Post on 02-Nov-2014
description
10 Tips for Using Content to Set the Buying Vision
Today’s Speakers
Cliff Pollan
Cliff is a Co-‐Founder and CEO of VisibleGains, creators of Postwire. Postwire allows you to share insights & informaFon in a visual, secure and private way your clients will love. Get a free account: www.Postwire.com.
Cliff has always been at the center of combining new technologies with content to create soluFons that dramaFcally change the way people work. As a serial entrepreneur he has had the opportunity to launch many successful startups over the last 30 years.
Today’s Speakers
Mike is Vice President of MarkeFng for TimeTrade. Mike joined TimeTrade from Salesforce.com, the world’s leading CRM and enterprise cloud compuFng vendor, where he led the integraFon of real-‐Fme collaboraFon technologies into Salesforce’s ChaOer Social Enterprise plaPorm. Prior to his role at Salesforce, Mr. Puglia was VP of MarkeFng at Dimdim, a provider of cloud-‐based collaboraFon and web conferencing capabiliFes which was acquired by Salesforce in 2010.
Mike Puglia
1. See the problem
2. Commit to a soluAon path
3. Plan out the change
65%
Setting the Buying Vision
Context
ConversaFon Content
Bring clarity & Motivate change
Setting the Buying Vision
1. See the problem
2. Commit to a soluAon path
3. Plan out the change
Discuss Issues with Status Quo Their Ideas for Change
Steps to Launch SoluFon
Uncover Their Change MoFvaFons
Their Fears Needs of Larger team
Useful Content
3rd Party research EducaFonal webinars White papers
Case studies Expert interviews FAQs
Free trial/Live demo Planning checklist ROI calculator
Tip #1:
Inventory and know your content.
90:9:1 Synthesizers & Creators
Consumers
Tip #2:
Put content in context of your buyer’s top 3 pain points.
Tip #3:
Use content to ask the right questions to clarify your prospect’s buying vision.
Tip #4:
Participate in online forums using content to interact and learn from others.
Tip #5:
Read 3 blogs
Join 2 LinkedIn groups
Create 1 Follow List in Twitter
Number of People Involved in Decision making
-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐ 2010 -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐ -‐-‐ 2011 -‐-‐ -‐-‐ 2012 -‐-‐
5 months 5.2 months 5.4 months
Longer Buying Cycles
2010 2011
2012
Source: IDC
Tip #6:
Share third party content.
Tip #7:
Use ad hoc video to answer buyers’ questions.
Tip #8:
Earn your clients’ support.
Let them help you set the buying vision.
Tip #9:
Keep your eye out for humorous content.
Tip #10:
Organize the content you share to make it easy for your buyer to make a decision.
Q&A
Cliff Pollan Mike Puglia 1.978.654.6800
mpuglia@Fmetrade.com
www.Fmetrade.com
@Fmetrade
781.350.3416
cpollan@VisibleGains.com
www.postwire.com
@cliffpollan