B to B digital content sales strategy

B2B Demand Generation Requires Sales Content Marketing

January 20, 2012
Glen Springer

This blog discusses how Gabriel thinks about B2B Demand Generation and the hybrid role it plays in sales, sales marketing and market intelligence.  In short, Sales Marketing is always supporting the close of business.  In this blog we will share how you can close more B2B customers leveraging the opportunities in the new sales engagement model we now all face.   This is Part 1 of a 3 Part Series.

To set some initial context to understand what Gabriel Sales means by “Sales Content”  Marketing and how it supports B2B Demand Generation it’s important to understand that B2B Sales Content Marketing, at least from our perspective, is about moving a deal forward in the customer buying cycle so it results in a closed deal.   Sales content supports the brand, but that is not its primary purpose. In a sales culture Demand Generation is  not about Lead Generation and Marketing Qualified Leads.   Who cares if a lead is Marketing Qualified.  Demand Generation is about “Demand”  meaning deals that are going to transact.  Demand Generation means handing sales qualified leads over to sales reps that they can close.

A solid sales organization needs to be organized around an inside sales and marketing team that can generate Sales Qualified Leads and a team that can close business.  As a sales outsourcing company we staff a team that can close business.  As an outsourced B2B demand generation company, our goal, and the goal of any sales organization, needs to be creating a high velocity sales machines with a staff that does three things:

  • Identifies and develops Sales Qualified Leads as quickly as possible so the sales team can engage
  • Continues to nurture and develop Sales Accepted Leads (not ready to buy but worth investing inside reps time in) until they are ready to buy
  • Profile Accounts – So you can score them for continued follow up by marketing efforts

This requires us to combine outbound sales efforts with inbound sales content marketing services (either creating digital content or creating the feedback loops for our client’s marketing team) because the goal is to move a customer through their buying cycle.


For a high velocity sales machine that integrates inbound and outbound efforts your inside sales team needs:

  • To be experts in using sale marketing content to move customers from Marketing Qualified Leads to Sales Qualified Leads.
  • To be accountable for driving insights and recommendations to the marketing team.
  • To have the tools and technology to provide that feedback.

For true sales and marketing alignment, sales marketing efforts need to focus on generating closed business by supplying qualified deals and helping your buyer to transact.  This means your marketing team needs to:

  • Listen to the voice of the customer and the voice of the sales force
  • Quickly create content or support the creation of content that moves deals forward
  • Have their demand generation success scored on their contribution beyond simply putting MQLs in the pipe

As Forrester Research and the Society for New Communication Research has demonstrated (see graphic below)  Sales Content is no longer a nice to have.  It is a must have.

To summarize, B2B demand generation is about sales content marketing.  In part 2 of this blog series we will cover Gabriel Sales’ simple framework for aligning sales and marketing and simple steps you can take to get sales and marketing to work together towards a shared vision. In part 3 we will discuss how smart sales content marketing can be re-purposed to provide an exponential lift by increasing your marketing teams ability to put better Marketing Qualified Leads into your Sales teams’ pipe; and the role of Marketing Automation Platforms.

If you would like to learn more about how an outsourced demand generation solution may be able to help accelerate this alignment please feel free to CONTACT US for a free initial strategy conversation.  Or visit the B2B Demand Generation Resources section of our Website.

To Check out Part 2 in this Series B to B Demand Generation Requires Sales and Marketing Alignment CLICK HERE.

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