1. Building Better Bridges An Integrated Content Marketing Practice By Jay Jablonski, MBA This presentation may not be shared, used or reproduced without written permission © Jay Jablonski
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2. Aligning Marketing Activity With Sales Force Expectations is a Process Gap to Bridge
Marketing Programs…….. Garner Indications of Interest but have difficulty identifying the demand drivers.
Identifying Demand Drivers ... Early is key as they define the business problems that motivate customers to buy solutions.
Specialized Marketing tools..... With a strongly developed sales cadence are required to engage digitally empowered
buyers
Lead Qualification Efforts….. Are often conducted by Inside Sales or Lead Development Teams that ask awkward “qualifying” questions.
Awkward questions fail to give prospective customers a reason to share details about their business needs that might support a purchase.

3. Market Research Based Lead Generation: Builds Bridges Between Key Groups Enabling Sales Growth
Bridges Gaps Between Customers and Marketing
Bridges Gaps Between Marketing and Sales
Bridges Gaps Between Sales and Customers
Creates a path to Forecast revenue…..

4. Understanding Demand Drivers Requires Dialog with Customers to Validate Key Business Problems
The process starts by understanding, solution features, benefits and capabilities in terms of the problems they solve for customers. ….. Surveys are used to collect data about those problems. ….. A peer based research deck is prepared that engenders discussion around business problems prospective customers face.
Market Research Engages Customers:
Validates Demand Drivers
Identifies Market Segmentation
Enables Analytic Conclusions
Provides Content for all forms of Marketing Outreach
Customers See Benefits:
Interest in Peer Group Opinion
Interest in Analysis and Correlations from 3rd party data
Interest is derived via solving problems relevant to the client and their peers

5. A Bridge Built Between Marketing and Sales Results in a better operating partnership and improved resource investment
Common Sales/Marketing Issues: Sales rarely uses assets produced by marketing to win new clients. Sales inconsistently follows up on marketing leads because they doubted the value. Sales tools describe the offer but fail to address the reasons a client needs to make a connection with business problems.
Customer Peer Data improves focus
Sales agrees on Demand Drivers
Marketing Assets enable Discovery
Marketing Follow-up drives a larger volume of meaningful interaction
Sales Embraces Solutions based on client business problems
Sales follows Process that helps the customer Show ROI
Sales has a structure for the effort that can be repeated
Company demonstrates expertise.

6. Building Bridges Between Sales & Prospective Customers Facilitates A Solutions Sales Process
Lead Generation Teams use research summary pages to set up initial calls. A visual summary Landing Page creates consistent expectations so that the first call is a discussion Sales Teams use research results presentations to engage in dialog for an improved Client experience and an understanding of Demand Drivers.
Better Bridges in Sales with Customers:
Provides Peer Group Research in the context of a needs discussion
Matches product, solution or service benefits to Customer needs
Creates the trust and optics for enterprise sales
Customers Value the Relationship:
Improved Marketing Response
Sales in dialog with key Executives who ignored them
Referrals to colleagues facilitating Enterprise Sales

7. As part of a larger Marketing Ecosystem Demand generation is geared to the buyers journey
Engaging Digitally Empowered Buyers requires:
Always on communication
Expanded Web presence
Marketing application expertise
Digital marketing expertise
Infrastructure
Brand recognition
Revenue Capture Tools include all the above!:
Digital Marketing Programs
Marketing Graphic Content
Channel Development Programs
Events and Event Promotions
Direct Mail and Direct Response
List Development
White Papers and Press Releases
Marketing Analytics and Sizing
Sales and Marketing Automation
Sales Training
Sales and Marketing Automation programming

8. A 5-year history of success with this Practice with clients representing a large and diverse group or offerings
Projects Include

9. Three Pillars to Cross the Chasm

10. We are Putting the Puzzle Together…….. Together we can complete it!!!
Please contact Byron Hayes at to learn more
Thank-You