#CONTENTISFORCLOSERS
HANA ABAZA VP Marketing at Uberflip
SALES ENABLEMENTLEVERAGE CONTENT FOR
HOW TO
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ABOUT UBERFLIP
We help marketers create, manage
and optimize the content
experience – no IT required!
Power your content library, resource
center, blog and more.
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@Uberflip @HanaAbaza #pipecon
@Uberflip #pipecon @HanaAbaza
Forget Coffee.
Content Is For Closers
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But, why?
Because content works. But it also changes things.
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By 2020, 85% of the relationship will be managed without talking to a
sales person.
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Content is everywhere and
easy to access
People aremore informed
than ever before
The lines are blurring between marketing & sales
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Marketing
Sales
Think Like Sales Act Like Marketing
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Fit Pain
Then
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Fit Pain
Pain Fit
Then Now
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THESE ARE INBOUND LEADS
Don’t lead with the pitch.
Do lead with their interests.
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BULLSH*T?
Content is great for awareness
Content is great for lead gen
But can content help close deals?
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Content Can & Should
Persuade
Educate
Clarify the Value Prop
Manage Objections
Accelerate Sales
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BUT…
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BUT… Only if it’s done right.
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76% of Content Marketers Forget
About Sales Enablement (!)
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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
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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
Big black void where bad things happen.
@Uberflip @HanaAbaza #pipecon
Internet Person
Awareness Implement Purchase Short List Solution Problem
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?
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So how do we get there?
I’ll show you.
But first, a little myth-busting J
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MYTH:
Content Is The Marketers Domain
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MYTH:
Content Is The Marketers Domain
TRUTH:
Content Is Informed By Everyone
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MYTH:
Salespeople Don’t Care.
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MYTH:
Salespeople Don’t Care
TRUTH:
Effective Salespeople Do Care
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MYTH:
Salespeople Are Lazy.
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MYTH:
SalespeopleAre Lazy
TRUTH:
Sometimes.
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MYTH:
SalespeopleAre Lazy
TRUTH:
Sometimes.Mostly, they’re just busy.
A FRAMEWORK
A FRAMEWORK Align Content & Sales
Organize Content
Tailor The Experience
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CONTENT ALIGNMENT Demand gen and sales training teams report the
least alignment between asset / content development.
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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.
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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?
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@Uberflip #pipecon @HanaAbaza
ORGANIZE YOUR CONTENT
65% of sales reps say they can’t find content to send to prospects.
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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.
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Use a Multi-Channel Approach with your Audience and your Sales Team
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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
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The Story of How One Sales Rep Uses Content
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TAILOR THE EXPERIENCE
For content to be effective, it must be relevant and tailored to the buyer’s specific needs.
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Meet Jon, an Account Executive at Uberflip
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“Wouldn’t it be great if I could create a tailored page
of content just for Netskope?”
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ü Done in minutes
ü Highly targeted
ü Actionable
ü Measurable
ü Repeatable
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Marketing & Sales Working Together
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KEY TAKEAWAYS ü Align content with insight from sales.
ü Organize content buyers and your team.
ü Tailor the content experience,
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ubrflp.in/contentisforclosers
Not Sold Yet?
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THANK YOU!
Questions? I’ve got answers!
hub.uberflip.com