The Top Five Challenges to Delivering Relevant Content

Overcome the Barriers to Effective Prospect Engagement

For Today’s Presentation

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About today’s speakers

Paul Rafferty: PresenterPaul Rafferty is the Founding Partner of Sales Engine International and Chief Executive Officer. Paul is a richly experienced Senior Sales Executive whose unique insights and "steady hands" are greatly valued by all Sales Engine clients. Prior to founding Sales Engine, Paul spent 20 years with a Fortune 500 company,  rising from Field Sales Rep to Regional VP of Sales and finally National VP of Sales Operations with responsibility for a sales organization exceeding 600 people.

About Sales Engine International

• Private - founded in 2006• Executive team of senior

sales and marketing executives expert in:

– Sales Operations / Acceleration

– Go to market strategy– Demand generation

• Delivered ½ decade double digit sales growth for $1B company

• Provide Sales Acceleration Services to companies from Start-ups to Fortune 50

• Profitable by walking our talk

AgendaWhat are the challenges to delivering relevant content?

• Defining the messaging• Developing a content strategy• Building an editorial calendar• Segmenting subgroups for targeted content• Having enough content/resources for outbound• Content to maintain social media sites• Summary• Q&A

Are You Struggling to Deliver Relevant Content?

What is content marketing?

RIGHT Person, RIGHT Message, RIGHT Time

Irrelevancy reduced chance to close a sale by 45%

- International Data Group

1. How do we define our messaging?

• Messaging starts with understanding your audience– Identifying their pain points– Using their language

• Then, telling your story– Positioning your organization first as a source

of information of value to the customer– Demonstrating how your product or solutions

brings value, solves a problem or meets a need

Ideal Prospect Profile

• What are their interests? Career paths? Professional goals?• What keeps them up at night?• How do they influence the buying process? Who influences

them in the buying process?• What do they read? Where do they go to learn?

Demographics Psychographics

Map Their Buying Journey

• What high % business challenge does she face?

• How will she go about solving that challenge?

• Why you are her best alternative to help solve that business challenge?

The Messaging Process

Messaging Workshops – Key Areas for Discussion

• What are the unmet needs of the market-place?

• What specific competencies does your organization have in this area?

• Why are prospects evaluating vendors?• What is the measurable impact of your

solution?• Why would they choose you over a competitor• Customer stories – proof points

2. What is a content strategy?

• Develop content that attracts• Develop content that differentiates• Develop content that aligns to the way people

use the web to solve problems• Develop content that converts anonymous

suspects into known prospects• Develop content that nurtures until the prospect

is ‘sales ready’

Content strategy| Messaging

3. Why Editorial Calendars?

• In BtoB, the messaging has to be delivered consistently to be effective

• Each piece of content has to be part of a bigger picture

Editorial Calendar Best Practices?

• Part calendar/part project plan• Basic details: Title, Author, Publication

Date, Publication Status• Destination• First and Final Draft Dates• Back up content• Process steps: Images, Layout, Legal

Review, Test Site

Master Calendar – All Communications

Campaign Specific Editorial Calendar

4. How can we segment subgroups for targeted campaigns?

A: Marketing Automation

Marketing Automation Platform

Content

Buying Person

a

Online Activity

Buyer Phase

Right Message

Right Person

Right Time Right Follow-up

The Role of Marketing Automation

Co-Dependent Relationship

ContentMarketing

Automation

5. Exploding your Content - Volume for Campaigns

HTMLArticle

Videos

Messaging

workshops

Keyword research

Scripts & questions

Video > Podcast > Transcript > Article > PDF

Additional content opportunities:• Flash

presentations• PowerPoint

presentations• Press Releases• Microsites• Webinars

Developing content| Repurpose

HTMLArticl

e

Video > Podcast > Transcript > Article > PDF

“Mask” the Domain so the clientname.salesengine.tv subdomain becomes the “Resources” page for your website

SalesEngine.TV Content Portal

6. Leverage Social Media content

Blog

Facebook

Twitter

LinkedIn

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dolor sit amet,

Videos & Transcripts

Messaging

workshops

Keyword research

Video producti

on

YouTube

1

2

3

4

5

1 Blog post becomes 5

social media placements

Summary

• Content is and will remain “King”– The most trusted form of Advertising

• You need to declare a deliberate strategy• You need the support of your organization• You need tools to measure success and ROI

– Good news, they are better than ever!

• There are smart ways to maximize the quality and quantity of content

• You must stick with it! It DOES WORK!

About today’s speaker

Paul Rafferty, CEO and Founder, Sales Engine International

Website: www.salesengineintl.com

Blog: www.salesengineintl.com/blog

Email: prafferty@salesengineintl.com

Q&A

• If you have a question for Paul, please type your question in the Q&A section of the meeting window. (found under “Tools” menu)

• Your question will be answered in the order it was received.

• If we don’t get to your question due to time restrictions, we apologize and will email you a response shortly after the session has ended.

Get the Map

If you would like to receive a copy of the Sales Acceleration Map, email: alexis.borucke@salesengineintl.com