Category: Analytics

Sales Content Analytics Drive Business Optimization

sales content analytics drive business optimization

In the Mad Men era, marketing was considered a cost center where “creative types” made glorious advertising campaigns but had very little ability to measure their impact on sales.

Now, thanks to the Internet, marketing automation, and other technology, we can measure nearly everything in marketing, tracing our impact all the way down to influence on revenue and ROI. This ability to measure marketing’s performance and receive instant feedback on what works has revolutionized marketing.

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Why Context Is So Important in Sales Enablement

context in sales enablement

Sales and marketing operations have progressed to a point where we can readily access the contact information of those who we are trying to target with our sales pitch or offer. In best-in-class scenarios, there is an active mapping of buyer personas to the buying journey so that an intelligent mapping of who is going to be involved in any decision process is understood.

We even have the ability to “score” these leads based on implied interest such as website visits, email campaign activity such as opens or clicks, and downloads of collateral pieces. There are even advanced scenarios where predictive analytics can be used to intelligently lead score prospects based on their potential interest and match to your target customer. This is all done in an effort to improve targeting — who should be contacted first and who has the greatest probability of converting into an opportunity and ultimately becoming a customer.

This is fantastic technology for getting the customer to engage and become a sales opportunity. The signals, activities and demographics that these technologies leverage are great pieces of information to be maintained as the lead is passed to sales.

How can we better leverage this information in the sales and sales enablement processes to help close deals?

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How to Prove Your B2B Marketing Is Actually Working

how to prove your b2b marketing is working

They’re common questions asked in executive team meetings, board meetings, and even in marketing staff meetings:

“How do we know our marketing is working?”

“Is the expense worth it?”

“Is the investment delivering the results we expected?”

Marketing is a way to scale a business and requires an investment to do so that rarely pays off instantly. Good B2B marketing is built on a strong foundation of brand, messaging, and positioning that is then driven into the market through various tactics, ultimately paying off in sales funnel activity and customer wins.

There are many steps to the process, especially in complex B2B sales environments where there are many decision makers, lots of reviews, and frequent gaps between requirements and what is offered.

While there are many metrics that highlight performance and investment return to choose from, the two key measures that will reveal if your B2B marketing is working are:

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CIO Magazine: Getting a Handle on Marketing Technology

CIO Magazine: Getting a Handle on Marketing Technology

Interesting article from Tom Kaneshige at CIO magazine highlighting Highspot and how we score content based on its performance in the sales cycle.

Highspot: Every marketing tech conference will have a theme on content, whether it’s creating original content, aggregating content or amplifying earned content. Highspot, which recently raised $9.6 million in a Series A round, has built a content-scoring engine. It looks at a company’s marketing collateral, such as PowerPoint slides, case studies, data sheets, brochures, call scripts and battle cards, and analyzes how well they performed.

Judging and scoring a piece of content’s performance is tricky, because it’s unclear what the content’s role might have played in, say, a sale.

“This attribution problem is real,” says Highspot co-founder and CEO Robert Wahbe. “One of the ways we try to solve this is to shorten the time horizon. Did this brochure help close a 9-month deal? Hard to say. But did this brochure move to a conversation or proof-of-concept? That’s better.”

Read the article at

How to Measure Content ROI

how to measure content roi

Return on investment (ROI) is front and center in the modern marketing organization as a way to measure and track performance. Every program, campaign, or technology should have this framework applied to it to answer the question, “What is the actual return on the investment I am making in hard dollars?” Content marketing is also core to the modern marketing organization, with dedicated resources doing nothing more than writing whitepapers, eBooks, blog posts, contributed articles, and more.

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Does Your Content Work for Your Sales Team?

sales content performance

Companies possess and continuously create a wide variety of sales content designed to build awareness, generate prospect interest, and help sales teams close new customers. And many companies also have a tremendous amount of content available for post-sales and customer support needs.

One question that sales leaders and marketing leaders alike must constantly ask and understand is: How effective is my sales content during the sales process?Continue reading article ›

Life After an MQL: Now Your Content Really Matters

sales content for engagement

Marketers work hard to generate good sales leads and the best marketers know that an agreed-upon set of qualification criteria with sales is an essential ingredient in a high-performance sales process.

Inbound marketing, content marketing, paid programs, and search optimization all work hard to drive interest into the very top of the funnel and then via form completion, back-end data enhancement, or activity scoring via marketing automation. This all leads to the creation of a Marketing Qualified Lead (MQL) that is then (generally) handed to sales for further qualification and pursuit. These leads become Sales Qualified Leads (SQLs), then Opportunities, with the goal of converting them to customers.

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Content Creation Is Just the End of the Beginning

Content creation is just the end of the beginning

The creation of a piece of content is really just the end of the beginning of its life.

Marketing teams work to create compelling content that will attract potential customers or generate awareness and buzz.  More recently, this content has been the fuel for the marketing automation rocket designed to automatically engage prospects identified to be most interested and prioritize them for sales engagement.

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Does Your Sales Enablement Content Balance Control and Flexibility?

balance sales content control and flexibility

Companies work very hard to optimize their sales processes and create content that facilitates the buyer journey through those processes. Sales portals have historically attempted to provide a way to centrally publish, version, and update all critical sales collateral, providing the control that both marketing and sales leaders desire.

Marketing leaders want consistent brand, messaging, and usage of content and collateral pieces that they create so that everything is of high quality and “rogue” materials don’t get released.

Sales leaders, especially ones in businesses where the transaction volume is high or sales process highly structured, want only the pieces of content that power the engine, perceiving anything else as a distraction or a detour from the scripted process.

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Accelerate Your Sales Process with Intelligent Content

how to drive sales performance with intelligent content

One could argue that content is the lifeblood of the modern customer lifecycle, from promotional materials produced to drive top of the funnel interest to collateral used throughout the buyer’s journey to win new business.

Marketing creates content to feed paid programs, populate email lead nurturing flows, and drive interest and awareness for the company as it seeks to find and attract qualified sales prospects.Continue reading article ›