1. © 2013 – BD Marketers™http://www.bdmarketers.com/about-bd-marketers.html
What’s your status quo for sales collateral?
• Rep’s are excited and jazzed to use the materials
• Materials establish trust and are relevant to the reader
• Materials help to move the sale forward
• Materials are seen as authentic and credible
• Diagrams and images are used to educate
… Can you confidently say?
 “We can tell a better story and therefore outsell our competitors”
 “There are generally no missed opportunities”

2. © 2013 – BD Marketers™http://www.bdmarketers.com/about-bd-marketers.html
Getting In
• Don’t Hear You / Trust You
• Too Busy
Being
Disruptive
Keeping
Mindshare
Being the
Best Choice
• Brochures, Letters & Mailers
• Lead Gen. White Papers
• Keep-in-Touch / Drip Campaigns
Let’s be real about the B2B Sales Cycle
Sales Obstacles Sales Toolkit (Content & Collateral)
• Status Quo
• Internal Resources
• Point of View Presentations
• Diagrams and Sell Sheets
• Concept Papers / Exec. Briefs
• Competing Priorities
• Competition
• Implementation White Papers
• Business Cases
• Project Methodologies
• Team Decisions
• Risk Tolerance
• Compelling Proposals
• Case Studies & Awards
We Need
“ it ” !!
“ Ideas ”
“ Competencies ”
Trust &
Value

3. © 2013 – BD Marketers™http://www.bdmarketers.com/about-bd-marketers.html
Map your materials to the Customer Buying Cycle
Un-aware
No
problems
that we are
aware of.
-3
Problem
There is a
problem we
need to
address.
-2
Solution
Let’s define
how to fix
the problem
and reach
our goals.
-1
Find
Let’s do
research
and meet
vendors
with “ it ”.
+1
Evaluate
We’ll review
proposals
based on
service,
cost & risk.
+2
Decide
Then we’ll
select two
vendors and
buy the
better deal.
+3
We Need
“ it ” !!
0
Thought-Leadership Selling
BD Marketers - Sales Enablement
Bake-Off (selling vs. feature / price)
Web Leads / Traditional B2B Marketing Focus
“ Ideas ” “ Competencies ”

4. © 2013 – BD Marketers™http://www.bdmarketers.com/about-bd-marketers.html
DESIGN &
DEVELOP
STORY
BOARD
INTEGRATE
& EXECUTE
STRATEGIZE
& PLAN
ASSESS &
ANALYZE
BD Strategy Sales CollateralCompelling Content
• Opportunity Planning
• B2B Brand Positioning
• Qualifying Leads
• Entering New Markets
• Cross Sell & Up Sell
• Selling Deeper & Wider
• Intro Presentations
• White Papers
• Concept Papers
• Executive Briefs
• Case Studies & Awards
• Web and Social Media
• Proposal Graphics
• Brochures and Mailers
• 1-Page Sell Sheets
• Proposal Templates
• Presentation Templates
• Promotional Materials
We work with clients in three areas

5. © 2013 – BD Marketers™http://www.bdmarketers.com/about-bd-marketers.html
Hit the mark?
Contact us.
Sample Project
Web Based
Industry and Market
Research
• Search mandate
• Research
• Findings report
Interviews and
Brainstorming
Sessions
• Kick off meeting
• Interviews
• Brainstorming sessions
• Summary report
Business
Development
Strategy
• Market segmentation
• BD models
• Opportunity planning
• Cross sell / up sell
High Level Storylines
“Sales Playbook”
• Value propositions
• Key progression
• Talking points
Diagrams
• Process or concept
• Demonstrate understanding
White Paper,
Concept Paper
and Point of
View
Brochure
Presentation
Buyer Profiles
• Role & responsibility
• Objectives
• External challenges
• Peers & influencers
• Usage scenarios
Sell Sheet
Website content
and site map
Direct mail or e-mail
Sales Toolkit
Content Strategy
• Buyer profiles
• Client-centric bundles
• Brand positioning
• Alignment of content
with sales cycle