SlideShare uma empresa Scribd logo
1 de 33
Baixar para ler offline
Why Sales Doesn't Use Your Content
And What To Do About It
Today’s Speakers
Dan Flanigan, VP of Products
Percussion
@DanFlan
Shawn LaVana, VP of Marketing
Postwire
@shawnlavana
#SalesContent
Why is this a problem?
#SalesContent
Why Sales Doesn't Use Your Content (And What To Do About It)
“Every two days, more content is now created
than what existed in the history of man up until
2003.” – Eric Schmidt
70% of buyers want to engage with salespeople
early in the process, but only if they provide
value. – ITSMA
Companies with good sales and marketing
alignment generate 20% more revenue. - Hubspot
Building your Content
Development and
Organizational Plan
#SalesContent
“90% of consumers find custom content useful and 78%
believe that organizations providing custom content are
interested in building good relationships with them.”
– TMG Custom Media
Upon its launch in
2011, Google's
Freshness Update
algorithm
impacted 35% of
searches.
“While 92% of firms say producing high-
quality content is valuable, just 54% of
them rank their ability to execute this
activity as effective.” – Aberdeen Group
“Salespeople spend 40% of their time looking for or
preparing content for customer communications.”
– CMO Council
Developing Buyer Personas
#SalesContent
Why Sales Doesn't Use Your Content (And What To Do About It)
1. Start with the basics
Answer These Questions
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?
2. Dig In
Answer These Questions
1. What problems do these
people of interest have?
2. What pushes them to solve
these problems?
3. Where do they access
information when hunting for
a solution?
4. How do they access it?
5. What type of info do they
seek?
3. Investigate
Answer These Questions
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?
4. Craft Your Persona
Answer These Questions
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
#SalesContent
“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
Why Sales Doesn't Use Your Content (And What To Do About It)
Why Sales Doesn't Use Your Content (And What To Do About It)
Why Sales Doesn't Use Your Content (And What To Do About It)
Using Content in Different
Mediums
#SalesContent
Why Sales Doesn't Use Your Content (And What To Do About It)
Why Sales Doesn't Use Your Content (And What To Do About It)
Why Sales Doesn't Use Your Content (And What To Do About It)
Why Sales Doesn't Use Your Content (And What To Do About It)
Setting Up a Feedback Loop
#SalesContent
Why Sales Doesn't Use Your Content (And What To Do About It)
Why Sales Doesn't Use Your Content (And What To Do About It)
In Conclusion…
• Build a Plan
• Develop Buyer Personas
• Keep Sales Up to Date on Available content
• Use Content Everywhere
• Set Up a Feedback Loop
#SalesContent

Mais conteúdo relacionado

Mais procurados

Content Marketing 101: The Basics of Content Marketing | #SMRockstarEvent
Content Marketing 101: The Basics of Content Marketing | #SMRockstarEventContent Marketing 101: The Basics of Content Marketing | #SMRockstarEvent
Content Marketing 101: The Basics of Content Marketing | #SMRockstarEventMaccabee Public Relations
 
An Introduction to Content Marketing
An Introduction to Content MarketingAn Introduction to Content Marketing
An Introduction to Content MarketingAutopilot
 
How are Brands Using Content Marketing?
How are Brands Using Content Marketing?How are Brands Using Content Marketing?
How are Brands Using Content Marketing?Kevin Gibbons
 
NewsCred #ThinkContent Tour SF: Jason Miller, Sr. Content Marketing Manager, ...
NewsCred #ThinkContent Tour SF: Jason Miller, Sr. Content Marketing Manager, ...NewsCred #ThinkContent Tour SF: Jason Miller, Sr. Content Marketing Manager, ...
NewsCred #ThinkContent Tour SF: Jason Miller, Sr. Content Marketing Manager, ...NewsCred
 
#ContentMarketingWorld 2013 - Building Your Content Marketing Measurement Pro...
#ContentMarketingWorld 2013 - Building Your Content Marketing Measurement Pro...#ContentMarketingWorld 2013 - Building Your Content Marketing Measurement Pro...
#ContentMarketingWorld 2013 - Building Your Content Marketing Measurement Pro...Jon Wuebben
 
Organisation: The Key To Content Marketing Success
Organisation: The Key To Content Marketing SuccessOrganisation: The Key To Content Marketing Success
Organisation: The Key To Content Marketing SuccessKoozai
 
Content Marketing 101 - Deep dive into what it is and how it works
Content Marketing 101 - Deep dive into what it is and how it worksContent Marketing 101 - Deep dive into what it is and how it works
Content Marketing 101 - Deep dive into what it is and how it worksJason Dutton-Smith
 
Live Webinar: Creating a Winning Content Strategy for Sponsored Content
Live Webinar: Creating a Winning Content Strategy for Sponsored ContentLive Webinar: Creating a Winning Content Strategy for Sponsored Content
Live Webinar: Creating a Winning Content Strategy for Sponsored ContentLinkedIn
 
