How to Integrate Content Marketing
Does moving into content marketing seem daunting? Is marketing not producing enough Sales Qualified Leads to keep your sales reps producing the revenue you need?
Great b to b sales content is focused on moving deals forward to close. Sales content requires that you; listen to your customers, listen to your sales reps, listen to your product specialists, create content for specific stages in the customer buying cycle and then re-purpose and repackage around a specific segments’ needs.
Below are samples of Gabriel Sales’ b to b digital content production for for “Sales” Content Marketing. This content is:
- Designed to move Marketing Qualified Leads to Sales Qualified Leads and Sales Qualified Lead to Closed Business
- Designed to be used by Inside Sales Reps and Senior Sales Reps in the Close
- Designed to be “Authentic” dialogue…no CLIOs here
- Not designed for Mass Market
- Leveraged by Inside Reps to decrease the time Executives and Product Specialists spend in educational meetings to move deals forward
- Train and support a sales “champion” to internally sell complex solutions or technologies within their organization.
- Once created re-purposed across multiple platforms.
This content can also be leveraged aggressively for long tail pay per click campaigns and long tail search engine marketing. Once proven creative agencies can polish and take to mass market.
Each piece is designed for a specific stage in the Customers buying cycle.
For a full overview of why we feel it makes strategic and executional sense to have your sales team involved in your sales content marketing strategy and a road map for fluid communication we invite you to read the following blogs:
Below is a sample of what we mean by “authentic” sales content that gets the job done. We are presenting samples of several digital content threads from a handful of customers to demonstrate how they can be leveraged across the buying cycle. Once messages and content is proven you can take to “creative” agencies to polish for “marketing” to the mass market if applicable.
An offshore mobile application platform as a SaaS offering wanted to test interest in the market across one industry vertical from SMB to the Fortune 500.
An example of a short video leveraged as part of a cold call, voice mail and direct marketing campaign.
This combined video, email campaign and voice mail campaign netted 20 custom pilots during an eight week campaign.
Customer Needs to Define Their Most Important Problem
Webcasts as a sales as time saving sales tool to reduce the involvement of your Senior Sales Reps, Executives and Product Specialists early in the sales cycle. We have a general rule of thumb. If your GM or product specialist is giving the same pitch or having the same conversation more than 2 – 3 times a quarter it is worth investing the time in creating a Webcast.
This specific example is a series designed for a professional services firm and was able to save about 32 collective hours a month of senior resource time.
The webcast series was also designed to be vertical agnostic so we continue to re use as a Go-To-Market offer and nurturing program quarterly.
Customer Can Define Their Needs, Evaluate Your Fit and Champion Across Organization
Essentially this video takes the introductory presentation and all the value propositions articulated by the inside rep during the first 15 minute to 30 minute initial presentation and represents that information from the perspective of an executive that would be the peer of the person that prospect reports to.
This is an invaluable tool to get the executive meeting because essentially that presentation is a virtual referral that prospect to share with the decision maker to get us the meeting.
Customer Influencer Can Verify and Push to Business Decision Maker Early for Evaluation
SaaS company was looking for early adoption of the product. We discovered the purchase required company’s inside or outside corporate counsel recommend the decision if not directly sign off on the purchase. This clip was designed to give the corporate counsel a crash course on this history and future of Social Media and trademark infringement. Clip was designed for use on YouTube and also to be easily shared across other platforms like Slideshare.
Customer Can Define Problem, Establish Need and Determine Who Makes Decision
Combination of Executive Thought Leader Speaking to Customer in a 3/4 head shot and initial introduction to the product. Part 1 of a 7 part video sales series for a SaaS product company. We felt it was critical to introduce the C-Level executive because of his thought leadership position in the space. This was a proven strategy tested in early cold call script testing. Ultimately the sale was migrated completely to this series of digital tutorials mirroring the cold call scripts and serviced by customer services reps taking orders.
Customer Can Compare Solution and Verify reduced risk of provider in the market
Challenge: The professional services client wanted to hit multiple verticals. Every prospect was “unique” and the first question out of their mouth during a cold call was “have you done this for a company or system or geography like mine”. Creating a custom case study for every prospect was a non- starter because of bandwidth and resources. Rather than a catalog of over 50 case studies were limited to 12.
It was also a great opportunity for the customer to leverage one case study, addressing the same project into multiple pieces with fantastic results!
The case study then turned into an offer to populate a third party webcast and was leveraged as an internal nurturing
Customer Needs to Verify Capabilities and Commit to Budgets Against Return on Investment and Other Business Priorities
Cloud Security Software company had developed such a cool product that technologists on both teams were getting caught up in the demo which was adding time and effort to the sales process and making quick qualification difficult. Solution was to create “preview” demos around discrete area of pain to focus the business conversation
Customer Needs to Prioritize Need and Compare Against Current Solution
Historically a specific threatened influencer that wants to be the “trusted resource” and to protect existing team comes up with the same late stage objection consistently, “they will disrupt my team”, as final decision is being made. This gives the champion and the business buyer the firepower and the social proof they need to keep the deal moving without disrupting internal team.
Customer Needs To Support Decision with Testimonial
Present Business Pains and Needs and Map to Differentiators
Lists allow you to quickly explain to a prospect what makes a company different in light conversational. You can combine with other third party sources to integrate industry trends and also to generate blog content quickly. The conversation can help to establish customer needs and can be leveraged to give your inside rep “a reason to call” stalled prospects they are nurturing. In addition they give your champion multiple talking points to sell your solution across the organization to different stakeholders.
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Customer Needs to Define Their Problem and Understand Industry Trends