Avitage

The B2B Value Sale is Actually Three Distinct Sales

Avitage

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

Avitage

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?

The evolution of content quality criteria

Avitage

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.

The most under-served content requirements

Avitage

I received a call from a colleague who started a new sales job with a software company. “We have no good content to serve as door openers, or to nurture target accounts who aren’t ready to meet. All we have is product collateral.”

6 Steps to Building Predictable Lead Flow and Revenue

Achieving predictable lead flow and revenue depends on monitoring sales history and developing a robust, flexible lead development process. Download this eBook for 6 clear steps you can take to build that process today.

B2B Sales Content Strategy

Avitage

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.

B2B Customer Content Operations Manifesto

Avitage

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”

Avitage

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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Why your content alignment is hurting your results

Avitage

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.

How Do Audiences Assess Your Marketing Content?

Avitage

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.

Humans and Bots: How to blend human skills and AI to build customer intimacy and drive growth

Join Genesys for this webinar to learn how leading companies are using blended AI to drive customer intimacy and revenue growth.

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

Avitage

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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Marketing and Sales Content – Differences That Matter

Avitage

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.

Why You Need a B2B Sales Content Strategy

Avitage

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!

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

Avitage

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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The SaaS Guide to Customer Engagement, Retention, and Advocacy

After onboarding, most SaaS customers have to find their own way to success. This ebook by Influitive is a compilation of some of the best examples of programs designed to drive customer retention and advocacy, with examples from some of the world’s largest and most innovative SaaS vendors.

Challenger Customer Implications for B2B Sales Professionals

Avitage

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.”

Sales Content for Knowledge and Sales Performance Support

Avitage

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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Getting B2B Content ROI Right

Avitage

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.

ROI 236

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

Avitage

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.

Lead Generation Companies: How to Pick a Right One

Have you ever had a bad experience using a lead generation company? If the answer is yes, you are certainly not alone; fortunately, MarketJoy has put together 4 simple questions that you can use to judge your next potential lead gen partner.

Use Knowledge Delivered Strategy to Show Content Value

Avitage

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.

The Content Design Point is Different for Marketing and Sales Content

Avitage

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

Avitage

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.

How To Fix Your Sales Content Problem

Avitage

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

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The Rise of the Customer Marketer

From marketing backwater to starring role, this eBook by Influitive explores the changes taking place in customer marketing from the perspective of customer marketers themselves (and explains just why it’s so crucial to customer engagement).

An All Too Typical Sales Prospecting Phone Message

Avitage

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

Avitage

Knowledge Delivered

Avitage

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.

How to Uplevel Your Content Operations

Avitage

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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7 Cold Calling Tactics You Aren't Using but Should Be

Cold calling isn‘t dead; neither is it on its deathbed. In fact, it’s one of the most effective ways to increase sales and drive revenue. Learn 7 preperation strategies to lessen your stress, and to become a better closer!

10 Questions About Sales Content Sales Leaders Should Ask Marketing Leaders

Avitage

I’ve written that sales and sales channel content requirements are some of the most under-served in most B2B organizations. Selling in a digital era characterized by hyper-connected, hard to engage, low attention span buyers makes effective sales content a strategic imperative. While research indicates 65% of the content created by marketing for sales is never used by sales, the situation is in fact much worse.

Create Customer Content in Multiple Languages

Avitage

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.

Change your content process to leverage accelerate and scale

Avitage

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.

The epidemic in B2B sales prospecting

Avitage

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.

How B2B Marketing is Changing in 2018

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

Overlooked cause of low sales and marketing results

Avitage

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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6 Competencies for Enterprise Content Strategy

Avitage

The Missing Ingredient for Sales Coaching

Avitage

There is a generally high desire for sales coaching in B2B selling. Most managers and reps know it’s important. Done well, coaching can make a significant difference to rep and manager performance and success. Financially, everyone has a lot at stake.

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Reframing Content ROI and the Case for B2B Content

Avitage

Despite a plethora of articles recommending methods to determine content ROI, this continues to be a hot and confusing topic for many B2B marketers. Why is this? There are different purposes and uses for ROI.

ROI 170

9 Award-Winning Customer Advocacy Success Stories

Influitive's annual BAMMIES - Best Advocate Marketing Awards - eBook has been read by 2,000+ savvy marketers and business leaders. In this year’s edition, advocacy leaders from the likes of ADP, Cisco, and Ceridian reveal how to harness the power of advocates to drive growth across every area of an organization.