Web Content Strategy - How to Plan for, Create and Publish Online Content for...
Web Content Strategy - How to Plan for, Create and Publish Online Content for...Web Content Strategy - How to Plan for, Create and Publish Online Content for...
Web Content Strategy - How to Plan for, Create and Publish Online Content for...Joe Pulizzi
 
Defining your Digital Content Strategy
Defining your Digital Content StrategyDefining your Digital Content Strategy
Defining your Digital Content StrategyPearl Higgins
 
Content Marketing That Converts
Content Marketing That ConvertsContent Marketing That Converts
Content Marketing That ConvertsMichael Brenner
 
LinkedIn Content Ecosystem
LinkedIn Content EcosystemLinkedIn Content Ecosystem
LinkedIn Content EcosystemLinkedIn
 
Joe Stanhope - Reimagining the Technology Foundation for Marketing
Joe Stanhope - Reimagining the Technology Foundation for MarketingJoe Stanhope - Reimagining the Technology Foundation for Marketing
Joe Stanhope - Reimagining the Technology Foundation for MarketingJulia Grosman
 
Bringing Content and Community Together
Bringing Content and Community TogetherBringing Content and Community Together
Bringing Content and Community TogetherTINT
 
Embracing Technology As A Nonprofit
Embracing Technology As A NonprofitEmbracing Technology As A Nonprofit
Embracing Technology As A NonprofitAndy Zellers
 
Content marketing rules of the road for B2B Organizations
Content marketing rules of the road for B2B OrganizationsContent marketing rules of the road for B2B Organizations
Content marketing rules of the road for B2B OrganizationsRashish Pandey
 
Increase Conversions on Content Rich Websites Using Personalization
Increase Conversions on Content Rich Websites Using PersonalizationIncrease Conversions on Content Rich Websites Using Personalization
Increase Conversions on Content Rich Websites Using PersonalizationPercussion Software
 
An Introduction to Content Marketing
An Introduction to Content MarketingAn Introduction to Content Marketing
An Introduction to Content MarketingSteve Raybould
 

Mais procurados (20)

Content Marketing 101: The Basics of Content Marketing | #SMRockstarEvent
Content Marketing 101: The Basics of Content Marketing | #SMRockstarEventContent Marketing 101: The Basics of Content Marketing | #SMRockstarEvent
Content Marketing 101: The Basics of Content Marketing | #SMRockstarEvent
 
An Introduction to Content Marketing
An Introduction to Content MarketingAn Introduction to Content Marketing
An Introduction to Content Marketing
 
Content marketing.ppt
Content marketing.pptContent marketing.ppt
Content marketing.ppt
 
How are Brands Using Content Marketing?
How are Brands Using Content Marketing?How are Brands Using Content Marketing?
How are Brands Using Content Marketing?
 
NewsCred #ThinkContent Tour SF: Jason Miller, Sr. Content Marketing Manager, ...
NewsCred #ThinkContent Tour SF: Jason Miller, Sr. Content Marketing Manager, ...NewsCred #ThinkContent Tour SF: Jason Miller, Sr. Content Marketing Manager, ...
NewsCred #ThinkContent Tour SF: Jason Miller, Sr. Content Marketing Manager, ...
 
#ContentMarketingWorld 2013 - Building Your Content Marketing Measurement Pro...
#ContentMarketingWorld 2013 - Building Your Content Marketing Measurement Pro...#ContentMarketingWorld 2013 - Building Your Content Marketing Measurement Pro...
#ContentMarketingWorld 2013 - Building Your Content Marketing Measurement Pro...
 
Organisation: The Key To Content Marketing Success
Organisation: The Key To Content Marketing SuccessOrganisation: The Key To Content Marketing Success
Organisation: The Key To Content Marketing Success
 
Content Marketing 101 - Deep dive into what it is and how it works
Content Marketing 101 - Deep dive into what it is and how it worksContent Marketing 101 - Deep dive into what it is and how it works
Content Marketing 101 - Deep dive into what it is and how it works
 
Debunking the Top 10 Web Myths
Debunking the Top 10 Web MythsDebunking the Top 10 Web Myths
Debunking the Top 10 Web Myths
 
Live Webinar: Creating a Winning Content Strategy for Sponsored Content
Live Webinar: Creating a Winning Content Strategy for Sponsored ContentLive Webinar: Creating a Winning Content Strategy for Sponsored Content
Live Webinar: Creating a Winning Content Strategy for Sponsored Content
 
Web Content Strategy - How to Plan for, Create and Publish Online Content for...
Web Content Strategy - How to Plan for, Create and Publish Online Content for...Web Content Strategy - How to Plan for, Create and Publish Online Content for...
Web Content Strategy - How to Plan for, Create and Publish Online Content for...
 
