Different Content

What’s The Difference Between Sales & Marketing Content?

As we continue to help Tech firms drive demand and accelerate revenue growth, we’ve have come across many TechCEOs with different levels of Go to Market readiness. 

 

When these TechCEOs kick off a campaign for a product or service with immediate sales focus, I encourage them to take a breath and look at their revenue strategy and goals. One such key element in putting together a plan for driving top of the funnel, content marketing become very important.

 

The reality is there’s no silver bullet in content marketing. Content marketing is all about playing both long and short game accordingly. It’s about creating content that starts a conversation, which will transition into sales down the road. It’s not selling out of the gate.

 

If you’re marketing through content, you can’t achieve authority position with your content and tell your sales stories at the same time. Why? Because you run the risk of diluting your message.

 

You have to choose one or the other: You either market your stories or you sell your products.

 

So, What Is Marketing Content?

One word: Compelling story telling. Marketing content is about telling a compelling story or narratiev about your product or services alongside its benefits to the client. In fact, good marketing content will charm people to the point where convincing them to buy is easy.

 

Marketing content is about attracting people to whatever you’re selling and the kind of company you’re building. The content people love to share (and that journalists love to write about) is not the content that says how great you are. Rather, it’s the content that speaks to your customer’s pain point and speaks to your “why” or your values.

 

People want to work with people that they know, like and trust. But it’s hard to establish trust or affinity with someone when you’re also trying to sell them something. That’s why your marketing content needs to make the best impression – not be an immediate turnoff.

 

OK, Then What Is Sales Content?

One word: persuade. Sales content is about persuading buyers that you understand their problem and your products and services solve that problem, how will you do it and why your people are a good fit for what they’re keen to solve or build.

 

This is your chance to highlight your customer case studies, testimonials, such as your customer list, awards, credentials, etc. That’s the sales content that will sway people enough to want to work with you.

 

Now How Do You Balance The Two?

As a brand, if your marketing content is strong and does a good job of telling a compelling story to prospects, your sales content doesn’t need to be forceful or pompous. It should always bring quantitative facts, align to customer context, relevant and to the point.

 

In short, marketing content is about selling people on you, your brand, your vision, your perspective, your story. It should show who you are and showcase your uniqueness without your having to come out and say it. Sales content is about selling buyers your products or services. It should include an articulation of why people should ultimately give you, not your competitors, their business. It should help people make their purchasing decisions more easily.

 

Use marketing content when people are still in the marketing stages of the journey. This is when your audience is looking for answers to their questions or needs advice about problems they’re looking to solve but aren’t sure who to turn to. Marketing content helps you nurture your relationship with them at this point.

 

Use sales content when your audience is in the sales stages of the journey and is close to making a purchase. Sales content here is meant to paraphrase problem, articulate contextual value, your promise and convert audience members into customers.

 

What happens if you use sales content within your marketing content? In some cases, it’ll turn customers away, which will hurt your sales. The most important thing to remember is that the relationship between marketing and sales content hinges on getting the sequencing right. Market when they’re in the marketing stages of their journey, and sell when they’re ready to be sold to.

 

Build A Solid Buyer’s Journey

The goal is always to create a delightful buying experience, not one where people are being force-sold products and services. Content is a great tool to help you do this.

 

You can use your marketing to showcase who you are, what you stand for, and to attract potential customers who have an interest in working with you. Then, sales can become a natural, organic progression of that interest.

 

Capture them with marketing content, convert with sales. (Know, though, that this won’t work if you aren’t taking the time to truly connect with your audience in the early marketing stages. You have to convince them to support you.)

 

Can sales content ever be used in marketing content? Maybe. But I wouldn’t recommend using this approach too often unless you’re willing to chalk your efforts up to experimenting with some new approaches.

 

Before people are customers, market to them. Once they become customers, you have more freedom to send sales and marketing content in tandem their way. With that said, I do think there are opportunities to use sales content in your marketing efforts to existing customers.

 

I say that because if they’re already customers, you’ve already gone through the effort of charming and convincing them, so you’re not starting at square one. With existing customers, you can cut to the chase a bit, but I would caution against constantly hitting them up to buy more.

 

Instead, focus on creating marketing content that reminds them why they were drawn to you in the first place.

 

P.S. Whenever you’re ready… here are 3 ways I can help you grow your tech business:

1.   Grab a free copy of useful stuff that can help you grow your tech business. More in our blog.

4 Ways to Position Your Tech Business to Attract More Clients Click here.

3 Mistakes to Avoid In Your Tech Business To Grow Revenue Click here.

Do TechCEOs Get ROI from Marketing Click here.

Should Tech firms consider Re-Branding to Drive New Demand – Click here.

 

2.   Schedule a 15 Minute assessment call with us – Click here.

We have worked with a bunch of tech companies and have offered them systems, strategies and coaching to attract and convert clients. We help you install sales and marketing systems that automate stuff and help flood leads and drive higher revenues and margins. Talk to us.

 

3.    Join our TechCelerate Implementation Program and be a Case Study

I’m putting together a new coaching case study group at TechCelerate this month… stay tuned for details. If you’d like to work with us on your client-getting and scale plans… just reply to this message and put “Case Study” in the subject line.

Life is short. Take action now and grow. Best Wishes.

 

 

 

GTM

10 Reasons why you should not rely on OEM partner channel?

“Mag’ let’s leech on and use our OEM sales channel to scale our business from $20M to $50M.”

