The Content That Drives Sales:
Increasing Use in Your Team
Why
Content?
Why Isn’t It
Used?
Increase
Relevance
Build a
Virtuous
Cycle
We Will Cover
Impressive Marketing Statistic?
60% of the buyer journey is
complete before a prospect
reaches sales
Does that number seem...
SolutionComplexity
Buying Environment Complexity
Try and Buy
Challenge
As complexity of solution
and buying environment
in...
In-market for
your solution
As little as 3 – 5% of
your prospects are
looking for your
solution now – are
your sales reps
...
The average
B2B purchase
includes 20
individuals.
Source: Four
Quadrant
• Sales people need to engage their
prospects and ...
What are the priorities of your
prospects?
Help sales address those
priorities. Develop a business
case for your product o...
Changing the Demand Waterfall
Marketing and
Sales
Marketing
Sales
Traditional New Demand Waterfall
How important is content
to your sales process?
99%of sales people said content
is a critical part of their
sales processe...
Just 20%
of sales
people
add value
to buyers.
Source: Forrester
When prospects don’t
see value from their
sales people, th...
More than 80% of
marketing content
is unused by sales.
Source: IDC
Without content, sales reps
are less engaging and less
...
So, why the gap between
use and need?
Two major challenges:
Challenge 1:
Can’t Find What They Need
“When we surveyed the sales team, one result really
stood out. It was clear that sa...
“We wanted a way to arm sales reps with valuable
content that supports the sales cycle.”
Director, Marketing Operations
Ch...
Detailed technical needs?
What about:
High-level content?
Infographics and blog posts might be great for
awareness and int...
It resonated with
prospects and met
their information
needs
Why did specific content win?
It worked in a
given sales
situa...
Number of reps
that don’t know
how best to use
or share their
organization’s
content:
How do I use the content?
41%
How to Address
These Issues
+
Sales people that are
armed with summaries
and templates are
significantly more likely
to share unfamiliar
content.
Prov...
IndustryProduct
Buyer
Persona
Primary
Pain
Sales
Stage
…other
2. Did It Win?
How did the content perform in these situatio...
• They send digests to their sales teams weekly letting them know which
content their colleagues used and which content wa...
IndustryProduct
Buyer
Persona
Primary
Pain
Sales
Stage
…other
Did it work?Which content should you build?
Do you know what...
Get qualitative feedback from
the sales team;
Use it to re-evaluate your
content portfolio from a sales
perspective
Segment by industry,
sales stage, solution
area, geography, or
persona
Quantitative Feedback:
Measure, produce, measure.
(...
Early Sales Stage Late Sales Stage
Research Findings: We analyzed 1 million content shares performed by our
participating ...
Early Sales Stage Results:
What Content Sales Reps Share
34%Presentation Sales Content
Impact Score
32%Implementation Guid...
Late Sales Stage Results:
What Content Sales Reps Share
72%Video Sales Content Impact
Score
69%Case Study Sales Content
Im...
KnowledgeTree customers find that:
more content gets used
Push
Prove
Predict
In summary, if reps aren’t using your content:
Predict which content is effective by sales situation.
When you have data a...
Predicts what to pitch for every prospect.
www.knowledgetree.com
The Content That Drives Sales:
Increasing Use in Your Team
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Marketing Content that Drives Sales: Getting More Content Used to Drive Revenue

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Do you know what marketing content actually drives revenue? More than 80% of marketing content goes unused by sales teams. Discover how to get more marketing content used by sales and see what the data tells you about content performance, including which content types win in different sales situations and stages of the sales funnel. Learn how to measure marketing content ROI, and triple the content usage in your sales organization.

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Marketing Content that Drives Sales: Getting More Content Used to Drive Revenue

