According to MarketingProfs and the Content Marketing Institute, 66% of B2B Marketers turn to content marketing as a key lead generation source. Lead generation is just the tip of the iceberg—effective content marketing programs should be integrated into the entire revenue generation cycle. Making this level of investment in content marketing requires buy-in from the individuals leading your sales or business development function. Chris Corcoran, Cofounder and Managing Partner of memoryBlue, will outline why content marketing is such a critical contributor to the sales function and how to justify the content marketing investment to your VP of Sales or Chief Revenue Officer.

1. How to Sell Your Content
Marketing Investment to the
VP of Sales
Chris Corcoran | Mike Sweeney
memoryBlue | Right Source Marketing
@memoryBlueSales | @mjsweeney • #cmworld
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2. Why Sales Hates Marketing
1. Marketing Acts Superior.
2. Marketing Doesn’t Believe in Sales.
3. Marketing Thinks Selling is Easy.
4. Marketing Avoids Being Measured.
5. Marketing Claims to be ‘Driving Sales.’
6. Marketing Pretends it’s Strategic.
7. Marketing Wastes Money.
8. Marketing Pretends It’s Engineering.
9. Marketing Argues About Lead Quality.
10. Sales is Awesome. Everyone Else Sucks.
Source: Inc.com/Geoffrey James
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3. Confession of a Sales Professional
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4. How Sales-Friendly is Your Company?
Source: Amazon.com
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5. Two Types of Clients
• Limited-to-zero marketing resources, air
cover, inbound, qualified marketing leads
• Surplus of marketing qualified leads (MQLs) as a result of
content marketing
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6. Setting Salespeople Up for Success
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7. It Really Pays To Be #1…
Source: Seth Godin, The Dip
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8. …But Can You Stay #1?
The companies that made 1999′s
Fortune 500 list said goodbye to
238 of their peers a mere 10 years
later, a change of almost 50% from
the 1999 Fortune 500 to the 2009
Fortune 500.
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9. How C-Level Executives Choose
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10. The Most Important Number in B2B Sales and Marketing
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11. Leveraging Content to Close Deals
• Enable your sales team to
effectively communicate the
company’s value proposition
• Improve sales reps’ knowledge
of products, customer needs
and competition
• Increase sales team’s
productivity
• Reduce the cost of a sale
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12. What Matters: People vs. Products vs. Marketing
“In industries that rely on their sales force to
generate revenue, people are four times more
important in building customer loyalty, than the
products or services themselves.”
(Smith and Rutigliano)
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13. Solution Sales = 3x Bigger Gap
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14. 12 Factors to Consider When Hiring a VP of Sales
#1: The Ability to Recruit
Source: Dev Ittycheria - Greylock
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15. How Top Talent Decides
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16. "The Decision"
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17. What Matters to Salespeople
• Championship Potential
• Quality of Teammates
• Quality of Coach
• Quality of Executives
• Resources
• Compensation
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18. Content Marketing is Table Stakes for Top Organizations
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19. It’s Not Just Content, It’s Content Marketing
"The company that doesn't
use content to market has no
advantage over the company
that doesn't have content."
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20. August 7th, 1975
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21. August 7th, 1991
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22. August 7th, 2007
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23. August 7th, 2012
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24. Let’s Talk!
Should You How to
Insource or Grow Your
Outsource Business
Inside Sales? with
Content
Marketing
www.memoryblue.com www.rightsourcemarketing.com
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