|By Ardath Albee||
|January 3, 2013 07:38 PM EST||
Lately, I've been receiving calls from B2B sales executives in search of how to use content to drive pipeline momentum. Many of their companies have marketing teams that are doing good work. Their websites include customer-centric content, they have active blogs with posts contributed from across the enterprise, their social media accounts show a good ratio of other people's content vs. their content.
- They aren't talking incessantly about themselves.
- The content isn't overly product focused.
- The content is providing solid information that is being read by their prospects.
From the description above, you'd think that they're doing all the stuff that all the blog posts, consultants, agencies and "gurus" say they should, right?
But this is where the rubber meets the road. What it comes down to is that content marketing takes more than content to be an effective catalyst for sales. Content requires a strategy for putting it to work. Without a strategy, there's no work ethic in place for your content. And that means you'll have a nice collection of quality content that people enjoy, read and share, but that never motivates them to buy.
I know you're sitting there thinking, how can this be? You're thinking that you've done what was required. You're getting form completions for eBooks and white papers and webinars. Your videos are being shared on Twitter, your infographics are being pinned on Pinterest and your blog posts wind up on people's Facebook timelines. Wasn't that the point?
Nope. Not by a long shot. That's only the training-wheels level for content marketing. Until that 30% of budget that marketers are investing in content helps salespeople sell something, your content still needs to reach maturity.
One sales executive told me that he thought all the content work his company has done was stellar, but that there wasn't much improvement to the quality of leads. Upon further inquiry, I discovered that they were evaluating lead quality based on the number of resources viewed/accessed. They were using quantity to measure quality and it wasn't working.
Because the number of resources doesn't matter as much as the information that's being accessed and what that can tell you about the prospect. [Note that for the purpose of this blog post, I'm assuming the prospect has the right demographics and firmographics to become a customer.]
This company has created a ton of educational information about the industry and the related problems that need to be solved - and can be by their products. But there is nothing to help their prospects build a business case. Nothing to help them visualize what solving the problem could do for them. Nothing to show that the company has a depth of expertise beyond a high-level understanding of the industries it serves.
Do you see the problem?
Each content asset stands alone with no link to any of the other assets. It's all good, well written content with structure. It delivers on the promise made in the title. But it doesn't work together to build the problem-to-solution story. There's no progression of storyline so there's no momentum in the pipeline.
Even if the prospect wanted to expend the effort, they wouldn't be able to find all the pieces of the puzzle to make any sort of decision they could back up in a conversation with their colleagues to gain consensus. The only call to action used was your standard "contact a sales rep." Unfortunately, there's never a strong enough reason to click that link.
It's been said many times by many content marketers - including me - that content must be mapped to buying stages. There's a reason for this. Different stages have different informational requirements. What your prospect is trying to achieve in each stage is different. Therefore, the same kind of content won't serve.
This is where the strategy part comes in. And I'll go back to what those of you who know me, know I always say: You must start with buyer knowledge, aka Personas.
Until you know what they care about and what they need to know as they make each small decision that leads to progress, it's next to impossible to create content that will help them make that progress with you.
And progress is what you need. And it's what your salespeople need.
The bonus is that if you create content mapped to buying stages, your salespeople will not only get quality leads, but they'll have quality content to use in conversations with them that continues that momentum through the later stages that lead to the coveted purchase decision.
Content is not one-size fits all. Each asset plays a different role in the story. Go figure out the story your prospect needs to become the hero of and share it with them. It takes work, but it's also becoming the table stakes for content marketing. And it's called strategy. With all the noise out there, it's what's required to catch and keep attention. This is no longer optional.
Your sales team will thank you! And so will your company and customers...
The worldwide cellular network will be the backbone of the future IoT, and the telecom industry is clamoring to get on board as more than just a data pipe. In his session at @ThingsExpo, Evan McGee, CTO of Ring Plus, Inc., discussed what service operators can offer that would benefit IoT entrepreneurs, inventors, and consumers. Evan McGee is the CTO of RingPlus, a leading innovative U.S. MVNO and wireless enabler. His focus is on combining web technologies with traditional telecom to create a new breed of unified communication that is easily accessible to the general consumer. With over a de...
May. 28, 2015 06:00 AM EDT Reads: 4,696
SYS-CON Events announced today that MetraTech, now part of Ericsson, has been named “Silver Sponsor” of SYS-CON's 16th International Cloud Expo®, which will take place on June 9–11, 2015, at the Javits Center in New York, NY. Ericsson is the driving force behind the Networked Society- a world leader in communications infrastructure, software and services. Some 40% of the world’s mobile traffic runs through networks Ericsson has supplied, serving more than 2.5 billion subscribers.
