Placing Emphasis on Content Marketing for Sales, Content Selling
Matt Heinz over at Heinz Marketing wrote another great piece this morning. This one looks at the must-have agenda topics for your sales kick-off in January 2014. This is a great piece for sales leaders looking to inject new learnings and processes into their sales organization.
One of the seven topics that Matt lists I wanted to highlight. In the “Content Marketing for Sales” section, he looks at the need for sales people to take advantage of industry and internally-developed content to engage with prospects more effectively. By sending targeted content to your prospects, you demonstrate value and help advance opportunities.
To build on what Matt says in this section, I’d like to add a few steps you can take to bring a deliverable to your sales kick-off that fulfills Content Marketing for Sales.
What Content is Useful to Prospects?
Not all of your content is valuable to a prospect. Some is too detailed, too technical, too old, or just too much. Go through your content and cull out pieces that don’t make sense. But as Matt suggests, look beyond your own content to include third-party pieces that reinforce your message or challenge preconceived notions.