Do you support your customers’ digital transformations with cloud?
Cloud is a hot topic – particularly when more people are working from home, reliant on cloud-based technologies to stay connected and productive. So have you noticed a change in your pipeline?
The challenge with cloud is that your messaging can easily fall into “So what?” territory…
“Migrate your workloads to the cloud and experience efficiency savings” – so what?
“Cloud computing can help you save X% on maintenance costs” – so what?
“As a Microsoft Gold Partner, we specialise in cloud-based infrastructure” – so what?
Your messaging must compel your audience to take action and communicate why they should pick you above all others.
What’s your value proposition?
Imagine you’re at a networking event, how do you introduce your company?
Now imagine you’re pitching to a new prospect, how do you sell your value add?
There’s often a disconnect between how marketing presents your worth to the market and how sales presents your business to a new client – but there shouldn’t be. As the function responsible for lead generation, marketing should feed into sales.
But when the 2 functions aren’t aligned:
- Marketing positions the company based on what they perceive the market to want.
- Sales presents exactly what the prospect has asked for.
It’s a subtle but important difference because while sales can tailor that value proposition on the spot to close the deal, marketing is left failing to convert and struggling to build a pipeline.
How content can align with sales and marketing
Your sales team is on the frontline every day, talking to customers, prospects, competitors, analysts, the media…
They (should!) ‘have their finger on the pulse’ and know exactly what’s happening within the market. Establishing a mechanism between sales and marketing, you can feedback that insight into your promotional activities, ensuring that the messages you share with the market really resonate with the audience.
By treating content as an extension of the sales function, your marketing team will not only hit the right notes to get more leads entering the top of your pipeline, they’ll produce content that converts and helps the sales team reduce friction and get your clients to give the go ahead.
Create a content framework to support your sales efforts
Ultimately, marketing is responsible for lead generation. And by establishing a content framework you acquire confidence in your pipeline and the knowledge that you’re producing quality content that really resonates with your audience, rather than leave them questioning “So what?”.
Your content framework could take many forms, but the important thing to ensure is that you have flow – as each piece of content flows into the next, your lead converts to each stage of your sales pipeline.
With the framework in place, all you need to do is decide what your focus will be, for example:
- Are you looking to push a specific product/service?
- Are you trying to target a new sector?
- Are you wanting to ‘piggyback’ off a current market trend?
Then think about who else you can involve, for example:
- What subject matter experts do you need to talk to in your business?
- Will your clients agree to help with case studies, webinars, events or PR opportunities?
- Could you ask an analyst for independent commentary?
And when you need to grow, simply ramp up the activity, for example:
- Executing 2 frameworks simultaneously to push 2 products/services or target 2 sectors.
- Adding lead dumping activities, like attending a conference.
- Trying something new to better qualify leads, like gating content.
Get started with content marketing…
If you’ve not given much consideration to your content marketing before, why not download my little book? It’s full of ideas, tips and frameworks to get you started with planning your strategy.
Alternatively, why not get in touch and let’s talk about how to create a content framework that does wonders for your business: