VISIONARY  SPONSORS   INNOVATOR  SPONSORS  

SESSION  PARTNER  

WHY SALES DOESN’T USE YOUR CONTENT And what to do about i t

TA L K A B O U T U S ! # F U T U R E M # C O N T E N T E N A B L E M E N T

TA L K A B O U T U S ! # F U T U R E M # C O N T E N T E N A B L E M E N T

Why Are We Here?

Marketing Sales

Buyers

TA L K A B O U T U S ! # F U T U R E M # C O N T E N T E N A B L E M E N T

Today’s Hosts

Alexis  Karlin                                                                        Digital  Marke6ng  

Manager  

Percussion        @akarlin  

Shawn  LaVana  VP  of  Marke6ng  

Postwire              @shawnlavana  

Susan  Mlodozeniec                                                                        Senior  Marke6ng  Manager,  Demand  

Genera6on  

Forrester  @smlodoze  

Why is it a problem if sales doesn’t use marketing’s content?

“Every  two  days,  more  content  is  now  created  than  what  existed  in  the  history  of  man  up  unCl  2003.”    –  Eric  Schmidt          Execu&ve  Chairman,  Google  

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

Building your Content Development and Organization Plan

“90%  of  consumers  find  custom  content  useful  and  78%  believe  that  organizaCons  providing  custom  content  are  interested  in  building  good  relaConships  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  acCvity  as  effecCve.”  –  Aberdeen  Group  

“Salespeople  spend  40%  of  their  Cme  looking  for  or  preparing  content  for  customer  communicaCons.”    

–  CMO  Council  

Charting The Course By Developing Buyer Personas

Four S teps To Target Har mony

TA L K A B O U T U S ! # F U T U R E M # C O N T E N T E N A B L E M E N T

1. Start With The Basics

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?  

TA L K A B O U T U S ! # F U T U R E M # C O N T E N T E N A B L E M E N T

2. Dig In

1.  What  problems  do  these  people  of  interest  have?  

2.  What  pushes  them  to  solve  these  problems?  

3.  Where  do  they  access  informa6on  when  hun6ng  for  a  solu6on?  

4.  How  do  they  access  it?  5.  What  type  of  info  do  they  

seek?  

TA L K A B O U T U S ! # F U T U R E M # C O N T E N T E N A B L E M E N T

3. Investigate

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?  

TA L K A B O U T U S ! # F U T U R E M # C O N T E N T E N A B L E M E N T

4. Craft Your Persona

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

“Where’s the most recent b rochure?”

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  

Setting Up a Feedback Loop

Lear n ing to love sa les anecdotes

TA L K A B O U T U S ! # F U T U R E M # C O N T E N T E N A B L E M E N T

Key Questions To Pose

Why  do  clients  choose  us?  

What  are  the  most  common  quesCons    your  are  asked  in  the  sales  process?  

What  objecCons  do  you  hear?  

Why  do  prospects  choose  a  compeCtor,    and  which  one  did  they  choose?  

Are  you  noCcing  any  trends  you  feel  we  as  a  company  are  not  reacCng  to?  If  you  could  have  anything  from  markeCng,  what    would  it  be  and  why?  

TA L K A B O U T U S ! # F U T U R E M # C O N T E N T E N A B L E M E N T

In Conclusion

 Build  a  Plan  

Develop  Buyer  Personas  

Keep  Sales  Up  to  Date  

Set  Up  a  Feedback  Loop  

TA L K A B O U T U S ! # F U T U R E M # C O N T E N T E N A B L E M E N T

Learn More

go.postwire.com/futurem  

Organize Marketing Content To Drive Sales Success

Forrester  helps  you  make  beher  decisions    in  a  world  where  technology  is  radically  changing  your  customers  

Forrester  is  a  global  research  and  advisory  firm  •  Over  2,400  Clients  Worldwide  •  Over  1,200  Employees  

