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#CONTENTISFORCLOSERS
HANA ABAZA
VP Marketing at Uberflip
SALES ENABLEMENT
LEVERAGE CONTENT FOR
HOW TO
@Uberflip #pipecon@HanaAbaza
@Uberflip @HanaAbaza #pipecon
ABOUT UBERFLIP
We help marketers create, manage
and optimize the content
experience – no IT required!
Power your content library, resource
center, blog and more.
@Uberflip @HanaAbaza #pipecon
@Uberflip @HanaAbaza #pipecon
@Uberflip #pipecon@HanaAbaza
Forget Coffee.
Content Is For Closers
@Uberflip #pipecon@HanaAbaza
But, why?
Because content works. But it also changes things.
@Uberflip #pipecon@HanaAbaza
By 2020, 85% of the relationship
will be managed without talking to a
sales person.
@Uberflip @HanaAbaza #pipecon
Content is
everywhere and
easy to access
People are
more informed
than ever before
Thelinesare
blurringbetween
marketing&sales
@Uberflip #pipecon@HanaAbaza
Marketing Sales
Think Like Sales Act Like
Marketing
@Uberflip @HanaAbaza #pipecon
Fit Pain
Then
@Uberflip @HanaAbaza #pipecon
Fit Pain Pain Fit
Then Now
@Uberflip @HanaAbaza #pipecon
@Uberflip #pipecon@HanaAbaza
THESE ARE
INBOUND LEADS
Don’t lead with the pitch.
Do lead with their interests.
@Uberflip #pipecon@HanaAbaza
BULLSH*T?
Content is great for awareness
Content is great for lead gen
But can content help close deals?
@Uberflip #pipecon@HanaAbaza
Content Can & Should
Persuade
Educate
Clarify the Value Prop
Manage Objections
Accelerate Sales
@Uberflip #pipecon@HanaAbaza
BUT…
@Uberflip #pipecon@HanaAbaza
BUT…
Only if it’s done right.
@Uberflip #pipecon@HanaAbaza
76% of Content
Marketers Forget
About Sales
Enablement (!)
@Uberflip @HanaAbaza #pipecon
Internet Person
Awareness ImplementPurchaseShort ListSolutionProblem
Marketing Qualified Lead Sales Follow Up
Top
of the
funnel
Middle
of the
funnel
Bottom
of the
funnel
@Uberflip @HanaAbaza #pipecon
Internet Person
Awareness ImplementPurchaseShort ListSolutionProblem
Marketing Qualified Lead Sales Follow Up
Top
of the
funnel
Middle
of the
funnel
Bottom
of the
funnel
Big black void where
bad things happen.
@Uberflip @HanaAbaza #pipecon
Internet Person
Awareness ImplementPurchaseShort ListSolutionProblem
Marketing & Sales Lead Qualification
Content Marketing & Sales Enablement Content
I think I have a problem,
but I can’t quite put my
finger on it.
So many solutions!
I’ll evaluate the top
three.
Got it! Now I need
to research my
options.
Did I make the right
choice? How do I get
more value?
@Uberflip #pipecon@HanaAbaza
So how do we get there?
I’ll show you.
But first, a little myth-busting J
@Uberflip @HanaAbaza #pipecon
MYTH:
Content Is
The Marketers
Domain
@Uberflip @HanaAbaza #pipecon
MYTH:
Content Is
The Marketers
Domain
TRUTH:
Content Is
Informed By
Everyone
@Uberflip @HanaAbaza #pipecon
MYTH:
Salespeople
Don’t Care.
@Uberflip @HanaAbaza #pipecon
MYTH:
Salespeople
Don’t Care
TRUTH:
Effective
Salespeople
Do Care
@Uberflip @HanaAbaza #pipecon
MYTH:
Salespeople
Are Lazy.
@Uberflip @HanaAbaza #pipecon
MYTH:
Salespeople
Are Lazy
TRUTH:
Sometimes.
@Uberflip @HanaAbaza #pipecon
MYTH:
Salespeople
Are Lazy
TRUTH:
Sometimes.
Mostly, they’re
just busy.
A FRAMEWORK
A FRAMEWORK
Align Content & Sales
Organize Content
Tailor The Experience
@Uberflip #pipecon@HanaAbaza
CONTENT ALIGNMENT
Demand gen and sales training teams report the
least alignment between asset / content
development.
@Uberflip #pipecon@HanaAbaza
Align content creation with insight from sales.
Address (and reinforce) common pain points.
Create content that manages objections.
Figure out what kind of content they need.
@Uberflip #pipecon@HanaAbaza
Questions to Ask
ü  What are the top non-product related
questions you get?
ü  What are the common pain points?
ü  What are the common objections?
@Uberflip @HanaAbaza #pipecon
@Uberflip #pipecon@HanaAbaza
ORGANIZE YOUR CONTENT
65% of sales reps say they can’t find content to send to
prospects.
@Uberflip #pipecon@HanaAbaza
Your
Content
Top of the
Funnel
Middle of
the Funnel
Bottom of
the Funnel
By Topic By Type By Vertical By Persona
Content must be easy for
buyers and your sales team to
find. Spoon feed if necessary.
@Uberflip #pipecon@HanaAbaza
Use a Multi-Channel Approach with your
Audience and your Sales Team
@Uberflip #pipecon@HanaAbaza
ü  Content Library
ü  Links In Email Templates
ü  Send “Marketing Updates”
ü  Give An Excuse To Reach Out
ü  Newsletters, Webinar, Weekly
Meetings etc.
ü  Empower Your Sales Team
@Uberflip #pipecon@HanaAbaza
The Story of How One Sales Rep
Uses Content
@Uberflip #pipecon@HanaAbaza
TAILOR THE EXPERIENCE
For content to be effective, it must be relevant and
tailored to the buyer’s specific needs.
@Uberflip #pipecon@HanaAbaza
Meet Jon, an Account Executive at Uberflip
@Uberflip #pipecon@HanaAbaza
“Wouldn’t it be great if I
could create a tailored page
of content just for
Netskope?”
@Uberflip @HanaAbaza #pipecon
@Uberflip #pipecon@HanaAbaza
ü  Done in minutes
ü  Highly targeted
ü  Actionable
ü  Measurable
ü  Repeatable
@Uberflip #pipecon@HanaAbaza
Marketing & Sales Working Together
@Uberflip @HanaAbaza #pipecon
KEY TAKEAWAYS
ü  Align content with insight from sales.
ü  Organize content buyers and your team.
ü  Tailor the content experience,
@Uberflip #pipecon@HanaAbaza
ubrflp.in/contentisforclosers
Not Sold Yet?
@Uberflip #pipecon@HanaAbaza
THANK YOU!
Questions?
I’ve got answers!
hub.uberflip.com

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