Applying Content Marketing Strategies to Indirect Sales Environments

Hey — It’s nice to meet you …

JEN SPENCERDirector of Sales & Marketing | ALLBOUND@jenspencer | @goallbound

Revenue-driven inbound marketer who loves animals, hates traffic, and is passionate about empowering businesses to grow through their indirect sales channels.

And you are …

Marketing professional serving anindirect sales channel

Executive overseeing channel/partnersales

Professional responsible for maintainingand growing channel/partnerrelationships

Hmm … None of these sound like me

Our Agenda

Content Marketing: What’s Happening & Why

How Content Transforms ALL Sales Reps

Content Challenges in Indirect Sales Channels

Our Recommendations for Using Content in the Channel

Your Questions

9 out of 10 MarketersHAVE A CONTENT MARKETING STRATEGY

Source: 2015 B2B Content Marketing Report

70%OF MARKETING TEAMS ARE PRODUCING &

SPENDING MORE ON CONTENT THAN EVER

Source: 2015 B2B Content Marketing Report

Your Buyers Have Changed

Your Prospects Are Skeptical

THE PROLIFERATION

OF MEDIA

A HISTORY OF DECEPTIVE

ADVERTISING

THE TECHNOLOGY EMPOWERED CONSUMER

Can Content Help? Yes.

Using content-driven tactics save an average of 13% in overall cost-per-lead.

- HubSpot

Content marketing strategies can double website conversions.

- Aberdeen Group

90% of buyers find custom content to be useful when making purchases.

- ContentWise

Transform Your Sales Reps

TEACHERS PROBLEM SOLVERS

COACHESTHOUGHT LEADERS

Where to Start?

Blogs

ebooks

White Papers

Data Sheets

Infographics Case Studies

Slide Decks

Direct vs Indirect Sales Reps

Delivering Content to Your Channel

Was the content distributed to the right people?

Can your indirect sales reps open the files?

Do your partners have the tools and resources to co-brand or white label the collateral? Does the content meet

compliance requirements for a particular partner?

Has an end-user ever seen a single piece of content you created?

75%OF ALL GOODS FLOW THROUGH INDIRECT

SALES AND MARKETING CHANNELS

Source: World Trade Organization

Provide Access to the

Right Content at the

Right Time

Guide Reps on How to Use

Content to Sell More, Faster

Incentivize the Content Sales

and Marketing Behaviors that

You Know Drive Results

It Doesn’t Have to Be Complicated.

Bring it all together…

All Your

People

All Your

Training

All Your

ResourcesAll Your

MarketingAll Your

Funds

All Your

Data

Questions?

Thank you!

JEN SPENCERDirector of Sales & Marketing | ALLBOUNDjspencer@allbound.com

For more information about Allbound, visit www.allbound.com or call us at 480.685.5474.