•  400+  Quota-­‐Carrying  Sales  Professionals  •  50+  Marketers  

Core research and tools

Analyst engagement

Peer collaboration

Custom global data

How we help: Levels of engagement

© 2013 Forrester Research, Inc. Reproduction Prohibited 30

Forrester  is  focused  on  these  key  roles/personas  

•  Analyst  Rela6ons  •  Chief  Informa6on  Officer  (CIO)  •  Applica6on  Development  &  

Delivery  •  Enterprise  Architecture  •  Infrastructure  &  Opera6ons  •  Security  &  Risk  •  Sourcing  &  Vendor  

Management  

•  Chief  Marke6ng  Officer  (CMO)  

•  Marke6ng  Leadership  •  Customer  Experience  •  Customer  Insights  •  eBusiness  &  Channel  

Strategy  •  Sales  Enablement  

Forrester  organizes  MarkeCng  content  for  Sales  to  be  relevant,  contextual  and  just  in  Cme  

Relevant   Contextual   Just  in  Time  

Internal  Loca6on  

External  Source  

Sales  Coach  

Weekly  Marke6ng  News    

Sales  Stage   Role/Persona   Product   Email  Library  

Cha_er   On  Demand  Training    

Shared  Drive  Postwire  Account  Pages  

PR  Men6ons  Video  Live  Events    Podcasts  Webinars  

Intranet   CRM  System  Product  Selec6on  Tools  

Social  Media  

Content  Libraries  on  the  Intranet  are  modular  and  make  it  simple  for  Sales  to  create  a  relevant  presentaCon  

The  Sales  Coach  within  the  CRM  system  suggests  MarkeCng  Content  that  is  contextual  to  the  specific  Opportunity  Stage  

New  hires  learn  about  MarkeCng  content  on  a  just  in  Cme  schedule  

The  MarkeCng  Team  makes  content  available  in  a  visually  appealing  way  to  support  Sales  sharing  it  with  their  accounts  

MarkeCng  content  is  “on  locaCon”  at  the  point  of  use  

•  Marke6ng  assets  for  Sales  are  curated                                                                                              in  one  loca6on  on  the  intranet  

•  Our  Sales  Coach  contains  links  to  assets                                                                                                                            for  Sales  Stages;  it  is  embedded  in                                                                                the  CRM  system,  where  Sales  is  working                                                                                        Opportuni&es  

•  Emails  in  the  Email  Library  are  alphabe6zed  by  subject  in  Salesforce.com,  where  Sales  composes  and  sends  emails  

•  Marke6ng  Assets  for  Sales  are  curated  in  one  shared  library  in  Postwire  where  Sales  creates  and  maintains  Account  Pages  

Forrester’s  email  campaigns  to  Clients  during  1H  2013  produced  3x  the  engagement  when  content  was  tailored  to  

that  Account  

14.8%   15.3%  

21.8%  

16.4%  

25.3%  

58.8%  

0%  

10%  

20%  

30%  

40%  

50%  

60%  

70%  

Unique  Open  Rate   Unique  Click-­‐To-­‐Open  Rate  

Percen

t  

Emails  Sent  By  Sales    

Emails  Sent  By  Marke6ng  

Relevant,  Timely  and  Contextual  Emails  Sent  By  Sales  

In  conclusion,  help  Sales  use  your  MarkeCng  Content  by  

•  Thinking  “Outside  In”  about  what  Clients  and  Prospects  need  and  then  crea6ng  it  

•  Aligning  it  in  a  mix-­‐and-­‐match  way  based  on  Sales  Stage,  Personas,  and/or  other  Sales-­‐friendly  segmenta6on  at  your  company  

•  Making  it  relevant,  contextual,  and  just  in  6me  •  Making  it  available  in  the  loca6on  of  Sales  use    

TA L K A B O U T U S ! # F U T U R E M # C O N T E N T E N A B L E M E N T

Questions?

go.postwire.com/futurem  

Learn  more  at: