According to MarketingProfs and the Content Marketing Institute, 66% of B2B
Marketers turn to content marketing as a key lead generation source. Lead
generation is just the tip of the iceberg—effective content marketing programs should be integrated into the entire revenue generation cycle. Making this level of investment in content marketing requires buy-in from the individuals leading your sales or business development function. Chris Corcoran, Cofounder and Managing Partner of memoryBlue, will outline why content marketing is such a critical contributor to the sales function and how to justify the content marketing investment to your VP of Sales or Chief Revenue Officer.
“How to Sell Your Content Marketing Investment to the VP of Sales”
1. How to Sell Your Content
Marketing Investment to the
VP of Sales
Chris Corcoran | Mike Sweeney
memoryBlue | Right Source Marketing
@memoryBlueSales | @mjsweeney • #cmworld
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4. It Really Pays To Be #1…
Source: Seth Godin, The Dip
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5. …But Can You Stay #1?
The companies that made 1999′s
Fortune 500 list said goodbye to
238 of their peers a mere 10 years
later, a change of almost 50% from
the 1999 Fortune 500 to the 2009
Fortune 500.
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10. 12 Factors to Consider When Hiring a VP of Sales
#1: The Ability to Recruit
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11. Using Content to Recruit
• Increase your appeal to the best
people for your organization
• Push potential recruits to
proactively apply for your
openings
• Familiarize candidates with what
it means to be part of your
organization
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14. What Matters to Salespeople
• Championship Potential
• Quality of Teammates
• Quality of Coach
• Quality of Executives
• Resources
• Compensation
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15. What Matters: People vs. Products vs. Marketing
“ In industries that rely on their sales force to
generate revenue, people are four times more
important in building customer loyalty, than
the products or services themselves.”
(Smith and Rutigliano)
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17. Leveraging Content to Close Deals
• Enable your sales team to
effectively communicate the
company’s value proposition
• Improve sales reps’ knowledge
of products, customer needs
and competition
• Increase sales team’s
productivity
• Reduce the cost of a sale
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19. It’s Not Just Content, It’s Content Marketing
"The company that doesn't
use content to market has no
advantage over the company
that doesn't have content."
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Notes: We recently surveyed over 1900 customers to uncover insight regarding B2B purchasing behavior. The survey results were surprising: On average (and with little variation among industries) customers will contact a Sales rep when they independently completed about 60% of the purchasing decision process.Source: http://mlcwideangle.exbdblogs.com/2011/08/31/the-most-important-number-in-b2b-marketing/
Notes: A great sales executive who cannot recruit does not exist.
Notes: "The man who doesn't read good books has no advantage over the man who can't read them" - Mark Twain
Whether in the sales cycle or on the recruiting trail.