May. 28, 2015 05:00 AM EDT Reads: 1,357
Disruptive macro trends in technology are impacting and dramatically changing the "art of the possible" relative to supply chain management practices through the innovative use of IoT, cloud, machine learning and Big Data to enable connected ecosystems of engagement. Enterprise informatics can now move beyond point solutions that merely monitor the past and implement integrated enterprise fabrics that enable end-to-end supply chain visibility to improve customer service delivery and optimize supplier management. Learn about enterprise architecture strategies for designing connected systems tha...
May. 28, 2015 05:00 AM EDT Reads: 5,884
From telemedicine to smart cars, digital homes and industrial monitoring, the explosive growth of IoT has created exciting new business opportunities for real time calls and messaging. In his session at @ThingsExpo, Ivelin Ivanov, CEO and Co-Founder of Telestax, shared some of the new revenue sources that IoT created for Restcomm – the open source telephony platform from Telestax. Ivelin Ivanov is a technology entrepreneur who founded Mobicents, an Open Source VoIP Platform, to help create, deploy, and manage applications integrating voice, video and data. He is the co-founder of TeleStax, a...
May. 28, 2015 04:00 AM EDT Reads: 6,342
The Internet of Things (IoT) promises to evolve the way the world does business; however, understanding how to apply it to your company can be a mystery. Most people struggle with understanding the potential business uses or tend to get caught up in the technology, resulting in solutions that fail to meet even minimum business goals. In his session at @ThingsExpo, Jesse Shiah, CEO / President / Co-Founder of AgilePoint Inc., showed what is needed to leverage the IoT to transform your business. He discussed opportunities and challenges ahead for the IoT from a market and technical point of vie...
May. 28, 2015 04:00 AM EDT Reads: 6,707
Grow your business with enterprise wearable apps using SAP Platforms and Google Glass. SAP and Google just launched the SAP and Google Glass Challenge, an opportunity for you to innovate and develop the best Enterprise Wearable App using SAP Platforms and Google Glass and gain valuable market exposure. In his session at @ThingsExpo, Brian McPhail, Senior Director of Business Development, ISVs & Digital Commerce at SAP, outlined the timeline of the SAP Google Glass Challenge and the opportunity for developers, start-ups, and companies of all sizes to engage with SAP today.
May. 28, 2015 03:00 AM EDT Reads: 5,001
Cultural, regulatory, environmental, political and economic (CREPE) conditions over the past decade are creating cross-industry solution spaces that require processes and technologies from both the Internet of Things (IoT), and Data Management and Analytics (DMA). These solution spaces are evolving into Sensor Analytics Ecosystems (SAE) that represent significant new opportunities for organizations of all types. Public Utilities throughout the world, providing electricity, natural gas and water, are pursuing SmartGrid initiatives that represent one of the more mature examples of SAE. We have s...
May. 27, 2015 11:00 PM EDT Reads: 6,015
The Internet of Things will put IT to its ultimate test by creating infinite new opportunities to digitize products and services, generate and analyze new data to improve customer satisfaction, and discover new ways to gain a competitive advantage across nearly every industry. In order to help corporate business units to capitalize on the rapidly evolving IoT opportunities, IT must stand up to a new set of challenges. In his session at @ThingsExpo, Jeff Kaplan, Managing Director of THINKstrategies, will examine why IT must finally fulfill its role in support of its SBUs or face a new round of...
May. 27, 2015 10:00 PM EDT Reads: 5,398
One of the biggest challenges when developing connected devices is identifying user value and delivering it through successful user experiences. In his session at Internet of @ThingsExpo, Mike Kuniavsky, Principal Scientist, Innovation Services at PARC, described an IoT-specific approach to user experience design that combines approaches from interaction design, industrial design and service design to create experiences that go beyond simple connected gadgets to create lasting, multi-device experiences grounded in people's real needs and desires.
May. 27, 2015 09:00 PM EDT Reads: 6,013
The true value of the Internet of Things (IoT) lies not just in the data, but through the services that protect the data, perform the analysis and present findings in a usable way. With many IoT elements rooted in traditional IT components, Big Data and IoT isn’t just a play for enterprise. In fact, the IoT presents SMBs with the prospect of launching entirely new activities and exploring innovative areas. CompTIA research identifies several areas where IoT is expected to have the greatest impact.
