Content reuse is becoming an important priority for B2B sales and marketing communication.
Buyers will not tolerate a different conversation with salespeople than the one they have been having with the content being consumed on the supplier’s Website. Congruence in sales and marketing messaging is required.
For companies that intend to pursue a content marketing strategy and distinguish themselves from the rising tide of effluent content, it means creating quality, relevance and insight for the intended audience. Velocity Partners, in their excellent Slideshare presentation entitled “Crap“, insist that content must be intelligent, useful and entertaining to be worth consuming.
Earlier this month, Ardath Ablee kindly agreed to participate in our our “best practices with the experts interview series”. Ardath Albee is CEO, Marketing Interactions, Inc. and an expert practitioner in developing buyer personas for sales enablement and marketing messaging.
All else being equal, from whom will prospects want to buy?
We live in a world where all the basic information about your products and services are available on the web.
“Why focusing on delighting your customers is a stupid strategy”; is a preview of Corporate Executive Board’s book, “The Effortless Experience” from Bob Apollo in his August 2013 blog .
It’s a great article that portends major shifts in customer service strategy in response to changed customer behavior.
Marketing collateral as it existed, is dead!
Corey Sommers advances several reasons for this in his recent article “The Death of Marketing Collateral as we Knew it”
Marketing collateral as we knew it, was created in silos by product marketing, sales enablement or customer support professionals in one-off’s or as part of a launch.
Often the result of the feverish efforts of a few bright people rushing to reach a deadline, and once born, it died.
What is going to replace it?
Aligned Sales and Marketing Messaging that is Structured for Reuse download our new eBook
How many of us in marketing have had the MBO to create three datasheets and two whitepapers in a quarter? I have and I’ve been working in sales enablement and sales performance for more than 25 years in F100 companies as well as in 3 startups.
We researched and wrote, and wrote and researched, until we had something that was “customer presentable”.
Each year, the BBC presents Corporate Guff awards to recognize the worst offenders of language abuse in the name of corporate blather in the prior year. The awards are presented by Financial Times columnist Lucy Kellaway. This article will highlight a couple of things and will shed some light on how to avoid it.
We hate being sold, but everyone loves a story
I had an epiphany last year after attending a 2.5 day Mike Bosworth Story Seekers seminar. Several weeks after the event, I was in a role-play with a client.
B2B (business-to-business) marketing organizations are contributing directly to the revenue stream of technology companies. However a question remains – is B2B marketing efficient enough, given the tools and technologies available?