So here’s the state of affairs. Your marketing team just executed a winning content selling campaign – they created a completely innovative eBook and every one the nurture emails, landing pages, call to actions and social promotion that go together with it. But your sales team is all like: ‘Pfft! OK but how will that help us?’ As a sales director, this is often wherever you get on top of your desk and proclaim: ‘Huzzah! I actually have the answer! Listen to me and find out the secret powers of content marketing!’ OK well, perhaps you don’t need to be that dramatic – however you get the picture.
The truth is, marketing is about driving revenue – anyone who tells you otherwise doesn’t belong within the business. And whereas there’s been a long-standing feud between the 2 departments, the fact is, either side will benefit greatly – and boost an organisation’s bottom line – by joining forces and utilising all the mighty power of your selling content (it is king, once all!) In this web log, we’ll highlight 3 key ways that content selling will facilitate empower and modify even the foremost sceptical of sales groups and facilitate them drive real ROI with their lead to revenue strategy.
Content selling truth #1: you’ll use content for sales analysis The truth is – the sales cycle has modified. And also the way prospects create purchases has evolved drastically. In fact, fifty seven per cent of purchases are made before a client even talks to a sales rep. Scary stuff. The factor concerning this new breed of prospect is that they’re ready. They’ve done their prep work.
They understand their stuff. And your sales team must be equipped therewith knowledge too. So get your sales team to browse your next nice eBook – supporting content and all – to stay up-to-date on the newest goings on within the business. Who knows once a key stat or quote may come in handy on sales call or in a pitch meeting? Brushing abreast of the literature your prospective customer’s area unit reading could be a good way to be authorised as a sales person and a wonderful way to get the foremost out of your content selling budget.
Content marketing truth #2: you can use content in the sales process Did a lead simply raise you a good question a couple of topic associated with your industry? Or did they reveal a common challenge they face in their marketplace? Well, look at that! You’ve got a web log post that answers their question well, with stats and quotes and graphics. Oh my! In fact, 55% of B2B professionals say they communicate with blogs for business data. Therefore once given the chance, why not cut out the middleman and produce the blog on to your customers once they have a relevant business challenge? Content marketing truth #3: you’ll use content for analytics This is wherever the marketing revolution happens – cold, hard, simple information concerning absolutely everything associated with your prospect’s online behaviour. Email click through rate? Content downloads? Social reach? This isn’t simply jargon the selling team use to pat themselves on the back for employment well done.
These results are KEY for the sales team. What are your prospects fascinated by? Are they additionally interested in one specific business challenge over another? Are they more aware of a tweet than an email? Do they like to comment about vital problems on your blog? Are they even reading your newsletter? Every salesman worth their salt knows that the key to good selling is to observe your buyer’s habits and react consequently. With these analytics from your content activities, you’ll see precisely what your prospects are researching and follow up suitably.