Sales Content
Is there a framework for creating good sales enablement decks for new B2B products or training new sales rep on your product?
Eg: How do you structure it? I can imagine some standard sections such as Competition, Market Problem but are there standard "must haves" section that have worked well.
AlertMedia Vice President Product Marketing | Formerly TrustRadius, Levelset, Walmart • 3y
Any new product should have a “product brief” associated with it to help not just sales, but any internal stakeholder to be on the same page about the purpose and positio...
2014 Views
Google Global Head of Growth Go-to-market, Google Maps Platform • 4y
There's no way to directly ensure that sales uses the enablement content that marketing creates. You can track using technology options - which provides great metrics for...
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Giant Stride Marketing Group President • 3y
I use different templates depending on the company, nature of the product, and relative importance of the launch (see related question on this topic), but the elements I ...
1379 Views
Braze Vice President & GM, Global SMB • 5y
Sales reps are busy. Sales managers are even busier. It's not easy to convince these busy folks to take an hour out of their day to sit in a classroom and listen to a lec...
1676 Views
What should I include in my product marketing budget?
I already have things like Customer Visits, a Sales Enablement / Content Management tool, SKO, pricing model consulting.
TigerData Head of Marketing • 6y
I think that list is correct and you should prioritize this list depending on your business. In addition to the above, I would advise getting a tool like Chorus.ai or Gon...
922 Views
Workhuman Head of Product Marketing • 4y
I actually have a Competitive Intel PMM on my team who works on some of these materials. It can be helpful to use a CI tool if you have budget for this. At Klaviyo, we ...
866 Views
IBM Global Product Marketing Manager, Hybrid Cloud on IBM Power Systems • 8y
Work closely with the highest performing sales reps to understand how they're pitching the product. They typically have "road tested" a bunch of different approaches and ...
609 Views
What do you take into consideration when getting requests to create "leave behinds" and/or "one pagers" for a variety of different aspects for your company?
I'm starting to build our competitive program here at Percolate and I am personally questioning the need for creating a unique sales asset for each competitor.
Workhuman Head of Product Marketing • 4y
It depends on where these requests are coming from! I'm always cautious with competitor specific one pagers because it's so easy for these to get back to the competitor....
872 Views
ICONIQ Capital Product & Content Marketing | Formerly Replicant, MobileCoin, Zuora, Hired, Oracle, Responsys • 6y
To get people excited about a new deck, make sure the message and content is solid by getting feedback from sales, subject matter experts, product managers, executives, s...
1505 Views
What are the best ways you've seen case studies organized?
I'd like to put something together that will make it easy for sales people to find case studies by vertical and by use case/business goal
PandaDoc VP of Product Marketing & Brand • 7y
Adding on to the above, ideally you'd have a case studies page somewhere on your website. That way when a client or prospect asks for a case study, you can give them what...
991 Views
Pomerium Head of Marketing | Formerly Roofstock, Instacart, Uber, Algolia, Google • 5y
Short answer: build the framework, but allow people to be creative. Don’t micro-manage every single email. But maybe run some audits and always be close with the SDR lea...
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Which specific questions do you ask your sales reps when they request content?
For instance: which pain points would it address, what is the context for this request, how many prospects or customers would you share it with, what is the potential opportunity
WalkMe Director, Solutions Marketing & Competitive Intelligence • 8y
"What part of no don't you understand?"
That's the question I usually end up asking. =D
Sarcasm aside, at least 95% of the requests I get don't need new content, either...
532 Views
Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 3y
Think about cannizablization. If you don't have partner ecosystem, I would invest in a roadmap that supports product expansion via ecosystem v. traditional direct sales. ...
316 Views
How do I get my sales team to use the content that I produce?
My sales team doesn’t listen to me or care about the content that I’m producing.
Growth Velocity President | Formerly Vigilent, USGBC, FICO, Macromedia/Adobe • 7y
Feedback from champions in recent deals can be helpful here, too. When was it hard to make the case internally to switch to your product? How did any competitors in the ...
546 Views
WalkMe Director, Solutions Marketing & Competitive Intelligence • 7y
Product marketing or content marketing teams. Content marketing tends to be more often responsible for high-velocity content such as daily blogs and social media. More st...
795 Views
Telescope Partners Head of Marketing | Formerly Nexmo, Dialpad, Aspire, Brandfolder • 8y
I don't have any off the top of my head but you might be able to find some published stats in the content produced by Wistia or Vidyard. we're implementing vidyard to be ...
469 Views
How detailed should one make a battlecard/killsheet?
When do you know you have enough to guide sales?
TigerData Head of Marketing • 6y
I prefer FAQs but more importantly traps and responses. Rather than a encyclopedia, I would create something actionable.Â
529 Views
Boxford Capital Managing Partner | Formerly Barracuda, SilverSky, Digital Guardian, OpenPages, Cybertrust • 8y
Complex enterprise sales are more about relationships and solution selling than they are collateral. So, if anything, content and collateral becomes less important the fa...
1204 Views
TigerData Head of Marketing • 6y
I have had experience with Highspot, Showpad, DocSend, and Seismic. I would recommend HighSpot and Showpad as they both are great for organizing content and gathering ado...
1598 Views
WalkMe Director, Solutions Marketing & Competitive Intelligence • 8y
Carrie's answer is spot-on. I would add that our reps also ask for data sheets, model RFPs and, increasingly, for explanatory videos. In my role today, I don't get any vi...
541 Views
Guru Senior Director, Product Marketing and Communications • 8y
I'd highly recommend TOPO and Richard Harris if you're looking for someone to build out your playbooks. Happy to put you in touch.
537 Views
What types of products do datasheets make sense for?
And are they still prevalent?
OvationCXM Head of Marketing | Formerly First Orion, Zafin, nCino • 7y
Datasheets are still very valuable. We structure our data sheets to hit on the industry overview/challenge, our benefits/value and then wrap up with a section to some of ...
583 Views
What’s your favorite B2B product pitch deck?
What’s your favorite B2B product pitch deck? Something that makes a complicated product easy to understand and tells a compelling story. Can you share your best examples here? I’m re-doing our product pitch deck and want to see what others have done.
Woven Head of Marketing • 8y
Andy Raskin nailed this one with his analysis of the greatest sales deck from Zuora. Here's his post:Â https://medium.com/the-mission/the-greatest-sales-deck-ive-ever-seen...
2236 Views