Marketing and selling content operations isn’t sexy. But it could be one of the most important focus areas for marketing leaders. See Is Content Operations Your Next Focus Area? Almost every week I see fresh survey results that continue to reflect the long-standingchallenges that B2B marketers face (Content Marketing Institute). More importantly, I speak with people […]Read Full Post
What if you could assess your marketing content the same way your audiences do? How would that improve content quality, audience relevance, performance? Of course. Makes sense. But what exactly does this mean — in practice? I invite you to collaborate in this real-time case example. I have a video for you to view, assess, […]Read Full Post
The custom content business is a difficult business. It’s a difficult business due to the economics of the underlying content operations model, as well as poor inputs from inefficient clients. If you’re a B2B CMO pursuing content dependent strategies such as content marketing, automated lead generation and nurturing, sales and channel enablement (among others), you are now […]Read Full Post
The design point for your B2B sales content strategy must be your buyer’s engagement model, mapped against your sales strategy. Fundamentally, it must be conversation centered. Without well-defined and documented sales use case requirements, effective sales content strategy is not possible. Rarely do we meet companies that have even considered this, let alone defined and documented specific requirements. You can find an introductory explanation of this idea at Need Better Content? Define Use Case Requirements. This post will step you through a process to define and document requirements. Pre-requisite to use case definitions are two competencies we identify in our 6 Competency Framework for Business Level Content Strategy. These are Understand Audiences and Buyers Competency and Conversation Support Competency. Essentially, sales use case requirements define the purpose and context in which sales content will be used. Sales Use Case Requirements Context The general context for your use case requirements are: Who’s the audience for your conversations and content — audience segments, industry, functional role or “persona” What is their interest — their business problem, issue, defined solution approach or product category (for active buyers) Why are you speaking — what’s the purpose of the conversation, of content, the desired outcome and decision the buyer will make at the conclusion of each engagement. We refer to this as the “job” both the sales rep and the buyer want content to do for them at that moment When is this engagement — at what stage of the buying decision process — or perhaps […]
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One of the early questions I ask prospective B2B clients is: “When you go-to-market through your marketing and sales functions, what percent of your target prospects are find vs create opportunities?” The answer to this question has significant, if usually unconsidered, implications for tactic selection and business results. Find Opportunities “Find opportunities” are where prospects […]Read Full Post