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Molly Hoffmeister Product Marketing Manager, Salesforce Pardot @mchoffmeister

Tyler Ryll Customer Success Specialist, Uberflip @TylerRyll

How to Amplify Your Content by Activating Your Sales Team

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Join in on

WE WILL SEND THE RECORDING.

Questions? We’ve got answers!

(At the end of the webinar J)

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Stick Around For a Demo

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Agenda • What is sales enablement and how does it relate to your content team?

• What does a sales enablement content strategy look like?

• How does Pardot’s content team approach sales enablement?

• How can you get started? !

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What is sales enablement & how does it relate to your content team?

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The modern buyer has changed…

•  65% of B2B buyers only engage with a vendor sales rep professional after they’ve already made a purchase decision. (IDC, 2015)

• Sales reps must shift their frame of mind: selling a product à helping a customer

• Content marketers are in the perfect position to lead this shift:

“Marketing tends to be ahead of sales in this respect. Most marketers have understood this shift for a while — have been creating content to educate the buyer, and have learned to be everywhere the buyer is.” – Jill Rowley

!!

(You may have heard)

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The good news is…

• See your content actually get used (!) • Give your content a longer shelf life • Play a leading role in driving sales-marketing alignment • Give your content team more direct impact on revenue • Garner internal recognition from your sales team

This helps you achieve your goals, too!!

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What does a sales enablement content strategy look like?

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Thinking through your strategy…

• Define your goals. - Enable alignment - Prolong content shelf life - Drive sales and impact revenue - Create a better customer experience - Prove results

• Define your strategy.

- Think through each stage before you get started - Planning | Creation | Distribution | Measurement

!!

Build out a true campaign. !

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Resources for Sales CONTENT WEBINARS EVENTS E-MAIL

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How do we do sales enablement at Salesforce Pardot?

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How do we… …ensure marketing plays an active role in closing deals? …cut through the noise to enable already busy reps with educational resources? …enable every rep at Salesforce to spread the Pardot message? …scale our marketing efforts to keep pace with exponential growth? Introducing… !!

Sales enablement at Pardot A quick look at our particular goals. !

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The Pardot Minute Clinic Content & Distribution !

•  Short videos with important tips for reps •  For sales, by sales •  Microsite •  Three-pronged distribution plan: •  Post-training drip nurturing track •  Outbound email listserv •  Dedicated Chatter group

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The Pardot Minute Clinic Content & Distribution !

•  Short videos with important tips for reps •  For sales, by sales •  Microsite •  Three-pronged distribution plan: •  Post-training drip nurturing track •  Outbound email listserv •  Dedicated Chatter group

•  Key takeaways:!•  Keep information concise!•  Enlist manager help!•  Lead nurturing is not just for leads!

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•  Phenomenal email performance •  Opt-in Autoresponder: 88% avg open rate, 51%

click-through rate •  Minute Clinic emails: 78% avg open rate, 39%

avg click-through rate •  90% average engagement rate across all

Minute Clinic videos •  Great feedback in comments

The Pardot Minute Clinic The Results !

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•  Key takeaways: •  Ask for feedback from sales •  Measurement is key — even for internal !

•  Phenomenal email performance •  Opt-in Autoresponder: 88% avg open rate, 51%

click-through rate •  Minute Clinic emails: 78% avg open rate, 39%

avg click-through rate •  90% average engagement rate across all

Minute Clinic videos •  Great feedback in comments

The Pardot Minute Clinic The Results !

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How do I get started?

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What questions come up regularly

on sales calls? !!

What kinds of content would your sales team find useful? What gaps do they see in

your current offerings? !!

What pain points are your prospects experiencing?

What kind of content would be useful to help prospects

understand and alleviate these pain points?!

!

Ask the Right Questions

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The Bottom Line • Schedule a meeting! • Meet with your sales managers • Sit in on sales calls • Map out your buyer journey • Be creative • Build a sales library • Analyze reporting • Schedule a regular check-in • Adjust strategy accordingly

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RESOURCES

Content Creation Guidewww.pardot.com/whitepapers/content-creation-guide

5 Ways Marketers Can Enable Their Sales Teamwww.pardot.com/blog/5-ways-marketers-can-enable-their-sales-teams-real-life-examples

Why You Should Build a Sales Library—And How to Do Itwww.pardot.com/blog/why-you-should-create-a-content-library-for-sales-how-to-do-it

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QUESTION TIME!

Molly Hoffmeister Product Marketing Manager,

Salesforce Pardot @mchoffmeister

hub.uberflip.com

Tyler Ryll Customer Success Specialist,

Uberflip @TylerRyll

Find out how Booker decreased theircost per lead by 71% with content.

READ CASE STUDY