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.

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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

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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”. 

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