Here we go! From the home office in Sioux City Iowa, Top Ten Sales Manager Secrets: #10 - Your Marketing Content Sucks
If you ask your #salesmanager today, they'd say your marketing content is GREAT! But what if I asked them? Well I did...and surprise, they had a different answer.
Like the opposite answer.
But here's the rub: 60-70% of B2B content created is never used. The most cited reason why from buyers is "topic is irrelevant to the buyer audience."
Ergo, your marketing content sucks. Bad.
Modern B2B #content #marketing is not Don Draper selling Coca-Cola. Crafting a message to your Ideal Customer Profile (ICP) the same way Nike markets it's brand to individual consumers makes as much sense as the Planet Krypton imitating the naval policy 18th century Lichtenstein.
Your sales manager manages a TEAM of people who talk & interact with your ICP EVERY SINGLE DAY. You need to use that team's insight to "narrowcast" to your audience.
If your marketing sucks, I would BET your sales team didn't help author it.
Am I right? /#9 secret tomorrow!