The way customers educate themselves on products and services has changed dramatically because of content marketing. Customers are now in the driver’s seat of self education before they engage with the sales team. During this presentation, ion interactive’s Customer of Engagement, Audrey Ross and Director of Account Development, Asa Hochhauser share real-world examples of how ion successfully bridges the gap between marketing and sales using interactive content. What you will learn: - How to create content that is useful, usable and helps facilitate the sales process - How to know when to share the right content at the right time - How interactive content gathers data about users that can be leveraged during sales calls - See real-world examples of interactive content for sales enablement

1. Interactive
Content
for Sales
Enablement

2. What’s Inside
•Why Sales and Marketing alignment is
important to sale enablement and how
content plays a role.
•How to get Sales to use the content you
produce.
•How the content you produce can fuel
results.

3. Who creates the content that salespeople
use in their selling efforts?
Who creates content
sales people need?
https://www.csoinsights.com/blog/creates-content-
salespeople-need-along-customers-journey/
Marketing
39.4%
Salespeople
26.3%
Other 5.8%
Sales Ops/
Legal 5.8%
Product
Management
12.1%
Sales
Enablement
12.1%

4. What content is marketing creating?
Blogs
Email Newsletters
Social Media Content
Ebooks/White Papers
In-Person Events
Webinar/Webcasts
Video (pre-produced) 30%
32%
36%
38%
40%
40%
52%
* 2017 Content Marketing Institute’s Research Report

5. Top Funnel/Lead Generation Focused
Blogs
Email Newsletters
Social Media Content
Ebooks/White Papers
In-Person Events
Webinar/Webcasts
Video (pre-produced) 30%
32%
36%
38%
40%
40%
52%
* 2017 Content Marketing Institute’s Research Report

6. Content Sales People
are Creating
Email Templates
Social Media Posts
Proposals
Sales Presentations
Sales Scripts/Pitches/Questions

7. Mid-Bottom Funnel
Email Templates
Social Media Posts
Proposals
Sales Presentations
Sales Scripts/Pitches/Questions
(focused on inspiring change
and taking action)

8. Sales enablement…
is the process of providing the sales
organization with the information,
content, and tools that help sales
people sell more effectively. The
foundation of sales enablement is to
provide salespeople with what they
need to successfully engage the buyer
throughout the buying process. -TOPO

9. SALES FOCUSED
ON REVENUE
MARKETING
FOCUSED ON LEADS

10. REVENUE
SALES AND MARKETING
SHOULD BOTH FOCUS ON

11. Highly-aligned
organizations achieved
an average of 32%
year-over-year revenue
growth, while their less
aligned competitors
saw a 7% decrease.
- Aberdeen Group Study
32%

12. Creating the Feedback Loop

13. How ion does it:
•Monthly Strategy Meeting with
Leadership-Dir/VP of Sales, CMO (bring
action items to Sales/Marketing sync).
•Follow up with executional Marketing/
Sales Sync. Leave with action items.
•Marketing Sprint attended by Sales,
hold marketing accountable

14. Where do sales
insights come from?
•Marketing automation
•Sales Tech
•Conversations

15. Conversations
The only one of these that isn’t
static is sales conversations. And
this is where the most valuable
source for new content comes from.
How do we bring this dynamic
nature to the other sources we
use to gather insights?

16. Insights Sales Team Needs and Wants
Role in purchase decision 37% 55%
Potential ROI from solution purchase 19% 61%
Budgeting for a solution 20% 66%
Decision Timeframe 23% 66%
Specific Pain Points Motivating Purchase 20% 71%
Readiness to Buy 21% 72%
Anticipation barriers to acquisition 14% 75%
Currently Receive Want to ReceiveData Type

17. What is Interactive
Content?
An interactive content experience is
participatory, often including a feedback
loop in which the outcome of the
experience is directly impacted by the
interaction of the visitor.

18. Assessments Calculators eBooks Interactive
Infographics
Interactive
White Papers
Lookbooks
& Tours
Resource
Library
Solution
Finders
Quizzes
Types of Interactive Content

19. Interactive Content for Sales Enablement
If you add interactive content into your sales enablement mix it will allow for three things:
Allow sales to supplement lead
generation and lead quality
efforts and provide better
insights to marketing.
Give sales access to
effective content that the
team will actually use.
Better sales
conversations that lead
to more revenue and
quick sales cycles.

20. Supplement
marketing efforts
•Teach sales how where to use (human
marketing automation platforms)
•Bring insights of what is working
and what isn’t to syncs
•Bring more market awareness
to marketing team
1

21. ion interactive Assessment

22. ion interactive Program Builder

23. Vantreo Sales Calculator

24. Symantec Calculator

25. Access to content/
ensure usage
Team needs to be trained and
content needs to be discoverable.
Examples: website, wiki, sales
enablement software that plugs into
CRM, interactive content.
2

26. EVALUATION TOOLS

27. Sales Asset Matcher

28. Symantec Resource Library

29. Sammons Financial Group Agent Toolkit

30. Sammons Financial Group Agent Toolkit

31. Corporate Visions Sales Toolkit

32. Better conversations
= More revenue
How to use the different pieces of
content/buyer journey/what is
helping get appointments and
close deals.
3

33. Surfacing insights
Marketing automation to drive
more sales qualified leads
• Integrate interactive content into
marketing automation campaigns.
ABM/social selling
• Sales distribute useful content in a
personalized manner to drive deeper
visibility into prospects world.

34. Brainshark Sales Readiness Assessment

35. Rocket Software Downtime Calculator

36. ion interactive Sell-Side

37. Benefits of using IC
for Sales Enablement
Align Sales and Marketing
Increase the value of the
content you create
Spend time with the right
prospects at the right time
resulting in faster sales cycles
and drive revenue.

38. info@ioninteractive.com
twitter: @ioninteractive
Thank You