May. 27, 2015 09:00 PM EDT Reads: 4,904
Can call centers hang up the phones for good? Intuitive Solutions did. WebRTC enabled this contact center provider to eliminate antiquated telephony and desktop phone infrastructure with a pure web-based solution, allowing them to expand beyond brick-and-mortar confines to a home-based agent model. It also ensured scalability and better service for customers, including MUY! Companies, one of the country's largest franchise restaurant companies with 232 Pizza Hut locations. This is one example of WebRTC adoption today, but the potential is limitless when powered by IoT.
May. 27, 2015 09:00 PM EDT Reads: 6,414
The Internet of Things will greatly expand the opportunities for data collection and new business models driven off of that data. In her session at @ThingsExpo, Esmeralda Swartz, CMO of MetraTech, discussed how for this to be effective you not only need to have infrastructure and operational models capable of utilizing this new phenomenon, but increasingly service providers will need to convince a skeptical public to participate. Get ready to show them the money!
May. 27, 2015 07:00 PM EDT Reads: 5,960
The Internet of Things is not only adding billions of sensors and billions of terabytes to the Internet. It is also forcing a fundamental change in the way we envision Information Technology. For the first time, more data is being created by devices at the edge of the Internet rather than from centralized systems. What does this mean for today's IT professional? In this Power Panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, panelists will addresses this very serious issue of profound change in the industry.
May. 27, 2015 06:00 PM EDT Reads: 929
SYS-CON Events announced today that BMC will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. BMC delivers software solutions that help IT transform digital enterprises for the ultimate competitive business advantage. BMC has worked with thousands of leading companies to create and deliver powerful IT management services. From mainframe to cloud to mobile, BMC pairs high-speed digital innovation with robust IT industrialization – allowing customers to provide amazing user experiences with optimized IT per...
May. 27, 2015 05:30 PM EDT Reads: 794
The Internet of Things is not new. Historically, smart businesses have used its basic concept of leveraging data to drive better decision making and have capitalized on those insights to realize additional revenue opportunities. So, what has changed to make the Internet of Things one of the hottest topics in tech? In his session at @ThingsExpo, Chris Gray, Director, Embedded and Internet of Things, discussed the underlying factors that are driving the economics of intelligent systems. Discover how hardware commoditization, the ubiquitous nature of connectivity, and the emergence of Big Data a...
May. 27, 2015 04:00 PM EDT Reads: 6,416
SYS-CON Events announced today that O'Reilly Media has been named “Media Sponsor” of SYS-CON's 16th International Cloud Expo®, which will take place on June 9–11, 2015, at the Javits Center in New York City, NY. O'Reilly Media spreads the knowledge of innovators through its books, online services, magazines, and conferences. Since 1978, O'Reilly Media has been a chronicler and catalyst of cutting-edge development, homing in on the technology trends that really matter and spurring their adoption by amplifying "faint signals" from the alpha geeks who are creating the future. An active participa...
May. 27, 2015 03:37 PM EDT Reads: 528
The world is at a tipping point where the technology, the device and global adoption are converging to such a point that we will see an explosion of a world where smartphone devices not only allow us to talk to each other, but allow for communication between everything – serving as a central hub from which we control our world – MediaTek is at the heart of both driving this and allowing the markets to drive this reality forward themselves. The next wave of consumer gadgets is here – smart, connected, and small. If your ambitions are big, so are ours. In his session at @ThingsExpo, Jack Hu, D...
May. 27, 2015 12:49 PM EDT Reads: 526
The 4th International Internet of @ThingsExpo, co-located with the 17th International Cloud Expo - to be held November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA - announces that its Call for Papers is open. The Internet of Things (IoT) is the biggest idea since the creation of the Worldwide Web more than 20 years ago.
May. 27, 2015 12:00 PM EDT Reads: 1,670
SYS-CON Events announced today that DragonGlass, an enterprise search platform, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. After eleven years of designing and building custom applications, OpenCrowd has launched DragonGlass, a cloud-based platform that enables the development of search-based applications. These are a new breed of applications that utilize a search index as their backbone for data retrieval. They can easily adapt to new data sets and provide access to both structured and unstruc...
May. 27, 2015 12:00 PM EDT Reads: 1,866
We’re entering a new era of computing technology that many are calling the Internet of Things (IoT). Machine to machine, machine to infrastructure, machine to environment, the Internet of Everything, the Internet of Intelligent Things, intelligent systems – call it what you want, but it’s happening, and its potential is huge. IoT is comprised of smart machines interacting and communicating with other machines, objects, environments and infrastructures. As a result, huge volumes of data are being generated, and that data is being processed into useful actions that can “command and control” thi...
May. 27, 2015 11:51 AM EDT Reads: 537