{"id":66,"date":"2014-04-07T09:26:51","date_gmt":"2014-04-07T16:26:51","guid":{"rendered":"http:\/\/caroleamos.com\/?p=66"},"modified":"2023-07-03T17:54:16","modified_gmt":"2023-07-04T00:54:16","slug":"66","status":"publish","type":"post","link":"http:\/\/caroleamos.com\/?p=66","title":{"rendered":"Work with your partners to create the content they need"},"content":{"rendered":"<p>Saw this report about sales collateral for B2B buyers \u2013 according to Netline\u2019s \u2018<a title=\"Not all B2B buyers use content in the same way in the purchase cycle\" href=\"http:\/\/www.fiercecmo.com\/special-reports\/deep-research-dive-not-all-b2b-buyers-use-same-kind-content-same-way-purcha?utm_medium=nl&amp;utm_source=internal\">The Content Connection to Vendor Selection<\/a>\u2019 there is no \u2018magic bullet\u2019 content that reaches everyone.<\/p>\n<p>Not surprising that the same survey or case study that catches the attention of the CIO isn\u2019t going to resonate with the Director of Demand Generation, or the VP of Engineering. Or that the CIO is even going to share the information with others in the buying chain. The advice is to go old school: audit the performance of your collateral, map it to the sales cycle and to your customer\u2019s purchase cycle. Understand the personas involved in the purchase decision and take them into account while creating your collateral.<\/p>\n<p>Now, put yourself in the shoes of your channel partners. How can you help them develop the type of content needed by their customers, through the purchase cycle? A joint collateral mapping and development project will get you more information about their customer\u2019s purchasing behavior and help strengthen your relationship. If you can also get information on use of that collateral, even better. A partner portal that allows you to track what\u2019s accessed, by partner, can provide valuable insight to what\u2019s working, and help drive your budget investment.<\/p>\n<p>Are your partners using your collateral? What&#8217;s working best for them?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Saw this report about sales collateral for B2B buyers \u2013 according to Netline\u2019s \u2018The Content Connection to Vendor Selection\u2019 there is no \u2018magic bullet\u2019 content that reaches everyone. Not surprising that the same survey or case study that catches the attention of the CIO isn\u2019t going to resonate with the Director of Demand Generation, or [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[3],"tags":[],"_links":{"self":[{"href":"http:\/\/caroleamos.com\/index.php?rest_route=\/wp\/v2\/posts\/66"}],"collection":[{"href":"http:\/\/caroleamos.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/caroleamos.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/caroleamos.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/caroleamos.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=66"}],"version-history":[{"count":3,"href":"http:\/\/caroleamos.com\/index.php?rest_route=\/wp\/v2\/posts\/66\/revisions"}],"predecessor-version":[{"id":69,"href":"http:\/\/caroleamos.com\/index.php?rest_route=\/wp\/v2\/posts\/66\/revisions\/69"}],"wp:attachment":[{"href":"http:\/\/caroleamos.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=66"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/caroleamos.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=66"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/caroleamos.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=66"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}