“Content created FOR sales is different than content created BY marketing.”
That’s the missing piece for most ABM programs. The best content equips buyers to sell internally—screenshots, integrations, business cases—not just top-of-funnel fluff.
Also appreciate the emphasis on change management. Most B2B buyers aren’t shopping—they’re stuck. Helping them navigate how to change (and how to get internal buy-in) is the ultimate sales enabler.
The problem often has a deeper root. Marketing doesn’t have an incentive to dive deeper into sales process and understand it, they rarely talk to customers to understand the internal buying process, and just limit themselves to lead handover. Hence, the sellers are left alone…
🔥 So much gold in here.
Especially loved:
“Content created FOR sales is different than content created BY marketing.”
That’s the missing piece for most ABM programs. The best content equips buyers to sell internally—screenshots, integrations, business cases—not just top-of-funnel fluff.
Also appreciate the emphasis on change management. Most B2B buyers aren’t shopping—they’re stuck. Helping them navigate how to change (and how to get internal buy-in) is the ultimate sales enabler.
The problem often has a deeper root. Marketing doesn’t have an incentive to dive deeper into sales process and understand it, they rarely talk to customers to understand the internal buying process, and just limit themselves to lead handover. Hence, the sellers are left alone…