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

OCTOBER 21, 2016

Most sales executives I’ve asked about their view on CEB’s book Challenger Customer have completely missed the value for their sales program. “Oh yeah, I read Challenger Sale a couple of years ago, good book.” Challenger Sale introduced concepts about what B2B sellers should do.

B2B Sales 120

B2B Sales B2B Practices Research 120

Avitage

MARCH 29, 2016

If you sell the way you did 10 years ago, you don’t need a sales content strategy. There’s little strategy required to tell people about your company, products, features — just don’t forget those benefit statements! ” They develop virtually all sales opportunities.

B2B Sales 120

B2B Sales Marketing & Strategy B2B Content 120

Avitage

MARCH 25, 2016

In this digital era, content is a primary driver of sales and marketing performance. Output from current content production methods are typically 20% what they could be. The traditional content production process can only optimize two of the first three criteria. We have written extensively on this. But the diagnosis is simple.

Marketing & Strategy 120

Marketing & Strategy Acquisitions B2B Sales Paid Search Agency 120

Avitage

JANUARY 16, 2015

Traditionally, buyers were dependent on vendors through their sales representatives for information. 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).”

Relevance 120

Relevance Vendors Press B2B Sales 120

Avitage

JUNE 11, 2014

(Huffington Post, see Mike Kunkle’s excellent webinar) To fuel this content dependent activity, many are urging sales people to blog, and to become thought leaders. Lori Richardson, John Jantsch, ITSMA) This is a logical extension from a belief that sales people must think more like marketers.

Cross-Selling 120

Cross-Selling Thought Leadership Blogger Network Marketing 120

Avitage

JANUARY 11, 2015

I get many sales prospecting calls, but usually for products or services I could care less about. I’m always looking for insights, especially about how companies are thinking about content to support their many use cases. I also like to experience selling from a buyers perspective. I delete and forget.

Lead Nurturing 120

Lead Nurturing Paid Search Agency Impressions Intent 120

Avitage

MARCH 28, 2013

.” This IDG Enterprises report is the result of a survey of 1,025 IT decision makers to “to gain a better understanding of the role content consumption plays in the purchase process for major technology products and services.” My first observation is this is the estimated spend.

Allocation 120

Allocation Webcast Content Case Study 120

Avitage

MARCH 28, 2013

.” This IDG Enterprises report is the result of a survey of 1,025 IT decision makers to “to gain a better understanding of the role content consumption plays in the purchase process for major technology products and services.” My first observation is this is the estimated spend.

Allocation 120

Allocation Webcast Curation Content 120

Avitage

OCTOBER 18, 2016

I received a call from a colleague who started a new sales job with a software company. All we have is product collateral.” ” Sales content for key sales engagement points are the most under-served content requirements in most B2B organizations.

Lead Gen 120

Lead Gen Content Marketing Management B2B Sales 120

Avitage

SEPTEMBER 26, 2017

B2B companies bringing new offers to market risk long delays in product or solution uptake. With new paradigm offers, this means customers are not familiar with the product or solution category. They are adopting a value sales model. This sales approach focuses on creating value as much in how they sell, as what they sell.

Lead Ranking 120

Lead Ranking Startups Marketing & Strategy B2B Sales 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

SEPTEMBER 27, 2017

They have shifted from a product-based to a persona-based content framework. “As b-to-b organizations place greater focus on both inbound marketing, and optimizing content for the sales force, the skills and behaviors required for content ideation, writing and delivery are rapidly changing. .

Marketing & Strategy 120

Marketing & Strategy B to B Buyer Personas Content 120

Avitage

SEPTEMBER 27, 2017

They have shifted from a product-based to a persona-based content framework. “As b-to-b organizations place greater focus on both inbound marketing, and optimizing content for the sales force, the skills and behaviors required for content ideation, writing and delivery are rapidly changing. .

B to B 120

B to B Buyer Personas Viral Marketing Content 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. Sales assumes marketing or product teams know how to create sales content.

Content 120

Content Domain Paid Search Agency B2B Sales 120

Avitage

AUGUST 14, 2017

” 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. 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

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

APRIL 17, 2016

So this prompted us to developed a list of the primary requirements for B2B sales prospecting success.

B2B 120

B2B Sales Cycle B2B Sales Marketing Prospects 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

MARCH 21, 2013

The topic of selling and sales behaviors is so broad, it has to be focused for a coherent discussion. Any sales conversation must begin with the nature of the selling process, especially from the buyers perspective — how they see their problems, available solutions, and buying challenges.