Defining your Digital Content Strategy
Defining your Digital Content StrategyDefining your Digital Content Strategy
Defining your Digital Content Strategy
 
Content Marketing That Converts
Content Marketing That ConvertsContent Marketing That Converts
Content Marketing That Converts
 
LinkedIn Content Ecosystem
LinkedIn Content EcosystemLinkedIn Content Ecosystem
LinkedIn Content Ecosystem
 
Joe Stanhope - Reimagining the Technology Foundation for Marketing
Joe Stanhope - Reimagining the Technology Foundation for MarketingJoe Stanhope - Reimagining the Technology Foundation for Marketing
Joe Stanhope - Reimagining the Technology Foundation for Marketing
 
Bringing Content and Community Together
Bringing Content and Community TogetherBringing Content and Community Together
Bringing Content and Community Together
 
Embracing Technology As A Nonprofit
Embracing Technology As A NonprofitEmbracing Technology As A Nonprofit
Embracing Technology As A Nonprofit
 
Content marketing rules of the road for B2B Organizations
Content marketing rules of the road for B2B OrganizationsContent marketing rules of the road for B2B Organizations
Content marketing rules of the road for B2B Organizations
 
Increase Conversions on Content Rich Websites Using Personalization
Increase Conversions on Content Rich Websites Using PersonalizationIncrease Conversions on Content Rich Websites Using Personalization
Increase Conversions on Content Rich Websites Using Personalization
 
An Introduction to Content Marketing
An Introduction to Content MarketingAn Introduction to Content Marketing
An Introduction to Content Marketing
 

Semelhante a Why Sales Doesn't Use Your Content (And What To Do About It)

Why Sales Doesn't Use Your Content Presentation
Why Sales Doesn't Use Your Content PresentationWhy Sales Doesn't Use Your Content Presentation
Why Sales Doesn't Use Your Content PresentationMPULL
 
FutureM Postwire Presentation: Why Sales Doesn't Use Your Content (And What Y...
FutureM Postwire Presentation: Why Sales Doesn't Use Your Content (And What Y...FutureM Postwire Presentation: Why Sales Doesn't Use Your Content (And What Y...
FutureM Postwire Presentation: Why Sales Doesn't Use Your Content (And What Y...Postwire
 
Postwire - Why Sales Doesn’t Use Your Content
Postwire - Why Sales Doesn’t Use Your ContentPostwire - Why Sales Doesn’t Use Your Content
Postwire - Why Sales Doesn’t Use Your ContentFutureM
 
5 Tips to Create Successful Content in the COVID-19 | GMA Webinars
5 Tips to Create Successful Content in the COVID-19 | GMA Webinars5 Tips to Create Successful Content in the COVID-19 | GMA Webinars
5 Tips to Create Successful Content in the COVID-19 | GMA WebinarsGraceChong37
 
Invited to speak at the HYSEA Annual Summit - "Use Social Media for your Bran...
Invited to speak at the HYSEA Annual Summit - "Use Social Media for your Bran...Invited to speak at the HYSEA Annual Summit - "Use Social Media for your Bran...
Invited to speak at the HYSEA Annual Summit - "Use Social Media for your Bran...Rohit Kumar
 
Content Marketing: Publishing is the New Marketing
Content Marketing: Publishing is the New MarketingContent Marketing: Publishing is the New Marketing
Content Marketing: Publishing is the New MarketingJoe Pulizzi
 
Content's Starring Role in Employee Advocacy
Content's Starring Role in Employee AdvocacyContent's Starring Role in Employee Advocacy
Content's Starring Role in Employee AdvocacyTrapit, Inc
 
IDI Conference 2015 - Is social media a useful business tool or a waste of time?
IDI Conference 2015 - Is social media a useful business tool or a waste of time?IDI Conference 2015 - Is social media a useful business tool or a waste of time?
IDI Conference 2015 - Is social media a useful business tool or a waste of time?Marketing CoPilot - Marie Wiese
 
5 Digital Marketing Trends to Watch
5 Digital Marketing Trends to Watch5 Digital Marketing Trends to Watch
5 Digital Marketing Trends to WatchDave Birckhead
 
From Social Media to Social business Ben Foster Ketchum Digital
From Social Media to Social business Ben Foster Ketchum DigitalFrom Social Media to Social business Ben Foster Ketchum Digital
From Social Media to Social business Ben Foster Ketchum DigitalKetchum Digital
 
Richard von Kaufmann MPS breakfast seminar presentation 2 October 2014
Richard von Kaufmann MPS breakfast seminar presentation 2 October 2014Richard von Kaufmann MPS breakfast seminar presentation 2 October 2014
Richard von Kaufmann MPS breakfast seminar presentation 2 October 2014Zipipop Freud
 
Richard von Kaufmann Zipipop Freud MPS experts profiling breakfast seminar 10...
Richard von Kaufmann Zipipop Freud MPS experts profiling breakfast seminar 10...Richard von Kaufmann Zipipop Freud MPS experts profiling breakfast seminar 10...
Richard von Kaufmann Zipipop Freud MPS experts profiling breakfast seminar 10...Zipipop Freud
 
Meeting Content Demand in Regulated Industries through Social Media
Meeting Content Demand in Regulated Industries through Social MediaMeeting Content Demand in Regulated Industries through Social Media
Meeting Content Demand in Regulated Industries through Social MediaPhilip Calvert
 
