The B2B Value Sale is Actually Three Distinct Sales


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


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?

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Is Content Operations Your Next Focus Area?


'Target Audiences: VP of Marketing / CMO; CEO/CFO; Marketing / Content Operations head Purpose: Provide insights from business consultant on important trends that impact business, marketing, content strategy and operations: the digital enterprise, digital marketing, content and content operations, and their implications for business strategy Make evident the need for enterprise content strategy that is different from traditional marketing content strategies for websites and content projects Setup the need to make enterprise content strategy operational, with a new, leveraged, efficient, enterprise content operations model Topics: Content is a strategic imperative and driver of top enterprise objectives To meet new requirements, challenges and business imperatives, enterprises must embrace a new content (digital) mindset Enterprise organizations need a content strategy, that goes beyond marketing, websites and content projects, to support ALL customer facing, content dependent groups, including sales, sales training, customer service, HR (talent acquisition), and the sales channel Organizations must make operational enterprise content strategies, through a new, more leveraged, efficient and effective content operation. The traditional, project oriented, creative craftsman approach to content cannot meet new requirements. Business-to-business enterprise marketing executives are accountable for uniting all customer facing activities associated with capturing new customers, growing revenue, and creating exceptional customer experiences across all touch points and the entire customer lifecycle. 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. This post will introduce […] The post Is Content Operations Your Next Focus Area? appeared first on Avitage. Content Operations Strategy business trends Content marketing content operations digital enterprise digital marketing enterprise content strategy'

B2B Customer Content Operations Manifesto


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.

Why B2B Contact and Account Data Management Is Critical to Your ROI

64% of successful data-driven marketers say improving data quality is the most challenging obstacle to achieving success. Given data’s direct impact on marketing campaigns, reporting, and sales follow up, maintaining an accurate and consistent database is a top priority for B2B organizations. This latest eBook aims to help marketing leaders understand the impact of data management on their company’s ROI.

B2B Sales Content Strategy


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.

Selling into the “hidden opportunity market”


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?


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


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


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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2020 Database Strategies and Contact Acquisition Survey Report

As buyer expectations continue to heighten, marketing and sales teams are feeling pressured to deliver authentic messaging to buyers at every point of their customer journey. This report aims to highlight the current state of B2B database and contact acquisition strategies, and organizations’ goals to leverage data to fuel their go-to-market strategies in 2020 and beyond.

Why You Need a B2B Sales Content Strategy


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!

Getting B2B Content ROI Right


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


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.”

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


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.

Best Practices for a Marketing Database Cleanse

As frustrating as contact and account data management can be, this is still your database – a massive asset to your organization, even if it is rife with holes and inaccurate information. Entrusting a vendor to help maintain its accuracy and completeness is no ordinary engagement. Download ZoomInfo’s latest data-driven eBook aimed to help marketing leaders understand the best practices around choosing a B2B contact data provider.

Marketing and Sales Content – Differences That Matter


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.

How To Fix Your Sales Content Problem


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


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.

Use Knowledge Delivered Strategy to Show Content Value


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.

Cold Calling Tips and Tricks

In recent years, cold calling has become synonymous with rejection and failure. But the numbers aren't that clear; while less than 2% of today’s cold calls actually result in meetings, 78% of decision-makers have taken an appointment or attended an event as a result of a cold call. What’s the verdict?

The evolution of content quality criteria


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.

Sales Content for Knowledge and Sales Performance Support


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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Why your content alignment is hurting your results


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 glaring omission in B2B selling systems


Two top B2B sales problems are: Low output, measured as new customers acquired, revenue growth, margin, and product mix High selling costs measured as productivity, efficiency, revenue yield per rep, sales cycle time We’ll use one important cause of these top sales problems — low sales prospecting effectiveness — to focus our main point. Poor prospecting is an inability to create enough good opportunities, with the right prospects, quickly enough. It “shows up” as an inability to get enough first and second conversations with new prospects. This is a decades long, universal problem. It continues to get worse, despite communication and technology breakthroughs. Why is this? What’s missing? This is a complex problem. But does it have to be complicated? Complicated is often due to lack of clarity about key requirements. So this prompted us to developed a list of the primary requirements for B2B sales prospecting success. Primary Sales Performance Success Requirements Sales people, managers and organizations need the right: Mindset — Beliefs, Attitudes Competency — Skills, Techniques Knowledge — about markets, buyers, business problems, how to sell, products, etc. Discipline — to execute the right actions in timely manner Database — right contacts, contact info, phone # Messages — what to say Questions — how to say it Stories and Proof points — how to support it Content — situationally relevant and useful Tools and Systems Feedback — system based on reality and data Support Structures for continuous improvement (Incentives/Compensation, Environment, Management, Tools) These are inter-dependent requirements. […]. The post A glaring omission in B2B selling systems appeared first on Avitage. Sales Enablement continuous improvement feedback system

How to Overcome the Pain Points of Your CRM

When used effectively, a CRM can be the life blood of your sales team – keeping everyone organized, efficient, and at peak productivity. However, as a company, sales stack, and database grow, it becomes difficult to uphold structure and governance to keep a CRM up-to-date. The result? Less organization, more confusion, and fewer deals closed. Leveraging leading industry research from industry analysts, this eBook explores how your sales team can gain back valuable time.

Knowledge Delivered


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


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.

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6 Competencies for Enterprise Content Strategy


'For: Senior Marketing Executives, Content Strategy Professionals Subject: Enterprise Content Strategy for Customer Facing Content Rigor: Comprehensive, not introductory Recommended Pre-reading: Content Strategy Beyond Marketing and Websites It’s (Past) Time to Make Content Marketing Intelligent Content is a Strategic Imperative for B2B Selling Organizations Blog Purpose: Raise awareness of the need for executive ownership and action Introduce a 6 competency framework for enterprise content strategy Key Points: Content is a strategic imperative that requires executive team decisions, support and accountability Companies require an enterprise content strategy that spans functions and tactics, and goes beyond marketing, websites and content projects The traditional approach to customer facing content, and content production process specifically, will not meet digital content use case requirements Enterprise organizations that have embraced content marketing to support inbound and social marketing tactics, automated demand management, sales and channel enablement (along with the social selling), face a serious dilemma that impacts the success of tactical initiatives, new customer acquisition and profitable revenue growth. 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. It is also a key reason for poor performing content, and low tactical outcomes. Current responsibilities and budgets for content are spread across the organization. This constrains the optimum use and value of content, and limits the ability to scale content operations to meet modern, digital content requirements, especially buyer relevance. Fragmented execution by content dependent, customer facing functions results […] The post 6 Competencies for Enterprise Content Strategy appeared first on Avitage. Content Operations Strategy content operations content strategy enterprise content strategy'

The Content Design Point is Different for Marketing and Sales Content


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 Account-Based Marketing Playbook

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

The Content Focal Point is Different for Marketing and Sales Content


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.

Change your content process to leverage accelerate and scale


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


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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Define Your Enterprise-wide Content Use Case Requirements


The objective of a content publishing operations model is to optimize all key content elements. We’ve identified seven specifically. All fit under the grand objectives of optimizing content outputs and outcomes from content investments — including resources, time and effort.

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3 Mistakes Organizations Make While Developing ABM Programs

While B2B research suggests organizations are thriving through successful ABM programs, getting just one campaign off the ground is more difficult than it seems. From building an account universe to understanding to orchestrating sales and marketing alignment around touchpoint and messaging, there are a number of variables to consider before launching a program.

The Missing Ingredient for Sales Coaching


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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