Lead Ranking 120

Lead Ranking B2B Sales Vendors Buy 120

Avitage

JUNE 10, 2014

The Internet and changes to buyer behavior has made content a strategic imperative and key driver of strategic business objectives, however; The traditional approach to customer content development, funding, and content production processes will not meet sales and marketing use case requirements.

Enterprise Management 120

Enterprise Management Marketing Management Marketing & Strategy Content 120

Avitage

MARCH 21, 2013

The topic of selling and sales behaviors is so broad, it has to be focused for a coherent discussion. Any sales conversation must begin with the nature of the selling process, especially from the buyers perspective — how they see their problems, available solutions, and buying challenges.

Lead Ranking 120

Lead Ranking Vendors B2B Sales Buy 120

Avitage

JANUARY 24, 2016

This is about content that addresses external audiences we generally refer to as “customers” B2B CEOs, CFOs and Sales leaders have a lot at stake in getting this right.

Marketing & Strategy 120

Marketing & Strategy B2B Business Content 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

JULY 7, 2015

The Scenario AlignMeeting is a new, interactive, online sales meeting platform from AlignRevenue. Their target users are B2B inside sales reps and managers. AlignRevenue created a short introductory video to outline the problems that inside sales reps and managers are experiencing—and a new solution to those problems.

Marketing Management 120

Marketing Management Content Paid Search Agency B2B Sales 120

Avitage

OCTOBER 27, 2014

People responsible for sales and channel enablement, marketing and content operations, or supporting groups that use content, face many challenges. We have identified a solvable challenge that immediately improves productivity, efficiency, and, most of all, business outcomes. This often means delivering relevant, useful content.

Content 120

Content Curation Paid Search Agency Marketing Automation Services 120

Avitage

AUGUST 8, 2017

.” I have written, useful high-value content is a strategic business imperative in this digital era because it is a primary driver of: New customer acquisition and profitable revenue growth Marketing and sales productivity and lower selling costs Data acquisition about customers and buyers (DBL) Consistent, exceptional customer experience.

Content 120

Content Gartner Acquisitions Custom Publishing 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

FEBRUARY 12, 2017

Too many executives, and especially the sales organization, still don’t see it. A specific campaign, event, product launch, or other tactic.) A Different Approach to Content Marketing Justification B2B content marketers must continually defend budgets and tactics, especially content investments, by proving performance.

Marketing & Strategy 120

Marketing & Strategy Content Tactics Paid Search Agency 120

Avitage

APRIL 9, 2012

We all feel the perception from buyers that, to them, all vendors and their products look pretty much the same (undifferentiated value). We know too well the difficulty of identifying and engaging new prospects in sales conversations (generating leads). ” You have lived the marketing and sales disconnect. But if you.

Demand 120

Demand B2B Sales Sales Cycle PR 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. ” It seems a prospect had asked one of their sales reps a question in a meeting. We had just completed ten intense weeks creating a business level content strategy for a client.

Marketing & Strategy 120

Marketing & Strategy Content Paid Search Agency Marketing Prospects 120

Avitage

OCTOBER 31, 2013

Include your go-to-customer (sales) strategy, plans and metrics. Marketing Strategy, Goals and Specific Plans: It will be important to align your content marketing investments and priorities to your sales, channel and marketing plan. If you sell through the channel, make sure you include them in your marketing and content plans.

Planning 120

Planning Content Marketing Content Marketing & Strategy 120

Avitage

OCTOBER 31, 2013

Include your go-to-customer (sales) strategy, plans and metrics. Marketing Strategy, Goals and Specific Plans: It will be important to align your content marketing investments and priorities to your sales, channel and marketing plan. If you sell through the channel, make sure you include them in your marketing and content plans.

Planning 120

Planning Content Marketing Content Marketing & Strategy 120

Avitage

JANUARY 28, 2016

Content is a primary driver of top business objectives and outcomes: New customer acquisition and organic revenue growth Sales and marketing productivity and efficiency, and lower selling costs Acquire data on customers, buyers […]. These new realities have made content a strategic imperative of the business.

ROI 120

ROI B2B Content Urgency Marketing 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

MARCH 7, 2012

The article describes a fascinating study his team conducted on behalf of a fast food chain that wanted to improve milkshake sales. ” Parallels Between Product Design and Content Strategy Consider this comparison between product design and content strategy. .” Both product design and content share similar problems.

Merchandising 120

Merchandising Content Comparison Demographics 120

Avitage

FEBRUARY 19, 2013

I have learned that video programs require tight production efforts, guided by strong moderating skills, based upon significant preparation. What about content that sales people find useful? Content Publishing Marketing and Sales Strategy content strategy Google+ Hangout' The Velocity sponsors openly acknowledge this.

Marketing & Strategy 120

Marketing & Strategy Content Advertising Agencies Google 120