Pomp Forum Joe Pulizzi Publishing Is The New Marketing
Pomp Forum Joe Pulizzi Publishing Is The  New  MarketingPomp Forum Joe Pulizzi Publishing Is The  New  Marketing
Pomp Forum Joe Pulizzi Publishing Is The New MarketingPM, poslovni mediji
 
Content Marketing: Before you Write, Understand their Plight
Content Marketing: Before you Write, Understand their PlightContent Marketing: Before you Write, Understand their Plight
Content Marketing: Before you Write, Understand their PlightNuGrowth Solutions
 
InnoVitae B2B Social Selling Presentation: Linkedin - Twitter - Google Plus -...
InnoVitae B2B Social Selling Presentation: Linkedin - Twitter - Google Plus -...InnoVitae B2B Social Selling Presentation: Linkedin - Twitter - Google Plus -...
InnoVitae B2B Social Selling Presentation: Linkedin - Twitter - Google Plus -...Investment Capital Group
 
Marketing is Eating Sales for Breakfast
Marketing is Eating Sales for Breakfast Marketing is Eating Sales for Breakfast
Marketing is Eating Sales for Breakfast Firefish Software
 
Untangling The Web: Putting it all together
Untangling The Web: Putting it all togetherUntangling The Web: Putting it all together
Untangling The Web: Putting it all togetherRyan Hanser
 

Semelhante a Why Sales Doesn't Use Your Content (And What To Do About It) (20)

Why Sales Doesn't Use Your Content Presentation
Why Sales Doesn't Use Your Content PresentationWhy Sales Doesn't Use Your Content Presentation
Why Sales Doesn't Use Your Content Presentation
 
FutureM Postwire Presentation: Why Sales Doesn't Use Your Content (And What Y...
FutureM Postwire Presentation: Why Sales Doesn't Use Your Content (And What Y...FutureM Postwire Presentation: Why Sales Doesn't Use Your Content (And What Y...
FutureM Postwire Presentation: Why Sales Doesn't Use Your Content (And What Y...
 
Postwire - Why Sales Doesn’t Use Your Content
Postwire - Why Sales Doesn’t Use Your ContentPostwire - Why Sales Doesn’t Use Your Content
Postwire - Why Sales Doesn’t Use Your Content
 
5 Tips to Create Successful Content in the COVID-19 | GMA Webinars
5 Tips to Create Successful Content in the COVID-19 | GMA Webinars5 Tips to Create Successful Content in the COVID-19 | GMA Webinars
5 Tips to Create Successful Content in the COVID-19 | GMA Webinars
 
Digital Marketing Trends
Digital Marketing TrendsDigital Marketing Trends
Digital Marketing Trends
 
Invited to speak at the HYSEA Annual Summit - "Use Social Media for your Bran...
Invited to speak at the HYSEA Annual Summit - "Use Social Media for your Bran...Invited to speak at the HYSEA Annual Summit - "Use Social Media for your Bran...
Invited to speak at the HYSEA Annual Summit - "Use Social Media for your Bran...
 
Content Marketing: Publishing is the New Marketing
Content Marketing: Publishing is the New MarketingContent Marketing: Publishing is the New Marketing
Content Marketing: Publishing is the New Marketing
 
Content's Starring Role in Employee Advocacy
Content's Starring Role in Employee AdvocacyContent's Starring Role in Employee Advocacy
Content's Starring Role in Employee Advocacy
 
Rri bm webinar slides v2
Rri bm webinar slides   v2Rri bm webinar slides   v2
Rri bm webinar slides v2
 
IDI Conference 2015 - Is social media a useful business tool or a waste of time?
IDI Conference 2015 - Is social media a useful business tool or a waste of time?IDI Conference 2015 - Is social media a useful business tool or a waste of time?
IDI Conference 2015 - Is social media a useful business tool or a waste of time?
 
5 Digital Marketing Trends to Watch
5 Digital Marketing Trends to Watch5 Digital Marketing Trends to Watch
5 Digital Marketing Trends to Watch
 
From Social Media to Social business Ben Foster Ketchum Digital
From Social Media to Social business Ben Foster Ketchum DigitalFrom Social Media to Social business Ben Foster Ketchum Digital
From Social Media to Social business Ben Foster Ketchum Digital
 
Richard von Kaufmann MPS breakfast seminar presentation 2 October 2014
Richard von Kaufmann MPS breakfast seminar presentation 2 October 2014Richard von Kaufmann MPS breakfast seminar presentation 2 October 2014
Richard von Kaufmann MPS breakfast seminar presentation 2 October 2014
 
Richard von Kaufmann Zipipop Freud MPS experts profiling breakfast seminar 10...
Richard von Kaufmann Zipipop Freud MPS experts profiling breakfast seminar 10...Richard von Kaufmann Zipipop Freud MPS experts profiling breakfast seminar 10...
Richard von Kaufmann Zipipop Freud MPS experts profiling breakfast seminar 10...
 
