The Real Truth About Your Sales Funnel: Content Marketing

The Real Truth About YOUR SALES FUNNEL The Internet has empowered buyers to learn about a company's products and services without having to contact vendors. Instead of phoning a sales person, they search the web for content and self-educate. This is why content marketing has become the single most important part of a marketer's job. Channels that generate new demand, including websites, social networks, ads and sales teams, Content Marketing Accounts for need all kinds of content to communicate the ideas behind your products and services. Content marketing is no longer a single marketing channel; It is the foundation that powers all marketing efforts. 70% THIS INFOGRAPHIC ILLUSTRATES WHY. Today's Funnel vs. the New Funnel Here is the sales funnel we Prospects According to Sirius Decisions,' all know, with Marketing Automation (nurturing existing leads) at the top, B2B customers Marketing Automation and CRM (converting leads contact a sales into customers) at the bottom. rep only after Sales/ CRM 70% But the internet has changed the funnel significantly, with the buyer no longer needing to contact the seller to learn about their products and services. of the purchase decision has been made. Clients/ Customers What does this mean? It means there's a whole new Your knowledge about a part of the funnel – demand prospect only starts when the lead hits your generation – where prospects are consuming marketing automation content to educate and part of the funnel. self-select which vendor they Demand Generation want to work with. Create Awareness & Leads If you had insight into the So, if 70% of the buying process is content someone has Marketing Automation consumed that brought them into your funnel, you could optimize and accelerate their path, dramatically shortening the buying process. already complete, doesn't the funnel look more like this? Sales/ CRM Not only is there 70% more of your funnel than you were aware of, there is 70% of your funnel over which you Clients/ Customers currently have little control or insight. The Solution to the Problem PAPERSHARE> PaperShare gives marketers the power to manage and get insight into the 70% part of their funnel that they're missing. posted on displayed on your website (blogs, partner sites, etc.) social networks PaperShare makes it With a prospect's entire easy to distribute your delivered through display and contextual content consumption third-party content syndicators content to all of history available in the your demand ads. lead record, Sales has generation channels. powerful information they can use to Prospects can read multiple pieces of guide the conversation. content in the same session, allowing them When you're ready to to self-nurture and engage the prospect you can accelerate their path through do it easily in the same channel the education process. where they found the content. Every user's interaction with the All of this history is brought right content is logged, even when they into your Marketing Automation read non-gated material. and CRM systems. After the sale, you can use PaperShare with Monitoring that activity can help you customer support documentation and identify engaged customer advocates. other content. PaperShare helps you identify high-performing content and channels and optimize your demand generation, shortening the education process. The funnel widens as you capture more leads from your demand generation process. The funnel deepens as you understand more about the needs of those prospects and Sales can engage appropriately. We connect the dots between the buyer and the seller, giving you insight into how and where in the customer marketing lifecycle your prospects decided to engage your sales team. 1 For many marketers, demand generation is a series of trial and error experiments that cost too much for the results you get. PaperShare eliminates the mystery by using your content to accelerate leads through your marketing and sales funnel. David Grescher CEO | PaperShare Want insight into the other 70% of the sales funnel? REQUEST A DEMO OF PAPERSHARE TODAY: www.papershare.com/requestdemo Sources: 1. http://www.brainshark.com/ siriusdecisions/Marketing_ PAPERSHARE Organization_2017 Sponsored by the: CMarketingTechBlog