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Rebecca Spary

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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

Recharge your Partner Network with Channel Enablement

Posted by Rebecca Spary on 2/13/17 11:00 AM

Attempting to manage a channel partner network? Swamped in the administrative tasks that accompany network complexities? Unable to break through the data to find out what is really impacting your channels? 

You’re not alone! A study from Aberdeen found that 1/3 of organizations support indirect sales channels, but struggle to provide their channel partners with the technology and content that they need to sell effectively (Accent Technologies, 2016).

This is why it’s time to recharge your partner network with channel enablement!

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Topics: Channel Enablement

Infographic: 5 Biggest Content Challenges

Posted by Rebecca Spary on 1/31/17 11:00 AM

The rise of digital content marketing is creating many new and exciting opportunities! However, it isn’t without its challenges. 

In 2016 we saw marketers invest more time and money in digital content than ever before, but the majority never saw a return on that investment (Top Rank Blog, 2016). For example, only 20% of B2B organizations felt that they were effective at managing their content, and 60-70% of their content went completely unused!

This is due to the fact that many B2B and B2C content marketers continue to struggle to overcome major obstacles on their path to content marketing success.

When organizations are spending millions of dollars every year creating content they need to ensure that their marketing teams are driving content utilization! Rather than the current situation where 65% of marketers struggle to understand which types of content are effective and which aren’t (Inc., 2016).

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Topics: Digital Content, Marketing

2017 Trends: Sales and Marketing Resolutions Infographic

Posted by Rebecca Spary on 1/3/17 11:00 AM

Planning your sales and marketing strategies for the year ahead? Changes in the marketing environment and an accelerated sales cycle are having a large effect on how we approach our strategies.

It’s time for many of us to start making decisions about where we want to invest our time and resources in the New Year. We interviewed individuals in sales and marketing, and did our own research to find the most popular and shared resolutions for 2017, and now we’re passing this advice along to you.

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Topics: Sales, Marketing