Content Marketing Must Target the Mobilizers

I had author and keynote speaker Tim Sanders on Leading Matters to discuss his most recent book Dealstorming.  The entire episode is packed with great insight and perspective so listen to the whole thing on your next drive (you can get Leading Matters from iTunes HERE).  But do NOT WAIT to listen to this one critical minute.

TRANSCRIPTION

Really good content marketing is like a dog whistle for the mobilizers inside prospect companies and very early on these mobilizers see the content where they’re like 10% into the [buying] journey and the content really challenges them to think about the real problem that they are facing and it reshapes everything.  And I think that is the value in content marketing that gets in early [and] gets us in front of the buyer when they are still trying to figure out what the real problem is before they even enter the solution set.

I think if we focus on THAT instead of content marketing that fills the top of the funnel which is the current emphasis [emphasis added], I think we are going to do a lot better to get reps in there look at bigger opportunities to do more win or take all deals, create barriers to entry to create more strategic selling approaches that are very aligned with marketing. 

The MHI Global study that I mentioned earlier says that these world class organizations are 300% more likely to have strategic alignment between marketing and sales than those that aren’t world class.