4 Essential Tips for Powerful Marketing Asset Management

4 Essential Tips for Powerful Marketing Asset Management

By | Mobile Productivity Tools, Sales Leadership, Sales Productivity, Selling Tips

You already know that your company’s marketing materials are like gold when it comes to hitting your sales numbers.

If you have effective deliverables in the ideal formats, they can have an incredible impact in getting your points across to a prospect.

And, if you’re smart, you’re steadily producing marketing assets that address the questions clients and prospects may have in researching your services and products. They likely include case studies, white papers, videos, tutorials, webinars, slide presentations and research.

But here’s a good question to ask when determining the effectiveness of all those marketing assets you worked so hard to produce: How effectively are they being used?

If you don’t have a solid marketing asset management system in place, you could be missing out on opportunities to move your sales figures to the next level.

We compiled a list of 4 essential tips for developing a powerful marketing asset management strategy.

1. Assess where you are.

4 Essential Tips for Powerful Marketing Asset ManagementTake the time to gauge your team’s ability to quickly locate and leverage your marketing materials. As part of that review, take an inventory of everything — deleting the materials that are no longer useful but continue to take up space.

Next, check for any gaps. Is there marketing collateral that is under-utilized? If so, identify the reasons why. Is it difficult to find? Are fees, policies or other relevant material regularly updated? Is your sales team even aware certain materials exist?

It could be that you are lacking a marketing asset management system that could identify as well as resolve any of these issues.

2. Clearly define goals.

Before undertaking any changes to your marketing asset management, figure out what you’re trying to achieve.

A simple tweak may not give you the results you’re ultimately going after. For example, you may not simply want to create a better system for categorizing marketing assets.

How about making it easy for a sales rep to quickly perform a search based on a prospect’s specific question? Get input on all of the challenges that are facing your team in using those assets and envision the ideal situation.

3. Compare the tools.

There are hundreds of tools you can use for your marketing asset management — from traditional file folders and cloud services like DropBox.

You also could opt for customized digital asset management tools that give you the flexibility of gaining instant access to your marketing materials without worrying about having an Internet connection.

Also, check into options that provide you the ability to automate updates as well as provide CRM integration, as well as those that are user-friendly.

Think long-term. You don’t want to be in the position of re-evaluating the effectiveness of your tool a year from now.

4. Thoroughly train your team on digital asset management tools — until they get it.

What good are power digital asset management tools if few people are even bothering to use them? If you did your job well in Step 3, your team should be able to quickly adapt to your new marketing asset management system — especially if it is an intuitive tool designed specifically for your team.

If you did your job well in Step 3, your team should be able to quickly adapt to your new marketing asset management system — especially if it they are intuitive digital asset management tools designed specifically for your team.

Make sure you get plenty of input beforehand to ensure that you have team buy-in about how it can transform results.

With digital asset management tools that are working for you — not against you, you’re equipping your team more effectively get the results that lead to better sales. It can be the start to a beautiful alignment between sales and marketing, ensuring consistency, organization, and collaboration.

Making Case Studies a Part of Your Sales Strategy

Making the Case for Using Case Studies in Your Sales Strategy

By | B2B Sales, Business Mobility, Sales Leadership, Sales Productivity, Selling Tips

What’s behind every great sales team?

That’s the million-dollar question for sales managers who are comparing their performance with that of their competitors.

More than likely, it’s not as complicated as it seems.

It could be a combination of supportive managers, ongoing training, and substantial bonuses. But don’t forget your sales collateral. It could give your team the competitive edge they need to bring in more sales.

And nothing seems to do the job as well as case studies. They give you credibility simply by showing that you can actually deliver the results you claim you can.

Consider them your top sales collateral for turning sales prospects into clients. But don’t just settle for the same old case studies you’ve been relying on. If you haven’t changed them recently, it could be time for a complete overhaul.

Here are 6 ways you can transform your case studies into powerful pieces of collateral.

