“how to sell your content marketing investment to the vp of sales”
DESCRIPTION
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.TRANSCRIPT
#cmworld
How to Sell Your Content Marketing Investment to the
VP of Sales
Chris Corcoran | Mike SweeneymemoryBlue | Right Source Marketing
@memoryBlueSales | @mjsweeney • #cmworld
#cmworld
Why Sales Hates Marketing
1. Marketing Acts Superior.2. Marketing Doesn’t Believe in Sales.3. Marketing Thinks Selling is Easy.4. Marketing Avoids Being Measured.5. Marketing Claims to be ‘Driving Sales.’6. Marketing Pretends it’s Strategic.7. Marketing Wastes Money.8. Marketing Pretends It’s Engineering.9. Marketing Argues About Lead Quality.10. Sales is Awesome. Everyone Else Sucks.
Source: Inc.com/Geoffrey James
#cmworld
Confession of a Sales Professional
#cmworld
How Sales-Friendly is Your Company?
Source: Amazon.com
#cmworld
Two Types of Clients
• Limited-to-zero marketing resources, air cover, inbound, qualified marketing leads
• Surplus of marketing qualified leads (MQLs) as a result of content marketing
#cmworld
Setting Salespeople Up for Success
#cmworld
Source: Seth Godin, The Dip
It Really Pays To Be #1…
#cmworld
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.
…But Can You Stay #1?
#cmworld
How C-Level Executives Choose
#cmworld
The Most Important Number in B2B Sales and Marketing
#cmworld
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
#cmworld
“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)
What Matters: People vs. Products vs. Marketing
#cmworld
Solution Sales = 3x Bigger Gap
#cmworld
12 Factors to Consider When Hiring a VP of Sales
#1: The Ability to Recruit
Source: Dev Ittycheria - Greylock
#cmworld
How Top Talent Decides
#cmworld
"The Decision"
#cmworld
• Championship Potential
• Quality of Teammates
• Quality of Coach
• Quality of Executives
• Resources• Compensation
What Matters to Salespeople
#cmworld
Content Marketing is Table Stakes for Top Organizations
#cmworld
"The company that doesn't use content to market has no advantage over the company that doesn't have content."
It’s Not Just Content, It’s Content Marketing
#cmworld
August 7th, 1975
#cmworld
August 7th, 1991
#cmworld
August 7th, 2007
#cmworld
August 7th, 2012
#cmworld
Let’s Talk!
Should You Insource or Outsource Inside Sales?
www.memoryblue.com www.rightsourcemarketing.com
How to Grow Your Business with Content Marketing