  1. 1. The Content That Drives Sales: Increasing Use in Your Team
  2. 2. Why Content? Why Isn’t It Used? Increase Relevance Build a Virtuous Cycle We Will Cover
  3. 3. Impressive Marketing Statistic? 60% of the buyer journey is complete before a prospect reaches sales Does that number seem right? A low hurdle for a B2C buyer to purchase a product means that a sales person could slow down a buyer’s journey. But is that the case for your B2B sale?
  4. 4. SolutionComplexity Buying Environment Complexity Try and Buy Challenge As complexity of solution and buying environment increase, the value of a sales person increases. The Reality for Sales People
  5. 5. In-market for your solution As little as 3 – 5% of your prospects are looking for your solution now – are your sales reps prepped to have the best conversations with them? Most prospects are experiencing pain, but not current priority Inbound / Outbound / Allbound
  6. 6. The average B2B purchase includes 20 individuals. Source: Four Quadrant • Sales people need to engage their prospects and identify pains in these accounts. • Sales people need to build coalitions of support across the decision making committee. • Marketers support the sales team as they seek to build out a justification for changing the status quo. • Marketers should directly support sales people to build a business case for change. The Buying Environment
  7. 7. What are the priorities of your prospects? Help sales address those priorities. Develop a business case for your product or service. Help sales reps challenge the status quo of your prospects.
  8. 8. Changing the Demand Waterfall Marketing and Sales Marketing Sales Traditional New Demand Waterfall
  9. 9. How important is content to your sales process? 99%of sales people said content is a critical part of their sales processes. Respondents = somewhat or very How often do you use content in sales process?
  10. 10. Just 20% of sales people add value to buyers. Source: Forrester When prospects don’t see value from their sales people, they don’t have the information they need to influence change across the 20 influencers in their companies. They simply won’t be able to push through and change anything.
  11. 11. More than 80% of marketing content is unused by sales. Source: IDC Without content, sales reps are less engaging and less likely to advance a deal
  12. 12. So, why the gap between use and need? Two major challenges:
  13. 13. Challenge 1: Can’t Find What They Need “When we surveyed the sales team, one result really stood out. It was clear that sales teams were losing time looking for or re-creating content for prospects.” VP, Sales Operations
  14. 14. “We wanted a way to arm sales reps with valuable content that supports the sales cycle.” Director, Marketing Operations Challenge 2: Sales Needs Confidence in Your Content The remainder of this slide deck will address this challenge in three sub-points.
  15. 15. Detailed technical needs? What about: High-level content? Infographics and blog posts might be great for awareness and interest. But they aren’t necessarily the kinds of pieces that help build a business case, especially later in the sales process.
  16. 16. It resonated with prospects and met their information needs Why did specific content win? It worked in a given sales situation – not one-size-fits-all
  17. 17. Number of reps that don’t know how best to use or share their organization’s content: How do I use the content? 41%
  18. 18. How to Address These Issues
  19. 19. + Sales people that are armed with summaries and templates are significantly more likely to share unfamiliar content. Provide Email Templates Content Takeaways / Stats #1 A Starting Point: Email Templates
  20. 20. IndustryProduct Buyer Persona Primary Pain Sales Stage …other 2. Did It Win? How did the content perform in these situations:
  21. 21. • They send digests to their sales teams weekly letting them know which content their colleagues used and which content was most effective. • They rank content recommendations to reps based on the Sales Content Impact score. This number assesses the effectiveness of content by sales situation. • They push recommendations to peers based on the actual closed won deals. This is like a win wire, except instead of passively advising reps on what content worked for a deal, our customers suggest winning content to reps with similar sales situations. Our customers identify what content wins in several ways:
  22. 22. IndustryProduct Buyer Persona Primary Pain Sales Stage …other Did it work?Which content should you build? Do you know what content works in the sales funnel?
  23. 23. Get qualitative feedback from the sales team; Use it to re-evaluate your content portfolio from a sales perspective
  24. 24. Segment by industry, sales stage, solution area, geography, or persona Quantitative Feedback: Measure, produce, measure. (This approach can double the rate of engagement prospects have with sales) Then track which content is used in each sales situation and measure effectiveness and attribute revenue Amount of B2B budget that goes to content that sales doesn’t use: 18%
  25. 25. Early Sales Stage Late Sales Stage Research Findings: We analyzed 1 million content shares performed by our participating customers. A few of the findings, separated by stage….
  26. 26. Early Sales Stage Results: What Content Sales Reps Share 34%Presentation Sales Content Impact Score 32%Implementation Guide Sales Content Impact Score 29%Video Sales Content Impact Score
  27. 27. Late Sales Stage Results: What Content Sales Reps Share 72%Video Sales Content Impact Score 69%Case Study Sales Content Impact Score 52%Datasheet Sales Content Impact Score
  28. 28. KnowledgeTree customers find that: more content gets used
  29. 29. Push Prove Predict
  30. 30. In summary, if reps aren’t using your content: Predict which content is effective by sales situation. When you have data about content performance, you can suggest winning materials. Push recommended content to your sales team. Don’t wait for your reps to come to your content. Let your marketing team reinvest in effective content. Prove content’s effectiveness by sales situation. Let your marketing team reinvest in content that makes it truly effective. Push Prove Predict
  31. 31. Predicts what to pitch for every prospect. www.knowledgetree.com The Content That Drives Sales: Increasing Use in Your Team

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