During this panel, Eric Gruber (CEO of Personal ABM and Stop the Sales Drop), Ardath Albee (Interim VP of Marketing at Modus), Peter Mollins (VP of Marketing for Spreedly) and Cathy McPhillips (VP of Marketing for Content Marketing Institute) shared how marketing can increase their influence over selling conversations, sales cycles and revenue with content.
What they discussed:
Why most content does not support ABM nor the selling conversations that sales should have with accounts they want to win, protect and expand
How Modus is putting B2B content in context across the customer lifecycle.
Why persona-based content should not be the final destination and how we need to get more personal to speak to target accounts and the human buyers within those accounts.
What’s missing from your thought leadership content – and how this missing element is allowing prospects to go to your competitors or try to fix their challenges internally.
How we should be applying Challenger concepts to marketing content to align with sales and their selling conversations.
The content that account management and customer success teams need for customer retention and expansion conversations.
If you like this panel discussion, you will also want to check out these additional resources:
- Eric’s article on Content Marketing World on how most content does not support ABM or sales.
- Personal ABM’s video on how marketing is enabling a price-based conversation vs. a value-based conversation
- Podcast with Cassandra Jowett: Rebooting content to support ABM, the buyer journey and sales
- Stop the Sales Drop’s Reboot Friday Ongoing Series