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The B2B Value Sale is Actually Three Distinct Sales

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Companies trying to execute a B2B solution or value sale must overcome selling problems that start at the prospecting stage and persist to the end. Symptoms include too few quality additions to the sales pipeline, protracted and lengthening sales cycles, and low win rates.

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How Content Operations Can Create Marketing and Selling Breakthroughs

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Marketing and selling content operations isn’t sexy. But it could be one of the most important focus areas for marketing leaders. See Is Content Operations Your Next Focus Area?

Is Content Operations Your Next Focus Area?

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B2B Sales Content Strategy

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When it comes to content and strategy, few people share a clear and common meaning of each word. Put them together, and what you have is downright perplexing. This is a sales content strategy guide for the perplexed.

How B2B Marketing is Changing in 2018

Gain exclusive insights on priorities, tactics, and challenges from SMB Marketing Leaders.

B2B Customer Content Operations Manifesto

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The custom content business is a difficult business. It’s a difficult business due to the economics of the underlying content operations model, as well as poor inputs from inefficient clients.

Selling into the “hidden opportunity market”

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We used to say, “sell ahead of the RFP.” ” Then, for more than a decade we’ve been telling clients, “sell ahead of your competitive herd.” ” Now we’re telling them, “sell into the ‘hidden opportunity market’ ” As a result of recent client work, I’ve re-examined CEB’s Challenger Customer for clues on how to improve B2B sales practices, especially for sales content.

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How Do Audiences Assess Your Marketing Content?

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What if you could assess your marketing content the same way your audiences do? How would that improve content quality, audience relevance, performance? Of course. Makes sense. But what exactly does this mean — in practice? I invite you to collaborate in this real-time case example.

How to Define Sales Use Case Requirements for Your Sales Content Strategy

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The design point for your B2B sales content strategy must be your buyer’s engagement model, mapped against your sales strategy. Fundamentally, it must be conversation centered. Without well-defined and documented sales use case requirements, effective sales content strategy is not possible.

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Why You Need a B2B Sales Content Strategy

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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!

The Account-Based Marketing Playbook

Account-Based Marketing is a strategy, not a solution.

Marketing Professionals Constrained by Content Strategy and Operations Accenture State of Content Report Reveals

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Don’t be distracted by the hyperbole associated with this important Accenture report on the state of content. “Marketers are drowning” in a “tidal wave of content,” are phrases from the press release and early articles that have picked this up.

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Getting B2B Content ROI Right

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In this digital era, the nature and role of customer content has new meaning and significance. Content is a strategic business imperative because it is a key driver of top business and functional objectives. Poor performing content lowers outcomes.

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Challenger Customer Implications for B2B Sales Professionals

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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.”

The evolution of content quality criteria

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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. When content quality criteria are discussed, it’s typically using the lowest level of quality maturity. Of course, this makes no sense. It’s part of the legacy of where and how content has traditionally been sourced.

7 Marketing and Sales Strategies to Grow Your Revenue Fast

Speaker: Christopher Ryan, Founder and CEO of Fusion Marketing Partners

Many companies have the core marketing and sales elements to take their revenue to the next level, but are still missing out on some key opportunities. Join Christopher Ryan, CEO of Fusion Marketing Partners and writer of the recent book "The Expert’s B2B Revenue Growth Playbook," to discover seven steps that you can immediately take to grow your company’s revenue quickly and consistently!

Content Marketing Gap: What to do, How to do it, How to operationalize

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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.

Marketing and Sales Content – Differences That Matter

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What IS the difference between marketing and sales content? This is a good question to ask across your organization. The answers will reveal people’s thinking and understanding about “content” in general. Notice how clear, specific, consistent and actionable the responses are. Or not. Why does this matter? Effective sales content is a strategic imperative when selling in a digital age of hyper-connected, hard to engage, low attention span buyers.

Use Knowledge Delivered Strategy to Show Content Value

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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.

Why your content alignment is hurting your results

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The long-prevailing wisdom is to align content to the customer’s buying stage and/or the sales process stage. This approach reflects an outdated content alignment and management mindset. It’s the folder mindset that says, “we need to group content within hierarchical folder categories.” ” Buying and selling stages are a rather obtuse concept.

