Why Sales Doesn't Use Your Content

And What To Do About It

Today’s Speakers

Shawn LaVana, VP of Marketing

Postwire

@shawnlavana

Dan Flanigan, VP of Products

Percussion@DanFlan

Why is this a problem?

“Every two days, more content is now created than what existed in the history of man up until 2003.” – Eric Schmidt

70% of buyers want to engage with salespeople early in the process, but only if they provide value. –ITSMA

Companies with good sales and marketing alignment generate 20% more revenue. - Hubspot

Building your Content Development and Organizational Plan

“90% of consumers find custom content useful and 78% believe that organizations providing custom content are interested in building good relationships with them.” – TMG Custom Media

“While 92% of firms say producing high-quality content is valuable, just 54% of them rank their ability to execute this activity as effective.” –Aberdeen Group

“Salespeople spend 40% of their time looking for or preparing content for customer communications.”

– CMO Council

Developing Buyer Personas

1. Start with the basics

Answer These Questions

1. Who is accessing your content?

2. How are they finding it?

3. What brought them to you?

4. What did they do once they arrived?

2. Dig In

Answer These Questions

• What problems do these people of interest have?

• What pushes them to solve these problems?

• Where do they access information when hunting for a solution?

• How do they access it?

• What type of info do they seek?

3. Investigate

Answer These Questions

1. Who is accessing your content?

2. How are they finding it?

3. What brought them to you?

4. What did they do once they arrived?

4. Craft Your Persona

Answer These Questions

1. Who is accessing your content?

2. How are they finding it?

3. What brought them to you?

4. What did they do once they arrived?

Keeping Sales Up to Date

“2 out of 3 sales reps don’t think the current content helps ‘Disrupt a customer’s mindset’.”- SellingPower

“Fortune 500 companies report that having a strong sales enablement program

are witnessing at 15.3% growth.”

– Business.com

Using Content in Different Mediums

Setting Up a Feedback Loop

In Conclusion…

• Build a Plan

• Develop Buyer Personas

• Keep Sales Up to Date on Available content

• Use Content Everywhere

• Set Up a Feedback Loop