This week’s links covers content marketing for B2B organizations, effective prospecting tactics for email and other conversations, as well as some inspiration regarding the way you view your daily work in sales.
Come back daily and be sure to visit this blog every Friday for my Friday Sales Growth Links feature where I filter online resources to help you grow in your sales career:
CONTENT MARKETING :::
7 Reasons Content Marketing Is Vital For Your B2B Business
Content marketing maven [and plant enthusiast] Kara Burney (@wkndatburneys with @trackmaven for @OpenViewVenture) uses some convincing data from the 2015 B2B Content Marketing Benchmarks, Budgets and Trends report, and other sources, to make a strong case for the use of content marketing by B2B organizations.
KEY QUOTE: “92% of B2B companies produce content marketing in-house.”
Are you in the 8%? Then it’s time to get started. If you’re a part of the 92%, don’t settle for “doing content marketing.” Never stop improving. #areyouconvincedyet
[Reading Time: 3:00]
HOW TO: PROSPECTING :::
One And Done: The Email That Will Get You A Demo
Content marketing specialist [and amateur karaoke star] Leah Bell (@leahwinterbell with @SalesLoft) gives us more than just a good example of a successful sales email. She gives us a great example of how to look at testing and learning with the email messages we send out every day.
KEY QUOTE: “We’re not saying that this email will work forever (or even at all) — especially if you don’t test it regularly. Use A/B testing to find the right balance of customization in your email templates. Measure your results, and then test again. Every process is unique, which is precisely why personalization and semi-automation are crucial with sincerity at scale.”
Even with that caveat, and it’s a wise note to add (or I may not have linked to it here), I believe each of you can definitely learn something new from this post. Find what that is for you, then apply it. #multiplysuccesses
[Reading/Listening Time: 2:30]
Score More Sales Blog
Great Questions to Ask Prospects
Speaker, author, trainer [and connector] Lori Richardson (@ScoreMoreSales) is back with another excellent, useful how-topost. This time, it’s geared toward prospecting. We all know we need to take advantage of it if there’s a way to make us even a little more effective with this task.
KEY QUOTE: “Get them talking and learn from them, without sounding like an interrogator. If you are truly curious and sound that way, it will be a more helpful conversation than if you have a list of questions to answer – so be flexible, and if they go a different direction with their answer, such as the need to find more good staff for their department, go with it and ask them more about that.”
Draw from Lori’s experience to make your next conversation with a prospect more profitable. #thequestionsyouaskmatter
[Reading/Listening Time: 2:30]
Selling Isn’t Meant To Be A Struggle
Speaker, author, trainer, podcaster [and Dad of two great daughters] Bill Caskey (@billcaskey) offers some great inspiration to help us change our mind sets about the effort we make in our sales work every day. We shouldn’t view selling as a struggle.
KEY QUOTE: “…when you are on purpose, prospecting behavior will never be a struggle.”
Doing hard work doesn’t need to equate to the idea of struggling. Be careful about the connotations you freely attach to things in your life. It really is your choice. #itstimeforchange
[Reading Time: 2:00]
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2015 Guide to Sales Optimization: Restoring Sanity to Sales