Influential B2B Marketing: How Content Wins the Deal
How would you like marketing advice from one of Fierce CMOs person’s to watch? Today, we had the privilege of chatting with the 2014 Woman to Watch in B2B Marketing, Ardath Albee.
Ardath is the marketing strategist and CEO of Marketing Interactions, Inc. She’s helped multiple companies improve their content marketing strategies, thereby helping their sales teams find more success when trying to close the deal.
Today, Ardath explains why a persona-driven content strategy is so important.
Your Sales Team is going to Be Resistant to Change at First
Most of those in sales think their role is simply to close the deal. While this is an important part of their job, it’s not the only part.
Sales are closely related to marketing. Therefore, both teams need to work together to create content that appeals to your customers. But in order for this to work, you need your sales team on board.
This can be tough because most people in sales have been taught that their job is completely separate from that of the marketing department.
That’s why Ardath recommends getting a higher-up involved in the process first. When the VP of sales or a sales manager sees how powerful personalized content marketing can be – then the rest of the team will be on board.
Persona-Driven Content Marketing – How It Works
Your sales team might spend a lot of time sending emails or calling consumers to talk about your product or service. It’s important that this process is streamlined to meet your potential customers’ needs.
Ardath explains a process she implemented with one company that raised leads and, ultimately, sales.
She helped create an email campaign. There were five to six emails that built a story around the problems that their buyers experienced. These emails provided a combination of research, blogs, white papers, and infographics. Plus, they explained that reps were standing by to talk to them about this specific problem or need and invited them to call to find out more.
Throughout the process, the reps had full control over who was emailed. They were also given storylines to choose from, allowing them to choose a topic they found interesting to engage the buyer with. This made it interesting for the sales team while providing value for the customers.
The email copy was written in the first person so it sounded like it was coming directly from the sales rep, who could edit it to make it even more personalized.
The sales reps found the work interesting and were really excited when their numbers improved.
Once You Get Your Teams on the Same Page – Sales Will Boom!
Persona-driven marketing speaks to your customers’ needs. But this type of marketing will also benefit the sales department. They’ll save time, have better customer interactions, and be more likely to close deals. When all of your teams work together, you will soon start to see improved sales figures.
Do you feel that a persona-driven marketing strategy would benefit your company? Find more tips about this sort of content marketing on Ardath’s website. And don’t forget to check out her helpful books.
This article is contributed by Dave Reimherr who is the founder @ Magnificent Marketing LLC. Magnificent is a full-service digital marketing agency with a specialization in content marketing and social media marketing and advertising. David has 20 years of experience in sales, marketing, strategy & branding.