Avitage

MARCH 6, 2013

Is the content predominantly focused on the company’s products or the customers’ problem? Content Marketing Content Publishing Marketing and Sales Strategy buying process Content assets Content marketing content strategy' Ask the following questions: How many and which buying roles are they targeting with their content?

Content Marketing 120

Content Marketing Urgency Marketing Content Marketing & Strategy 120

Avitage

SEPTEMBER 5, 2012

Your marketing metrics, or your scoreboard, should measure both activity and results. Knowing what questions to ask of your metrics differentiates successful marketing programs from the money pits. Jon’s insights touch upon lead generation, sales productivity, and marketing portfolio productivity.

Marketing Automation Services 120

Marketing Automation Services Buying Cycle Trigger Marketing Marketo 120

Avitage

AUGUST 6, 2012

The “new producers” on the front line of business – marketing campaign developers, bloggers, inside sales, presales, direct sales and channel partners should be able to custom assemble content just as it is needed. Just as postponement is designed into a manufacturing production process, it must be designed into a content production process.

Content Marketing 120

Content Marketing Marketing Management Buyer Personas Advertising Agencies 120

Avitage

AUGUST 21, 2012

Having participated in the making of business innovation history with category management the emergence of content marketing is a Déjà vu experience for me. It addresses the role of each product in the assortment for driving traffic, profit, or impulse purchases.

Content Marketing 120

Content Marketing Merchandising Content Lead Ranking 120

Avitage

SEPTEMBER 5, 2012

Your marketing metrics, or your scoreboard, should measure both activity and results. Knowing what questions to ask of your metrics differentiates successful marketing programs from the money pits. Jon’s insights touch upon lead generation, sales productivity, and marketing portfolio productivity.

Buying Cycle 120

Buying Cycle Trigger Marketing Marketo Marketing Automation Services 120

Avitage

JUNE 13, 2012

Content marketing has created a content conundrum. Content marketing is fundamentally about creating buyer relevant, education oriented content, that supports the buying team as they progress through a buying journey. Blogs have emerged as the best way to create for content marketing. They are foundational to this endeavor.

Video Marketing 120

Video Marketing Content Marketing Best Practices Content 120

Avitage

MARCH 6, 2013

Is the content predominantly focused on the company’s products or the customers’ problem? Ask the following questions: How many and which buying roles are they targeting with their content? Is it clear to buyers what content is intended for each role? Provide a clear position on why a buyer should want to change?

Marketing Management 120

Marketing Management Content Marketing Content Vendors 120

Avitage

OCTOBER 26, 2018

Agencies and production teams were hired to not only deliver quality content, but to figure out what that actually meant. With greater content production and accountability moving internally, this gap in thinking and practice is an important reason for low content performance. It also impacts content operations productivity.

Content 120

Content Advertising Agencies Paid Search Agency Tagging 120

Avitage

SEPTEMBER 27, 2017

With guidance from SiriusDecisions and other analysts firms, many B2B organizations have evolved their go-to-market, messaging and content strategy. They have shifted from a product-based to a persona-based content framework. To survive and thrive, product and solution marketers must evolve their competencies.”

Marketing & Strategy 120

Marketing & Strategy B to B Buyer Personas Content 120

Avitage

SEPTEMBER 27, 2017

With guidance from SiriusDecisions and other analysts firms, many B2B organizations have evolved their go-to-market, messaging and content strategy. They have shifted from a product-based to a persona-based content framework. To survive and thrive, product and solution marketers must evolve their competencies.”

B to B 120

B to B Buyer Personas Viral Marketing Content 120

Avitage

JUNE 28, 2017

Without mechanisms to make the complex simple, people experience the feeling as “complicated” This is the condition B2B sales and marketing leaders experience when it comes to defining and executing sales, marketing, content and data strategies. They’re also accelerating with the exponential rate of change.

B2B 120

B2B B2B Sales Differentiation Segmentation 120

Avitage

OCTOBER 18, 2016

All we have is product collateral.” There are many important reasons for this (please don’t shoot the messenger, not all may apply in your organization): Marketers don’t know what sales people need. Marketers don’t package and deploy content to sales that marketing may be using for lead gen and nurturing.

Lead Gen 120

Lead Gen Content Marketing Management B2B Sales 120

Avitage

AUGUST 10, 2017

As B2B selling organizations attempt to transition from a product to solution or value sale, they must deal with the new realities of selling in a digital era characterized by self-educating teams of buyers. Marketing departments assume the content they create is suitable for sales. ” Whew! Often it isn’t.

Content 120

Content B2B Sales Acquisitions Vendors 120

Avitage

FEBRUARY 24, 2016

One of the early questions I ask prospective B2B clients is: “When you go-to-market through your marketing and sales functions, what percent of your target prospects are find vs create opportunities?” What they are looking for relates to your product or service category in the market.

Trigger Marketing 120

Trigger Marketing B2B Sales Marketing Prospects High Quality Lead 120

Avitage

APRIL 7, 2016

By changing your content process for strategy and operations you can leverage resources and assets, accelerate production time to real-time, and scale outputs without compromise. ” Companies re-engineered their accounting, manufacturing and product design processes.

Process 120

Process Content Customer Surveys ROI 120

Avitage

JANUARY 16, 2018

This will become even more evident when marketing begins to adequately support B2B sales content requirements, as well as those of the sales channel. By this I mean sales and marketing people, and their audiences, use and consume content. Marketing assumes they know how to create content.