Many TechCEOs have this wish of building their business on top of their OEM channel and relationship. It could be on top of AWS, Microsoft, Oracle, VMware or Google channel. Nothing wrong with that idea. Just that you have not built a solid revenue acceleration capability within your organisation.

 

Here are top 10 reasons why you should consider building demand generation capability within your organisation?

  1. OEM channel relationship built with people working there is not permanent. People (sellers) change jobs and you will have to start all over again.
  2. Your alliance/channel manager can also change jobs.
  3. OEM sellers target big deals (usually long sales cycle) in named accounts. Onus is on the partner to work hard and make it happen. If the deal does not convert you are at a loss.
  4. Relying on OEM channel works well in growth markets. When more partners hop in it becomes that much difficult to rely on OEMs for leads. You have to perform.
  5. In a crowded market, customers usually want to work with a partner who has a differentiated offering and has a compelling value proposition. You can create this only when you initiate conversations and engage differently from day one.
  6. Selling ‘beach head‘ quick win offering can help you execute ‘Land & Expand’ strategy to enter named accounts. Your OEM sellers might not be interested in that.
  7. If you comply to OEM sales behaviour you might have to compromise on your service margins. You might end up re-selling licenses with 7%-8% margins and not grow your service business and margins.
  8. Having your own selling engine will help you control your (revenue) destiny. You control client engagement, positioning your solution, pricing and customer success follow through.
  9. You can smartly structure a hybrid strategy that includes inbound leads from OEM channel and integrate it with your own selling engine. This way you qualify deals better, control your revenue forecast and have slack to fill holes in your revenue budget.
  10. Finally, having a solid selling engine will increase your valuation multiples. It can get you 30% more when you exit the business. Don’t you want that?

 

We work with TechCEOs to structure a GTM that helps them hit targets and increase their valuation too. In 2020, let’s work smart to accelerate revenues and build selling capability within our organisation.

 

P.S. Whenever you’re ready… here are 3 ways I can help you grow your tech business:

1.   Grab a free copy of useful stuff that can help you grow your tech business. More in our blog.

  • 4 Ways to Position Your Tech Business to Attract More Clients Click here.
  • 3 Mistakes to Avoid In Your Tech Business To Grow Revenue Click here.
  • Do TechCEOs Get ROI from Marketing Click here.
  • Should Tech firms consider Re-Branding to Drive New Demand – Click here.

2.   Schedule a 15 Minute assessment call with us – Click here.

We have worked with a bunch of tech companies and have offered them systems, strategies and coaching to attract and convert clients. We help you install sales and marketing systems that automate stuff and help flood leads and drive higher revenues and margins. Talk to us.

3.    Join our TechCelerate Implementation Program and be a Case Study

I’m putting together a new coaching case study group at TechCelerate this month… stay tuned for details. If you’d like to work with us on your client-getting and scale plans… just reply to this message and put “Case Study” in the subject line.

Life is short. Take action now and grow. Best Wishes.

 

 

 

Events

How Can TechCEOs Capitalise On Events To Drive Leads?

B2B Events should be part of any TechCEOs demand generation strategy. We recommend atleast 2 events any growing firm should participate to connect and engage with B2B buyers. Key reason why you should do this is that events are a place where a large number of B2B decision makers show to check what’s out there, learn and update their knowledge.

 

What’s more important, no other form of marketing activities gives such a large opportunity to present the brand, its values and establish a real face to face relationship with potential buyers. World-class marketers confirm this thesis. In 2019, most of the respondents (68%) indicated in-person events as a most successful tactic for generating qualified leads for the top of the funnel.

 

While most TechCEOs do participate in events, not many know how to make them work in their favor.

 

If you do not know why you are at an event and have a well defined process to drive value then you are wasting both your time and money. True value is generated days before and beyond the day of the event.

 

Case study of A Leading GTM Software Company

GTKonnect, a leading provider of Global Trade Management solutions based out of the USA wanted to improve their presence and create brand awareness in the GTM community. Though the company was present in GTM events year after year, they never made and impact with powerful marketing initiatives.

We worked with the GTKonnect management to re-position the company, develop a new brand message and target a launch at few select events.

Read More
Weak Messaging

How Weak Messaging Can Derail Your Demand Generation?

Have you wondered why potential prospects walk away from your Tech firm without buying?

 

Do you know why your demand generation campaign is not yielding any result?

 

Do you know why sellers simply cannot connect with prospects and articulate value?

 

TechCEOs and leaders usually assume it’s your products, service offerings or lack of right references that keep prospects and clients away from you.

 

But often, it’s simply that you are confusing the heck out of your potential prospects and customers, and they’re going to competitors whose messages they can easily understand.

 

Have you watched any Hollywood movie lately? If we watched Harry Potter try to knock off Voldemort, settle into a nice lifestyle with his friends AND discover his true identity and past, that movie would be terrible. Real life is messy, but movies filter out all the clutter and give us a clear, compelling story.

 

Here are the three most common ways that Tech firms confuse (and lose) customers:

1. You only talk about yourself. Your messaging is ‘Me Centric’.

This is probably the most common thing TechCEOs do to confuse their customers. They lead by talking about themselves. Their service offerings, history, their awards, how long they’ve been doing business in the South East Asia, India and the US. Customers don’t understand how the information is relevant to them, and they tune out.

 

Why?

Read More