We Used this Video as our Webinar Reminder and It’s Awesome

As we prepared to produce the Funnelholic Virtual Sales Summit, Andrew Angus from Switch Video came to us and said: “I have something really cool we want to do for the reminder email.” Keep in mind, we are always looking for marketing innovation and especially online event innovation. So, of course, we said “Yes, yes, and yes”.

And it’s awesome. Basically, Andrew’s team created a video reminder for the event which is already awesome but it takes the person’s name and company and automatically inserts it into the video. Bingo! Personalization!! If you signed up, you will get yours in an hour.

I see some many other use cases for this solution — personalized product/explainer videos for sales (personalized animated email follow-up or more — you can animate a lot of the sales process), lead follow up for marketing (lead comes in and send personalized video), the list goes on and on. I love it and people love short, entertaining videos. Check out and thank Switch Video when you get a chance or contact Andrew yourself…

And the video:

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Your Content is the New Cold Call

Editor’s note: Today’s post is from myDocket CEO Jason Wesbecher. Jason did a previous post on the Funnelholic: The “3 Ps” of Killer Drip Campaigns. The post absolutely blew up — tons of traffic, lots of compliments. So when Jason had another idea for the post — I jumped on it. Jason and the team at MyDocket are taking on a challenge that is near and dear  to my heart — helping sales leverage content when selling. This is a great post…enjoy.

content selling, prospectingA few weeks ago I had the opportunity to attend Forrester’s Sales Enablement [Read more...]

Introducing Content Scoring: The Metric That Will Revolutionize Your Marketing

Editor’s note: Today’s post is from Liz O’Neill from Kapost. Couple reasons I asked a Kapost writer to write again for the Funnelholic. First, the earlier post on managing an editorial calendar was awesome and got fantastic traffic. Secondly, they announced content scoring and I think it’s an exciting breakthrough in content marketing. Oh and they have great writers. Liz is one of those great writers as you can tell by this thorough and well-written post. Enjoy.

There’s no denying the imperative role content plays in propelling buyers down the funnel. 93% of B2B marketers use content marketing and 78% of CMOs think it’s the future of the industry.

Marketers are expected to publish content that results in a constant stream of valuable leads. While innovations like lead scoring offer insight into whether marketers are hitting lead gen goals, understanding exactly why they are — and what content influenced those leads — has involved a lot of “educated guessing.” Until now.

Content scoring is a process that reveals exactly how many leads and opportunities a piece of content generates. Unlike pageviews, uniques and shares, content score applies an actual numerical value (a “content score”) to the content an organization produces based on how leads, opportunities or closed deals interacted with that content.

The result is valuable insight into the true ROI of content, enabling marketers to make informed decisions about which content assets to produce.

How Content Scoring Works

So, how does content scoring work exactly? Put simply, it works backwards from a buyer’s journey to specified conversion stage, highlighting the content that buyer digested along the way.

Let’s explore by taking a look at the journeys of two marketing qualified leads (MQLs).

content marketing, demand generation,

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The Impact of Customer Case “Stories”

sales, sales tacticsThis post has been sitting in my editing queue for a month. Then read a great article on telling stories from Harvard Business Review [Read more...]

“I Have No Idea What Marketing is Doing” said the Rest of the Organization

sales and marketing alignmentYears ago I was in charge of marketing and demand generation for an online media company. We were publishers whose main product was leads. We would generate leads on our clients’ behalf via content syndication, webinars, etc. We had one client that bought as many leads as they could from us. They had metrics and conversion rates that they would present to us each quarter, a team of marketers working on demand generation and an agency, and an inside sales team dedicating to qualifying leads for sales. Their game was tight. We revered them. [Read more...]

The “3 Ps” of Killer Drip Campaigns for Sales

Editor’s note: Today’s post is from myDocket CEO Jason Wesbecher. If you have read my work or heard me speak, you know I am very excited about sales enablement and in particular, content selling. I asked Jason to write a “how-to” post because I love the approach myDocket is taking to solve the sales engagement challenge. It’s a great post — I hope you enjoy!

content selling, sales [Read more...]

How to Use Kapost to Manage Your Editorial Calendar

Editor’s Note: I asked Jean Spencer of Kapost to put together a “how-to” for the content marketing automation software, Kapost. This is a very cool company based in Boulder, Colorado and is making the lives of content marketers around the world easier.

In the world of B2B marketing, content has taken center stage. Nine out of 10 B2B marketers are using content marketing and, as numerous studies explore, inbound tactics deliver promising leads into the sales funnel.

In a world where buyers screen their phone calls and research options independently of salespeople, marketers use content to attract those buyers and nurture them toward purchase, setting up sales with a pipeline of qualified leads and potential revenue. And we all agree more revenue is a good thing.

But what marketers (seemingly) can’t agree on, is what kind of tool will help them deliver results.

Less than half of B2B marketers report having a documented content strategy. But as the number of blogs, tweets, videos, and eBooks increases the deluge can be overwhelming.

You need a software that can manage your content assets, a single place that keeps track of your strategy, production, and analytics.

Say hello to, Kapost (yes, I’m biased…but, seriously, this product rocks. I use it every day. Ask me anything.). Today, I’ll show you how to use Kapost to manage your editorial calendar.

The editorial calendar is the hub for content management—and, as far as we’ve seen, it’s the most requested feature in content organizational tools.

Hopefully, by the end of all these steps, you’ll be a master of the editorial calendar (and drooling to see what else Kapost can do).

 

Step 1: Identify Your Contributors

Content marketing, editorial calendar [Read more...]

How to Use @ClearSlide to Deliver an Engaging, Winning Sales Presentation

Today’s guest post is from Liza Sperling from ClearSlide. The “how-to” series on the Funnelholic has done really well and Clearslide has a lot of buzz. It’s a great match! BTW, Liza is like a ball of energy if you ever get the chance to meet her.

It’s go time. After weeks of research, emails and phone calls, it’s time for the sales presentation. Whether you are presenting virtually or face to face, sales presentations can feel more like a land mine than an opportunity, but presentations are a more critical part of the sales process than ever. As Forrester‘s Lori Wizdo explains, buyers now spend anywhere from two thirds to 90% of the sales process on their research before reaching out to a vendor. That means sellers need to take their presentations to another level to leverage the narrow window of opportunity and engage a far more educated buyer. Follow these ten steps, and you’ll be in great shape.

1. Maximize your selling time by minimizing technical issues.

Don’t spend your time troubleshooting technical issues or dodging firewalls or worse yet, have your prospect spend their time with these issues. A link-based presentation platform will help you avoid download snafus. All attendees need is a browser and a link to join the presentation – that’s it. ClearSlide’s technology is seamless, so that you can focus on one thing: engaging your audience.ClearSlide1

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Top 50 Content Marketing Posts of 2013 from @sharebloc

I was not as good as others at wrapping up the year BEFORE the end of the year. We are working so hard at TOPO that I needed time to sleep and be with my family. With that in mind, today’s post was supposed to go out last week but since everyone was out of the office anyway, I figured I was safe.

This post contains the results of the ShareBloc Top 50 Content Marketing Posts of 2013. ShareBloc ran the contest from December 3 to December 17, 2013. The contest received 7,678 votes and narrowed 175 nominations to the top 50.  The content was a mix of sales and marketing and without a doubt showcased some of the best work created in 2013. Here is a link for the official page of the ShareBloc content winners. See the list below…

content marketing, marketing, sales

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