The Usability Blog
A Practical Guide to User Experience Insights

Do You Sell to the C-Suite?

businessmen-42691_1280Every B2B sales person operating at C-suite level knows that the decision-making process has changed irrevocably over the past 24 months.

The advent of content marketing has delayed dramatically the point at which the prospect is ready to engage with a sales person.  The initial contact with sales used to be the point at which the relationship with a prospect began.  Not any longer.  More and more frequently, that all-important early relationship is forged not by a sales person but by the brand’s content.  Content now establishes a brand’s trust and credibility.  If the content does not establish trust, the sales person will likely never even get the opportunity to rectify the problem.  The sale will have been lost before it began.

The relationship-building model employed by content marketing pioneers such as Hubspot or Salesforce has become widely imitated and the new best practice.  Before content marketing can be deployed effectively, however, brands must have well-defined personas of their target buyers.  Without personas, content marketing strategy relies on the “write-it-and-they-will-come” philosophy, which is unfortunately not a best practice, since it depends on luck rather than research, analysis, and precision.

A world class content marketing strategy stands on four legs:

  1. Great content
  2. World-class buyer personas
  3. Defined decision-journeys for each persona, along with their content requirements for each stage
  4. Technology sophisticated enough to deliver content in sync with the buyer person and journey

Usability Sciences has built buyer persona sets for some of content marketing’s best practitioners.  We research and lay out the different decision journeys for each persona and overlay content requirements for each journey.  Content marketing AND sales teams can then work from a common understanding of how each persona works, consumes content, and makes decisions.

We can help you, just as we have helped your peers and, perhaps, you competitors.  Let us show you sample deliverables.  They will blow your C-suite away!

-Roger Beynon, CSO, Usability Sciences


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