Category Archives: Content Marketing
Content marketing: How the Sales Team Should Work with Marketing
In Part I of this series, we talked about the rising popularity of content-based marketing. A reported 93% of B2B marketing teams in North America are using a content-marketing approach, according to B2B Content Marketing 2014 research. While that’s an impressive number, only 9% of survey respondents felt it was “very effective,” while 33% said “effective.” That tells me people are jumping on the bandwagon without clear strategies, tactics, or implementation.
Content Marketing: How the Marketing Team Should work with Sales – Part I
Content marketing — it’s all the rage. A reported 93% of B2B marketing teams in North America are using a content marketing approach, according to B2B Content Marketing 2014 research. While that’s an impressive number, only 9% of survey respondents felt it was “very effective,” while 33% said “effective.” That tells me people are jumping on the bandwagon without clear strategies, tactics, or implementation.
Avoid the Content Marketing Scrap Heap through Personalizing Insights for Prospects
The business world is being over-run by content marketing. Prospects are being overloaded with information, and e-mail response rates are in the tank. If you succeed in getting the attention of your prospect, your next challenge is to grab them with something that will keep them on the phone and engaged long enough to warrant a deeper conversation. Upon picking up the phone, inevitably, your contact’s guard is up while giving you only a portion of their attention as they wait for you to give them an opening to say, “No thanks, I’m not interested.”
Insights on How Marketing Contribute to SunGard’s Successful Sales Transformation Initiative
Sales and marketing alignment is vital when establishing a solid content marketing strategy. Content is not there for only marketing to use and publish, but also exists to enable a sales team to go out in the field and speak to their customers in a meaningful way. Many companies are trying to train their sales organizations to provide insights in order to add value to the customer conversation.
Lead nurturing and lead follow up are crucial steps in content marketing – from strategy to process to the overall program.
Organizations are spending significant dollars to develop content with the hopes of building awareness, strengthening thought leadership, and driving leads. Here are some critical do’s and don’ts for becoming more efficient and effective in your lead nurturing and follow-up strategy. And, who knows, you may even better align marketing and sales along the way.
Sales Reps and Managers tell us what they Really Think of Your Content Marketing Strategy!
In the era of online research and lead generation, content creation and optimization now play a crucial role for B2B marketers to drive traffic and leads and elevate the perception of a brand as a thought leader. In this age of the empowered buyer, there is no question about the importance of being found when the buyer searches, and being perceived as a leader with whom they want to work.