A Crash Course in B2B Email Creative

Speaker: Howard Sewell, President, Spear Marketing Group

Too often, email campaigns are seen as something that "just anyone" on your team can put together. But in today's attention economy, strong creative can be the defining factor that gets your email to stand out in the inbox. Join Howard Sewell of Spear Marketing Group, a leading B2B agency, as he uses real-world examples to highlight tips, techniques and key principles that can make or break your campaigns.

Sales Content for Knowledge and Sales Performance Support

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This article is a deeper consideration of some of the questions and answers raised in my article, Marketing and Sales Content — Differences that Matter. A category of sales content I highlighted is Sales Knowledge and Performance Support. Outside of onboarding, periodic training, and informal sharing, this is an area that is largely left up to individuals.

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How To Fix Your Sales Content Problem

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What if your “sales content problem” isn’t the real problem, but a symptom of the problem?

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An All Too Typical Sales Prospecting Phone Message

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I attended a lead nurturing webinar recently. 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.

A glaring omission in B2B selling systems

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5 Imperatives of a Rockstar ABM Program

Speaker: Danny Nail, Sr. Director, Head of Global Account Based Marketing, SAP

Want to get started with ABM, but not sure where to begin? It's all about understanding: understanding your customers, understanding on an organizational level what your definitions, approaches, and ideal outcomes are, and having the understanding - and support - of your stakeholders. Join Danny Nail, Head of Global Account Based Marketing at SAP and SAP Marketer of the Year, as he explains five concrete steps your organization can take to achieve ABM excellence.

The Content Design Point is Different for Marketing and Sales Content

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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? During 20 years creating sales, marketing and training content for B2B organizations we discovered it really does. I believe this misunderstanding is a primary cause of poor or missing situation-ready sales content.

The Content Focal Point is Different for Marketing and Sales Content

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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? During 20 years creating sales, marketing and training content for B2B organizations we discovered it really does. I believe this misunderstanding is a primary cause of poor or missing situation-ready sales content.

Knowledge Delivered

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Our theme this year is Knowledge Delivered. We are all knowledge workers. Knowledge is actionable information. We operate inside organizations where knowledge creates value and competitive advantage. This makes knowledge and content strategic imperatives for any business.

Create Customer Content in Multiple Languages

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The requirement to deliver customer content in multiple languages is further evidence of how new realities are introducing new requirements that demand new approaches. It’s also an example of how new requirements raise the importance of the ability to scale content operations.

Customer-Centric Websites: Successful Strategies to Engage B2B Buyers

Speaker: Kellie de Leon, Vice President of Marketing & Strategy, The Mx Group

Chances are, you’re under the gun to convert more leads from your website. To increase conversion, your site needs high-quality content, user-friendly navigation paths, and calls to action that appeal to your target customers. But how do you go about this? And wouldn’t it be great to see some real-world examples from B2B companies that are doing it successfully? Kellie de Leon, VP of marketing and strategy at B2B agency The Mx Group, works with marketers every day to help them create and execute customer-centric strategies and content that increase web engagement and conversion. In this webinar, she'll discuss how to make your website more customer-centric.

6 Competencies for Enterprise Content Strategy

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Change your content process to leverage accelerate and scale

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When it comes to customer facing content, much is written about content creative and techniques, tools and infrastructure. But there is little thinking or discussion about content process change.

Overlooked cause of low sales and marketing results

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In this digital era, content is a primary driver of sales and marketing performance. We have written extensively on this. Background articles are referenced at the end of this article.

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The epidemic in B2B sales prospecting

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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. This condition is especially evident in companies that are engaged in a complex or solution sale. Sometimes this is called a system or platform sale.

4 Steps to Developing Your Customer Care Strategy

The quality of a customer care strategy can make or break a company, but simply resolving a customer service issue or complaint is no longer enough. Learn the 4 steps that address the major points you need to consider when building a customer care roadmap.

How to Uplevel Your Content Operations

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At some point B2B executives realize that adding resources and technology to the traditional content operations process produces only marginal improvements. Digital era content requirements are rising exponentially. They will not be addressed with the current process. This will become even more evident when marketing begins to adequately support B2B sales content requirements, as well as those of the sales channel. That’s the time to uplevel content operations.

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