If your content marketing and sales processes each exist in a hermetically-sealed bubble, then you are not getting the most out of your investment in content production. Many leaders are happy to let the marketing team produce content, hand over qualified leads to sales and never the twain shall meet. But storytelling has an important role to play throughout the sales journey, from introduction and establishing credentials at the top of the funnel, to actually assisting the sales team with collateral to nurture leads in the middle and developing engaging proposals that aid in closing a deal at the bottom of the sales funnel. Use content to turn your customers into advocates Source: HubSpot B2B sales professionals are almost never selling to just one person any longer. Multiple stakeholders are commonplace even for companies that mainly service smaller organizations, which makes it more important than ever for salespeople to recruit advocates to assist them with their goal. Collaborate with marketing to find better qualified leads Shouldn’t the people who have the most intimate contact with the customers share their knowledge during the creation of content? So, use their insights and data from sales calls to create customer-specific stories that truly speak to your prospect. According to a 2014 poll by LinkedIn, 92 percent of buyers indicate they will engage with a known thought leader. Use engaging content during this time to stay on their radar and keep providing value. Give the client a head start on product education Source: Drip.co Once the buyer has reached a certain point in the sales funnel they will be ready to receive details about your product.
If your content marketing and sales processes each exist in a hermetically-sealed bubble, then you are not getting the most out of your investment in content production.
Many leaders are happy to let the marketing team produce content, hand over qualified leads to sales and never the twain shall meet.
But storytelling has an important role to play throughout the sales journey, from introduction and establishing credentials at the top of the funnel, to actually assisting the sales team with collateral to nurture leads in the middle and developing engaging proposals that aid in closing a deal at the bottom of the sales funnel.
1. Use content to turn your customers into advocates
Source: HubSpot
B2B sales professionals are almost never selling to just one person any longer. Multiple stakeholders are commonplace even for companies that mainly service smaller organizations, which makes it more important than ever for salespeople to recruit advocates to assist them with their goal. High-quality content provides an easy way for customers to share important information with their colleagues that may sway the firm’s overall purchasing decision.
2. Collaborate with marketing to find better qualified leads
Shouldn’t the people who have the most intimate contact with the customers share their knowledge during the creation of content? The sales team knows more about the kinds of issues your customers are trying to solve, as well as how buyers think about solving those problems.
In fact, a 2011 survey by the Custom Content Council indicated that both marketing professionals and buyers are increasingly recognizing the value of custom content. Effective sales reps are well-versed in attending to the unique needs of their customers and providing personalized service. So, use their insights and data from sales calls to create customer-specific stories that truly speak to your prospect.
Additionally, this can facilitate marketing and sales alignment which can have a major impact on your bottom line. In 2013, MarketingSherpa published a case study in which Blue Coat, a provider of security and networking solutions, used marketing and sales alignment to achieve…
COMMENTS