• Using Content To Align Sales & Marketing Processes

    It is very easy to get caught up in our own internal company processes, language, and thinking; we live in this world every business day and are naturally influenced by colleagues and how our companies operate. As a result, we run the risk of muffling the most important voice – our customers and prospects.

    This has been bubbling up more and more in the many engagements we have with tech marketers around demand gen, lead nurturing and content marketing.  A big mistake that impacts driving marketing and sales pipeline is many marketers focus so much on their marketing and sales process INSTEAD of their prospects’ buying process.  We have discovered a few simple techniques to help marketers from falling into this trap:

    • Lay out your prospects’ buying process and your marketing & sales process side by side.  Match them up and create common definitions (the funnel is one illustration), and align them.  Every company has slightly different language – that’s ok.  The most important thing is to define and align.
    • Next, start to line up content into each of these phases of the process. The content type should align with your prospects’ information needs as they will likely require research on solutions to solve their business challenge or advance their business opportunity.  Content serves as an excellent way to fuse the buying process with the marketing & sales process.  The average professional downloads nine unique pieces of content prior to a purchase, according to IDC .  While this figure is an average and not exact, it provides a good guideline of where to slot your content in the process.

    • Lay out your prospects’ buying process and your marketing & sales process side by side.  Match them up and create common definitions (the funnel is one illustration), and align them.  Every company has slightly different language – that’s ok.  The most important thing is to define and align.
    • Next, start to line up content into each of these phases of the process. The content type should align with your prospects’ information needs as they will likely require research on solutions to solve their business challenge or advance their business opportunity.  Content serves as an excellent way to fuse the buying process with the marketing & sales process.  The average professional downloads nine unique pieces of content prior to a purchase, according to IDC .  While this figure is an average and not exact, it provides a good guideline of where to slot your content in the process.

    Scott Vaughan is the Chief Marketing Officer for UBM TechWeb, the global leader in technology media and business information. UBM TechWeb Marketing Services deliver integrated marketing campaigns and programs including media solutions, lead and demand generation, events, online communities, content development and custom solutions.

    VN:R_U [1.9.7_1111]
    Rating: 4.5/5 (2 votes cast)
    Using Content To Align Sales & Marketing Processes, 4.5 out of 5 based on 2 ratings
    • LinkedIn
    • Facebook
    • Twitter
    • Google Bookmarks
    • Print
    • email

    Leave a Comment

    You must be logged in to post a comment.

Advertisement
Promotion
Gift Cards

Earn a $5.00 gift card every time you recommend a 5-Star service provider! Click here

Survey

For Storage professionals:

Which SearchStorage.com trend has the most potential?

Loading ... Loading ...
Job Board

Most recent job openings: