Generating leads is only half the battle. The other half is closing those deals.
With so many different vendors and solutions, your sales process must stand out. Providing clear, consistent, and concise sales-enablement content can help you close more deals.
Topics: Content marketing, Personas, Sales, Sales enablement content
With the ever-increasing volume of generic marketing content thanks to AI tools, it’s critical that companies make greater efforts to stand out. That’s why sales enablement content is more important than ever.
By aligning content with the buyers’ journeys and providing the information they seek at every touchpoint, marketers elevate their brand's credibility, instill trust, and drive conversions.
Topics: Content marketing, Content, Sales, Sales qualified leads (SQL), Sales enablement content
Salesperson Brandon started a new job at a cybersecurity start-up called Bait, protecting organizations from ransomware. Two months into the job and he is struggling to close deals.
“I don’t know what to do when they voice concerns,” Brandon explains. “It’s like I have nothing to say.”
Brandon’s boss is confused. “Just answer their questions.”
That isn’t enough..
Topics: Content, Sales, Sales enablement content
Imagine trying to write code without a computer.
Nearly impossible, right?
When it comes to software, we understand the needs of our developers. Enormous budgets and teams are dedicated to making sure developers have everything they need to create the best software possible, but all that is moot without anyone to sell it.
Topics: Sales, Sales qualified leads (SQL), Sales funnel, Sales enablement content
Sales enablement content is the bridge that connects the challenges your customers face to your solution’s features.
Topics: Messaging, Sales, USP, Sales enablement content, UVP
Practically all B2B marketers agree that content marketing works, but not everyone is clear on how exactly to calculate the ROI and business value of a company’s content marketing investment. Assessing the quality of content - Is the content original and audience-appropriate? Does it tell a story or add value to the site? Is the tone, spelling, and grammar pitch-perfect? - is one thing. But determining the bottom- line impact or business benefit of each blog post, article, email, e-book, case study, podcast, infographic, or social campaign is quite another - and one of the trickier challenges facing marketers today.
You can use a number of metrics to measure content performance, depending on your business goals and what you intended for your content marketing program to achieve. Was your content written to acquire customers or increase revenue and profit? Position your brand or tell your product story? Enhance customer engagement? Acquire better-quality leads? Among the most obvious measurements of content marketing success would be ROI (the revenue gained from content marketing compared to the amount spent on creating and distributing content), number of qualified leads, and percentage of lead conversions to closed sales generated by the content. Other important indicators of content effectiveness include:
Topics: Content marketing, Content, Metrics, Bounce rate, Exit rate
Who’s in charge? Sales or Product? That’s one of the key factors in shaping your organization’s sales and marketing infrastructure.
Sales-led growth has been the “way it’s always been done.” The sales and marketing teams identify, nurture, engage, and convert potential customers into clients. Product-led growth focuses on having the product “sell itself.”
Let’s just cut to the chase: Never put DIY and content marketing in the same sentence.
Topics: Content marketing, Content, DIY, Social media, Persona
Social media always needs to be in complete synch with inbound and content marketing, PR, and customer communications. This is especially critical when it comes to the PESOTM model (created by Gini Dietrich), which drives brand awareness, reputation, and sales by integrating Paid, Earned, Shared, and Owned media, maximizing content.
Topics: Content marketing, Content, Customer communications, Corporate communications, SEO, PESO, Paid media, Earned media, Shared media, Owned media
Your sales teams can exceed expectations if you have the right materials at the right time for the right customer – we’re talking about bringing “What’s in it for me” to whole new levels.
Topics: Content marketing, Content, Message, Sales, USP, Sales funnel, Sales enablement content, UVP