Leslie Talbot, VP of Content at Corporate Visions, opened the Demand Generation track at Conversations That Win, leading a session on the value of implementing a marketing methodology. Here are three key takeaways from her session, “A Method(ology) to the Madness”:
- Close the Gap — In most cases, demand generation and sales enablement assets are created in siloes, with minimal or non-existent coordination between the teams. This lack of coordination leads to a “conversion gap” between marketing and sales, creating leads that salespeople can’t convert. To bridge the conversion gap, you need to tell a story that connects the dots between the sales-directed conversation and the demand generation campaign that drew their interest in the first place.
- Feed the Beast — Here’s the sad truth about content: It’s a beast, and like any beast, it needs to be fed. In other words, to keep your prospects engaged, you need to keep generating high-quality content and messaging that rises above the noise and activates intent. This wouldn’t be such a problem if your market were a static thing. Unfortunately, it’s not—you have new competitors to contend with, new solutions to launch, new strategies and initiatives to roll out. A marketing methodology, backed by a Conversation Roadmap, helps add stability to a world that’s always in flux, ensuring that marketing and sales are in harmony no matter how much your message evolves.
- Develop a Distinct Point of View – A unique messaging framework starts with a targeted conversation profile that helps you identify your prospect’s desired business outcomes, and what trends and changes exist that might prevent them from realizing them. This gives you the foundation to introduce them to their unconsidered needs—i.e. problems or missed opportunities in their status quo situation that they aren’t aware of. You can then map these unconsidered needs to your unexpected strengths, generating the unexpected urgency and uniqueness you need to topple the status quo.