FutureM 2013 session with Postwire Speakers: Alexis Karlin Digital Marketing Manager, Percussion Software Shawn LaVana Vice President of Marketing, Postwire Susan Mlodozeniec Senior Marketing Manager, Demand Generation, Forrester Research "Where's the most recent brochure?" Sound familiar? You create tons of content, but for some reason, your sales team can never find it, much less use it. They instead resort to using the same old stuff and pay little mind to what you're producing, why you're doing it, and who you are catering it to. This is a sales and marketing disconnect, and recent surveys have shown that companies with strong sales and marketing alignment achieve higher revenue growth than those with disconnects. The great news is that content can be a uniting force that aligns marketing and sales. This benefits marketing in that their content is used more often and in more personalized ways, and it benefits sales in that they become a trusted educational resource for buyers. In this session you will learn tactics that will help you better align with sales and get them to use your content by: -Building your content development and organizational plan -Developing buyer personas -Keeping sales up to date on available content -Using content in different mediums -Setting up a feedback loop

1. SESSION
PARTNER
WHY SALES DOESN’T
USE YOUR CONTENT
And what to do about it
VISIONARY
SPONSORS
INNOVATOR
SPONSORS
TA L K A B O U T U S ! # F U T U R E M # C O N T E N T E N A B L E M E N T

2. Why Are We Here?
Marketing
Sales
Buyers
TA L K A B O U T U S ! # F U T U R E M # C O N T E N T E N A B L E M E N T

3. Today’s Hosts
Shawn
LaVana
VP
of
Marke6ng
Postwire
@shawnlavana
Alexis
Karlin
Susan
M
lodozeniec
Senior
Marke6ng
Digital
Marke6ng
Manager,
Demand
Manager
Genera6on
Percussion
@akarlin
Forrester
@smlodoze
TA L K A B O U T U S ! # F U T U R E M # C O N T E N T E N A B L E M E N T

4. Why is it a problem if sales doesn’t
use marketing’s content?

6. “Every
two
days,
more
content
is
now
created
than
what
existed
in
the
history
of
man
up
unCl
2003.”
–
Eric
Schmidt
Execu&ve
Chairman,
Google

7. Companies
with
good
sales
and
markeCng
alignment
generate
20%
more
revenue.
-­‐
Hubspot

8. Building your Content Development
and Organization Plan

9. “90%
of
consumers
find
custom
content
useful
and
78%
believe
that
organizaCons
providing
custom
content
are
interested
in
building
goo
relaConships
with
them.”
–
TMG
Custom
Media

10. “While
92%
of
firms
say
producing
high-­‐quality
content
is
valuable,
just
54%
of
them
rank
their
ability
to
execute
this
acCvity
as
effecCve.”
–
Aberdeen
Group

11. “Salespeople
spend
40%
of
their
Cme
looking
for
or
preparing
content
for
customer
communicaCons.”
–
CMO
Council

12. Charting The Course By Developing
Buyer Personas
F o u r S t e p s To Ta r g e t H a r m o n y

13. 1. Start With The Basics
1. Who
is
accessing
your
content?
2. How
are
they
finding
it?
3. What
brought
them
to
you?
4. What
did
they
do
once
they
arrived?
TA L K A B O U T U S ! # F U T U R E M # C O N T E N T E N A B L E M E N T

14. 2. Dig In
1. What
problems
do
these
people
of
interest
have?
2. What
pushes
them
to
solve
these
problems?
3. Where
do
they
access
informa6on
when
hun6ng
for
a
solu6on?
4. How
do
they
access
it?
5. What
type
of
info
do
they
seek?
TA L K A B O U T U S ! # F U T U R E M # C O N T E N T E N A B L E M E N T

15. 3. Investigate
1. Who
is
accessing
your
content?
2. How
are
they
finding
it?
3. What
brought
them
to
you?
4. What
did
they
do
once
they
arrived?
TA L K A B O U T U S ! # F U T U R E M # C O N T E N T E N A B L E M E N T

16. 4. Craft Your Persona
1. Who
is
accessing
your
content?
2. How
are
they
finding
it?
3. What
brought
them
to
you?
4. What
did
they
do
once
they
arrived?
TA L K A B O U T U S ! # F U T U R E M # C O N T E N T E N A B L E M E N T

17. Keeping Sales Up To Date
“Where’s the most recent brochure?”

18. 2
out
of
3
sales
reps
don’t
think
the
current
content
helps
“Disrupt
a
customer’s
mindset.”-­‐
SellingPower

19. “Fortune
500
companies
report
that
having
a
strong
sales
enablement
program
are
witnessing
at
15.3%
growth.”
–
Business.com

