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The Balance of Give and Take in Sales and Marketing

David Brutman
,
March 29, 2016

In a typical day, about 20% of the emails I get try to sell me something. A few are marketing emails, but most are sales, coming directly from an SDR. You can tell very quickly which is which when working in the sales and marketing space. The SDR emails, for the most part, will try to get on my calendar. They usually want to take, without giving anything back. Seriously people? Throw me a bone! Give me a piece of content to work with. Something ...

What I’m looking for: some harmony between the value you give me, and the ask you’re making.

In Engagio’s Clear & Complete Guide to Account Based Marketing, Craig Rosenberg, an ABM pioneer says “In Account Based Marketing, sales and marketing work together to create an always-on series of touches and relationship-building activities aimed at these accounts”. Why is this relevant here? Because where sales is the “take” part, marketing complements the “give” part by providing valuable, relevant content. That’s how you build relationship. It’s a give & take play.

So what would be a good giveaway? Marketing already established that content carries value to prospects. Entire lead generation machines are built on that - fill out a form, give a few details about yourself, and you’ll get an ebook/white paper/video/name-your-asset-here. So let’s harness the power of content and take it deeper into the sales funnel. Starting with adding content to SDR emails.

The key to doing it well is to provide targeted, relevant content packages. Let’s break this down:

  • ‍Show thought leadership
  • ‍Use insights you’ve collected in your research of a target account
  • ‍Look for likeness (similar customer case, industry, size, etc.) to your target account
  • ‍Use visuals like logos and imagery that make it easy to customize
  • ‍Toot other people’s horns by sending 3rd party, objective content

One quick way to achieve this is to use dynamic content boards from Folloze, where you can tag specific pieces of content to industry, role, or other account parameters, and the content package will be dynamically personalized to the target account when you send it out.

If you’ve gotten this far, you’ve given me enough of your time. Hopefully you feel you have something to take away, too. Let me know either way!