Content marketing is fraught with challenges, and B2B sales pros don’t trust content marketing. How do you address this dilemma? By focusing on the above the funnel value story. The unique perspectives that you can offer to the marketplace, and the related impacts of those perspectives. It isn’t about just the pains and the solutions, it is about challenging your marketplace to think five steps ahead of their next move.
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The above the funnel value story assumes that the company works to have the sales team challenge their prospects to consider a different perspective. A concept that CEB explored in more depth in their follow up to the Challenger Sale; The Challenger Customer. Both good reads to gain a deeper appreciation for how the organization can rethink the way they are communicating value to the marketplace. And, more importantly, how to deliver on these needs operationally.