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. Client portal access required) This guidance has convinced organizations to shift their emphasis from product-centric to education-oriented content.

B to B 120

B to B Buyer Personas Viral Marketing Content 120

Avitage

JANUARY 16, 2018

Channel organizations are usually under-served when it comes to content. Yet they are a critical part of many organization’s expansion, customer acquisition, and revenue growth plans. Sales assumes marketing or product teams know how to create sales content. No one assumes anything about the sales channel.

Content 120

Content Domain Paid Search Agency B2B Sales 120

Avitage

OCTOBER 18, 2016

.” Sales content for key sales engagement points are the most under-served content requirements in most B2B organizations. 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.

Lead Gen 120

Lead Gen Content Marketing Management B2B Sales 120

Avitage

SEPTEMBER 4, 2017

I identified the shortcomings of the traditional and still prevalent process by which B2B organizations create content. Content really is an organization’s first “product.” In What is a Content Supply Chain? A business strategy to invest in long-life, […].

Content 120

Content Software Google Process 120

Avitage

AUGUST 14, 2017

How would you answer that for your organization? Below is an outline of key points I addressed that you might want your organization to consider. ” That was the first question Barb Giamanco asked me on her sales podcast, Right Message, Right Support, Right Sales Content, on the Razor’s Edge. How would you know?

Conversion 120

Conversion B2B Content B2B Sales 120

Avitage

SEPTEMBER 7, 2017

As content marketing practices mature, organizations look for new ways to gain advantages and improve content performance. ” “Structured content is information or content that is organized in a predictable way and is […]. One of the most elusive tactics is to optimize content for audience and situation relevance.

Content 120

Content Verticals B2B Sales Tactics 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

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.” We would ask, “What exactly do you want this content to say?

Design 120

Design Content Verticals B2B Sales 120

Avitage

AUGUST 3, 2015

The silo nature of organizations has created learning barriers. As Swisher points out, language support, especially in larger organizations, is usually handled in yet another siloed function. This is true even when other silos handle foreign language requirements within the same organization! You don’t know you say?

VALS 120

VALS Content Barriers Paid Search Agency 120

Avitage

AUGUST 3, 2015

The silo nature of organizations has created learning barriers. As Swisher points out, language support, especially in larger organizations, is usually handled in yet another siloed function. This is true even when other silos handle foreign language requirements within the same organization! You don’t know you say?

VALS 120

VALS Content Barriers Paid Search Agency 120

Avitage

OCTOBER 30, 2014

It illustrates a new reality all organizations face, but is especially important for enterprise marketers. I’d like to offer a different perspective and approach. This is a teachable moment. The lesson involves the difference between thinking like a marketer, and thinking like a publisher.

Multi-Channel 120

Multi-Channel Content Opinions Education 120

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

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.

First-Mover Advantage 120

First-Mover Advantage Content CMO Acquisitions 120

Avitage

JANUARY 24, 2016

B2B Content Strategy for Messages, Conversations and Content This post speaks to why B2B organizations should elevate content strategy from siloed functions to the business level, with executive accountability.

Marketing & Strategy 120

Marketing & Strategy B2B Business Content 120

Avitage

JUNE 24, 2015

When it comes to content marketing, there’s near universal agreement on “what to do,” what actions organizations must take. “How to do it” advice tends to focus on tactic-specific techniques. We see a significant execution gap between these two information categories.

Content Marketing 120

Content Marketing Paid Search Agency Class Content 120

Avitage

FEBRUARY 18, 2016

“Organizations need to recognize content as an enterprise issue that does not belong purely to marketing, IT, or any other stakeholder. There is a finite amount of content you can create and manage using current approaches.” ” Report Conclusions and Recommendations Content needs to be treated at the enterprise level.

Marketing Report 120

Marketing Report Enterprise Management Marketing Strategy Marketing & Strategy 120

Avitage

JUNE 4, 2014

Current responsibilities and budgets for content are spread across the organization. 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.