Meeting Content Demand in Regulated Industries through Social Media
Meeting Content Demand in Regulated Industries through Social MediaMeeting Content Demand in Regulated Industries through Social Media
Meeting Content Demand in Regulated Industries through Social Media
 
Pomp Forum Joe Pulizzi Publishing Is The New Marketing
Pomp Forum Joe Pulizzi Publishing Is The  New  MarketingPomp Forum Joe Pulizzi Publishing Is The  New  Marketing
Pomp Forum Joe Pulizzi Publishing Is The New Marketing
 
Content Marketing: Before you Write, Understand their Plight
Content Marketing: Before you Write, Understand their PlightContent Marketing: Before you Write, Understand their Plight
Content Marketing: Before you Write, Understand their Plight
 
InnoVitae B2B Social Selling Presentation: Linkedin - Twitter - Google Plus -...
InnoVitae B2B Social Selling Presentation: Linkedin - Twitter - Google Plus -...InnoVitae B2B Social Selling Presentation: Linkedin - Twitter - Google Plus -...
InnoVitae B2B Social Selling Presentation: Linkedin - Twitter - Google Plus -...
 
Marketing is Eating Sales for Breakfast
Marketing is Eating Sales for Breakfast Marketing is Eating Sales for Breakfast
Marketing is Eating Sales for Breakfast
 
Untangling The Web: Putting it all together
Untangling The Web: Putting it all togetherUntangling The Web: Putting it all together
Untangling The Web: Putting it all together
 

Mais de Percussion Software

How Soleo Health Launched a Website in 6 Weeks with a Marketing Team of One
How Soleo Health Launched a Website in 6 Weeks with a Marketing Team of OneHow Soleo Health Launched a Website in 6 Weeks with a Marketing Team of One
How Soleo Health Launched a Website in 6 Weeks with a Marketing Team of OnePercussion Software
 
Selling Content Marketing to Your CFO
Selling Content Marketing to Your CFOSelling Content Marketing to Your CFO
Selling Content Marketing to Your CFOPercussion Software
 
Content Marketing for the Beginner: A Guide to Getting Started
Content Marketing for the Beginner: A Guide to Getting StartedContent Marketing for the Beginner: A Guide to Getting Started
Content Marketing for the Beginner: A Guide to Getting StartedPercussion Software
 
Survive Mobilegeddon: Designing for the Mobile Web
Survive Mobilegeddon: Designing for the Mobile WebSurvive Mobilegeddon: Designing for the Mobile Web
Survive Mobilegeddon: Designing for the Mobile WebPercussion Software
 
How to Promote Your New Website: 12 Things to Do Before and After Launch
How to Promote Your New Website: 12 Things to Do Before and After LaunchHow to Promote Your New Website: 12 Things to Do Before and After Launch
How to Promote Your New Website: 12 Things to Do Before and After LaunchPercussion Software
 
Fuel Your Digital Marketing Initiatives with Scalable Content Strategy
Fuel Your Digital Marketing Initiatives with Scalable Content StrategyFuel Your Digital Marketing Initiatives with Scalable Content Strategy
Fuel Your Digital Marketing Initiatives with Scalable Content StrategyPercussion Software
 
Website Redesign Survival Guide for Marketers
Website Redesign Survival Guide for MarketersWebsite Redesign Survival Guide for Marketers
Website Redesign Survival Guide for MarketersPercussion Software
 
11 Signs It's Time to Break Up with Your CMS - 2015 Mixtape
11 Signs It's Time to Break Up with Your CMS - 2015 Mixtape11 Signs It's Time to Break Up with Your CMS - 2015 Mixtape
11 Signs It's Time to Break Up with Your CMS - 2015 MixtapePercussion Software
 
How to Write a Request for Proposal (RFP) for Web Content Management
How to Write a Request for Proposal (RFP) for Web Content ManagementHow to Write a Request for Proposal (RFP) for Web Content Management
How to Write a Request for Proposal (RFP) for Web Content ManagementPercussion Software
 
Using Video Analytics to Measure Effectiveness and Set Metrics for Success
Using Video Analytics to Measure Effectiveness and Set Metrics for SuccessUsing Video Analytics to Measure Effectiveness and Set Metrics for Success
Using Video Analytics to Measure Effectiveness and Set Metrics for SuccessPercussion Software
 
Google Analytics for Marketers: Which Website Metrics Really Matter? Full Sli...
Google Analytics for Marketers: Which Website Metrics Really Matter? Full Sli...Google Analytics for Marketers: Which Website Metrics Really Matter? Full Sli...
Google Analytics for Marketers: Which Website Metrics Really Matter? Full Sli...Percussion Software
 
TinyMCE Editor - Rhythmyx: Powerful Website Management Platform
TinyMCE Editor - Rhythmyx: Powerful Website Management PlatformTinyMCE Editor - Rhythmyx: Powerful Website Management Platform
TinyMCE Editor - Rhythmyx: Powerful Website Management PlatformPercussion Software
 
