A recent study really got me thinking about the role of the sales team in the B2B content marketing process, and vice-versa.
The ITSMA 2012 How Buyers Consume Information study asked an interesting question: “At what stage in the buying process do you find it most useful to engage with sales reps?”
The top responses to this question stuck with me:
- Epiphany (24 percent): Keeping up with industry/technology news and events
- Awareness (23 percent): Learning more about potential solutions and solution providers
- Interest (24 percent): Identifying a shortlist of solution providers
Until I saw this data, I was under the impression that sales teams provide the greatest value to prospects who are at the final stages of the B2B buying process — those who are evaluating vendors and solutions and those who are ready to negotiate and close a deal. Continue Reading