As a marketer, you’ve probably heard it before: 50-70% of purchase decisions today are made online before a Sales rep can get a single word in. Customers are getting better at educating themselves about your products and services through content. In this presentation, we'll teach you how to build a content library that you can use to package product information, pull in prospects, and free your Sales team up to close more deals.

1. HOW TO BUILD A CONTENT LIBRARY
FOR THE BUYING PROCESS
Hana Abaza
VP Marketing at Uberflip
#uberwebinar

2. @HanaAbaza@Uberflip#uberwebinar
Join in on
Twitter
We will send the recording.
Questions? We’ve got answers!
(At the end of the webinar )

3. @HanaAbaza@Uberflip#uberwebinar
Stick around for the demo!

4. @HanaAbaza@Uberflip#uberwebinar
WHAT IS A
CONTENT LIBRARY?

5. @HanaAbaza@Uberflip#uberwebinar
content library
[kon-tent lahy-brer-ee]
Noun
1. A place to store, organize and manage your
content to make it easily accessible for
segments of your audience, leads,
customers and internal teams.
2. A source of frustration for marketers who do
not have control over the content experience
and are at the mercy of the IT team.

6. @HanaAbaza@Uberflip#uberwebinar
Content Library
Content Hub
Resource Center
Storytelling
Campaigns
Sales Team Library
Knowledge Base
Targeted Content
(by persona, vertical, funnel stage,
individual buyers etc.)

7. @HanaAbaza@Uberflip#uberwebinar
1. Create the right type of content
2. Organize content for your team and your buyer
3. Leverage content to improve the sales cycle
Let’s do this..

8. @HanaAbaza@Uberflip#uberwebinar
HOW TO DEVELOP CONTENT
THAT CATERS TO A
BUYER’S NEEDS

9. @HanaAbaza@Uberflip#uberwebinar
Know who you’re talking to…

10. @HanaAbaza@Uberflip#uberwebinar
Align content creation with insight from sales.
Address (and reinforce) common pain points.
Create content that manages objections.
Figure out what kind of content they need.

11. @HanaAbaza@Uberflip#uberwebinar
 Talk to your sales team!
 Can they contribute content?
 Can you help them contribute?
 Ask questions.

12. @HanaAbaza@Uberflip#uberwebinar
Questions to Ask
What are the top questions you get?
What are some common objections?
What pain points do you hear repeatedly?

13. @HanaAbaza@Uberflip#uberwebinar

14. @HanaAbaza@Uberflip#uberwebinar
Blog Articles, eBooks & Whitepapers, Videos, Other
(e.g. We created a deck for our “champion” to present to key decision makers in their company.)
Content Types for Buyers

15. @HanaAbaza@Uberflip#uberwebinar
Webinars, Videos, Blogs and Case Studies
(According to CMI & MP’s B2B Content Marketing Trends & Benchmarks Report)
Most Effective Content Types

16. @HanaAbaza@Uberflip#uberwebinar
ORGANIZE CONTENT FOR YOUR
TEAM AND YOUR BUYER

17. @HanaAbaza@Uberflip#uberwebinar
Your
Content
Top of the
Funnel
Middle of
the Funnel
Bottom of
the Funnel
By Topic By Type By Vertical
By
Persona
Content must be easy for
buyers and your sales team
to find. Spoon feed if
necessary.

18. @HanaAbaza@Uberflip#uberwebinar

19. @HanaAbaza@Uberflip#uberwebinar

20. @HanaAbaza@Uberflip#uberwebinar

21. @HanaAbaza@Uberflip#uberwebinar
USE A CONTENT LIBRARY TO
IMPROVE THE SALES PROCESS

22. @HanaAbaza@Uberflip#uberwebinar
Here’s How:
1. Empower the sales team
2. Ask for feedback
3. Market to them!
*Multi-channel marketing works best for
sales reps 

23. @HanaAbaza@Uberflip#uberwebinar
The Story of How One Sales Rep
Uses Content

24. @HanaAbaza@Uberflip#uberwebinar
Meet Jon, an Account Executive at Uberflip

25. @HanaAbaza@Uberflip#uberwebinar
Jon was speaking with a
potential customer and had a
thought…
“Wouldn’t it be great if I could
create a personalized page of
content just for Netskope?”

26. @HanaAbaza@Uberflip#uberwebinar

27. @HanaAbaza@Uberflip#uberwebinar
 Done in minutes
 Highly targeted
 Includes Call-to-Action
 Measurable
 Repeatable

28. @HanaAbaza@Uberflip#uberwebinar
Content is for Closers: How to Leverage Content For Sales Enablement (read eBook)
Creating Content for Sales Enablement (watch webinar)
Closing with Content: How to Sell Your Sales Team on Content (read article)
More Kick-Ass Resources
POWER YOUR CONENT LIBRARY WITH UBERFLIP

29. @HanaAbaza@Uberflip#uberwebinar
THANK YOU!
Got Questions?
We’ve got answers!
#uberwebinar