Web Analytics: Defining & Driving Key Performance Indicators for Your Higher ...
Web Analytics: Defining & Driving Key Performance Indicators for Your Higher ...Web Analytics: Defining & Driving Key Performance Indicators for Your Higher ...
Web Analytics: Defining & Driving Key Performance Indicators for Your Higher ...Percussion Software
 
SEO Crash Course - Go from White Belt to Ninja in Search Optimization
SEO Crash Course - Go from White Belt to Ninja in Search OptimizationSEO Crash Course - Go from White Belt to Ninja in Search Optimization
SEO Crash Course - Go from White Belt to Ninja in Search OptimizationPercussion Software
 
Web Accessibility Compliance in Higher Education - Fully Meet Legal Requireme...
Web Accessibility Compliance in Higher Education - Fully Meet Legal Requireme...Web Accessibility Compliance in Higher Education - Fully Meet Legal Requireme...
Web Accessibility Compliance in Higher Education - Fully Meet Legal Requireme...Percussion Software
 
Make Your Website Your Best Admissions Officer with Real-Time Personalization
Make Your Website Your Best Admissions Officer with Real-Time PersonalizationMake Your Website Your Best Admissions Officer with Real-Time Personalization
Make Your Website Your Best Admissions Officer with Real-Time PersonalizationPercussion Software
 
Don’t Stop at Responsive: Optimize Your Site to Increase Conversions on Mobile
Don’t Stop at Responsive: Optimize Your Site to Increase Conversions on MobileDon’t Stop at Responsive: Optimize Your Site to Increase Conversions on Mobile
Don’t Stop at Responsive: Optimize Your Site to Increase Conversions on MobilePercussion Software
 
How to Personalize Your Website Content in the Moment
How to Personalize Your Website Content in the MomentHow to Personalize Your Website Content in the Moment
How to Personalize Your Website Content in the MomentPercussion Software
 
How to Redesign for Student Success Like the Princeton Review
How to Redesign for Student Success Like the Princeton ReviewHow to Redesign for Student Success Like the Princeton Review
How to Redesign for Student Success Like the Princeton ReviewPercussion Software
 
Liberating Your Content for Cross-Channel Distribution
Liberating Your Content for Cross-Channel DistributionLiberating Your Content for Cross-Channel Distribution
Liberating Your Content for Cross-Channel DistributionPercussion Software
 

Mais de Percussion Software (20)

How Soleo Health Launched a Website in 6 Weeks with a Marketing Team of One
How Soleo Health Launched a Website in 6 Weeks with a Marketing Team of OneHow Soleo Health Launched a Website in 6 Weeks with a Marketing Team of One
How Soleo Health Launched a Website in 6 Weeks with a Marketing Team of One
 
Selling Content Marketing to Your CFO
Selling Content Marketing to Your CFOSelling Content Marketing to Your CFO
Selling Content Marketing to Your CFO
 
Content Marketing for the Beginner: A Guide to Getting Started
Content Marketing for the Beginner: A Guide to Getting StartedContent Marketing for the Beginner: A Guide to Getting Started
Content Marketing for the Beginner: A Guide to Getting Started
 
Survive Mobilegeddon: Designing for the Mobile Web
Survive Mobilegeddon: Designing for the Mobile WebSurvive Mobilegeddon: Designing for the Mobile Web
Survive Mobilegeddon: Designing for the Mobile Web
 
How to Promote Your New Website: 12 Things to Do Before and After Launch
How to Promote Your New Website: 12 Things to Do Before and After LaunchHow to Promote Your New Website: 12 Things to Do Before and After Launch
How to Promote Your New Website: 12 Things to Do Before and After Launch
 
Fuel Your Digital Marketing Initiatives with Scalable Content Strategy
Fuel Your Digital Marketing Initiatives with Scalable Content StrategyFuel Your Digital Marketing Initiatives with Scalable Content Strategy
Fuel Your Digital Marketing Initiatives with Scalable Content Strategy
 
Website Redesign Survival Guide for Marketers
Website Redesign Survival Guide for MarketersWebsite Redesign Survival Guide for Marketers
Website Redesign Survival Guide for Marketers
 
11 Signs It's Time to Break Up with Your CMS - 2015 Mixtape
11 Signs It's Time to Break Up with Your CMS - 2015 Mixtape11 Signs It's Time to Break Up with Your CMS - 2015 Mixtape
11 Signs It's Time to Break Up with Your CMS - 2015 Mixtape
 
How to Write a Request for Proposal (RFP) for Web Content Management
How to Write a Request for Proposal (RFP) for Web Content ManagementHow to Write a Request for Proposal (RFP) for Web Content Management
How to Write a Request for Proposal (RFP) for Web Content Management
 
Using Video Analytics to Measure Effectiveness and Set Metrics for Success
Using Video Analytics to Measure Effectiveness and Set Metrics for SuccessUsing Video Analytics to Measure Effectiveness and Set Metrics for Success
Using Video Analytics to Measure Effectiveness and Set Metrics for Success
 
Google Analytics for Marketers: Which Website Metrics Really Matter? Full Sli...
Google Analytics for Marketers: Which Website Metrics Really Matter? Full Sli...Google Analytics for Marketers: Which Website Metrics Really Matter? Full Sli...
Google Analytics for Marketers: Which Website Metrics Really Matter? Full Sli...
 
