It’s no secret that when sales and marketing teams are in sync, companies become better at closing deals and generating more revenue from marketing. But where to start?
Tip: Start with content.
Research shows that content marketing is perceived to be both the most effective – and the most difficult – lead generation tactic for marketers.
It’s the most effective because 57% of the buyer’s journey is now completed before a buyer talks to sales (predicted to swell to 85% by 2020), and while they’re busy not talking to sales they’re -- overwhelmingly -- consuming content that helps them navigate through through each stage of the buying process.
Don’t worry, MaestroGroup is here to help. Insight-led and business driven, we specialize in sales and marketing alignment across the customer journey—from first touch to post purchase. To get started, download our checklist, “The 9 Types of Smarketing Content You Need to Have” and read on to learn about what each type means (adapted from this Salesforce blog post.)
The 9 Types of Content
Brand awareness: information about the company, history, leadership team, positioning, value proposition
Demand generation: materials of broad interest used at the top of the demand gen funnel. Includes material authored by the company (ebooks, infographics, thought leadership pieces) and outside the company (analyst reports).
Product marketing: product-related content that highlights specific areas of the product. Includes brochures, sales, decks, images, white papers, webinars...
Case Studies: Case studies where the product is being successfully used and where there are proven business results.
Sales tools: tools to help with the deal-- sample contracts, proposal decks, ROI calculators, action plans, pricing sheets.
Demo material: any material required to deliver a demo. Includes scripts, screenshots, and demo presentations.
Competitors: Information about competitors. Includes battle cards, third party comparisons, and positioning.
Sales training: training and courses for onboarding a new seller, learning about the company products and sales process, and sharpening sales skills.
Industry news: news feed with information about the company, the industry, key competitors, and key customers.