It may seem late to be asking this question, given how long we have been talking about it. However, recent conversations with partners in the UK and the USA show that the term is used to mean so many different things that it’s a good idea to make it clear exactly what we are talkingRead more about What is Sales Enablement?[…]
Best-in-class” companies across a wide range of industries are twice as likely to use a DAM (or MAM) system for marketing functions than the average company in their respective industry. These same “best-in-class” companies reported a 23% year over year reduction in time to market, and an 18% increase in average return on marketing investments.Read more about Marketing Asset Management made easy[…]
A recent Linkedin survey of over 6,300 buyers, marketers and sales shows what content buyers rate important. What content do you need to produce, manage and distribute for effective sales enablement? A summary is that customers still rate the “what is it and what does it do” content most highly but your customer facing peopleRead more about For sales enablement – what content do you need?[…]
The obvious answer would be to just spend more time selling. But the apparently obvious isn’t always best. Where does the 20% more selling time come from? According to numerous respected analyst reports, customer surveys, sales enablement vendors and countless anecdotal reports, B2B sales reps waste at least 20% of their time searching for theRead more about If you got 20% more selling time what would you do with it?[…]
“Who is going to own the problem of content?” So says Stephen Diorio, chief analyst, Forbes CMO Practice. “Sales wants the content and can tell you what it should look like. But marketing has to provide it, and there’s a shared responsibility to maintain it.” A summary of the findings in the Forbes report* isRead more about Who owns the problem of (sales) content?[…]
How popular are your files? As the owner of a file about your products or services there are many ways to put the file out in the public domain for others to view and download. If you want to see how many times your file has been downloaded or shared your options start to narrowRead more about Who’s counting file downloads?[…]
Free eBook – A marketer’s guide to automating the distribution of digital collateral.
Content is the “new face of marketing” for B2B marketers driving leads into the business, but of course content is not just for lead generation. There is far more.
Marketing is usually the hub of an organisation’s whole go-to-market process and information must support customer relationships at every touch point and all product functions from inception to retirement.
The more complex your products and services, the more content you’ll have of all types from documents to images and videos. Add the need to execute campaigns more quickly, with shorter product life-cycles and support for mobile sales teams, product managers, partners and customer services.
Now, keeping any kind of unified control over what content and messages are used becomes even more of a headache. It consumes resources and budgets and few marketers want to spend endless time on the admin tasks of managing information and responding to demands from other departments; time that could be better spent on strategic work or campaigns.
The latest release (25/5/2015) of Andomise gives Users and Administrators access to Andomise Support, the new online help system and knowledge centre, from inside the application. It includes: Detailed User & Admin guides to all functions Overviews of the concepts and functions behind the system Video demonstrations Support and info requests submission The UserRead more about Andomise Support – knowledge centre and online help[…]
Delivering the right information (content) to the right people at the right time is an obvious requirement.You could be forgiven for thinking that content is primarily a marketing and sales need. When you google B2B content, “content marketing” and related services fill the first few pages. A simple definition of content marketing is “using content to engage a target audience to drive profitable customer activity”, and it’s clearly an important part of a company’s go-to-market activities, but it is only part.Go-to-market functions, such as sales, marketing, product management, partners and customer services all use company information and generate content of their own. Each of these functions is a touch point in the overall customer experience and plays a key role in the outcomes of the go-to-market process. Yet they are often isolated from changes in the marketplace, from a company’s strategic priorities, even from each other. Read more AboutWhy “go-to-market content”? …
90% of consumers find custom content useful. (TMG Custom Media) Articles with images get 94% more views. (Jeff Bullas) 58% of consumers trust editorial content. (Nielsen) 80% of business decision makers prefer to get company information in a series of articles versus an advertisement. (Content Marketing Institute) 60% are more likely to be on the lookoutRead more about Why is content marketing important?[…]