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What is a Content Curator
…and why do need one?
Founded 2001 by blue chip company execs
Technology client services:
Market Strategy
Product Marketing
Channel Development
Demand Generation
Domain knowledge in IT/technology sector
Network of 50+ highly experienced consultants
Aventi Group
A few clients…
4
What is a Content Curator?
35% more salespersons making
quota with 33% less rep turnover
300% more leads with 150% more
qualified leads per campaign
25% lower costs for assets and
demand generation campaigns
350% more click-throughs and 10%
sales cycle acceleration
82% more effective asset and
campaign results
A proficient Content Curator audits, evaluates, creates, manages,
and optimizes your assets to dramatically improve results.
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What are assets?
Social Media & Web Copy
Landing Pages
White Papers & eBooks
Telemarketing Scripts
Brochures & Briefs
Email Templates
How important are your assets?
Asset Audit
The number one
challenge is
producing
engaging content
90% of marketing materials are not used by
sales (AMA). Optimizing assets can increase results by 82% and lower costs by 25%+
- • Simplicity
- • Unexpectedness
- • Correctness
- • Credibility
- • Emotions
- • Stories
“Sticky”
SUCCESs Model
Content Editing This is NOT the same thing
as simple copy editing.
Facts tell and stories sell. Are you telling strong
enough stories to sell your customers?
Are your assets getting five
star ratings…or just one?
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Buying Cycle Alignment
This is NOT the same thing as
Sales Cycle alignment.
Are you aligned with customer phases for Awareness, Scope,
Plan, etc.?
Is your content optimized to compel action in each phase?
Campaign Alignment
Have you created a
campaign asset analysis outlining each asset, when
they’re used in the Buying Cycle, how they’re
accessed, value & success metrics, or how assets
should be customized to each audience?
Messaging Alignment
Are you certain that all of your assets
are aligned with your solution and company messaging? How confident
are you that your solution messaging will resonate with customers or
partners?
Sales Approach Alignment
Is your messaging aligned with the top sales training approaches, such
as Huthwaite’s SPIN or Miller Heiman? Or is your messaging actually getting in the way of sales success? ?
2012 B2B content
marketing study
Persona Alignment
Sophisticated
marketers are
customizing content
based on customer
profiles & Buying
Cycle stages
The benefits of delivering interactively
customizable content can be compelling: 300% more leads with 150% more
qualified leads per campaign (IDC), 350% more click-throughs and 10% sales cycle
acceleration (Alinean), 82% more effective results (MarketingSherpa).
CSO Insights Studies
Sales Enablement Optimization
Only 7.4% of sales tools
“exceed expectations”
Do you have tools that can automatically
customize content for reps, on their mobile devices, to allow fast and efficient
sales call preparation and delivery? Reps and partners at leading tech firms love
these tools and have seen dramatic improvements in sales results.
Consultant or Employee?
For your Content Curator, is it best to contract with
a consultant or hire a full-time employee?
The benefits of using a consultant for your
Content Curator:
1. Non-permanent, less risk 2. More related & diverse expertise
3. More breadth of knowledge 4. Faster and more economical
5. Deep industry & vendor relationships 6. Management / exec experience
7. More economical vs. full-time
Contact Information
Contact [email protected] today for more
information on how a Content Curator can help you increase sales, lower costs, and improve results.
“Aventi jumped right in to the fray as the
lead product marketer and began helping to drive everything from our overall
strategy to communications to marketing execution. The Aventi consultant has
been a valuable member of our Symantec marketing team and I would highly
recommend them.”
— Steve Cullen, Senior Vice President of Marketing, Symantec Corporation
