Scott Sidman, head of sales and marketing, knew that the 50 plus people he would ultimately reach with the event would justify the cost and effort. Distribute content to the sales team in a useful format. Video segments that are suitable for sales to use with prospects are organized and deployed to make it fast and convenient for sales people to send to customers. We're pleased to present this guest post by Jim Burns of Avitage. Read on for insights into how one B2B company mindfully repurposes its content. The concept of re-purposing content is maturing. MORE >>

They will typically deliver these leads to you on a weekly basis in Excel or.CSV format, and some can even dump leads into your sales force automation tool. Recently on ClickDocuments, I contributed suggestions for choosing a white paper syndication partner. Here I expand a bit on that post. Not familiar with white paper syndication? Syndication makes your white paper available to mass audiences. Think of it as you would a syndicated newspaper column. If you write a column for your own newspaper (e.g., website), only your subscribers will see it. Read more Savvy B2B posts from Stephani MORE >>

Customer case studies are high-value, in-demand marketing and sales collateral. Always start well ahead of any trade shows or sales opportunities to ensure you get the story you need. The length of your customer story depends on your audience and the point in the sales cycle. About the author : Casey Hibbard is author of the book, “ Stories That Sell: Turn Satisfied Customers into Your Most Powerful Sales & Marketing Asset &# and principal of Compelling Cases Inc. In her blog - Stories that Sell - Casey shares success-story marketing best practices. MORE >>

It’s no secret – the classic love-hate relationship between sales and marketing groups negatively impacts top-line results. In an interview with Jon Miller earlier this year, Christine Crandell said: "Telltale signs of misalignment can be seen in industry statistics for B2B sales: 80 percent of leads passed on to sales are dropped; 90 percent of marketing collateral is unused; and the total cost of winning a net new enterprise customer via direct sales carries a hefty price tag averaging $500,000. But the devil, as they say, is in the details. MORE >>

I’ve come across a lot of discussions about sales and marketing alignment lately. The first was a post by Bob Apollo of Inflexion Point summarizing the findings of a recent Aberdeen Group report: “Sales and Marketing Alignment Collaboration + Cooperation = Peak Performance.&# The 30-page report is well worth reading, but Bob highlighted two of the most compelling findings: Companies that had best achieved alignment between sales and marketing averaged 20% annual revenue growth - as opposed to a 4% decline for the Laggards. Two recently caught my eye. Tweet MORE >>