futurem postwire presentation: why sales doesn't use your content (and what you can do about...
DESCRIPTION
Improve your marketing and sales alignment by better enabling your sales team. Find real tips and tactics on how you can do it in this presentation made by representatives from Postwire, Percussion, and Forrester at FutureM in Boston on Oct 17, 2013.TRANSCRIPT
VISIONARY SPONSORS INNOVATOR SPONSORS
SESSION PARTNER
WHY SALES DOESN’T USE YOUR CONTENT And what to do about i t
TA L K A B O U T U S ! # F U T U R E M # C O N T E N T E N A B L E M E N T
TA L K A B O U T U S ! # F U T U R E M # C O N T E N T E N A B L E M E N T
Why Are We Here?
Marketing Sales
Buyers
TA L K A B O U T U S ! # F U T U R E M # C O N T E N T E N A B L E M E N T
Today’s Hosts
Alexis Karlin Digital Marke6ng
Manager
Percussion @akarlin
Shawn LaVana VP of Marke6ng
Postwire @shawnlavana
Susan Mlodozeniec Senior Marke6ng Manager, Demand
Genera6on
Forrester @smlodoze
Why is it a problem if sales doesn’t use marketing’s content?
“Every two days, more content is now created than what existed in the history of man up unCl 2003.” – Eric Schmidt Execu&ve Chairman, Google
Companies with good sales and markeCng alignment generate 20% more revenue. -‐ Hubspot
Building your Content Development and Organization Plan
“90% of consumers find custom content useful and 78% believe that organizaCons providing custom content are interested in building good relaConships with them.” – TMG Custom Media
“While 92% of firms say producing high-‐quality content is valuable, just 54% of them rank their ability to execute this acCvity as effecCve.” – Aberdeen Group
“Salespeople spend 40% of their Cme looking for or preparing content for customer communicaCons.”
– CMO Council
Charting The Course By Developing Buyer Personas
Four S teps To Target Har mony
TA L K A B O U T U S ! # F U T U R E M # C O N T E N T E N A B L E M E N T
1. Start With The Basics
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?
TA L K A B O U T U S ! # F U T U R E M # C O N T E N T E N A B L E M E N T
2. Dig In
1. What problems do these people of interest have?
2. What pushes them to solve these problems?
3. Where do they access informa6on when hun6ng for a solu6on?
4. How do they access it? 5. What type of info do they
seek?
TA L K A B O U T U S ! # F U T U R E M # C O N T E N T E N A B L E M E N T
3. Investigate
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?
TA L K A B O U T U S ! # F U T U R E M # C O N T E N T E N A B L E M E N T
4. Craft Your Persona
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?
Keeping Sales Up To Date
“Where’s the most recent b rochure?”
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
Setting Up a Feedback Loop
Lear n ing to love sa les anecdotes
TA L K A B O U T U S ! # F U T U R E M # C O N T E N T E N A B L E M E N T
Key Questions To Pose
Why do clients choose us?
What are the most common quesCons your are asked in the sales process?
What objecCons do you hear?
Why do prospects choose a compeCtor, and which one did they choose?
Are you noCcing any trends you feel we as a company are not reacCng to? If you could have anything from markeCng, what would it be and why?
TA L K A B O U T U S ! # F U T U R E M # C O N T E N T E N A B L E M E N T
In Conclusion
Build a Plan
Develop Buyer Personas
Keep Sales Up to Date
Set Up a Feedback Loop
TA L K A B O U T U S ! # F U T U R E M # C O N T E N T E N A B L E M E N T
Learn More
go.postwire.com/futurem
Organize Marketing Content To Drive Sales Success
Forrester helps you make beher decisions in a world where technology is radically changing your customers
Forrester is a global research and advisory firm • Over 2,400 Clients Worldwide • Over 1,200 Employees
• 400+ Quota-‐Carrying Sales Professionals • 50+ Marketers
Core research and tools
Analyst engagement
Peer collaboration
Custom global data
How we help: Levels of engagement
© 2013 Forrester Research, Inc. Reproduction Prohibited 30
Forrester is focused on these key roles/personas
• Analyst Rela6ons • Chief Informa6on Officer (CIO) • Applica6on Development &
Delivery • Enterprise Architecture • Infrastructure & Opera6ons • Security & Risk • Sourcing & Vendor
Management
• Chief Marke6ng Officer (CMO)
• Marke6ng Leadership • Customer Experience • Customer Insights • eBusiness & Channel
Strategy • Sales Enablement
Forrester organizes MarkeCng content for Sales to be relevant, contextual and just in Cme
Relevant Contextual Just in Time
Internal Loca6on
External Source
Sales Coach
Weekly Marke6ng News
Sales Stage Role/Persona Product Email Library
Cha_er On Demand Training
Shared Drive Postwire Account Pages
PR Men6ons Video Live Events Podcasts Webinars
Intranet CRM System Product Selec6on Tools
Social Media
Content Libraries on the Intranet are modular and make it simple for Sales to create a relevant presentaCon
The Sales Coach within the CRM system suggests MarkeCng Content that is contextual to the specific Opportunity Stage
New hires learn about MarkeCng content on a just in Cme schedule
The MarkeCng Team makes content available in a visually appealing way to support Sales sharing it with their accounts
MarkeCng content is “on locaCon” at the point of use
• Marke6ng assets for Sales are curated in one loca6on on the intranet
• Our Sales Coach contains links to assets for Sales Stages; it is embedded in the CRM system, where Sales is working Opportuni&es
• Emails in the Email Library are alphabe6zed by subject in Salesforce.com, where Sales composes and sends emails
• Marke6ng Assets for Sales are curated in one shared library in Postwire where Sales creates and maintains Account Pages
Forrester’s email campaigns to Clients during 1H 2013 produced 3x the engagement when content was tailored to
that Account
14.8% 15.3%
21.8%
16.4%
25.3%
58.8%
0%
10%
20%
30%
40%
50%
60%
70%
Unique Open Rate Unique Click-‐To-‐Open Rate
Percen
t
Emails Sent By Sales
Emails Sent By Marke6ng
Relevant, Timely and Contextual Emails Sent By Sales
In conclusion, help Sales use your MarkeCng Content by
• Thinking “Outside In” about what Clients and Prospects need and then crea6ng it
• Aligning it in a mix-‐and-‐match way based on Sales Stage, Personas, and/or other Sales-‐friendly segmenta6on at your company
• Making it relevant, contextual, and just in 6me • Making it available in the loca6on of Sales use
TA L K A B O U T U S ! # F U T U R E M # C O N T E N T E N A B L E M E N T
Questions?
go.postwire.com/futurem
Learn more at: