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#CONTENTISFORCLOSERS
HANA ABAZA
VP Marketing at Uberflip
SALES ENABLEMENT
LEVERAGE CONTENT FOR
HOW TO
@Uberflip #pipecon@HanaAbaza
@Uberflip @HanaAbaza #pipecon
ABOUT UBERFLIP
We help marketers create, manage
and optimize the content
experience – no IT ...
@Uberflip @HanaAbaza #pipecon
@Uberflip @HanaAbaza #pipecon
@Uberflip #pipecon@HanaAbaza
Forget Coffee.
Content Is For Closers
@Uberflip #pipecon@HanaAbaza
But, why?
Because content works. But it also changes things.
@Uberflip #pipecon@HanaAbaza
By 2020, 85% of the relationship
will be managed without talking to a
sales person.
@Uberflip @HanaAbaza #pipecon
Content is
everywhere and
easy to access
People are
more informed
than ever before
Thelinesa...
@Uberflip #pipecon@HanaAbaza
Marketing Sales
Think Like Sales Act Like
Marketing
@Uberflip @HanaAbaza #pipecon
Fit Pain
Then
@Uberflip @HanaAbaza #pipecon
Fit Pain Pain Fit
Then Now
@Uberflip @HanaAbaza #pipecon
@Uberflip #pipecon@HanaAbaza
THESE ARE
INBOUND LEADS
Don’t lead with the pitch.
Do lead with their interests.
@Uberflip #pipecon@HanaAbaza
BULLSH*T?
Content is great for awareness
Content is great for lead gen
But can content help c...
@Uberflip #pipecon@HanaAbaza
Content Can & Should
Persuade
Educate
Clarify the Value Prop
Manage Objections
Accelerate Sal...
@Uberflip #pipecon@HanaAbaza
BUT…
@Uberflip #pipecon@HanaAbaza
BUT…
Only if it’s done right.
@Uberflip #pipecon@HanaAbaza
76% of Content
Marketers Forget
About Sales
Enablement (!)
@Uberflip @HanaAbaza #pipecon
Internet Person
Awareness ImplementPurchaseShort ListSolutionProblem
Marketing Qualified Lea...
@Uberflip @HanaAbaza #pipecon
Internet Person
Awareness ImplementPurchaseShort ListSolutionProblem
Marketing Qualified Lea...
@Uberflip @HanaAbaza #pipecon
Internet Person
Awareness ImplementPurchaseShort ListSolutionProblem
Marketing & Sales Lead ...
@Uberflip #pipecon@HanaAbaza
So how do we get there?
I’ll show you.
But first, a little myth-busting J
@Uberflip @HanaAbaza #pipecon
MYTH:
Content Is
The Marketers
Domain
@Uberflip @HanaAbaza #pipecon
MYTH:
Content Is
The Marketers
Domain
TRUTH:
Content Is
Informed By
Everyone
@Uberflip @HanaAbaza #pipecon
MYTH:
Salespeople
Don’t Care.
@Uberflip @HanaAbaza #pipecon
MYTH:
Salespeople
Don’t Care
TRUTH:
Effective
Salespeople
Do Care
@Uberflip @HanaAbaza #pipecon
MYTH:
Salespeople
Are Lazy.
@Uberflip @HanaAbaza #pipecon
MYTH:
Salespeople
Are Lazy
TRUTH:
Sometimes.
@Uberflip @HanaAbaza #pipecon
MYTH:
Salespeople
Are Lazy
TRUTH:
Sometimes.
Mostly, they’re
just busy.
A FRAMEWORK
A FRAMEWORK
Align Content & Sales
Organize Content
Tailor The Experience
@Uberflip #pipecon@HanaAbaza
CONTENT ALIGNMENT
Demand gen and sales training teams report the
least alignment between asse...
@Uberflip #pipecon@HanaAbaza
Align content creation with insight from sales.
Address (and reinforce) common pain points.
C...
@Uberflip #pipecon@HanaAbaza
Questions to Ask
ü  What are the top non-product related
questions you get?
ü  What are the...
@Uberflip @HanaAbaza #pipecon
@Uberflip #pipecon@HanaAbaza
ORGANIZE YOUR CONTENT
65% of sales reps say they can’t find content to send to
prospects.
@Uberflip #pipecon@HanaAbaza
Your
Content
Top of the
Funnel
Middle of
the Funnel
Bottom of
the Funnel
By Topic By Type By ...
@Uberflip #pipecon@HanaAbaza
Use a Multi-Channel Approach with your
Audience and your Sales Team
@Uberflip #pipecon@HanaAbaza
ü  Content Library
ü  Links In Email Templates
ü  Send “Marketing Updates”
ü  Give An Exc...
@Uberflip #pipecon@HanaAbaza
The Story of How One Sales Rep
Uses Content
@Uberflip #pipecon@HanaAbaza
TAILOR THE EXPERIENCE
For content to be effective, it must be relevant and
tailored to the bu...
@Uberflip #pipecon@HanaAbaza
Meet Jon, an Account Executive at Uberflip
@Uberflip #pipecon@HanaAbaza
“Wouldn’t it be great if I
could create a tailored page
of content just for
Netskope?”
@Uberflip @HanaAbaza #pipecon
@Uberflip #pipecon@HanaAbaza
ü  Done in minutes
ü  Highly targeted
ü  Actionable
ü  Measurable
ü  Repeatable
@Uberflip #pipecon@HanaAbaza
Marketing & Sales Working Together
@Uberflip @HanaAbaza #pipecon
KEY TAKEAWAYS
ü  Align content with insight from sales.
ü  Organize content buyers and you...
@Uberflip #pipecon@HanaAbaza
ubrflp.in/contentisforclosers
Not Sold Yet?
@Uberflip #pipecon@HanaAbaza
THANK YOU!
Questions?
I’ve got answers!
hub.uberflip.com
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Content is for Closers: How to Leverage Content for Sales Enablement

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Veröffentlicht am

Forget coffee. Content is for closers!

These slides are from my keynote presentation at Pipecon 2015 where we talked about how content can be used to accelerate sales, manage objections and help enable the sales team.

Enjoy!
Hana

Veröffentlicht in: Marketing, Vertrieb
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Content is for Closers: How to Leverage Content for Sales Enablement

  1. #CONTENTISFORCLOSERS HANA ABAZA VP Marketing at Uberflip SALES ENABLEMENT LEVERAGE CONTENT FOR HOW TO
  2. @Uberflip #pipecon@HanaAbaza
  3. @Uberflip @HanaAbaza #pipecon ABOUT UBERFLIP We help marketers create, manage and optimize the content experience – no IT required! Power your content library, resource center, blog and more.
  4. @Uberflip @HanaAbaza #pipecon
  5. @Uberflip @HanaAbaza #pipecon
  6. @Uberflip #pipecon@HanaAbaza Forget Coffee. Content Is For Closers
  7. @Uberflip #pipecon@HanaAbaza But, why? Because content works. But it also changes things.
  8. @Uberflip #pipecon@HanaAbaza By 2020, 85% of the relationship will be managed without talking to a sales person.
  9. @Uberflip @HanaAbaza #pipecon Content is everywhere and easy to access People are more informed than ever before Thelinesare blurringbetween marketing&sales
  10. @Uberflip #pipecon@HanaAbaza Marketing Sales Think Like Sales Act Like Marketing
  11. @Uberflip @HanaAbaza #pipecon Fit Pain Then
  12. @Uberflip @HanaAbaza #pipecon Fit Pain Pain Fit Then Now
  13. @Uberflip @HanaAbaza #pipecon
  14. @Uberflip #pipecon@HanaAbaza THESE ARE INBOUND LEADS Don’t lead with the pitch. Do lead with their interests.
  15. @Uberflip #pipecon@HanaAbaza BULLSH*T? Content is great for awareness Content is great for lead gen But can content help close deals?
  16. @Uberflip #pipecon@HanaAbaza Content Can & Should Persuade Educate Clarify the Value Prop Manage Objections Accelerate Sales
  17. @Uberflip #pipecon@HanaAbaza BUT…
  18. @Uberflip #pipecon@HanaAbaza BUT… Only if it’s done right.
  19. @Uberflip #pipecon@HanaAbaza 76% of Content Marketers Forget About Sales Enablement (!)
  20. @Uberflip @HanaAbaza #pipecon Internet Person Awareness ImplementPurchaseShort ListSolutionProblem Marketing Qualified Lead Sales Follow Up Top of the funnel Middle of the funnel Bottom of the funnel
  21. @Uberflip @HanaAbaza #pipecon Internet Person Awareness ImplementPurchaseShort ListSolutionProblem Marketing Qualified Lead Sales Follow Up Top of the funnel Middle of the funnel Bottom of the funnel Big black void where bad things happen.
  22. @Uberflip @HanaAbaza #pipecon Internet Person Awareness ImplementPurchaseShort ListSolutionProblem 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?
  23. @Uberflip #pipecon@HanaAbaza So how do we get there? I’ll show you. But first, a little myth-busting J
  24. @Uberflip @HanaAbaza #pipecon MYTH: Content Is The Marketers Domain
  25. @Uberflip @HanaAbaza #pipecon MYTH: Content Is The Marketers Domain TRUTH: Content Is Informed By Everyone
  26. @Uberflip @HanaAbaza #pipecon MYTH: Salespeople Don’t Care.
  27. @Uberflip @HanaAbaza #pipecon MYTH: Salespeople Don’t Care TRUTH: Effective Salespeople Do Care
  28. @Uberflip @HanaAbaza #pipecon MYTH: Salespeople Are Lazy.
  29. @Uberflip @HanaAbaza #pipecon MYTH: Salespeople Are Lazy TRUTH: Sometimes.
  30. @Uberflip @HanaAbaza #pipecon MYTH: Salespeople Are Lazy TRUTH: Sometimes. Mostly, they’re just busy.
  31. A FRAMEWORK
  32. A FRAMEWORK Align Content & Sales Organize Content Tailor The Experience
  33. @Uberflip #pipecon@HanaAbaza CONTENT ALIGNMENT Demand gen and sales training teams report the least alignment between asset / content development.
  34. @Uberflip #pipecon@HanaAbaza 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.
  35. @Uberflip #pipecon@HanaAbaza 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?
  36. @Uberflip @HanaAbaza #pipecon
  37. @Uberflip #pipecon@HanaAbaza ORGANIZE YOUR CONTENT 65% of sales reps say they can’t find content to send to prospects.
  38. @Uberflip #pipecon@HanaAbaza 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.
  39. @Uberflip #pipecon@HanaAbaza Use a Multi-Channel Approach with your Audience and your Sales Team
  40. @Uberflip #pipecon@HanaAbaza 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
  41. @Uberflip #pipecon@HanaAbaza The Story of How One Sales Rep Uses Content
  42. @Uberflip #pipecon@HanaAbaza TAILOR THE EXPERIENCE For content to be effective, it must be relevant and tailored to the buyer’s specific needs.
  43. @Uberflip #pipecon@HanaAbaza Meet Jon, an Account Executive at Uberflip
  44. @Uberflip #pipecon@HanaAbaza “Wouldn’t it be great if I could create a tailored page of content just for Netskope?”
  45. @Uberflip @HanaAbaza #pipecon
  46. @Uberflip #pipecon@HanaAbaza ü  Done in minutes ü  Highly targeted ü  Actionable ü  Measurable ü  Repeatable
  47. @Uberflip #pipecon@HanaAbaza Marketing & Sales Working Together
  48. @Uberflip @HanaAbaza #pipecon KEY TAKEAWAYS ü  Align content with insight from sales. ü  Organize content buyers and your team. ü  Tailor the content experience,
  49. @Uberflip #pipecon@HanaAbaza ubrflp.in/contentisforclosers Not Sold Yet?
  50. @Uberflip #pipecon@HanaAbaza THANK YOU! Questions? I’ve got answers! hub.uberflip.com

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