RSSWhat do you do once your content strategies bring in the prospects?
Nov 16, 2009 Sales Related
After speaking with my friend Jill Konrath, I realized that I can actually help those of you who are bringing prospects in the door with a great stratigic marketing plan.
Let’s look at the layout of how companies are using marketing today: with great content, white papers, webinars and podcasts, companies are driving interested buyers to their sites. With good content, prospects are being educated, informed, and hopefully influenced, and get great data to help them make informed decisions as to how to become Excellent. In fact, Ardath Albees new book eMarketing Strategies for the Complex Sale she talks about how B2B marketers need to really get to know their customers in order to improve their marketing effectiveness. [Peronal note: Ardath is the queen of helping buyers develop content strategies. But her book immediately if you want to know what to do and how to do it. She's light years ahead of any other thinker in the field. Here is a link to read two chapters of her new book: download 2 chapters]
With all of the competition out there, having good content is not enough so companies need to not only offer great content, but follow up strategically so prospects can get everything they need when it’s time for them to need it during their decision making process when choosing a new vendor.
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Go To Market Partners Helps Consultative Sellers Sell
Sep 15, 2009 Favorite URLs
I met Neil Rackham at a think tank we were both members of. When first introduced, we smiled at each other, but were both somewhat reticient to speak. After all, I had written about him in one of my books, and was wracking my brain to try to remember what it was a said about him. From the look on his face, it probably wasn’t terrific.
As fate would have it, we ended up being on a panel together called something like “Meet the Gurus.” Before the session the moderator had us all introduce ourselves to each other, and asked if any of us knew each other beforehand. Neil genially spoke up: “I know Sharon Drew. She wrote a book that referenced me in a very unkind way.” Oops.
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Tags: buying decision, Buying Facilitation®, channel strategy, consultative sales, Go to Market Partners, Jason Jordan, Key Account Strategies, metrics, Neil Rackham, new markets, new products, strategy