Enterprise Management 120

Enterprise Management Marketing & Strategy Content Paid Search Agency 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

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 custom content business is a difficult business.

B2B 120

B2B Content Paid Search Agency Lead Ranking 120

Avitage

OCTOBER 26, 2018

For too many organizations I meet, content quality is assumed. Or, it’s delegated to those creating the content. Defined and documented content quality criteria typically don’t exist. They aren’t part of a service agreement with content creation teams.

Content 120

Content Advertising Agencies Paid Search Agency Tagging 120

Avitage

MARCH 13, 2015

Or, you are accountable for any number of other content dependent, customer engaging groups across your organization. Yet your organization is cranking out more content than ever before. Your inventory and budgets are starved for the customer relevant content you require. What’s going on?

Wikipedia 120

Wikipedia Lead Gen Lead Ranking Budget Programs 120

Avitage

OCTOBER 28, 2013

I often see this in organizations when they launch a new product, adopt automated lead management, or deploy other content, social or mobile marketing initiatives. This is especially true in larger organizations. Common Problem It occurs to me that my problem is similar to the challenges many business bloggers face.

Verticals 120

Verticals Work Management Blogger Trigger Marketing 120

Avitage

OCTOBER 28, 2013

I often see this in organizations when they launch a new product, adopt automated lead management, or deploy other content, social or mobile marketing initiatives. This is especially true in larger organizations. Common Problem It occurs to me that my problem is similar to the challenges many business bloggers face.

Verticals 120

Verticals Work Management Blogger Trigger Marketing 120

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

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. We have identified a solvable challenge that immediately improves productivity, efficiency, and, most of all, business outcomes.

Content 120

Content Curation Paid Search Agency Marketing Automation Services 120

Avitage

MAY 11, 2018

During 20 years creating sales, marketing and training content for B2B organizations we discovered it really does. 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?

Design 120

Design Account Based Marketing Content ABM 120

Avitage

MAY 11, 2018

During 20 years creating sales, marketing and training content for B2B organizations we discovered it really does. 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?

Account Based Marketing 120

Account Based Marketing Content ABM B2B Sales 120

Avitage

OCTOBER 17, 2012

Content creation is undergoing a major shift from a few, centrally managed professionals, to many people, through out the organization, with varying skills, process understanding and techniques, who aren’t often managed in this process at all. I love to look for paradox in life. Take content, for example.

Domain 120

Domain Webinar Metrics Video Marketing Organic Leads 120

Avitage

OCTOBER 17, 2012

Content creation is undergoing a major shift from a few, centrally managed professionals, to many people, through out the organization, with varying skills, process understanding and techniques, who aren’t often managed in this process at all. I love to look for paradox in life. Take content, for example.

Content 120

Content User-Generated Content Webinar Metrics Domain 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

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 19, 2017

Significant impact on job performance and business outcomes across your entire organization can be realized by applying the uses introduced below. Either way, microcontent is an under-used content type. And it’s not limited to marketing.

Content 120

Content Social Media Social Marketing Google 120

Avitage

SEPTEMBER 19, 2017

Significant impact on job performance and business outcomes across your entire organization can be realized by applying the uses introduced below. Either way, micro-content is an under-used content type. And it’s not limited to marketing.

Content 120

Content Social Media Social Marketing Promotion 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

JUNE 28, 2017

Prescriptions include: Segment audiences and buyers to focus investment and resources Deeply understand customer business issues, functions, roles (personas), and how they make (buying) decisions Develop insights and products that address those issues Develop messages, stories and proof-of-value content that demonstrates and shares this knowledge Deliver (..)

B2B 120

B2B B2B Sales Differentiation Segmentation 120

Avitage

FEBRUARY 12, 2017

Too many executives, and especially the sales organization, still don’t see it. A Different Approach to Content Marketing Justification B2B content marketers must continually defend budgets and tactics, especially content investments, by proving performance. You create and deploy content to many constituent groups and users.

Marketing & Strategy 120

Marketing & Strategy Content Tactics Paid Search Agency 120