Speakers: Rick Medina | Greg Alexander, SBI
Marketing leader demonstrates how to earn brand preference by satisfying the information needs of your target prospects.

Marketing Leader

 

Today’s show will demonstrate how to earn brand preference by satisfying the information needs of your target prospects. To follow along, download our 10th annual workbook, How to Make Your Number in 2017. Turn to page 190 of the PDF to review the Content Strategy and Planning phase of the workbook.

 

Joining us today is Rick Medina, the Director of Sales Channel Marketing at Intuit. Rick leads B2B sales channel marketing efforts to drive growth and strategic disruption in Intuit’s inside sales, retail, and VAR channels. Listen as Rick demonstrates how to earn brand preference by satisfying the information needs of your target prospects.

 

Listen as Rick describes how Intuit creates content for B2B prospects based on the prospect’s shopping journey. The messaging within the content is built to speak to the buyer persona early in the process. The types of content provided to the prospect is determined by way the buyer acts 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? Producing and distributing content for everyone means really 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 your content marketing efforts will fail to contribute to revenue growth in any meaningful way.

 

Rick wraps up the podcast with three action steps for every B2B marketer to leverage to walk alongside prospects.

 

  • The first is to have a clear strategy articulating what you want to do, why you want to do it. This helps create a shared consciousness with marketers and sales teams, and make sure that the teams work on the highest priority.
  • Second is to get to know your target prospects, their attitudes, their behaviors, their triggers, etc., really striving for empathy.
  • The third, produce a map content to the buyer’s journey. Last is to measure success, and always remember to walk alongside your prospect. When they thrive, we all do.

     

And if after listening you would like help with your content strategy, download our workbook, How to Make Your Number in 2017. Turn to pages 190 – 193 of the PDF to review the Content Strategy and Planning phase of the workbook.

ABOUT THE AUTHOR

Greg Alexander

Leads the firm's focus on the CEO’s role in accelerating revenue growth by getting the product team, the marketing department, and the sales organization into strategic alignment.

Greg is the host of The SBI Podcast, the most listened to sales and marketing podcast on the internet.

 

He is the host of SBI TV, a monthly television program broadcast on the internet featuring top B2B sales and marketing leader sharing their strategies to grow revenues.

 

Greg is the Editor-in-Chief of The SBI Magazine, the leading B2B publication focused on sales and marketing effectiveness.

 

He is the author of two critically acclaimed books Topgrading for Sales and Making the Number.

 

Greg has authored over 100 articles on SBI’s award winning blog, The SBI Blog.

 

He graduated from The University of Massachusetts Amherst with a BA in English and received his MBA from Georgia Tech.

 

Video:

 

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Articles

 

Fill Every Role on Your Team with an A Player

In this article, Greg Alexander makes the case for applying the TopGrading methodology to the sales team, and outlines how to do so.

 

What CEOs Need to Know About Their Marketing Strategies

In this article, Greg Alexander and Rashid Skaf, CEO of AMX, discuss the role the CEO plays in crafting a company’s marketing strategy.

 

What CEOs are Looking for in a Sales Leader

In this article, Greg Alexander and George Norton, leader of Heidrick & Struggles Chief Sales Officer practice, discuss what CEOs need in the chief sales officer role.

Read full bio >