22. Setting Up a Feedback Loop
Learning to love sales anecdotes

25. Key Questions To Pose
Why
do
clients
choose
us?
What
are
the
most
common
quesCons
your
are
asked
in
the
sales
process?
What
objecCons
do
you
hear?
Why
do
prospects
choose
a
compeCtor,
and
which
one
did
they
choose?
Are
you
noCcing
any
trends
you
feel
we
as
a
company
are
not
reacCng
to?
If
you
could
have
anything
from
markeCng,
what
would
it
be
and
why?
TA L K A B O U T U S ! # F U T U R E M # C O N T E N T E N A B L E M E N T

26. In Conclusion
Build
a
Plan
Develop
Buyer
Personas
Keep
Sales
Up
to
Date
Set
Up
a
Feedback
Loop
TA L K A B O U T U S ! # F U T U R E M # C O N T E N T E N A B L E M E N T

27. Learn More
go.postwire.com/futurem
TA L K A B O U T U S ! # F U T U R E M # C O N T E N T E N A B L E M E N T

28. Organize Marketing Content To Drive
Sales Success

29. Forrester
helps
you
make
beher
decisions
in
a
world
where
technology
is
radically
changing
your
customers
Forrester
is
a
global
research
and
advisory
firm
• Over
2,400
Clients
Worldwide
• Over
1,200
Employees
• 400+
Quota-­‐Carrying
Sales
Professionals
• 50+
Marketers

30. How we help: Levels of engagement
Core research and tools
Custom global data
Peer collaboration
Analyst engagement
© 2013 Forrester Research, Inc. Reproduction Prohibited
30

31. Forrester
is
focused
on
these
key
roles/personas
• Chief
Marke6ng
Officer
(CMO)
• Marke6ng
Leadership
• Customer
Experience
• Chief
Informa6on
Officer
(CIO)
• Analyst
Rela6ons
• Applica6on
Development
&
Delivery
• Enterprise
Architecture
• Customer
Insights
• Infrastructure
&
Opera6ons
• eBusiness
&
Channel
Strategy
• Security
&
Risk
• Sourcing
&
Vendor
Management
• Sales
Enablement

32. Forrester
organizes
MarkeCng
content
for
Sales
to
be
relevant,
contextual
and
just
in
Cme
Relevant
Sales
Stage
Role/Persona
Contextual
Product
Sales
Coach
Just
in
Time
Weekly
Marke6ng
News
Email
Library
Cha_er
On
Demand
Training
Internal
Loca6on
Postwire
Account
Pages
Product
Selec6on
Tools
Intranet
Shared
Drive
CRM
System
External
Source
Webinars
Podcasts
Social
Media
Live
Events
Video
PR
Men6ons

33. Content
Libraries
on
the
Intranet
are
modular
and
make
it
simple
for
Sales
to
create
a
relevant
presentaCon

34. The
Sales
Coach
within
the
CRM
system
suggests
MarkeCng
Content
that
is
contextual
to
the
specific
Opportunity
Stage

35. New
hires
learn
about
MarkeCng
content
on
a
just
in
Cme
schedule

36. The
MarkeCng
Team
makes
content
available
in
a
visually
appealing
way
to
support
Sales
sharing
it
with
their
accounts

37. MarkeCng
content
is
“on
locaCon”
at
the
point
of
use
• Marke6ng
assets
for
Sales
are
curated
in
one
loca6on
on
the
intranet
• Our
Sales
Coach
contains
links
to
assets
for
Sales
Stages;
it
is
embedded
in
the
CRM
system,
where
Sales
is
working
Opportuni&es
• Emails
in
the
Email
Library
are
alphabe6zed
by
subject
in
Salesforce.com,
where
Sales
composes
and
sends
emails
• Marke6ng
Assets
for
Sales
are
curated
in
one
shared
library
in
Postwire
where
Sales
creates
and
maintains
Account
Pages

38. Forrester’s
email
campaigns
to
Clients
during
1H
2013
produced
3x
the
engagement
when
content
was
tailored
to
that
Account
70%
58.8%
60%
50%
Percent
Emails
Sent
By
Sales
40%
Emails
Sent
By
Marke6ng
30%
20%
21.8%
25.3%
14.8%
15.3%
16.4%
10%
0%
Unique
Open
Rate
Unique
Click-­‐To-­‐Open
Rate
Relevant,
Timely
and
Contextual
Emails
Sent
By
Sales

39. In
conclusion,
help
Sales
use
your
MarkeCng
Content
by
• Thinking
“Outside
In”
about
what
Clients
and
Prospects
need
and
then
crea6ng
it
• Aligning
it
in
a
mix-­‐and-­‐match
way
based
on
Sales
Stage,
Personas,
and/or
other
Sales-­‐friendly
segmenta6on
at
your
company
• Making
it
relevant,
contextual,
and
just
in
6me
• Making
it
available
in
the
loca6on
of
Sales
use

40. Questions?
Learn
more
at:
go.postwire.com/futurem
TA L K A B O U T U S ! # F U T U R E M # C O N T E N T E N A B L E M E N T