Surfacing the Right Marketing Collateral at the Right Stage of the Buying Cycle Enables Alignment
There aren’t many companies out there that can say their content marketing strategy is aligned with their buying cycle. Typically, this because Marketing is not aligned with Sales. This was apparent in our Sales and Marketing Survey we conducted last month. It’s the classic case of the right hand doesn’t know what the left is doing.
In the fast evolving marketing space, content marketing has become the latest hot-trend in marketing. Marketers everywhere are scrambling to create engaging content and get it seen by as many eyeballs as possible in the hope to generate leads. But is Marketing creating the content that Sales needs to close the opportunities they engaged in? How would you know?
— KnowledgeTree (@knowledgetree) April 22, 2013
Salesforce.com is the preferred CRM by Sales teams all over the globe. Last week, we released a new solution that helps Marketing, Sales and Account Management manage sales and marketing collateral. There are three reasons why our KnowledgeTree for Salesforce solution excites me:
1. Marketing can clearly define the purpose of the content they create.
Lets say that Marketing writes a discovery-stage white paper designed to attract tech startups. Using KnowledgeTree, Marketing can assign unique meta tags that make the document visible to the opportunity in Salesforce. So, when Sales creates a lead in Salesforce for a tech startup that’s in the discovery stage, that collateral will appear. That same white paper will not appear if Sales creates a lead for a bank in the discovery stage unless Marketing has designated it so.
2. Marketing can align collateral with the buying process.
Corporate brochures are typically used at the beginning of the buying process, where as technical documents is not. This is part of taking a “Moneyball” approach to Sales and Marketing collateral. It’s important to realize when in the buying process that collateral is more relevant.
3. Sales can provide feedback to Marketing.
If a piece of collateral needs to be corrected, refreshed or retired, Sales and now provide that feedback to Marketing. In addition, if one doesn’t exist, Sales can notify Marketing, right in Salesforce. Now Marketing knows EXACTLY what to create to enable the sales team to sell more.
The Sales and Marketing department of mid-sized and enterprise sized businesses are revenue generating and need to efficiently use their time. Imagine what it would be like if your Sales team knew exactly what collateral to use because it was right there in Salesforce when they created a new opportunity. How much more time would they have to close new and retain current business?