Webinar: The Subtle Art of Content Marketing as Sales Enablement

My name is Dan Gottlieb and I’m a sales executive at Contently. Let me tell you a quick story.

I used to work in education technology, selling startup software to public school systems. New to sales at the time, I picked up tips reading books and watching Alec Badlwin’s scene in “Glengarry Glen Ross.” My boss told me to trust the process.

One day, I had a big meeting with a committee of teachers and administrative leaders. I hit all the major talking points I was instructed to cover. I thought I nailed my pitch. When I had my feedback call, the person who helped set up the meeting told me he loved my passion and energy, but he found out that the committee didn’t even understand some of the most basic terms in my presentation.

The realization hit me like a brick. I had been taught that I’d close business if I trusted the typical sales process. But I was too caught up in that process to understand my prospects’ problems. My exchanges were too transactional.

That’s when I started thinking about sales-enablement content. What if I read what my prospects shared, and shared what they read? I started sending them helpful content about their industry that addressed common pain points. This, in turn, generated an ongoing conversation. I was offering them something of value.

In this webinar, I explain how using content as a talking point will help you build strong relationships and, ultimately, close business. You’ll learn how to:

  • Adjust your mindset so you start a conversation rather than a qualifying process
  • Send prospects the right content at the right time
  • Build a consistent space for salespeople to access relevant content

To watch this free webinar, please fill out the form at the top of the page.

Image by CSA Images & Mod Art Collection / Getty