Vice President of Solution Marketing demonstrates how to earn brand preference by satisfying the information needs of your target customers and prospects.

Emily Rakowski - Vice President of Solution Marketing - Ellucian

 

Joining us for today’s show is Emily Rakowski, a marketing leader who knows how to create brand preference that attracts more deals into the funnel at a higher win rate. Our topic is Content Marketing and how to use content marketing to build brand preference that gives you a competitive advantage. Emily reviews emerging best practices from the How to Make Your Number in 2018 Workbook. Turn to the Marketing Strategy section and flip to the Content Strategy and Planning phase on page 270.

 

Our guest today is Emily Rakowski, the Vice President of Solution Marketing from Ellucian. A worldwide leader, Ellucian provides software and services to the higher education market. 18 million students around the world are touched by the software tools each day.

 

Our guest today is uniquely qualified to speak on this topic of B2B content marketing. Emily is a B2B marketing leader who helped build the Ariba brand and later SAP’s marketing efforts as the global head of solution marketing.

 

Watch as Emily demonstrates how to earn brand preference by satisfying the information needs of your target customers and prospects. This show illustrates that content marketing does more than drive leads into the funnel. Content marketing can satisfy the information needs of prospects and customers with the result of increasing brand preference.  This is a must watch interview for any executive with an organic growth strategy. 

 

Why this topic?  Producing and distributing content for everyone means doing it for no one. For content marketing to generate revenue you have to 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 others like them) and your content marketing efforts will fail to contribute to revenue growth in any meaningful way. 

 

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The first segment of the program is focused on assessing the needs of your audience.  What questions should your team ask to understand how your prospects research solutions today, and where you must find them to cultivate latent demand.

 

Segment two establishes the objectives and business reasons for why content is created.  What business objectives does content accomplish?  Watch as Emily explains her approach and you will understand that content marketing goes well beyond simply purchasing the latest analyst reports that support your business case. 

 

A unique discussion occurs by answering the question, “What would you do with an extra $1M in marketing budget? Would you spend it on content marketing?” These questions unpack the greater opportunity that eludes most companies. 

 

Emily describes the content marketing staff allocated to develop content. Listen to think through how your company has allocated staff to execute your content marketing strategy. This is typically where marketing teams lack the manpower to execute the strategy. 

 

Watch as Emily explains the tools and process required to successfully execute content marketing.  Is your team writing content without the proven tools that best in class content creation teams are leveraging? 

 

Have expectations gone up and left you wondering if you have the right marketing strategy to support the new revenue growth goals? 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 your Marketing Strategy against SBI’s emerging best practices to find out if: 

 

  • Your marketing objectives are realistic
  • You will earn your bonus
  • You are set-up for success in 2018

     

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ABOUT THE AUTHOR

Matt Sharrers

Leads the firm's focus on the CEO’s role in accelerating revenue growth by embracing emerging best practices to grow revenue faster than the industry and competitors. 

Matt Sharrers is the CEO of SBI, a management consulting firm specialized in sales and marketing that is dedicated to helping you Make Your Number. Forbes recognizes SBI as one of The Best Management Consulting Firms in 2017.

 

Over the course of nearly a decade at SBI, Matt Sharrers was an instrumental early partner guiding SBI as the Senior Partner. Matt’s functional responsibilities included acting as the head of sales where he led SBI’s double-digit revenue growth, and was responsible for the hiring function to build SBI’s team of revenue generation experts.

 

Prior joining SBI in 2009, Matt spent eleven years leading sales and marketing team teams as a Vice President of Sales. Matt has “lived in the field.” As a result, he is the foremost expert in the art of separating fact from fiction as it relates to revenue growth best practices. CEOs and Private equity investors turn to Matt’s team at SBI when they need to unlock trapped growth inside of their companies.

 

 

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