1. Tighten them up.

Back in the day, marketing and sales teams sort of went with “more is better.” That doesn’t work anymore.

You can count on the fact that your prospects are bombarded with tons of content in all sorts of forms. Try to keep your sales collateral as simple and condensed as possible while getting the point across effectively.

There’s no need for a 5 to 10-page case study. Get all that information into 1 to 2 well-designed and engaging pages.

2. Tell a story.

Every single case study should tell a story, from beginning to end.

The beginning should clearly explain the challenge a client was facing and how your company was able to resolve it.

The middle should provide more information about the solution that was implemented and how it impacted the organization.

And the end should demonstrate the results of implementing this solution, providing the reader with a clear picture of your customer’s experience.

Case Studies as a Sales Strategy3. Add customer testimonials.

Customer testimonials don’t have to be super long, but they certainly need to be powerful.

Ask your current and previous clients for feedback on what their experiences were in working with you as well as how your solution made a difference for their company.

Use their feedback to incorporate some personal feedback into your case studies, which will help “humanize” the content.

4. Try different mediums.

Think outside the box when building case studies.

One-sheets are great, but a two-minute video or a slide presentation could be even better. Getting a previous client to agree to a video interview not only can provide you with a great case study, it can give you the extra leverage of a solid customer testimonial.

Bonus tip: Make sure the most updated versions are easily accessible at all times. Include them in your digital catalogs or asset management system.

5. Develop numerous versions.

Step back and consider the different types of clients you’re serving.

Do you have a mix of medium to large businesses? B2B as well as B2C?

When developing your case studies, go for a good mix of different scenarios and challenges as well as client profiles. You want an assortment so that your team can choose those that are most similar to their prospects.

6. Get creative.

Whether you’re developing print collateral, video or slide decks, don’t be afraid to show off some of your company’s personality.

Dare to be different in design, format and tone.

Likewise, ask your clients to be extremely candid about any steps in the process — from any doubts they had beforehand to any hiccups along the way. It can go a long way in coming across authentic and hardworking in exceeding expectations.

Case studies can be powerful tools in your sales arsenal, and you should give your case studies a close look. Investing the time to upgrade them could give your team what it needs to show that your company can deliver what it promises.

The Benefits of Mobile Marketing Automation for Sales and Marketing

By | B2B Sales, Business Mobility, Marketing Automation, Mobile Productivity Tools, Sales Productivity

This infographic dives into what mobile marketing automation really is and how it can change the way your organization approaches the sales and marketing cycles. It also provides real-time assistance during the sales process. Wouldn’t you love it if you were provided with information within minutes of asking for it?

This is what mobile marketing automation is made for. If you’re not utilizing any sales apps to improve your sales performance, you’re leaving a gap in your sales and marketing strategy.


How ‘Orange Is the New Black’ Relates to Mobile Marketers

By | Business Mobility

Mobile marketers can learn a lot from the main character Piper Chapman in the hit Netflix original series ‘Orange Is the New Black’.

And no, ending up in prison is not what I’m talking about.

If you’re not familiar with this popular series, it’s about a woman in her thirties who is sentenced to prison after being convicted of transporting money for her drug-dealing girlfriend.

I’m sure you’re asking yourself where’s the connection for mobile marketers here, right?

The need to adapt and change.

According to a new research report from Gartner, buyers are now “newly empowered and informed” and are “taking control of the sales cycle”. Surely this is causing sleepless nights for many sales leaders, but marketing shouldn’t be counting sheep about this either.

Tiffani Bova, vice president and distinguished analyst at Gartner, says in the report that IT, sales and marketing have “failed to keep up” with the change these new buyers bring.

“Providers have long been accustomed to defining not only what customers will buy (the product), but also how they will buy it (the sales model),” said Bova.

Change for mobile marketers won’t be easy. Change never is. But to survive, it’s inevitable.

