It’s a tale as old as time: Marketing creates content for sales, but sellers don’t use it.
In fact, some sources estimate that 70–80 percent of marketing content goes unused.
Over the years, there have been countless opinions, guesses, and theories about why it happens. Is the content misaligned with sellers’ needs? Are there fundamental flaws in the message? Or do sellers hold a bias toward marketing as the messenger?
Those questions inspired two new behavioral studies from Emblaze (formerly B2B DecisionLabs) in partnership with Allego. In this webinar with Dr. Leff Bonney, Research Director at Emblaze, Tim Riesterer, Chief Strategy Officer at Corporate Visions and Emblaze, and Wayne St. Amand, CMO at Allego, you’ll see the results.
Specifically, you’ll learn a research-backed approach to increase your sellers’ willingness to use new content.
Get answers to questions like:
- Who should present the content to your sellers—a sales leader, a product marketer, or a high-performing peer?
- What kind of story and approach should the presenter use to get your sellers bought in?
- Does adding a reflective activity have a meaningful impact on your sellers’ willingness to use the content?
Chief Strategy Officer
Founder & Director / Research Director
FSU Sales Institute & B2B DecisionLabs