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Posted December 30, 2009
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Content Strategies That Drive B2B Marketing and Sales Outcomes
For marketing practitioners and executives who are looking to innovate their revenue engine, this is indeed a must read.Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.
The motivation is considerable. When "marketing has taken charge of propelling prospects farther through their buying process, salespeople are selling to more qualified buyers. This means shorter time to revenue and optimized results from your sales force. "
Starting with the well accepted premise that business-to-business (B2B) buyers begin their buying process online with searches for a rich array of available information, Albee lays out the business implications along with a cogent framework for content strategy and execution.
Most organizations lack a content strategy, and many lack a marketing strategy. "Event thinking" pervades our approach to marketing, lead generation, content creation and sales support. Albee makes the case for a "mind shift" required to capitalize on the potential of emarketing and marketing automation.
"It's time to shift your thinking. Think of today's marketing department as a publisher with a variety of content channels at its fingertips that can provide you with a larger communications reach than you've ever had before. Even though 80% of companies say that they "found" their vendors rather than their vendors finding them, chance are high that their initial discovery was somewhere other than your corporate Web site. "
With her guidance, readers will begin to develop not only effective strategies, but new processes and procedures to create the volume and kinds of "contagious content" buyers demand.
"The buying process for a B2B complex sale has shifted in recent years. This shift means that much of the time that was previously spent with salespeople is now spent reviewing online resources. For this reason, it's imperative to be found in the places where your prospects are looking. Now more than ever, your company must be recognized as a source of relevant knowledge that pulls prospects into the sales pipeline. Well-executed content will play a bigger role in building trusted relationships that get salespeople invited into the process more efficiently."
Content -- buyer relevant, edu-focused, convenient, compelling, story-based content -- is indeed the fuel for today's revenue engine. It is the "bait" that attracts prospective buyers to find you on the web, and to be found by you, long before they are ready to speak with your sales people.
For most organizations, "Content development is seen as an overwhelming task that takes too much time, effort and money from an already stretched-thin budget and overworked marketing staff. The reality is that a well-structured content-development plan can supercharge marketing and sales results. A well-designed, integrated content strategy will give you more content with less effort."
Albee fulfills on this promise with practical, actionable prescriptions and recommendations.