Avitage

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.

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.

Trending Sources

Is Content Operations Your Next Focus Area?

Avitage

What is a Content Supply Chain?

Avitage

The genesis for this is an article by Jake Sorofman at Gartner, “The Content Supply Chain is the Rate Limiter to Digital Marketing Maturity.” ” “Targeting and personalizing experiences requires content—lots of it, in many different forms, for many different audiences, engaging across many different channels. Managing this madness becomes an exercise in combinatorial complexity that requires a more rigorous approach to your content strategy.”

#HowIBuy - An In-depth look at the buying process from 12 different perspectives

Learn from B2B buyers on #HowIBuy. Featuring C-Suite and Executive leaders from MongoDB, Uberflip, InsightSquared, and more. Get the eBook free!

Why Google Plus is Our Company Content Hub (and should be yours)

Avitage

This article is written for small and mid-size businesses, but also for groups within larger organizations that are constrained by poor enterprise infrastructure.

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.

6 Competencies for Enterprise Content Strategy

Avitage

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.

RFP 64

30 Ways to Get Inside the Mind of Your Target Buyer

Trust, support, and transparency: that's what your target buyer really wants. These 30 findings show the path from respect, to relationship, to business win.

Continuum and Process vs. Event, Project or Campaign Thinking

Avitage

The consensus is clear. It’s past time to shift your thinking about your approach to marketing activities as an event, project or campaign, to continuum and process thinking.

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?

Why Content Creation Isn’t Everyone’s Job

Avitage

I read with interest John Jantsch’s Duct Tape Marketing blog Why Content Creation Is Everyone’s Job. The post raises good ideas with, in my opinion, the wrong conclusion. It’s a short post, I suggest you read it. I’d like to offer a different perspective and approach. This is a teachable moment. The lesson involves the difference between thinking like a marketer, and thinking like a publisher.

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.

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.

9 Experts Rethinking Demand Generation

How to strategically target your content and lead generation campaigns to disrupt the status quo and facilitate the sale.

Unpacking Challenger Customer Insights

Avitage

The CEB book Challenger Customer, released in September 2015, will continue to garner support for its many insights. They provide important considerations for all B2B marketing and selling professionals, especially sales executives. Despite a breezy writing style, there are many dense sections.

Sell, don’t market your way to success with new paradigm offers

Avitage

B2B companies bringing new offers to market risk long delays in product or solution uptake. Too often this leads to direct failure. Failure rates range from 40% to 80%. Clearly a risky and expensive bet. This risk isn’t limited to startups. Often we see large companies struggle to gain traction with new offers or new markets. One senior executive told me, “we are buried in our core brand.” ” This isn’t about direct replacement offers.

Changing Your Sales Mindset

Avitage

In my view selling is 85% mindset and 15% technique. Unfortunately, most sales professionals focus primarily on learning sales techniques. Adopting a better sales mindset might be what’s required. With the typical sales mindset, techniques might be even be experienced by prospects as gimmicks.

Sales 68

Elevate B2B Content Strategy to Business Level Execution

Avitage

B2B Content Strategy for Messages, Conversations and Content This post speaks to why B2B organizations should elevate content strategy from siloed functions to the business level, with executive accountability.

Increase Marketing ROI 10X and Prove It

See how a marketing team demonstrated 10X ROI and increased sales by 35% with marketing automation.

Shift from Repository to Content, Communication and Collaboration Ecosystem

Avitage

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.

What is Strategy?

Avitage

Lack of clarity about content strategy might have roots in a universal confusion about strategy. See Robert Rose in Content Marketing Institute.) In the business world, Michael Porter of Harvard Business School is a preeminent authority of business strategy.

A Conversation About B2B Selling Content

Avitage

“What is the state of B2B selling content today?” ” 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. How would you answer that for your organization? How would you know? Is your selling content considered short life collateral, or mostly long-life assets? What criteria would you use to audit the quality and usefulness of your content?

How to improve content performance and operations output

Avitage

Marketing leaders, and the executive team to which they are accountable, understandably want to improve performance of customer facing content, get better outputs from content operations, and better returns on content investments.

Best Practices for a Marketing Database Cleanse

A framework comprising of best practices to consider and red flags to avoid.

Customer Facing Content as a Conversation

Avitage

The Four Cs of Content Marketing I’ve written about content as more, and different than, format. While working with clients recently, I’ve heard them wrestle with questions about what content to create, and how to make priority decisions.

For Sales Blogging and Social Selling – Think Like a Publisher

Avitage

The practice of social selling has crossed the chasm and entered the tornado stage. 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. In my view, “think like marketers” means sales people must approach selling from a buyer perspective.

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!

Are You Communicating Synchronously in an Asynchronous World?

Avitage

We live in a world that prefers to receive information asynchronously. But we tend to focus on using live, synchronous delivery methods. This is a key source of high costs and low results in every area of a business. I cannot overstate the importance of this idea and distinction, as well as the implication for individuals and organizations. First, some simple definitions. Synchronous communications happen at the same time with all participants.

Mail 97

Effective B2B Marketing Content That Will Lead to Sales Growth

Effective marketing content leads to increased sales productivity, more revenue, greater marketing effectiveness and stronger alignment between marketing and sales.

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.

B2B Sales Conversations — By Design

Avitage

To paraphrase David Packard, sales conversations are too important to leave to sales people. B2B sales conversations for key touch points should be designed. This optimizes conversation effectiveness and simplifies selling. It provides a common baseline that makes feedback and continuous improvement possible. How have you designed the sales conversations for your key touch points? How well do each of your sales people handle conversations at key touch points, or with different stakeholders?

Understanding the True Cost of Content in B2B Organizations

Avitage

There’s a familiar expression used to describe some people. They “know the cost of everything, but the value of nothing.” ” When it customs to B2B marketing and selling content, it appears most organizations don’t know either.

Cost 52

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.

VALS 55

Stop Killing Your Content: 3 Reasons Your Content Falls Flat

Each year B2B organizations spend more than $5.2 billion on content creation.

Objectives-Based Extension to SiriusDecisions Persona-Based Content Framework

Avitage

With guidance from SiriusDecisions and other analysts firms, many B2B organizations have evolved their go-to-market, messaging and content strategy. They have shifted from a product-based to a persona-based content framework. This is often in support of a solutions selling model. “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.

Continuously Acquire Customer Stories, Insights, and Ideas

Avitage

If content is the fuel for inbound marketing then customer stories or insights are the active performance enhancing ingredients. Well-developed messages targeted to address key buyer questions are better understood when contextualized with customer stories.

An Executive Summary for 6 Competencies for Enterprise Content Strategy

Avitage

Enterprise organizations face a serious challenge with the creation and management of content that impacts the success of new customer acquisition and profitable revenue growth, as well as tactical marketing and selling initiatives.

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.

5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results