TinyMCE Editor - Rhythmyx: Powerful Website Management Platform
TinyMCE Editor - Rhythmyx: Powerful Website Management PlatformTinyMCE Editor - Rhythmyx: Powerful Website Management Platform
TinyMCE Editor - Rhythmyx: Powerful Website Management Platform
 
Web Analytics: Defining & Driving Key Performance Indicators for Your Higher ...
Web Analytics: Defining & Driving Key Performance Indicators for Your Higher ...Web Analytics: Defining & Driving Key Performance Indicators for Your Higher ...
Web Analytics: Defining & Driving Key Performance Indicators for Your Higher ...
 
SEO Crash Course - Go from White Belt to Ninja in Search Optimization
SEO Crash Course - Go from White Belt to Ninja in Search OptimizationSEO Crash Course - Go from White Belt to Ninja in Search Optimization
SEO Crash Course - Go from White Belt to Ninja in Search Optimization
 
Web Accessibility Compliance in Higher Education - Fully Meet Legal Requireme...
Web Accessibility Compliance in Higher Education - Fully Meet Legal Requireme...Web Accessibility Compliance in Higher Education - Fully Meet Legal Requireme...
Web Accessibility Compliance in Higher Education - Fully Meet Legal Requireme...
 
Make Your Website Your Best Admissions Officer with Real-Time Personalization
Make Your Website Your Best Admissions Officer with Real-Time PersonalizationMake Your Website Your Best Admissions Officer with Real-Time Personalization
Make Your Website Your Best Admissions Officer with Real-Time Personalization
 
Don’t Stop at Responsive: Optimize Your Site to Increase Conversions on Mobile
Don’t Stop at Responsive: Optimize Your Site to Increase Conversions on MobileDon’t Stop at Responsive: Optimize Your Site to Increase Conversions on Mobile
Don’t Stop at Responsive: Optimize Your Site to Increase Conversions on Mobile
 
How to Personalize Your Website Content in the Moment
How to Personalize Your Website Content in the MomentHow to Personalize Your Website Content in the Moment
How to Personalize Your Website Content in the Moment
 
How to Redesign for Student Success Like the Princeton Review
How to Redesign for Student Success Like the Princeton ReviewHow to Redesign for Student Success Like the Princeton Review
How to Redesign for Student Success Like the Princeton Review
 
Liberating Your Content for Cross-Channel Distribution
Liberating Your Content for Cross-Channel DistributionLiberating Your Content for Cross-Channel Distribution
Liberating Your Content for Cross-Channel Distribution
 

Último

VoIP Service and Marketing using Odoo and Asterisk PBX
VoIP Service and Marketing using Odoo and Asterisk PBXVoIP Service and Marketing using Odoo and Asterisk PBX
VoIP Service and Marketing using Odoo and Asterisk PBXTarek Kalaji
 
Computer 10: Lesson 10 - Online Crimes and Hazards
Computer 10: Lesson 10 - Online Crimes and HazardsComputer 10: Lesson 10 - Online Crimes and Hazards
Computer 10: Lesson 10 - Online Crimes and HazardsSeth Reyes
 
Basic Building Blocks of Internet of Things.
Basic Building Blocks of Internet of Things.Basic Building Blocks of Internet of Things.
Basic Building Blocks of Internet of Things.YounusS2
 
9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding Team9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding TeamAdam Moalla
 
NIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 WorkshopNIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 WorkshopBachir Benyammi
 
Cybersecurity Workshop #1.pptx
Cybersecurity Workshop #1.pptxCybersecurity Workshop #1.pptx
Cybersecurity Workshop #1.pptxGDSC PJATK
 
activity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdf
activity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdf
activity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdfJamie (Taka) Wang
 
Bird eye's view on Camunda open source ecosystem
Bird eye's view on Camunda open source ecosystemBird eye's view on Camunda open source ecosystem
Bird eye's view on Camunda open source ecosystemAsko Soukka
 
Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1DianaGray10
 
Building Your Own AI Instance (TBLC AI )
Building Your Own AI Instance (TBLC AI )Building Your Own AI Instance (TBLC AI )
Building Your Own AI Instance (TBLC AI )Brian Pichman
 
UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8DianaGray10
 
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve DecarbonizationUsing IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve DecarbonizationIES VE
 
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCostKubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCostMatt Ray
 
UiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation DevelopersUiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation DevelopersUiPathCommunity
 
UiPath Platform: The Backend Engine Powering Your Automation - Session 1
UiPath Platform: The Backend Engine Powering Your Automation - Session 1UiPath Platform: The Backend Engine Powering Your Automation - Session 1
UiPath Platform: The Backend Engine Powering Your Automation - Session 1DianaGray10
 
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdfUiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdfDianaGray10
 
Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024SkyPlanner
 
20230202 - Introduction to tis-py
20230202 - Introduction to tis-py20230202 - Introduction to tis-py
20230202 - Introduction to tis-pyJamie (Taka) Wang
 
Linked Data in Production: Moving Beyond Ontologies
Linked Data in Production: Moving Beyond OntologiesLinked Data in Production: Moving Beyond Ontologies
Linked Data in Production: Moving Beyond OntologiesDavid Newbury
 
COMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a WebsiteCOMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a Websitedgelyza
 

Último (20)

VoIP Service and Marketing using Odoo and Asterisk PBX
VoIP Service and Marketing using Odoo and Asterisk PBXVoIP Service and Marketing using Odoo and Asterisk PBX
VoIP Service and Marketing using Odoo and Asterisk PBX
 
Computer 10: Lesson 10 - Online Crimes and Hazards
Computer 10: Lesson 10 - Online Crimes and HazardsComputer 10: Lesson 10 - Online Crimes and Hazards
Computer 10: Lesson 10 - Online Crimes and Hazards
 
Basic Building Blocks of Internet of Things.
Basic Building Blocks of Internet of Things.Basic Building Blocks of Internet of Things.
Basic Building Blocks of Internet of Things.
 
9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding Team9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding Team
 
NIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 WorkshopNIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 Workshop
 
Cybersecurity Workshop #1.pptx
Cybersecurity Workshop #1.pptxCybersecurity Workshop #1.pptx
Cybersecurity Workshop #1.pptx
 
activity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdf
activity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdf
activity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdf
 
Bird eye's view on Camunda open source ecosystem
Bird eye's view on Camunda open source ecosystemBird eye's view on Camunda open source ecosystem
Bird eye's view on Camunda open source ecosystem
 
Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1
 
Building Your Own AI Instance (TBLC AI )
Building Your Own AI Instance (TBLC AI )Building Your Own AI Instance (TBLC AI )
Building Your Own AI Instance (TBLC AI )
 
UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8
 
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve DecarbonizationUsing IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
 
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCostKubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
 
UiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation DevelopersUiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation Developers
 
UiPath Platform: The Backend Engine Powering Your Automation - Session 1
UiPath Platform: The Backend Engine Powering Your Automation - Session 1UiPath Platform: The Backend Engine Powering Your Automation - Session 1
UiPath Platform: The Backend Engine Powering Your Automation - Session 1
 
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdfUiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
 
Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024
 
20230202 - Introduction to tis-py
20230202 - Introduction to tis-py20230202 - Introduction to tis-py
20230202 - Introduction to tis-py
 
Linked Data in Production: Moving Beyond Ontologies
Linked Data in Production: Moving Beyond OntologiesLinked Data in Production: Moving Beyond Ontologies
Linked Data in Production: Moving Beyond Ontologies
 
COMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a WebsiteCOMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a Website
 

Why Sales Doesn't Use Your Content (And What To Do About It)

  • 1. Why Sales Doesn't Use Your Content And What To Do About It
  • 2. Today’s Speakers Dan Flanigan, VP of Products Percussion @DanFlan Shawn LaVana, VP of Marketing Postwire @shawnlavana #SalesContent
  • 3. Why is this a problem? #SalesContent
  • 5. “Every two days, more content is now created than what existed in the history of man up until 2003.” – Eric Schmidt
  • 6. 70% of buyers want to engage with salespeople early in the process, but only if they provide value. – ITSMA
  • 7. Companies with good sales and marketing alignment generate 20% more revenue. - Hubspot
  • 8. Building your Content Development and Organizational Plan #SalesContent
  • 9. “90% of consumers find custom content useful and 78% believe that organizations providing custom content are interested in building good relationships with them.” – TMG Custom Media
  • 10. Upon its launch in 2011, Google's Freshness Update algorithm impacted 35% of searches.
  • 11. “While 92% of firms say producing high- quality content is valuable, just 54% of them rank their ability to execute this activity as effective.” – Aberdeen Group
  • 12. “Salespeople spend 40% of their time looking for or preparing content for customer communications.” – CMO Council
  • 15. 1. Start with the basics Answer These Questions 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?
  • 16. 2. Dig In Answer These Questions 1. What problems do these people of interest have? 2. What pushes them to solve these problems? 3. Where do they access information when hunting for a solution? 4. How do they access it? 5. What type of info do they seek?
  • 17. 3. Investigate Answer These Questions 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?
  • 18. 4. Craft Your Persona Answer These Questions 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?
  • 19. Keeping Sales Up to Date #SalesContent
  • 20. “2 out of 3 sales reps don’t think the current content helps ‘Disrupt a customer’s mindset’.”- SellingPower
  • 21. “Fortune 500 companies report that having a strong sales enablement program are witnessing at 15.3% growth.” – Business.com
  • 25. Using Content in Different Mediums #SalesContent
  • 30. Setting Up a Feedback Loop #SalesContent
  • 33. In Conclusion… • Build a Plan • Develop Buyer Personas • Keep Sales Up to Date on Available content • Use Content Everywhere • Set Up a Feedback Loop #SalesContent