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Articles by Trisha Winter
How to Effectively Outsource Product Marketing Content
First of all, yes, product marketing content can be outsourced effectively. Many freelance contractors are capable of understanding your complex product and creating essential content—from whitepapers to sales enablement collateral—to help drive revenue. Wait, you say, Why not just hire another product marketer? Two reasons: outsourcing is cheaper, and it can produce more content.
Convince Buyers with 'Compelling Reason to Buy' Messaging
What Is a Compelling Reason to Buy? A compelling reason to buy is not an elevator pitch (although it should be): Sales thinks of an elevator pitch as explaining what the product does, whereas a compelling reason to buy explains the benefit that the target audience will realize with your product. And, as the name implies, it is a more compelling way to capture interest.
How to Gather and Compile High-Quality Whitepaper Content
I write whitepapers for a living. Because of my background in engineering, I typically handle high-tech content for complex products and services, and I've come to discover that even the most complex material can be fleshed out in simple ways to produce high-quality whitepapers. Here are my top 10 ideas that I share with clients to harvest information before writing highly effective whitepapers that engage their target audiences. 10 Easy Ways to Get Whitepaper Content 1.
Need a Hack to Break Through the Marketing Noise?
New marketing channels are noise free In summer, kids scream for ice cream, at Halloween people scream for treats, but marketers shouldn’t have to scream for leads. And let’s be honest, you’ve been screaming a little too much over the years haven’t you? If you’ve been a marketer for a decent amount of time you know that committing to a new marketing channel or technology isn’t always smooth sailing.
10 Steps to Set Up Your ABM Program, and 10 Mistakes to Avoid
In my experience implementing ABM as a SaaS CMO, and then working with other B2B companies as a consultant, I've found 10 key steps that lead to ABM success. More important, I've identified some common mistakes so you can avoid them. Step 1: Identify your ideal buyer. Start by analyzing your customer base. Look for trends in industry, technology stack, size, stage, triggering events, etc.
How to Improve Reseller Productivity with a Referral Program
Reseller and agent programs are undergoing heavy scrutiny from CEOs. Searching for revenue growth, CEOs want to know if the channel can provide it, yet they are also noticing that traditionally strong resellers are struggling. This means Channel Chiefs are looking for ways to prove the value of this important channel to market. The answer is to layer on a referral program.
The New Opportunity for Marketers This Year – Referral Partners
“Wait, marketing is expected to increase revenue by that much?! And with zero increase in budget?!� We’re all being challenged to do more with less, but there comes a point where you just can’t optimize existing channels enough to satisfy the growth objectives of executives. My guess is at budget planning time this is the realization that many of you in marketing are facing. Take solace that you aren’t alone. Of course, many of you will take the “safe�
Overcoming the Challenges of Reaching the B2B Buyer
Speaking as a B2B buyer, I don’t answer my phone anymore. I don’t read cold emails – in fact, thanks to overcoming “inbox zero” tendencies, I don’t even take the time to open/delete them anymore. I used to, but with the insane influx of new technologies geared toward marketing, too many people were trying to reach me pushing their “life-changing” solutions. It was too much noise, and it wasn’t sustainable if I wanted to get my job done.
Building a Referral Partner Channel: Key Metrics For a Referral Partner Program
Once you’ve got your referral partner program running, you’ll want to collect data that will help you to optimize and grow the output from your referral partners. To do this I will outline a number of metrics that aren’t merely to measure against but actionable as well. Understanding the flow of referrals from partners and their employees to closed won revenue is important for seeing trends. Additionally, this is your direct ROI to demonstrate the clear value of the program to executive leadership.
Building A Referral Partner Channel: Step 6 - How to Engage Referral Partners
Once you’ve onboarded your referral partners, you’ll need to find ways to keep them engaged and referring. As I discussed in Step 3 – How to enable referral partners you’ve got to make it easy for partners to make referrals and give them full transparency into their progress. This is the foundation for engagement, but let’s build on that with ways to keep the productivity high.
Building a Referral Partner Channel: How to Onboard Referral Partners
Once you’ve figured out incentives, enablement and recruitment for referral partners you’re ready to provide a smooth and informative onboarding experience. Here are the 6 key things you need to do during onboarding of referral partners: It’s pretty obvious that you need to collect all of the basic information about a referral partner so that you can contact them and pay them, but here are a few additional things you may want to consider.
Building a Referral Partner Channel: Step 4 - How to Incentivize Referral Partners
There are many different mechanisms to incentivize your referral partners. The key is finding the right mix of appropriate amount, structure and motivation – while ensuring you can handle the fulfillment! In this article in our Building a Referral Partner Channel series, I’ll cover those elements and provide best practices so you can make these key decisions. Referral partner fees typically fall between 5%-25% of first year revenue.
Building a Referral Partner Channel: Step 3 - How to Enable Referral Partners
The next step in building your referral partner channel is to ensure that you are enabling referral partners with all of the information and capabilities they need to be successful. Right after registering, the referral partner should be sent to a personal referral portal that enables them to get all the information they need from you to make a referral, provides them the mechanisms to make referrals and transparency into their referral and reward stats.
7 Big Growth Hacks for Lead Generation Success in 2017
The worst thing you could do going into 2017 is to create a budget based on the way you do things today. Oh sure, you’re looking at conversion rates and reallocating what you are spending on the least successful channels to the most successful, but what about the things you haven’t yet tried? Here are 7 growth hacks to try in 2017 that can have a big impact on your lead generation. If you are like many companies, you’ve seen paid search get more expensive while volume and quality is decreasing.
