Article by Jim Burns

  • Sales Content for Knowledge and Sales Performance Support

    This article is a deeper consideration of some of the questions and answers raised in my article, Marketing and Sales Content — Differences that Matter. A category of sales content I highlighted is Sales Knowledge and Performance Support. Outside of onboarding, periodic training, and informal sharing, this is an area that is largely left up to individuals.

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  • Marketing and Sales Content – Differences That Matter

    What IS the difference between marketing and sales content? This is a good question to ask across your organization. The answers will reveal people’s thinking and understanding about “content” in general. Notice how clear, specific, consistent and actionable the responses are. Or not. Why does this matter? Effective sales content is a strategic imperative when

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  • How to Uplevel Your Content Operations

    At some point B2B executives realize that adding resources and technology to the traditional content operations process produces only marginal improvements. Digital era content requirements are rising exponentially. They will not be addressed with the current process. This will become even more evident when marketing begins to adequately support B2B sales content requirements, as well as

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  • Micro-content — the most important content type you don’t manage

    Micro-content isn’t widely understood or consciously used. When it is, it’s usually by marketing for social media content. But micro-content may be the most important content type you have, and you probably don’t manage it. Micro-content is simply what the words imply. The term is credited to user experience expert Jakob Nielsen: “micro content is a small group

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  • Content Creation: Modular vs. Structured & Traditional

    As content marketing practices mature, organizations look for new ways to gain advantages and improve content performance. One of the most elusive tactics is to optimize content for audience and situation relevance. Numerous studies have shown business outcomes improve significantly when content delivers highly targeted, useful and relevant insights to audiences. Yet marketers currently struggle

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  • Modular Content Creation vs. Traditional and Structured Content Approaches

    As content marketing practices mature, organizations look for new ways to gain advantages and improve content performance. One of the most elusive tactics is to optimize content for audience and situation relevance. Numerous studies have shown business outcomes improve significantly when content delivers highly targeted, useful and relevant insights to audiences. Yet marketers currently struggle

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  • Situation-Ready Content, On-Purpose, By Design?

    I’m done talking about “content.” The word is too conceptual to have any useful meaning. In my world, words matter. To work, words must convey common meaning. I believe the word “content” and how it’s used actually causes problems. This is undoubtedly a contributor to quality problems experienced with marketing and especially selling content. Sales

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  • The B2B Value Sale is Actually Three Distinct Sales

    Companies trying to execute a B2B solution or value sale must overcome selling problems that start at the prospecting stage and persist to the end. Symptoms include too few quality additions to the sales pipeline, protracted and lengthening sales cycles, and low win rates. A significant cause is sellers haven’t realigned messages, sales conversations, and sales

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  • Selling Into The “Hidden Opportunity Market”

    We used to say, “sell ahead of the RFP.” Then, for more than a decade we’ve been telling clients, “sell ahead of your competitive herd.” Now we’re telling them, “sell into the ‘hidden opportunity market’.” As a result of recent client work, I’ve re-examined CEB’s Challenger Customer for clues on how to improve B2B sales

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  • The Most Under-Served Content Requirements

    I received a call from a colleague who started a new sales job with a software company. “We have no good content to serve as door openers, or to nurture target accounts who aren’t ready to meet. All we have is product collateral.” Sales content for key sales engagement points are the most underserved content

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