Why Sales Doesn't Use Your Content (And What To Do About It)

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Learn how you can align with sales and get them using your content by: - Building your content development and organizational plan - Developing buyer personas - Keeping sales up to date on available content - Using content in different mediums - Setting up a feedback loop

Technologie Business

Why Sales Doesn't Use Your Content
And What To Do About It

Today’s Speakers
Dan Flanigan, VP of Products
Percussion
@DanFlan
Shawn LaVana, VP of Marketing
Postwire
@shawnlavana
#SalesContent

“Every two days, more content is now created
than what existed in the history of man up until
2003.” – Eric Schmidt

70% of buyers want to engage with salespeople
early in the process, but only if they provide
value. – ITSMA

Companies with good sales and marketing
alignment generate 20% more revenue. - Hubspot

Building your Content
Development and
Organizational Plan
#SalesContent

“90% of consumers find custom content useful and 78%
believe that organizations providing custom content are
interested in building good relationships with them.”
– TMG Custom Media

Upon its launch in
2011, Google's
Freshness Update
algorithm
impacted 35% of
searches.

“While 92% of firms say producing high-
quality content is valuable, just 54% of
them rank their ability to execute this
activity as effective.” – Aberdeen Group

“Salespeople spend 40% of their time looking for or
preparing content for customer communications.”
– CMO Council

1. Start with the basics
Answer These Questions
1. Who is accessing your
content?
2. How are they finding it?
3. What brought them to
you?
4. What did they do once
they arrived?

2. Dig In
Answer These Questions
1. What problems do these
people of interest have?
2. What pushes them to solve
these problems?
3. Where do they access
information when hunting for
a solution?
4. How do they access it?
5. What type of info do they
seek?

3. Investigate
Answer These Questions
1. Who is accessing your
content?
2. How are they finding it?
3. What brought them to
you?
4. What did they do once
they arrived?

4. Craft Your Persona
Answer These Questions
1. Who is accessing your
content?
2. How are they finding it?
3. What brought them to
you?
4. What did they do once
they arrived?

“2 out of 3 sales reps don’t think the current content helps
‘Disrupt a customer’s mindset’.”- SellingPower

“Fortune 500
companies report
that having a strong
sales enablement
program are
witnessing at 15.3%
growth.”
– Business.com

Using Content in Different
Mediums
#SalesContent

Setting Up a Feedback Loop
#SalesContent

In Conclusion…
• Build a Plan
• Develop Buyer Personas
• Keep Sales Up to Date on Available content
• Use Content Everywhere
• Set Up a Feedback Loop
#SalesContent

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