content is for closers: how to leverage content for sales enablement

#CONTENTISFORCLOSERS

HANA ABAZA VP Marketing at Uberflip

SALES ENABLEMENTLEVERAGE CONTENT FOR

HOW TO

@Uberflip #pipecon @HanaAbaza

@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.


Forget Coffee.

Content Is For Closers


But, why?

Because content works. But it also changes things.


By 2020, 85% of the relationship will be managed without talking to a

sales person.


Content is everywhere and

easy to access

People aremore informed

than ever before

The lines are blurring between marketing & sales


Marketing

Sales

Think Like Sales Act Like Marketing


Fit Pain

Then


Fit Pain

Pain Fit

Then Now


THESE ARE INBOUND LEADS

Don’t lead with the pitch.

Do lead with their interests.


BULLSH*T?

Content is great for awareness

Content is great for lead gen

But can content help close deals?


Content Can & Should

Persuade

Educate

Clarify the Value Prop

Manage Objections

Accelerate Sales


BUT…


BUT… Only if it’s done right.


76% of Content Marketers Forget

About Sales Enablement (!)


Internet Person

Awareness Implement Purchase Short List Solution Problem

Marketing Qualified Lead Sales Follow Up

Top of the funnel

Middleof the funnel

Bottomof the funnel


Internet Person


Marketing Qualified Lead Sales Follow Up

Top of the funnel

Middleof the funnel

Bottomof the funnel

Big black void where bad things happen.


Internet Person


Marketing & Sales Lead Qualification

Content Marketing & Sales Enablement Content

I think I have a problem, but I can’t quite put my

finger on it.

So many solutions! I’ll 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?


So how do we get there?

I’ll show you.

But first, a little myth-busting J


MYTH:

Content Is The Marketers Domain


MYTH:

Content Is The Marketers Domain

TRUTH:

Content Is Informed By Everyone


MYTH:

Salespeople Don’t Care.


MYTH:

Salespeople Don’t Care

TRUTH:

Effective Salespeople Do Care


MYTH:

Salespeople Are Lazy.


MYTH:

SalespeopleAre Lazy

TRUTH:

Sometimes.


MYTH:

SalespeopleAre Lazy

TRUTH:

Sometimes.Mostly, they’re just busy.

A FRAMEWORK

A FRAMEWORK Align Content & Sales

Organize Content

Tailor The Experience


CONTENT ALIGNMENT Demand gen and sales training teams report the

least alignment between asset / content development.


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.


Questions to Ask ü  What are the top non-product related

questions you get?

ü  What are the common pain points?

ü  What are the common objections?


ORGANIZE YOUR CONTENT

65% of sales reps say they can’t find content to send to prospects.


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.


Use a Multi-Channel Approach with your Audience and your Sales Team


ü  Content Library

ü  Links In Email Templates

ü  Send “Marketing Updates”

ü  Give An Excuse To Reach Out

ü  Newsletters, Webinar, Weekly

Meetings etc.

ü  Empower Your Sales Team


The Story of How One Sales Rep Uses Content


TAILOR THE EXPERIENCE

For content to be effective, it must be relevant and tailored to the buyer’s specific needs.


Meet Jon, an Account Executive at Uberflip


“Wouldn’t it be great if I could create a tailored page

of content just for Netskope?”


ü Done in minutes

ü Highly targeted

ü Actionable

ü Measurable

ü  Repeatable


Marketing & Sales Working Together


KEY TAKEAWAYS ü  Align content with insight from sales.

ü  Organize content buyers and your team.

ü  Tailor the content experience,


ubrflp.in/contentisforclosers

Not Sold Yet?


THANK YOU!

Questions? I’ve got answers!

hub.uberflip.com