Buyers are more likely to take action when campaigns are relevant to them, shortening the sales cycle and increasing revenue. In fact, according to DemandGen, leads who are nurtured with targeted content produce a 20% increase in sales opportunities. But how are you supposed to know the right types of content to send to your contacts? Check out the presentation by ZoomInfo & KnowledgeTree and learn the steps of identifying your buyer personas and determining the right types of content to send to your different audience segments. Additionally, the presentation covers how you can: • Uncover and segment your buyer personas • Avoid common data challenges companies often face • Use your data to determine the right types of content to send to different segments

3. © KnowledgeTree 2015
Engage Your Buyers
Guide Prospects to Great Sales

14. MythMyth
of the sales process is
complete before a buyer
speaks to sales

15. Only 5% of B2B buyers are actively
looking for your solution…Reality
… how do you engage
the 95% that aren’t?
Source: Vorsight

16. Effective sales people … “push the customer’s
thinking and teach them something new about how
their company can compete more effectively.”
Source: CEB, via Funnelholic

17. Why?
Only 20% of sales people add value in
a B2B sales conversation.
Source: Forrester

18. Generic
Message doesn’t
prospect
Old
Out-of-date or
inaccurate content
Unprove
n
Content that isn’t best
practice for prospect
Because the messages they take to buyers are:

19. of B2B purchases were
influenced by content

21. Sales teams that use
best practices
double quota
attainment
Source: Aberdeen