Sales Pipeline Radio

Sales Pipeline Radio header image 1

Why would you define sales personas down to their favorite author?

00:0000:00

 tweet-image-800x400-chernov-cmo.jpg

Our guest today is Joe Chernov. He's now the Chief Marketing Officer at @InsightSquared. He also lends a hand to startups and wildlife causes when he can. Diving right in, he says, "It's unbelievable what you can get done if you don't care if you get fired!" Talking about his experience at Eloqua, "If we were to publish something that is valuable, we could edge our way into deeper coverage by the media." 

Scorecard - even though we're not supposed to keep score: 
16 articles after spending 2 years developing a product and writing up the release.
An infographic got 800 articles. Very eye-opening.
Joe says, "Content marketing is what happens when a marketing department shifts its thinking from knowing that the company that signs their paychecks needs to shift to the customer signs the paycheck." That shift in mindset turned collateral into an ebook, a self-serving whitepaper into a more valuable, lengthy piece of content.
 
 

Point: The opportunity to leverage the correct content through the active sales process:

 
Best content ideas come from your sales people. Conversations with sales will be the source of the best ideas. 
Example: They publish a issue of their "blog" once a month that includes a recap of 4-5 articles on similar content. Each month has a new theme which helps to focus the articles on that topic. 
 
He's talking about a sales team creating an editorial calendar. You heard Matt right.
 
Point: Personas as a driving force for effective content.
 
Personas help reduce the size of your universe so that as a writer or content creator, your writing universe is smaller which helps guide the writing and allow it to be less daunting.  But, he cautions against being way too specific with a persona. "Susie Seller" is just a role in an organization. We don't need to know which college she attended or coffee brand she prefers, unless you are selling coffee.
 
People have a hard time comparing their content metrics to their business metrics.
 
The very best way to shine a light on the value of your content is to look at lead quality. Your lead or transactional content success could be measured by downloads, subscribers. These are higher value than typical leads. 
You want to know did they close?
Did they move deeper into the funnel than other sources?
Lead Quality tops the list for this comparison and measurment.
 
Favorite KISS song and why: Deuce. Gene Simmons wrote it on a bus. It's about absolutely nothing. 
 
-----------------------
 
 

Even though this is a replay, it's timely as it mentions the upcoming Dreamforce. Matt will be presenting 5 minute walk from Moscone. Take a break:

 
 

You Can’t Buy a Beer With a Hashtag: How to Translate #ABM Into Execution, Pipeline & Closed Deals - Matt Heinz

Champion your way through Dreamforce –visit the B2B Champions Club!

Need to step away from all the noise at Dreamforce? Look no further. Come to the B2B Champions Club – just a 5 minute walk from Moscone Center. Hear industry leading speakers as well as relax, recharge and network. Sign up to reserve your spot!

Stop by anytime throughout the week for:

  • 20+ sessions by top B2B Sales and Marketing Leaders
  • Networking alongside industry leading peers during breakfast, lunch, and happy hours
  • Live streaming of Marc Benioff keynote

Register for the #B2BChampionsClub today!

Underground B2B Content Marketing tips from Joe Chernov

00:0000:00

episode-card-250-joe-chernov.jpgOur guest today is Joe Chernov. He's VP of Marketing @InsightSquared. He also lends a hand to startups and wildlife causes when he can. Diving right in, he says, "It's unbelievable what you can get done if you don't care if you get fired!" Talking about his experience at Eloqua, "If we were to publish something that is valuable, we could edge our way into deeper coverage by the media." 

Scorecard - even though we're not supposed to keep score: 
16 articles after spending 2 years developing a product and writing up the release.
An infographic got 800 articles. Very eye-opening.

Joe says, "Content marketing is what happens when a marketing department shifts its thinking from knowing that the company that signs their paychecks needs to shift to the customer signs the paycheck." That shift in mindset turned collateral into an ebook, a self-serving whitepaper into a more valuable, lengthy piece of content.
Shifting strategies from serving the executive to serving the buyer changes everything.
Q. Is there a concern we are flooding the world with content so much so that it will no longer work at some point?
A. There is more content marketing happening which makes it more and more difficult for signals to be heard, but that's only the surface. 50% of a company's content never gets used. It puts more pressure on originality. We've rested on our laurels a bit. 
Definitive guides, whitepapers - been done years ago by the industry leaders.
Q. What are the ways you distinguishing your efforts at InsightSquared to stand out?
A. Trying to apply some of the ethos that makes good content marketing - serving the BUYER. Applying it to direct mail. Rather than a coffee mug or t-shirt with logo on it. Something more original. If we close loosely - demo, in funnel - we try to accelerate them coming back. Postcard: Come Running Back - link on back to enter your shoe size. Gets them a pair of Nikes WITHOUT logo. The deal isn't done. 
Think creatively. Be memorable. Keep the conversation, interest and value going.
Hear more solutions, reveals and ideas in the full replay.
Get to know our guest, Joe, a bit better.