MoXO #114 I Bits About Books - “High-Impact Content Marketing”
In Conversation with Purna Virji, Author, in Bits About Books Podcast
[Curated Content in this edition]
Bits about books – In Conversation with Purna Virji, Author, “High-Impact Content Marketing”
[Report] 2024 B2B Sales Benchmarks by ebsta & Pavilion
[Marketing] TV Advertising Is Usually Not Worth It by Roberta Kwok based on research by Bradley Shapiro, Günter Hitsch, Anna Tuchman
[Marketing] Does Advertising Actually Work? (Part 2: Digital) on Freakonomics Radio by Stephen J. Dubner
[Opinion] Is ZoomInfo finished? by Arnie Gullov Singh
[Sales] How to get your salespeople to actually listen by George Brontén
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Bits About Books – In Conversation with Purna Virji, Author, “High-Impact Content Marketing”
Most advice on marketing is limited to generalizations such as “know your audience”. Yet, when marketers put out marketing content, they find that it performs pretty poorly in terms of engagement and results. The author, Purna Virji, wanted to dig deeper to find out what exactly fails, what works, and what should the day-to-day strategies be for content-based marketers.
“High-Impact Content Marketing” offers more than just a strategy on content creation and delivery— it is also a guide with models, frameworks, checklists and exercises that tell marketers the exact “how”.
The strategy is to first determine the business outcome desired. But the aim of marketing is not necessarily to close the sale but drive a behavior change. For example, for a new car, marketing might aim to make the audience take a test drive. For that they need to make the prospective customer land up at the showroom. These and other insights create the framework of a robust, end-to-end content-marketing guide presented by Purna Virji.
Run time – 59.16 mins.
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[Report]
2024 B2B Sales Benchmarks reveal the attributes of top performers according to analysis of $54bn in revenue
by ebsta & Pavillion
On the surface, sales performance had improved. However, over two-thirds of salespeople failed to make quota. More than a third of deals were slipping. The gap between top-performing reps and their peers was vast. So when we started our analysis of the fourth B2B Sales Benchmark Report, we started by questioning why. This year we analyzed 4.2 million opportunities, 1m+ hours of conversations, from 530 companies, representing over $54 billion in revenue. Through the report, we explore the sales landscape as we enter 2024 and what attributes define top-performing sellers across the B2B.
[Marketing]
TV Advertising Is Usually Not Worth It
by Roberta Kwok based on research by Bradley Shapiro, Günter Hitsch, Anna Tuchman
According to a new study, the return on investment for TV ads is dismal.
Anna Tuchman, an associate professor of marketing at Kellogg, and her collaborators analyzed the effect of TV commercials on sales for more than 200 consumer packaged goods, including food, drinks, and basic household products. The researchers found that the ads had a much smaller impact on sales than previous studies had estimated. For many products, the return on investment (ROI) was negative: the companies had spent more on commercials than they earned back in additional sales.
“It looks like the vast majority of firms are overadvertising or spending too much on advertising,” Tuchman says.
[Marketing]
Does Advertising Actually Work? (Part 2: Digital) on Freakonomics Radio
by Stephen J. Dubner
Google and Facebook are worth a combined $2 trillion, with the vast majority of their revenue coming from advertising. In our previous episode, we learned that TV advertising is much less effective than the industry says. Is digital any better? Some say yes, some say no — and some say we’re in a full-blown digital-ad bubble.
[Opinion]
Is ZoomInfo finished?
by Arnie Gullov Singh
My fellow fractional CRO, Anne Pao posted on LinkedIn about her horrendous experience dealing with ZoomInfo after she’d let them know her company did not intend to intend to renew their subscription.
Did ZoomInfo respond with a request to hop on a call to diagnose the problem? Did they offer to help her team get the most value out of the remaining months on the subscription? No they did not.
ZoomInfo’s first response was to send a legal notice informing the startup that if they cancel they will have to immediately remove all ZoomInfo data from their CRM, or be forced to renew, or be sued.
Her LinkedIn post went viral as hundreds of GTM leaders commented on having had the same experience. Reading through these comments and others on Reddit I got some fascinating insights into the sorry state of ZoomInfo’s current business practices:
[Sales]
How to get your salespeople to actually listen
by George Brontén
It’s no secret that customer focus is one of the key differentiators of highly effective sales teams. In fact, in her conversation with us last year, Tamara Schenk of CSO Insights shared that 94% of world-class sales teams work a “customer core” approach versus 39% of all respondents.
A truly customer-focused approach means that the marketing and selling process is aligned with how customers prefer to buy. And it also means that each individual salesperson, in each individual interaction, focuses on what each individual customer wants.
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The Pitch.Linker X|O Update No.164. Volume 04. Issue 11* 12th March 2024