Piper is not the same person from when she arrived and started serving time at Litchfield Penitentiary. It was her ability to change in the moment by gaining allies within her new prison lifestyle, and learning from mistakes, that allowed her to develop a survival strategy.

No matter how foreign Litchfield must have felt for Piper once she arrived on the scene, she had to adapt and change to survive.

Mobile marketers of today need to adapt and change.

Mobile marketers can’t rely on solely on printed materials and wait for feedback from field reps to make changes.

What mobile marketers need to understand is the importance of continuing to invest in improving sales enablement, sales training and sales processes as prospects and buyers look to the quality of their direct interactions as a main influence on their decisions during their buying process.

Mobile sales tools, like B2B sales apps and business apps for iPad, are designed to change with your field rep teams.

A single business app or multiple business apps for different divisions or product lines makes managing digital collateral easy. By syncing every single piece of collateral to your team’s iPads, tracking what collateral is being used, and observing metrics for sales reps driving the most revenue, mobile marketers can change the way their products are sold by adapting to their customer’s style.

Mobile marketers want to fill their sales funnel faster by incorporating core business systems like CRM and marketing automation for new sales leads and proper nurturing. Sales apps allow those core business systems like Salesforce.com or Marketo to link directly from their iPad, capturing every interaction from the field.

Mobile marketers need to address the increased expectations of today’s buyer. The ways and tools of yesterday in marketing no longer are parallel to the way customers want to be sold.

Adapt and change my fellow mobile marketers. Otherwise, you’ll find yourself rotting away in the ‘shoe’.

marketing analytics focus on user profiles

Marketing Analytics 101: Focus On Sales Enablement Tool User Profiles

By | Business Mobility

If I asked you what is most critical when it comes to marketing analytics, what comes to mind first?

You might say effectiveness. Or performance.

As a marketer, the word attribution is what jumps out to me.

My boss is always asking me to attribute what led to that sale, or what led to that increase in website traffic.

The same goes with sales enablement tools, like business apps for iPad, and how company reps are using the tool to generate more leads and revenue.

How they are being used is important, but so is the who, where, when and why they’re using that sales enablement tool. You’re looking for very specific information on each user.

Those kinds of marketing analytics can be determined from user profiles.

Why are building user profiles so important?

Think about when someone visits your company website. If that’s my website, I want a grasp on who this stranger is, how often they visit and what they do while visiting.

It’s a critical step in planning and strategizing. That’s why you have lead generating forms to capture that contact information.

Or think about all of the user profiles you manage personally.

Facebook, Twitter, LinkedIn, Google+, and essentially anything else you have to login to access. Each of these sites require you to fill in your information into several fields.

There are over 50 fields alone for your Facebook profile. Each field essentially is contact information about you.

Now think about trying to determine who out of about 100 reps is using a sales enablement tool, like an iPad sales application, in an ineffective way. Or who isn’t even using the tool at all.

A marketer managing this tool needs similar user profile information for each sales rep in order to achieve better marketing analytics reporting.

It’s all part of our jobs as marketers; we have to internally and externally be monitoring trends, filling in those data gaps and tailoring strategies.

Which fields are most critical to user profiles?

So we know having as much data on someone, either who is a customer, prospect, or sales rep out in the field, is critical for accurate marketing analytics reporting. Now which fields of information are the ones you can’t leave out?

Here are some key fields for user profiles that work for us tracking marketing analytics.

Name — You might think this goes without saying, but for some companies matching up a user’s name to their profile gets overlooked. For some companies they use ID numbers, like for logging into certain core business systems. They think it just makes sense to match up ID numbers across all systems. Sure that makes sense, until you have to keep looking up names that match those ID numbers. If anything when you pull reports to show teams, you can simply hide the name field so no one can identify other reps in the report.

