Thanks to technology, sales is now a new game. Buyers have already researched your product (and the competition) and are much further down their purchasing process before they even meet your sales rep. In fact, 64.5% of sales reps have reported experiencing more complex sales processes. This means that your reps need sales readiness and training to be ready for more complex and advanced conversations in their meetings and demos.Continue reading article ›
9 Things All Viral Content Has In Common
What brand and content marketer doesn’t yearn for some viral content? The ROI on viral content through free advertising and its expansive reach can be tremendous. You can’t guarantee any piece of content will go viral, but you can give it a fighting chance by incorporating these tactics and attributes commonly found in content that has made the leap.
SKO: Planning and Prep for Success
Is there any more exciting time of year for sales enablement pros, marketers, and sellers than sales kickoff? Your company’s SKO is inevitably a powerful opportunity for you to make an impact — including gaining alignment around the buyer’s journey across sales and marketing. Your company and products have evolved, and this year’s SKO should reflect that so everyone can jumpstart the year.
2018 SKO should look different from the one you did last year. Why?
Customer Reviews Make or Break Your B2B Brand
Hi, my name is Shawnna. And I am a shopoholic.
OK, maybe it’s not that extreme. (Even though my husband, in his battle against my ever-growing wardrobe of shoes, may disagree.)
As an avid online shopper, one thing that has become a must in any of my purchasing decisions is reading customer reviews. Hearing from actual customers that have not only purchased the shoes, but have also tried to walk a mile in them, is invaluable for me.Continue reading article ›
Personas for Marketing and Sales Alignment
In a customer-first world, alignment on buyer personas has never been more vital. They are key in gaining our target buyers’ attention and staying focused on their needs. Being strategic with creating buyer personas gives us a better chance of nurturing the prospect from buyer to customer, and I believe the key to this is through aligning content to the buyer’s journey.
Most companies know the importance of buyer personas and have embedded them into their go-to-market strategies, but the problem is that they don’t know how to use them. Even more troublesome, they don’t have the correct content to present to each of their buyer personas and there’s no way to serve content to the persona at the right stage of their journey.
Looking Back at the CEB Sales and Marketing Summit 2017 — Finding Sales and Marketing Alignment
Gone are the days when selling was a linear path: Locate a lead, nurture it with a set of marketing materials, go on a sales call (or series of sales calls), and close the deal.
In today’s B2B selling environment, the sales funnel is more like an infinity loop that flows from marketing to sales and back again until the buyer is ready to engage.
Last week at the CEB Sales and Marketing Summit, I attended several great sessions. Two in particular stood out to me because they focused on something near and dear to my heart — sales and marketing alignment.
Customer Obsession: Recap of Forrester B2B Marketing 2017
B2B marketing is evolving rapidly thanks to new technology and a new focus on what matters most. The Forrester B2B Marketing event in Austin last week was exciting, particularly for product or content marketers. If you missed it, here are some highlights:
Conference Theme: Customer Obsession
On the surface, the event theme of “customer obsession” sounded a lot like what we’ve been hearing for the past few years. But they put a new spin on the idea by discussing technologies and working to keep us thinking about really innovating around customers. John Bruno of Forrester talked about the simple but revolutionary innovation when the Heinz Company redesigned the ketchup bottle to turn it upside down to solve a big pain point for their customer. The question to ask is, “Is there anything we should be doing that we’re not doing because conventional wisdom says no?”
How to Sell Smarter with AI for Sales Enablement
For sales reps and marketers, survival skills begin with the ability to separate long-term signals from short-term noise. This influences where reps invest their time, how marketers construct their awareness and demand gen strategies, and the prioritization criteria for sales enablement leaders who need to manage everything from in-context training to playbooks and more.
Today we’re going to dive into AI (Artificial Intelligence) and its evolution from a trend-making concept to a core feature of any modern sales enablement platform. Continue reading article ›
Sales Content Management
Sales content management allows reps to quickly identify the best content for every customer opportunity while consolidating content availability and performance data on a single platform. With modern sales content management technology like the Highspot platform puts reps at an advantage, and it’s one of the reasons sales reps love Highspot.
Sales content management has become a pivotal factor in sales enablement purchase decisions and a catalyst in driving higher conversion rates and revenue. A primary reason is that sales teams increasingly rely upon content to influence target audiences throughout the buyer’s journey. When sales content is effectively managed, reps are better positioned to act quickly and confidently. This helps reduce wasted time and maximize the probability of quota-crushing results. Continue reading article ›
Content: Your Ticket to High-Performing ABM
The business impact of Account-Based Marketing (ABM) cannot be overstated. In just a few short years, it has recast sales and marketing strategies, inspired new technology decisions, and provoked rapid tactical shifts in sales pipeline management. Looking ahead, we anticipate ABM will exert increasing influence over the processes, content, audience engagement, and analytics that drive revenue growth.
As the raw material for ABM, targeted content aligned with the buyer’s journey is a key factor in whether or not audiences respond to marketing activities. We assembled this eBook to share practical tips on managing, customizing, sharing, and analyzing such content to support ABM.