When I saw the first bullet in the summary for this survey done in
collaboration between Selling Power and Richardson I couldn't help but
download the Content Marketing and Sales Effectiveness report. For, if nearly
50% of sales reps and 35% of sales managers don't understand the content
strategy, there's a problem. No wonder there are statistics such as 80% of
marketing content goes unused by salespeople and hear they spend some ungodly
amount of time creating their own content and collateral. What a waste of
time, resources and duplicated efforts.
But it's not just a matter of them understanding. It seems to go further than
that. After all, approximately 80% of reps and managers say they do read the
content that marketing publishes. Not sure what the other 20% are doing, but
80% is higher than I would have expected.
However, what I usually see in surveys — and thi... (more)
Focusing on website navigation paths makes perfect sense for B2B websites
with lengthening sales cycles. The added pressure for marketers to produce
measurable ROMI means that each click needs to be considered a conversion
that strengthens engagement, builds trust, and leads to verifiable
conversations. Websites should drive buyer momentum and work toward reversing
that lengthening sales cycle statistic.
When you build a B2B website, it’s imperative that you think about the site
user's context. You need to plan for and strategize every click and
interaction by focusing on your we... (more)
When B2B marketers first embraced email marketing, the idea was to populate a
database and continuously send one-size-fits-all messages to supposed
prospects. The idea being that by keeping these folks exposed to your
company's name and logo, you'd stay "top of mind." That process is now
referred to as "spray and pray" marketing. In a longer-term, B2B complex
sales process, just knowing your company's name or recognizing your logo is
The one-size-fits-all email blast is a tactic, not a strategic marketing
process. And, a lousy tactic at that when relevance and value ... (more)
It should come as no surprise that your B2B marketing content and nurturing
programs are being tapped to provide value farther across the buying process.
In fact, many of you are now tasked with moving prospects to that nirvana
called sales readiness—before salespeople ever see them.
Because B2B buyers can now push sales activities to whenever they're ready,
your funnel may be longer than your pipeline. This reality layers additional
responsibility on the marketing team, but it also leaves salespeople somewhat
You see, when company's had a hold on critical information th... (more)
When the economy trends down, it’s challenging enough to address people’s
uncertainty and concerns.
Buyers tend to hunker down and avoid anything that isn’t already a project
in progress, sometimes even standing by while those projects shut down in
mid-stage. You may start to notice a drop off in responses to your email
campaigns. This can lead to a bit of uncertainty of your own in regards to
your ability to maintain marketing effectiveness during the economic
Often, in our tendency to respond to this perceived dip in prospect interest,
we up our instances of email co... (more)