Position — And no, I’m not talking about sales vs. marketing vs. technical support vs. field support. Get down to a user’s exact position. Are they front line sales or support sales? Are they trade show reps or conference reps? You might not think it’s important when you roll out your sales enablement tool, but wait until your boss wants you to perform a deep dive report. The more in depth you can get about their role with the company, the better data you will get with your marketing analytics reports.

Department — To me, this is where you get into the sales vs. marketing vs. technical support vs. field support…but it’s not as simple as that. Again, you have to think deep when it comes to user profiles. Divisions or sectors are another great way to use this field. Rather than just identifying Jane Smith as marketing, go deeper into her assignment as product specific marketing specialist. The difference will simplify creating marketing analytics reports.

Region — If your reps have assigned territories, this would be an important field for sales enablement tool marketing analytics. Maybe there are pieces of collateral that are being sent more often in the Pacific Northwest than in the East Coast. By having regions or territories fields assigned in user profiles, you will have the data that could change how products are distributed for your company.

Company — Well they already work for the company, so why use a company field? This field is perfect for channel sales. Companies with large distribution channels many have hundreds of independently owned companies that sell their products. By labeling each rep with their correct company, you’ll be able to tell how collateral is being shared at the B2C level through your distributor rep’s user profile.

As you can tell, there are a lot of other user profile fields that make marketing analytics reporting of sales enablement tools simple. The more fields you have for filtering, the more finite your reporting can be.

If you have a field that your company uses, comment below and share it!

Photo Credit: Simon Bonaventure

Make Your Move with Business Mobility

By | B2B Sales, Business Mobility, Mobile Productivity Tools

My first car was a Ford Bronco. I still remember that incredible feeling of freedom I had when I first hit the 405 by myself. I merged onto the 5 and realized nothing could stop me. I could go anywhere. I could do anything. In a sense, my first car helped get me where I am today.

Where is that? Today I am privileged to help thousands of enterprise sales and marketing professionals experience that same feeling of freedom. Together, we are traveling the open road of an expanding movement: business mobility.

Mobility means different things to different people. In fitness, it’s about flexibility and range of motion. For disabled people mobility requires a wheelchair or accessible van. In business, mobility generally refers to the adoption of mobile technologies to improve business processes. But for everyone, mobility, as defined by Merriam-Webster is:

1. the ability or tendency to move from one position or situation to another usually a better one 2. ability to move quickly and easily

Who in sales and marketing wouldn’t want to move from “one situation to another usually a better one”? That is the promise business mobility holds. We haven’t even begun to tap the power of business mobility to advance our careers and boost bottom lines.

Pagers and cell phones first brought business mobility to enterprise workplaces. You had the freedom to step away from your desk without missing an important call. Then you got a laptop. It was great for taking notes or working on documents in a coffee shop, but it was largely useless before widespread Internet access and enterprise support.

Today the smart phone has become the ubiquitous, personal business mobility tool. You can get calls and make calls. You can use 3G, 4G, LTE or WiFi. It holds your calendar. It’s your primary email tool. You text your spouse, you show off pictures of the kids and dogs, and you play games. You think it’s pretty cool.

Whether you got your first cell phone in 1985 or 2005, did you ever think it would be all that? It’s time to stretch our imaginations and envision the next key to business mobility:

The iPad

Where will the iPad take us? Whatever your job and wherever you do it, the iPad has the potential to solve business problems. It can save money, improve resource management, generate sales leads, gather marketing data, enhance your customers’ experiences, and so much more.

Getting from good to great with the iPad takes more than an iPad. It takes a commitment. In the next post, we’ll talk about how an organization-wide commitment to iPad adoption backed by ongoing training and support can deliver true business mobility.

Adding the iPad to Your Sales Arsenal – Step 8: 3…2…1 Launch!

By | Mobile Productivity Tools

Can you believe it; we have made it to the final step in our series for Adding the iPad to Your Sales Arsenal, written for Marketing and Business Opps. If you missed a step along the way feel free to take moment and download the complete plan here.

