video | February 12, 2017
3 Content Marketing Steps to Achieve Dominant Brand Preference
Today’s show will demonstrate how to earn brand preference by satisfying the information needs of your target prospects. Our guest today is Rick Medina, the head of sales channel marketing at Intuit. It’s difficult to grow revenue faster than your industry’s growth rate and faster than your competitors. Leverage the How to Make Your Number in 2018 to access a revenue growth methodology to hit your number quarter after quarter, and year after year.
Rick is uniquely qualified as an expert on this topic. Rick leads B2B sales channel marketing efforts to drive growth and strategic disruption in Intuit’s inside sales, retail, and VAR channels. Watch as Rick demonstrates how to earn brand preference by satisfying the information needs of your target prospects.
The highlight of today’s TV show is the summary of three action steps for every B2B marketer to leverage when developing content. Starting with these action steps places your marketing team on the path to walk alongside prospects. Watch the full interview for greater context and a systematic demonstration.
During the interview, Rick describes how Intuit creates content for B2B prospects based on the prospect’s buying journey. The messaging within the content is built to speak to the buyer persona early in the process. The types of content built for the prospect audience is performed by matching information needs to buyer actions in their journey. Rick describes how is marketing team strives to walk alongside the prospects, by providing the right information at the right moment.
Why this topic is important? Producing and distributing content for everyone means really doing it for no one. For content marketing to generate revenue, you must know exactly what your customers need, where they need it, how often they need it, and in what form they need to consume it. Miss any of these items and your content marketing efforts will fail to contribute to revenue growth in any meaningful way.
Have expectations gone up and left you wondering if you can make your number? Here is an interactive tool that will help you understand if you have a chance at success. Take the Revenue Growth Diagnostic test and rate yourself against SBI’s sales and marketing strategy to find out if:
If you would like to spend some time with me on this subject, come see me in Dallas. You are invited to visit me at The Studio, SBI’s multimillion dollar, one-of-a-kind, state-of-the-art executive briefing center. A visit to The Studio increases the probability of making your number because the sessions are built on the proven strength and stability of SBI, the industry leader in B2B sales and marketing.
Over the years, we have been fortunate to speak with inspiring women who are leading the charge in r...
Since the turn of the millennium, mastering and perfecting the Customer Experience (CX) has been a g...
As a CMO, your time, attention, and budget have competing priorities. You and your team are focused ...
For many industries and companies, the pandemic has changed sales and marketing forever. In some way...
SBI TV episodes bring you Sales and Marketing insights from B2B industry thought leaders and growth experts, on topics like product, pricing, customer experience and success, and go to market. Catch up on new and previous episodes here.