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The Man Behind the
Curtain: Content’s Role in the Sales Enablement Process
Carla JohnsonPrincipal @CarlaJohnson
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SALESENABLEMENTEnsuring that every seller has the right tools, information, skills and processes they need to make the most of a conversation with a buyer.
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THECONVERSATION
We create tools the sales team asks for and they never use them.
We send qualified leads that fall into a black hole.
We are trying to create meaningful conversations, and marketing’s tools aren’t relevant.
We continually have to tell customers that our products don’t do what marketing and sales told them they would.
MARKETING SALESPROFESSIONAL
SERVICES
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Marketing determines what tools sales needs
Marketing often fails at telling how a solution -• Achieves a goal
• Solves a problem
• Satisfies a need
MARKETING AND SALES
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Source: The Fornaise Marketing Group
of collateral
created by marketing is never used by
sales
50%
90%TO
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20% of an organization’s salespeople generate 60% of its revenue (CSO Insights)
Misalignment between sales and marketing causes the typical company to underperform by 10% in annual revenue (IDC)
MARKETING AND SALES
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Thinking of your initial meeting, what percent of reps were:
Ex-tremely
Pre-pared16%
Very Prepared27%
Somewhat Pre-
pared31%
Not Prepared26%
Source: IDC Customer Experience Panel, January 2009
CUSTOMERCONVERSATIONS
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“The conversations field salespeople or channel partners have with prospects and customers may be the last bastion of competitive differentiation in today’s rapidly commoditizing markets.”
- American Marketing Association
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Delivering the right information to the right person at the right time and in the right place.
MARKETING AND SALES
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Create “Promise Keepers”
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CARLA JOHNSON :: Principal @CarlaJohnson
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TODAY’SCONVERSATION
Collaborate
Educate
Liberate
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“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”- Maya Angelou
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Collaborate
Learn and understand what sales wants to achieve• Brand awareness• Lead generation• Customer acquisition• Engagement• Thought leadership
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Source: Managing Content Marketing
CONTENT MARKETING FUNNEL
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Can’t we all just get along?
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Educate
What’s your “story”?
Who do you tell it to?
When/how to tell it?
What do you want to accomplish with it?
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Liberate
Your story only works if people are free to tell it
Content is key
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V E R Y W H E R E
U B L I S H
N C E
R E A T E
E
PO
C
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CASESTUDY
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CASE STUDY• Handwriting Recognition
Software (1996)
• Serviced postal markets and check processing – declining industries
• Needed to move out of siloed markets and provide technology for more applications
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CASE STUDY• Needed better market and
partner recognition
• Needed to provider partners and end users with more tools to become successful
• Believed sales tools and leads paramount as they built partner program
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CASE STUDY2012 – Foundational Year• Refreshed branding• Persona development• New website/refresh collateral• Content audit• Mapped content to persona/buyers’
journey• Began email communications• Partner portal
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CASE STUDY
In 2012, Parascript commissioned research with AIIM
Results
• Hundreds of registered downloads and webinar attendees
• Blog content• Media coverage• Interviews with nearly every
technology analyst firm• A year’s worth of storytelling and
internal reinforcement to position our products that continues to evolve
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CASE STUDY
2013 – Build Leads
• Estimated outbound leads 50%
• Bigger focus on content marketing for other 50%
• Because of budget, needed prospects to find Parascript and self-qualify
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CASE STUDY
Sales
Marketing
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CASE STUDYIn 2013 they refreshed the research, in an easy-to-read infographic
Results
• Hundreds more registered downloads expected
• Instant media coverage resulting in more downloads of the complete study from our website (all tracked in Hubspot)
• More blog content
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CASE STUDY
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CASE STUDY
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CASE STUDY
1000s 1000s 1000s 18.1% 4.6%YTD 2013:
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CASE STUDY
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CASE STUDY
Study and Infographic continue to provide content opportunities
Additional Benefits
• Foundation for a recent channel webinar and upcoming end-user webinars, anticipating several hundred more prospects
• Top-level content for our nurturing campaign
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CASE STUDY
Key Learnings –
Content helped validate a new market
Used content to generate a storyarc and extended that seamlessly into sales enablement
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FINAL THOUGHTS
• Think: Buyer Enablement• Commit to culture change• Find your common purpose• Go beyond information – create
insights• Make it easy to give content “legs”
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Carla Johnson, PrincipalType A Communications(720) [email protected]
Type A Communications
@carlajohnson