Sales Reps Say Content Marketing Is Falling Short


A new study points out that current content marketing strategies are falling short – not meeting Sales’
needs – and as a result, costing B2B companies 10% or more in revenue per year.

In a new survey of over 400 participants, SellingPower.com and Richardson (a leading sales training company and partner of Alinean’s) sought to understand directly from Sales Professionals and Managers what was working / falling short in regards to current content marketing, and what could be done differently to drive more sales and address this key lost revenue opportunity.

This study comes at a crucial time, when:
  • Almost 60% of current deals are stalled, stuck at “Do Nothing” and failing to move forward to “Yes”(SBI)
  • More than 2/3rds of prospects indicate that relevant communications from B2B sales and marketing is a key influence in driving purchase decisions and choosing solution providers (Genius.com)

Three key takeaways from the study:

Sales doesn’t have the right content to motivate “Do Nothing” buyers to “Yes”
  • 2 out of 3 sales reps don’t think the current content helps "Disrupt a customer’s mindset"
  • 1/2 indicate that the content currently "Motivates customer’s to buy".

Although marketing produced a wealth of content, Sales doesn’t think the content helps enough to move the needle
  • 1 in 3 sales reps don't believe that current content is valuable
  • Half don’t think the content helps improve selling effectiveness or helps to retain / grow business with existing key accounts.

More is not always better
Sales reps indicate that it’s not about getting more content from marketing, or being able to find the content that is already out there, it’s about empowering provocative engagements with today’s more empowered, skeptical and frugal prospect. As a result, more than half indicating that content marketing could be improved most by:
  • Improving content relevance to customers
  • Creating a stronger link between the content and the solutions we sell.

So how do you think your sales reps feel about your own content marketing efforts? 
Are you providing the relevant provocative content they need to effectively engage with today's buyer and get "Do Nothing" buyers to "Yes"?


Comments

Terry Stidham said…
Tom, you asked the question, Are you providing the relevant provocative content they need to get "Do Nothing" buyers to "Yes"

If marketing is able to do that then do we need sales reps or order takers? If I was providing the relevant provocative content at the right time then I would make sure that sales understood how it was being used to move the customer through the decision making process and that sales was aligned with a consistent message.
Craig Nelson said…
Great post. I couldn't agree more. From a sales person's perspective more marketing and sales content is not more. Having targeted content that causes the buyer to take action and that is "sales ready" and can be assembled on the fly is very meaningful to sales. In the end sales people are "better critics than they are creators". Provide content that helps to advance an opportunity, and they will be back for more.
Terry Stidham said…
Tom, you asked the question, Are you providing the relevant provocative content they need to get "Do Nothing" buyers to "Yes"

If marketing is able to do that then do we need sales reps or order takers?

If I was providing the relevant provocative content at the right time then I would make sure that sales understood how it was being used to move the customer through the decision making process. The messaging should not stop when the lead is passed off to sales, but should remain consistent and tied to the customer and what is important to him/ her.

If you are doing the right job with content then are you letting sales in on what and why you are doing what you do?

Terry Stidham
Craig Nelson said…
Great post Tom. I couldn't agree more. From a sales person's perspective more marketing and sales content is NOT more. Having targeted content that causes the buyer to take action is key. Also, to improve the productivity of the rep it needs to be "sales ready" content that can be assembled on the fly to target each buyer. In the end sales people are "better critics than they are creators", that really don't want to create the content. Provide content that helps to advance an opportunity, and they will be back for more.

Popular posts from this blog

Gartner: Buyers Demand Less Pitch, More Value-Story

On-Demand Webinar - From an ROI Business Case to a Value-centric Case for Change

Forbes Insights: Value First