Understand the different types of sales content that sales needs to convert customers.

Alright listen up. It’s time to get real. We’re getting down to business here. This is a no-nonsense blog. We’re talking marketing enablement and strictly marketing enablement. If you start talking about anything else you’re outta here! Let’s keep it clean and marketing enablement-focused. No horsing around, no roughhousing, and absolutely no monkey business whatsoever. […]

Content, content, everywhere, nor any to send to prospects. So goes the Rime of the Ancient Seller, or something like that. It’s not hard to see the parallels between the ill-fated mariner in Samuel Taylor Coleridge’s epic poem and today’s sellers. The mariner, surrounded on all sides by ocean, laments his inability to drink any […]

There’s an uncomfortable truth that we need to talk about as marketers. But before we “go there,” we need to talk a bit about all of the time, effort, and spend that goes into a critical business function: the collateral that sales uses in order to sell. We recently collaborated with Demand Metric on research […]

As 2017 comes to an end, I can’t help but reflect on what a year it’s been. Between legislative uncertainty, updated regulations, and an intense focus on improving patient lives—it’s safe to say that the healthcare and life sciences industry experienced a lot this past year. But regardless of how 2017 unfolded, I want to […]

The industry’s shift to value-based care and the need to improve engagement with consumers have made traditional marketing methods, such as direct mail, print, and broadcast, no longer effective. The shift is underway to content marketing. To properly engage with buyers, you need to modify your marketing tactics with a digital strategy that aligns with […]

The healthcare landscape has changed dramatically over the past several years in large part due to the shift in focus. There’s now more emphasis placed on improving patient outcomes, reducing costs, and utilizing the abundance of available data to continually improve and innovate. While I can sit here and discuss the many nuances of the […]

The importance of storing content in one central repository is well understood by now. When content is stored in disparate systems, productivity plummets as time is spent searching for a particular piece.   Both marketing and sales benefit from having a dedicated library for content. Marketing gains a new level of control to ensure that […]

An uprising is occurring among B2B organizations. B2B sales and marketing teams have been building up arsenals of tools necessary for selling effectively and efficiently—such as CRM and marketing automation—in order to address the power shift that has put buyers in the driver’s seat. But as B2B technology continues to evolve every day, the industry […]

Asset management firms are always looking for ways to build better relationships with their advisors. To achieve this goal, many firms are upping their marketing budgets and funding new content marketing initiatives. A recent study by the asset management market researchers at Cerulli Associates highlighted this trend. The study showed that 78% of small and […]

In sales, it is relatively easy to measure progress and success. Typically, each person has a dollar-value quota, and success equals hitting or surpassing that quota. You can even break sales goals down even more by number of meetings set, number of calls made, or number of demos given in a certain amount of time. […]

The market meltdown of 2008-09, the Great Recession, extreme volatility and scandals are some of the reasons why people don’t have much trust in the financial services industry. This eroded reputation was confirmed in a study conducted recently by Edelman, the world’s largest PR firm, which ranked financial services among the least-trusted of all industries […]