Category Archives: sales and marketing alignment
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.
Are Your Salespeople Poised to Sell to Today’s Buyers?
Few people need convincing that considerable power and influence has shifted to customers and prospective buyers. Much of this has been driven by technology and access to information.
The challenge isn’t necessarily to recognize this change in the buying and selling environment, but to know what to do about it.
Sales organizations or individual reps mired in the old ways of selling are destined to fall short of their target and find themselves in trouble or replaced by those that “get it.” Are your sales reps poised to sell to today’s buyers? Are they confident doing so, is it a stretch, or is it far beyond their comfort zone?
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.
A Simple Guide for Defining Your Ideal Prospects and Leveraging LinkedIn to Find More
Growing your pool of potential customers begins with defining the profile of your ideal prospect. This activity should be done collaboratively between sales and marketing. Start by looking back at opportunities that you won over the past two or three years and recreate the path or circumstances that led a prospect from contact to lead to opportunity. Drill down to determine the types of individuals and organizations, as well as the situations or issues they faced that motivated them to talk to you.
Content marketing has emerged as the “strategy de jour” for B2B marketers. According to the Content Marketing Survey Report published by E-Consultancy:
Over 90% of respondents believe that content marketing will become more important over the next 12 months. Nearly three quarters (73%) of digital marketers agree that ‘brands are becoming publishers’. Top content marketing objectives include: Search engine optimization, inbound lead generation, positioning a brand as a thought leader in your space