How Content for Sales Creates More Sales Pipeline

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We all want to have a full sales pipeline to fuel the success of our business. Toward that end, Bernie is doing something a little different on this episode. He recorded a conversation between himself and his co-founder and CEO of Vengreso, Mario Martinez Jr. The two of them speak about the “why” and the “how” of a strategy they are implementing at Vengreso that you might consider at your company.

The “content for sales enablement” method they are going to reveal is producing great results. In this conversation, you’ll hear all about those results as well as what they refer to as “the zit” – the area where they need the most improvement and are putting in a lot of effort to address.

Bernie and Mario are being transparent with you about their approach to digital sales because they believe that their candor about these issues will provide great takeaways for your business. Don’t miss out on these “real world” scenarios being worked out in the Vengreso digital sales pipeline right now.

This episode is sponsored by SAP. Download the ungated case study titled, “Savvy Social Selling the SAP Way.” You’ll learn how SAP sales reps fill their sales pipeline with deals that are 560% larger on average when using social selling techniques. Download the case study without a form to fill out. It’s ungated.

One Of The Most Powerful Ways To Fill The Sales Funnel Is Through Content

Content marketing is not a new concept, but most sales organizations don’t understand how to leverage content to fill their sales pipeline. The right content shared in the right ways, and utilized by the sales team to address buyer questions and needs is a powerful way to generate leads. In this conversation Bernie and Mario share how their content strategy has enabled Vengreso to reach a level of success unheard of in its short history – 43% website traffic from organic search and 12 Million People Reached Via Social Media. How have they done it? Through a carefully constructed and implemented content for sales approach. Find out how you can fill your sales pipeline using this same strategy, on this episode of Social Business Engine.

If Your Content Strategy Isn’t Mapped To Your Buyers, It Will Miss The Mark

“How are your salespeople currently using your content?” The most common answer Bernie receives when he asks that question is, “They’re not.” The reason that answer is so common is that the content has not been developed under a plan that identifies how the salespeople can use that content to connect with their buyers. It’s also not been implemented with a tool that enables them to share it easily. Most importantly, the strategy doesn’t take into account how the content being created maps to the people they are trying to sell to. And finally, in most cases, the sales leadership of the company was not involved in planning the content to be shared. That’s a recipe for frustration and in this episode, Bernie and Mario walk through how they’ve avoided those pitfalls and are seeing amazing results.

Could You Use 700 to 1200 Inbound Help Requests Every Single Month?

43% website traffic from organic search and 12 million people reached through social media sounds impressive, but if it’s not converting into real sales leads in the pipeline it doesn’t really matter. That’s why Bernie and Mario felt it was important to share exactly how those impressive numbers have translated into filling their sales pipeline. The Vengreso team is now receiving 700 to 1200 inbound requests every single month. It’s almost too much to handle but it’s evidence that a systematic approach that creates strategic content for sales and utilizes it effectively in a variety of ways will increase sale leads exponentially.

To improve their ability to handle the volume of inbound leads Vengreso will soon be implementing a digital assistant from Conversica. You may remember meeting Alex Terry, CEO of Conversica, on episode 188. After learning about Conversica’s powerful AI capabilities to implement a digital assistant to follow up on high volumes of leads, Vengreso decided to partner with Conversica both as a technology partner and as a client.

Learn all about the Vengreso pillar and cluster approach to content creation and publication, and learn how to implement this model to fill up your sales pipeline, on this episode.

Outline of This Episode

• [0:31] Bernie’s overview of this episode: an approach to digital sales Vengreso is trying right now
• [3:12] Vengreso’s collective realization: content needed to be created for the sales team
• [7:01] Setting up a pillar and cluster strategy using the Vengreso site as a case study
• [12:30] How this content for sales approach fuels sales enablement
• [14:12] Traffic – social – engagement: how all 3 are working together to grow from 1000 monthly visitors to 15,000 per month
• [19:27] How to implement this approach within a corporate model
• [23:02] The sales pipeline impact these approaches are having on the sales pipeline
• [26:38] The problem: too much volume creates an inability to convert leads

Resources & People Mentioned

Be sure to download the case study that accompanies the podcast series – Social Business Journal Volume 11. It weaves together the narrative of social selling success factors at SAP. It’s available for download, ungated here.

• Mario on LinkedIn
• Mario on Twitter: @M_3Jr
• www.Vengreso.com
• Conversica – Vengreso’s new sales tech partner
• Social Business Episode about Conversica – 188
• Selling With Social Episode 57 – Erroin Martin, Vice President of Sales from Conversica
• Grab your copy of “Savvy Social Selling the SAP Way”
• Everyone Social
• Gaggleamp
• In Social Business Journal Volume 10, Lithium’s SVP of Marketing Dayle Hall, drops a ton of wisdom around the top 5 most influential topics in B2B marketing.
• The Selling With Social Podcast with Vengreso CEO, Mario Martinez Jr.

Connect With Bernie and Social Business Engine

• https://www.facebook.com/modernmarketingengine
• https://www.linkedin.com/in/bernieborges/
• https://twitter.com/bernieborges
• https://twitter.com/mmenginepodcast

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This podcast originally appeared on Social Business Engine

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