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Channel Enablement in Four Simple Stages

Posted by Rebecca Spary on 5/23/17 11:00 AM

Technology is shaping how we run our organizations, its creating new areas for innovative business leaders to flourish and grow. It’s shaping our attitudes, altering our customer relationships, and affecting our sales strategies, and now it’s impacting our channel marketing.

Channel marketing is a crucial tool for effective selling, especially for manufacturing companies, and channel enablement solutions are here to help by enabling, educating, and empowering your channel partners.

In the modern buying environment your channel partners are seen as an extension of your brand and your organization. You can turn them into brand advocates and product knowledge experts with the help of a channel enablement solution!

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Topics: Channel Enablement, Manufacturing

Why Marketers Need Sales Enablement

Posted by Rebecca Spary on 5/9/17 11:00 AM

Sales enablement is the process of providing sales teams with the right content, knowledge, and skills for every buyer interaction. However, just because it’s a “sales” tool that doesn’t mean that it’s a sales-only tool. Today we’re exploring why sales enablement is an important tool for marketing, and how they can utilize it to help create and deliver coordinated messages throughout the buyer’s journey.

By now we’ve all heard about the importance of improved sales and marketing alignment, and the need for a comprehensive view of the buyer decision journey, these are just a few of the things that can be accomplished with the help of a complete sales enablement platform.

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Topics: Sales Enablement, Marketing

5 Reasons to use Account Based Marketing for your Digital Sales Content

Posted by Rebecca Spary on 5/2/17 11:00 AM

Account based marketing took 2016 by storm. The resurgence shows no signs of stopping or slowing down in 2017, and many are racing to adopt the right account-based marketing tactics.

Knowing when and how to use account-based marketing effectively across the sales process means understanding why it works, and how it differs from other digital sales content strategies.

Today’s blog explores the five key reasons why account-based marketing is worth using across the sales process.

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Topics: Sales and Marketing Alignment, Marketing, Account Based Marketing

Unlocking Data Analytics Across Your Sales Process

Posted by Rebecca Spary on 4/25/17 11:00 AM

We’ve been told time and time again that marketing data analytics are essential for effective digital content marketing, and while most acknowledge it’s importance they are still struggling to make effective use of their data.

“Spending on marketing analytics—quantitative data about customer behavior and marketplace activities—is expected to leap from 4.6 percent to almost 22 percent of marketing budgets in the next three years, representing a 376 percent increase. At the same time, marketers say barely a third of available data are used to drive decision making in their companies.” – CMO Survey, 2017

Today we’re exploring the current state of and challenges associated with data analytics utilization, as well as top strategies you can employ for effective analytics along your sales and marketing process.

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Topics: Sales and Marketing Alignment, Data, Analytics

5 Content Types That Drive Manufacturing Sales

Posted by Rebecca Spary on 4/11/17 11:00 AM

Every year more manufacturing companies are recognizing the importance of creating great content. In their annual B2B manufacturing content marketing study the Content Marketing Institute reported that 85% of manufacturers are now including content in their marketing strategies (CMI, 2016). They’re using it for more than simply generating awareness; they’re using it to generate sales.

However, this is about where the good news stops. The study found that only 18% of manufacturers believe that their organization is effective at content marketing (CMI, 2016). We can see that there is a massive gap between manufacturers who are using content and those who are using it effectively.

In order to improve and drive sales, manufacturers need to be investing in the right content types. Now, we admit there is no magic content mix that is guaranteed to work for all manufacturing organizations; it all depends on your organization, your goals, and the needs of your customers. That’s why it’s important to understand the effectiveness of different content types; these five pieces are the perfect place to start driving your sales success.

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Topics: Digital Content, Marketing, Manufacturing

The Four Step Model for Digital Sales Content Success

Posted by Rebecca Spary on 4/4/17 11:00 AM

Digital content marketing is growing exponentially; creating an avalanche of valuable digital content for sales teams to use throughout the sales process… the only problem is that they aren’t using this content.

While Sales and Marketing alignment may be at the root of this problem, there are many underlying issues leading to these disappointing content utilization statistics. A 4-step model may hold the answers to unlocking successful digital sales content enablement.

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Topics: Sales Enablement, Digital Content, Content Management

Tips for Successful Tradeshow Lead Generation and Nurturing

Posted by Rebecca Spary on 3/28/17 11:00 AM

For years now tradeshows have been a top B2B sales and marketing tool. Tradeshows are industry-specific exhibitions designed to showcase new products or services, and innovations in the industry. (Entrepreneur.com). There are thousands of tradeshows hosted every year, in locations all around the world, ranging in size, scale, and theme.

In a survey, 92% of tradeshow visitors stated that they attend tradeshows to “see what’s new in the industry”, with the majority of attendees visiting one show per year (SageWorld, 2015).

Tradeshows are a top sales tool because they’re an excellent way to connect with current customers and to reach out to potential buyers, helping organizations to grow their businesses. An overwhelming majority of exhibitors, 99%, see the unique value in utilizing B2B tradeshows as a marketing channel (TSNN, 2013).

Tradeshow audiences continue to grow year over year offering a unique opportunity for lead generation (Statista, 2016). Today’s blog will examine how exhibitors can adapt their tradeshow sales and marketing strategies to improve lead generation, capturing, and nurturing!

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Topics: Sales Enablement, Sales, Tradeshows

Team WHUT's Highlights from ConExpo - CON/AGG 2017

Posted by Rebecca Spary on 3/21/17 11:00 AM

Two weeks ago our team had the pleasure of attending ConExpo – CON/AGG 2017, the world's biggest international trade show for the construction industry, hosted in Las Vegas, Nevada.

It was an incredible experience. Everybody in the construction industry showed up to celebrate the latest and greatest products, technological innovations, and to connect with other members of the global community.

With over 2,500 exhibitors, 130,000 industry professionals, and 2.5 million square feet full of the latest equipment and machinery, it’s no wonder that our team was blown away by the convention (Engineering Review, 2017).

The different groups represented at ConExpo included: asphalt, aggregates, concrete, earthmoving, lifting, mining, utilities, and more. And the exhibitors ranged from multinational giants to small firms with specialized products and solutions. 

We wanted to share with you a few of the highlights from our ConExpo – CON/AGG 2017 experience!

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Topics: ConExpo, Manufacturing, Construction

Spring Training: Revitalize Your Sales Training Strategy

Posted by Rebecca Spary on 2/28/17 11:00 AM

It’s time for spring training, and no I’m not talking about America’s past time, I’m talking about sales training!

This week we’ll look at some sales training statistics that explain the importance of efficiently training your sales professionals. We’ll also be analyzing the effectiveness of traditional sales training strategies and how sales enablement can help to revitalize your training and improve effectiveness.

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Topics: Sales Enablement, Sales, Sales Training

How Sales and Marketing can Work Together to Drive Content Utilization!

Posted by Rebecca Spary on 2/21/17 11:00 AM

For years now we’ve been witnessing the battle between sales and marketing. As animosity brews over differing goals and strategies, it begins to effective business and productivity (B2B Marketing, 2017). One area that has been suffering for too long is content.

The reality is that a lack of sales and marketing alignment is creating barriers to successful content marketing. For example, it is estimated that between 60 – 70% of marketing content goes completely unused by sales (SiriusDecisions), and up to 75% of sales professionals state that they ‘occasionally’ or ‘never’ get what they need from marketing (Demand Metric, 2015). Which means that valuable content that could be used to help close deals and drive revenues, is just sitting there.

So, how can sales and marketing turn this around and drive stronger content utilization?

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Topics: Sales Enablement, Sales and Marketing Alignment, Digital Content