Content 120

Content Domain Paid Search Agency B2B Sales 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. Customer facing content is not created on purpose.

Acquisitions 120

Acquisitions Sales Cycle Content B2B Sales 120

Avitage

NOVEMBER 19, 2016

These companies might have been first movers with the best product in their industry. There was significant, eager demand for their products. Selling was a product-focused approach. It required moving quickly and efficiently to capture market share before new competitors arrived. They had no or weak direct competitors.

B2B Sales 120

B2B Sales First-Mover Advantage B2B Sales Cycle 120

Avitage

APRIL 26, 2017

I and others use “value sale” Even companies with a traditional, product selling model are not immune. Companies that experience stalled revenue growth may attempt to shift from traditional product selling, to a more consultative and comprehensive solutions or platform approach. Then they experienced the revenue plateau.

B2B Sales 149

B2B Sales B2B Class Consulting 149

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

JUNE 27, 2015

If you’re a B2B organization pursuing content dependent strategies such as content marketing, automated lead generation and nurturing, sales and channel enablement (among others), you are now in that business. The traditional, project-oriented, creative craftsman, content production model is outdated. […].

B2B 120

B2B Content Paid Search Agency Lead Ranking 120

Avitage

OCTOBER 30, 2014

I read with interest John Jantsch’s Duct Tape Marketing blog Why Content Creation Is Everyone’s Job. The lesson involves the difference between thinking like a marketer, and thinking like a publisher. It illustrates a new reality all organizations face, but is especially important for enterprise marketers.

Multi-Channel 120

Multi-Channel Content Opinions Education 120

Avitage

FEBRUARY 12, 2017

A Different Approach to Content Marketing Justification B2B content marketers must continually defend budgets and tactics, especially content investments, by proving performance. This is part of a persistent struggle to raise marketing credibility and awareness of its impact in the business.

Marketing & Strategy 120

Marketing & Strategy Content Tactics Paid Search Agency 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

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. Content marketing has evolved as new tactics. Content marketers have “re-imagined” their content.

Organization 120

Organization Enterprise Management Cross-Selling B2B 120

Avitage

JUNE 10, 2014

Enterprise organizations face a serious challenge with the creation and management of content that impacts the success of new customer acquisition and profitable revenue growth, as well as tactical marketing and selling initiatives. This has been famously missing when it comes to content enabling marketing and sales.

Enterprise Management 120

Enterprise Management Marketing Management Marketing & Strategy Content 120

Avitage

FEBRUARY 9, 2017

Asking Better Questions Our clients must improve their sales and marketing performance and productivity in order to achieve top business results. B2B selling organizations know they must arm sales, marketing and channel professionals with high-value content to effectively perform their jobs.

Lock-In 120

Lock-In B2B Sales Paid Search Agency Order 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.

Paid Search Agency 120

Paid Search Agency Conversion Marketing & Strategy 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. Content performance, at an asset or campaign level, is typically the way marketers think of content ROI. While difficult to measure, marketers need performance measures to tweak execution.

ROI 120

ROI B2B Content Urgency Marketing 120

Avitage

MARCH 7, 2012

Marketing professionals who are trying to understand the principle behind content marketing can take a lesson from Clayton Christensen of the Harvard Business School and his “jobs-to-be-done” marketing ideas. This core Christensen idea is presented in a recent HBS Working Knowledge article, Milkshake Marketing.

Merchandising 120

Merchandising Content Comparison Demographics 120

Avitage

JULY 23, 2012

Serious practitioners of content marketing inevitably face significant content challenges. Strategy and planning for content marketing is a different and complex task for most newcomers. 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

OCTOBER 21, 2012

How to Produce 200 Videos for the Channel Max Wilson, Director of Marketing at WE-CAN Technologies, is responding to a request by the executive team to develop a plan to make 200 videos to use with the channel. Knowing that we need volume production, how do we do it? His next step is to explain how volume production will work.

Advertising Channels 120

Advertising Channels Video Marketing Custom Publishing Planning 120

Avitage

MARCH 15, 2016

This kind of work produces many work products. We carefully defined the client’s marketing and sales use case requirements. The rep came back and asked the Vice President of marketing “what do we have I can send to this prospect?” Two relate to this story. ” It was an attractive topic.

Marketing & Strategy 120

Marketing & Strategy Content Paid Search Agency Marketing Prospects 120

Avitage

SEPTEMBER 14, 2012

It appears marketers are still learning this lesson. In the past month I have been in two conversations with marketers from Fortune 100 companies about the increased demands for content by their organizations. The first thing these marketers wanted to talk about was new technology platforms that support video production.

Buy 120

Buy Video Marketing Paid Search Agency Demand 120

Avitage

SEPTEMBER 14, 2012

It appears marketers are still learning this lesson. In the past month I have been in two conversations with marketers from Fortune 100 companies about the increased demands for content by their organizations. The first thing these marketers wanted to talk about was new technology platforms that support video production.

Buy 120

Buy Video Marketing Paid Search Agency Demand 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 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 21, 2012

How to Produce 200 Videos For the Channel Max Wilson, Director of Marketing at WE-CAN Technologies, is responding to a request by the executive team to develop a plan to make 200 videos to use with the channel, (Chapter One). Knowing that we need volume production, how do we do it? They had five questions for Max to answer.

Advertising Channels 120

Advertising Channels Planning Video Marketing Custom Publishing 120