Remember a success plan is followed step by step. Let’s go over what we have done so far.

Step 1: We defined what success meant to you and your company.

Step 2: Explained the importance of gaining C Level Support.

Step 3: We went over current systems and processes to determine where the iPad would fit in. We also talked about how important building a cross functional team is.

Step 4: The budget, one of the more important steps because you want to make sure include all costs associated with an iPad roll-out.

Step 5: The Apps – how can a company save money on branded apps. Why they are important… who can help.

Step 6: Testing Assumptions through a Pilot. A one or two phase pilot will help you determine what needs to be done before launch. Here we also talked about running a successful pilot.

Step 7: Widespread distribution. Validate… verify… get ready. This is where you will see all the hard work you and your team has done, pay off. Read More

Adding the iPad to your Sales Arsenal – Step 7: Plan for Widespread Distribution and Use

By | Mobile Productivity Tools

Happy Monday everyone, today we are addressing step 7 in our 8 part series on Adding the iPad to Your Sales Arsenal written for Marketers and Business Opps. Missed a step or can’t wait to get the final step in the plan, click here and download the complete white paper now.

If you have been following along then you know we have gone over:

Step 1: Defining success –what is it and what does it mean to your company. This will help you lay the best foundation for your plan.

Step 2: Acquiring C Level Support – few things are as persuasive when it comes to adoption rates as getting the company leaders on board.

Step 3: Legacy systems – working smart not hard is the key. Know what processes and systems are currently in use, who is using them and build a cross functional team with key people in each department.

Step 4: Budget – having the funds that are needed to not only buy iPads for your team but making sure they are functional and up to date is imperative.

Step 5: Apps – which saves the company more money and gives you a distinct advantage over the competition: internal or external developers.

Step 6: Test Assumptions in a Pilot – don’t waste your time or the time of your employees. Run a pilot the right way, this step tells you how to do that.

This brings us to distribution. The moment you have been waiting for really… where all of the planning and the feedback pays off. From here there are only a few more things that need to be taken care of before launch. Read More

The 8 Step Strategy to Adding the iPad to Your Sales Arsenal – Step 6: Test Assumptions in a Pilot

By | Mobile Productivity Tools

Welcome to Step 6 in our 8 Step series written for Marketers and Business Opps to help with Adding the iPad to Your Sales Arsenal. Today we are going to talk about assumptions and why doing a pilot is always recommended. (If you prefer, you can get the entire white paper here.)

Let’s do a quick recap on how we got here:

Step 1: Defining Success – what is success for your company

Step 2: C Level Support – it is a must have

Step 3: Legacy systems – take what you have and make them better, create a cross functional team

Step 4: Budget – create a comprehensive budget that encompasses all aspects of iPad implementation and use. Having that cross functional team will help here.

Step 5: Apps – How external developers save you money

The best way to test whether or not the iPad is going to work the way you want it to… or thought it would for your team is to do a pilot. Get a small group of the most enthusiastic users. Ideally they are already going to own an iPad for personal use, but that doesn’t need be a requirement. What you want is a group of people that are gung-ho about getting the iPad and using it to improve what they are doing.  Read More

Prezi on Adding the iPad to Your Sales Arsenal

By | Mobile Productivity Tools

A couple of weeks ago, we compared Prezi to PowerPoint and what a fun and powerful communication tool it is. The ability to manipulate your presentation in ways that PowerPoint limits you is really exciting.

So here it is. Check out the much-awaited Adding the iPad to Your Sales Arsenal Prezi walking you through just some of the important steps we’ve learned from our customers.

You have the option of clicking through the Prezi at your pace, or you can opt for “auto play.” I recommend clicking through at your own pace for this Prezi to get the most out of the information we have in it!

Feel free to give feedback on what you think. Sign up for a free account on Prezi and play around with it.

Adding the iPad to Your Sales Arsenal Prezi