7 Big Growth Hacks for Lead Gen Success in 2017
The worst thing you could do going into 2017 is to create a budget based on the way you do things today. Oh sure, you’re looking at conversion rates and reallocating what you are spending on the least successful channels to the most successful, but what about the things you haven’t yet tried? Here are 5 growth hacks to try in 2017 that can have a big impact on your lead generation. If you are like many companies, you’ve seen paid search get more expensive while volume and quality is decreasing.
8 Stats/Quotes That Prove Referral Software Speeds Up Your Sales Pipeline
B2B salespeople don’t have it easy. Take the stress of survival and the monotonous repetition of a time loop from the movie, Edge of Tomorrow and you have a sense of a salesperson’s job. While salespeople can generally deal with the pressures their job entails, the lengthening of the sales pipeline has made it increasingly more difficult. A great deal of effort is spent on finding a way to speed up the sales cycle in an attempt to increase sales productivity and therefore revenue.
The 3 C’s of Sales and Marketing Alignment (Smarketing)
Are you on the path to smarketing maturity? Everyone understands that sales and marketing alignment (or smarketing) is a good thing. But the reality is that most organizations are a ways off from the VPs of Marketing and Sales being besties. I believe if organizations truly understand the value and have a clear path to get there, it will happen. Enter the 3 C’s of Smarketing: Communication, Coordination and Collaboration. Marketing and sales have to communicate to get their jobs done.
Why Customer Advocacy Means the End of Reseller Partners
Customer advocacy is the practice of leveraging your Customers to endorse you and with the right tools it has become a very powerful source of lead generation for businesses. These endorsements can come in many different forms ranging from product reviews on third party sites, to sales references, to referring your product to someone in their network.
Pipeline Management vs. Forecasting: What’s the Difference and Why Does it Matter?
I've learned a lot about sales management from being a parent. Take forecasting, for example. Mid-way through each grading period, I obsessively interrogate my children about their current grades. Have their tests to-date yielded A's, B's, or (hopefully not) C's? What tests do they have remaining? How likely is it that they can pull their grades up before the semester's end? What do they expect their final grades to be? This is forecasting.
Facebook and Google Dominate Cross-Channel Advertising
This week the major topic of discussion is today’s cross-device user and how they influence marketing and advertising. People-based marketing and cross-channel usage come together as marketing and advertising executives top priorities this year. In addition, Facebook and Google prove to consume these cross-device users’ time, more details below. Finally, a friendly reminder of this summer’s biggest sporting event and major social media topic of discussion, the 2016 Summer Olympics in Rio.
5 Content Marketing Workflow Mistakes That Threaten Your Entire Campaign
Content marketing workflows aren’t a topic that gets discussed much. Yet, the success of a campaign can rest squarely on the process you use to move your content from creation to consumption. While there’s much variation when it comes to content marketing workflows, a very simplified flow could be: Sounds simple, right? This basic framework helps move a single piece of content along a predictable path, from its inception to its end user.
The 3C’s of Sales and Marketing Alignment (Smarketing)
Everyone understands that Sales and Marketing alignment (or smarketing) is a good thing. But the reality is that most organizations are a ways off from the VPs of Marketing and Sales being besties. I believe if organizations truly understand the value and have a clear path to get there, it will happen. Enter the 3 C’s of Smarketing: Communication, Coordination and Collaboration. Marketing and Sales have to communicate to get their jobs done.
Why Referral Widgets Fail to Create Long-Term Customer Relationships
The referral-centric approach vs. the advocate-centric approach Marketers and sales teams alike are focusing on finding new ways to break through the marketing noise. To accomplish this, business have discovered the importance of a relationship-focused sales approach that expands on customers good interactions by using an advocate-centric referral program as a primary strategy. But like any business practice there is more than one way to go about collecting referrals and recruiting advocates.
The Case for a “Sales Assist” Metric
It doesn’t surprise me that more than 85% of top salespeople played sports growing up. The modern inside sales structure is set up as a team more than ever. Sales Development Representatives and Business Development Representatives (SDRs/BDRs) prospect and qualify, handing it off to the Sales Account Executives (SAEs) to negotiate and close. It’s a great system that’s akin to those dynamic NBA duos that pass the ball with precision, find the open man, and take the best shot.
The Lead Generation Matrix
Anyone in marketing understands the continuous state of change we’ve endured since mobile and social technology entered the picture. Lots of amazing innovation that turned marketing practices on their head. I don’t know about you, but to me it feels like we’ve kind of got a handle on things for the first time in many years. We tackled SEM and SEO. We’ve got an advanced lead nurture program. Our websites are optimized for lead generation.
Six Ways Sales and Marketing Can Align With Customers and Grow Revenue
Marketing leaders at B2B organizations communicate directly with their Sales counterparts to review quantity and quality of inbound leads, to apprise one another of upcoming promotions and sales enablement initiatives and objectives, and to strategically determine the most effective ways for their teams to work together to benefit the organization as a whole. But, often, these meetings don't include a topic that is possibly the most important of all: existing customers.
Why Referral Programs Fail And How To Help Them Succeed
Most enterprise companies know that referrals are a critical, high-quality and high-value demand generation channel. Advocates are willing and happy to help brands they love, but research shows most brands never ask. Those that do ask often fail to nurture advocates in ways that generate the most referrals. Below is a list of common mistakes I come across every day in speaking with people who run referral programs. As a marketer, I’ve been guilty of many of these myself.
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