(rocket content)Your b2b secret weapon.

Flickr photo credit: mayhem

hurdlescore challengeEnterprise decision-makers are here

Flickr photo credit: Elizabeth Haslam

Influence

Not at allLightlyHeavilyLittle

how executives find business information

• 77% view guidance from colleagues at work as very valuable, compared to 43% maintaining the same view of online communities

• 22% see “guidance from contacts in online communities” as “very valuable”

• 74% find the Internet, as an information source, “very valuable”

• 51% percent find information from “at-work contacts” to be “very valuable”

• 53% prefer to “gather information for decision making” themselves, while 47% either “start the process and forward it to others to complete,” or “assign others to gather the information”

• Only 16% of “non-IT execs read work-related blogs daily”

Flickr photo credit: Kent3ed

rocket content…

Shoots up chain of command Influences everyone it touches

Is irresistibly-shareable Helps sell upward, internally

Gets to the top.

Flickr photo credit: Intiaz Rahim

To get here…

…aim a little lower.

Flickr photo credit: rustman

Your link to the C-Suite

• More likely to understand & get excited about value prop

• Acts as decision support to BDMs

• More likely to be engaged in social media

• Has more time to listen to you

• Isn’t on the “About Us” page

Flickr photo credit: Matti Mattila

Ponder these questions:Can I easily imagine this content…

…being passed to an executive?

…being referenced in a presentation?

…being used as a counterpoint to an objection?

…making someone pick up the phone?

Flickr photo credit Piero Sierra