channels 120

Advertising Channels Planning Video Marketing Advertising Agencies 120

Avitage

NOVEMBER 8, 2012

Strategic impact: How does this investment help our organization achieve its core goals impacting revenue, financial strength, focus on core competencies, and sustaining growth? Jim, I have put together the following structure for the decision criteria and explanation for the executive team. Decision Criteria Structure: I.

Advertising Channels 120

Advertising Channels Video Marketing Validation Planning 120

Avitage

AUGUST 6, 2012

This is a good example of where the visual content of the video does nothing to help me understand, let alone visualize, the key points that are delivered in the narrative. It’s the content of our content that is important. As I was working on this I received the video below in my email.

Video Marketing 120

Video Marketing Television marketing Advertising Mediums Effectiveness 120

Avitage

JULY 23, 2012

But work with it and you will experience key insights that will help with both strategy and operations execution. One of the most useful models we use is referred to as the “problem-cause model” Like many powerful ideas, this idea is simple. This 4 minute video will explain the model.

Content 120

Content Guidelines Consulting Planning 120

Avitage

JUNE 21, 2012

This impacts the scale of content and operational resources. Execution is a major challenge and risk. One (of many) reason is an outdated “point production” operations model.

Content Marketing 120

Content Marketing Advertising Agencies Marketing & Strategy Content 120

Avitage

MARCH 26, 2012

But can it help us understand how to do it better? You have a Twitter account and are learning about new social media platforms every week. Keeping up with demands for content is daunting. Think like a publisher tells us what to do.

Lead Ranking 120

Lead Ranking Barriers Content Custom Publishing 120

Avitage

MARCH 20, 2012

For most people I speak with, they have a good, level one understanding: They can “become the media” and leverage the internet to “publish” content Acting like a journalist, they embrace blogging to varying degrees of discipline and success They know content must be more about buyers and their “problem to solution journey”, (..)

Marketing Management 120

Marketing Management Content Storytelling Vendors 120

Avitage

MARCH 7, 2012

Framing Questions Here are questions that will help your team, and your management, understand what’s at stake by continuing to pursue a process of “random acts of content.” ” (IDG) How do people throughout your organization know what content to build next?

Content 120

Content Domain Acquisitions Efficiency 120

Avitage

MARCH 7, 2012

Interview Outline To wet your appetite I’ll provide a brief outline of the highlights, including specific quotes: Definition of Content Marketing Why Content Marketing Key mistakes “I think that overall it’s we’re very used to thinking like marketing people, which is we want to sell.

Practices 120

Practices Content Marketing Best Practices Content 120

Avitage

MARCH 7, 2012

We are working with several clients to help them improve their lead nurturing program to deliver a higher volume and quality of sales ready leads to the outside sales team. We have found a tendency on the part of Inside Sales to conduct their work from what I would term a traditional mindset.

Lead Nurturing 120

Lead Nurturing Sales Qualified Leads Telemarketing Lead Qualification 120

Avitage

MARCH 7, 2012

Given my commitment to focusing on “being the best“ I found this list especially helpful. Mike Schultz gives us a useful checklist in his recent blog 10 Rainmaker Principles and Keys to Sales Motivation, which I highly recommend. Like all good points this post stimulated additional thoughts that I’d like to share.

Buy 120

Buy Process Practices Organization 120