content is for closers: how to leverage content for sales enablement
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1. #CONTENTISFORCLOSERS HANA ABAZA VP Marketing at Uberflip SALES ENABLEMENT LEVERAGE CONTENT FOR HOW TO 2. @Uberflip #[email protected] 3. @Uberflip @HanaAbaza #pipecon ABOUT UBERFLIP We help marketers create, manage and optimize the content experience no IT required! Power your content library, resource center, blog and more. 4. @Uberflip @HanaAbaza #pipecon 5. @Uberflip @HanaAbaza #pipecon 6. @Uberflip #[email protected] Forget Coffee. Content Is For Closers 7. @Uberflip #[email protected] But, why? Because content works. But it also changes things. 8. @Uberflip #[email protected] By 2020, 85% of the relationship will be managed without talking to a sales person. 9. @Uberflip @HanaAbaza #pipecon Content is everywhere and easy to access People are more informed than ever before Thelinesare blurringbetween marketing&sales 10. @Uberflip #[email protected] Marketing Sales Think Like Sales Act Like Marketing 11. @Uberflip @HanaAbaza #pipecon Fit Pain Then 12. @Uberflip @HanaAbaza #pipecon Fit Pain Pain Fit Then Now 13. @Uberflip @HanaAbaza #pipecon 14. @Uberflip #[email protected] THESE ARE INBOUND LEADS Dont lead with the pitch. Do lead with their interests. 15. @Uberflip #[email protected] BULLSH*T? Content is great for awareness Content is great for lead gen But can content help close deals? 16. @Uberflip #[email protected] Content Can & Should Persuade Educate Clarify the Value Prop Manage Objections Accelerate Sales 17. @Uberflip #[email protected] BUT 18. @Uberflip #[email protected] BUT Only if its done right. 19. @Uberflip #[email protected] 76% of Content Marketers Forget About Sales Enablement (!) 20. @Uberflip @HanaAbaza #pipecon Internet Person Awareness ImplementPurchaseShort ListSolutionProblem Marketing Qualified Lead Sales Follow Up Top of the funnel Middle of the funnel Bottom of the funnel 21. @Uberflip @HanaAbaza #pipecon Internet Person Awareness ImplementPurchaseShort ListSolutionProblem Marketing Qualified Lead Sales Follow Up Top of the funnel Middle of the funnel Bottom of the funnel Big black void where bad things happen. 22. @Uberflip @HanaAbaza #pipecon Internet Person Awareness ImplementPurchaseShort ListSolutionProblem Marketing & Sales Lead Qualification Content Marketing & Sales Enablement Content I think I have a problem, but I cant quite put my finger on it. So many solutions! Ill evaluate the top three. Got it! Now I need to research my options. Did I make the right choice? How do I get more value? 23. @Uberflip #[email protected] So how do we get there? Ill show you. But first, a little myth-busting J 24. @Uberflip @HanaAbaza #pipecon MYTH: Content Is The Marketers Domain 25. @Uberflip @HanaAbaza #pipecon MYTH: Content Is The Marketers Domain TRUTH: Content Is Informed By Everyone 26. @Uberflip @HanaAbaza #pipecon MYTH: Salespeople Dont Care. 27. @Uberflip @HanaAbaza #pipecon MYTH: Salespeople Dont Care TRUTH: Effective Salespeople Do Care 28. @Uberflip @HanaAbaza #pipecon MYTH: Salespeople Are Lazy. 29. @Uberflip @HanaAbaza #pipecon MYTH: Salespeople Are Lazy TRUTH: Sometimes. 30. @Uberflip @HanaAbaza #pipecon MYTH: Salespeople Are Lazy TRUTH: Sometimes. Mostly, theyre just busy. 31. A FRAMEWORK 32. A FRAMEWORK Align Content & Sales Organize Content Tailor The Experience 33. @Uberflip #[email protected] CONTENT ALIGNMENT Demand gen and sales training teams report the least alignment between asset / content development. 34. @Uberflip #[email protected] 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. 35. @Uberflip #[email protected] Questions to Ask What are the top non-product related questions you get? What are the common pain points? What are the common objections? 36. @Uberflip @HanaAbaza #pipecon 37. @Uberflip #[email protected] ORGANIZE YOUR CONTENT 65% of sales reps say they cant find content to send to prospects. 38. @Uberflip #[email protected] 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. 39. @Uberflip #[email protected] Use a Multi-Channel Approach with your Audience and your Sales Team 40. @Uberflip #[email protected] Content Library Links In Email Templates Send Marketing Updates Give An Excuse To Reach Out Newsletters, Webinar, Weekly Meetings etc. Empower Your Sales Team 41. @Uberflip #[email protected] The Story of How One Sales Rep Uses Content 42. @Uberflip #[email protected] TAILOR THE EXPERIENCE For content to be effective, it must be relevant and tailored to the buyers specific needs. 43. @Uberflip #[email protected] Meet Jon, an Account Executive at Uberflip 44. @Uberflip #pipecon[email protected] Wouldnt it be great if I could create a tailored page of content just for Netskope? 45. @Uberflip @HanaAbaza #pipecon 46. @Uberflip #[email protected] Done in minutes Highly targeted Actionable Measurable Repeatable 47. @Uberflip #[email protected] Marketing & Sales Working Together 48. @Uberflip @HanaAbaza #pipecon KEY TAKEAWAYS Align content with insight from sales. Organize content buyers and your team. Tailor the content experience, 49. @Uberflip #[email protected] ubrflp.in/contentisforclosers Not Sold Yet? 50. @Uberflip #[email protected] THANK YOU! Questions? Ive got answers! hub.uberflip.com