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The Content Marketer's Approach to Successful Social Selling and Sales Enablement

by Barry Feldman  |  
January 16, 2017

Push marketing. Pull marketing. Content marketing. Social selling. Sales enablement.

This article should begin with a brief glossary...

Push marketing is a traditional marketing approach. A brand aims to promote to large groups via media channels—i.e., advertising. In the digital age, this form of marketing has gotten a bad rep—and, often, achieved diminishing results.

Pull marketing is the sweetheart of new media. It's supposed to "pull" customers to the brand through search, social, and other non-intrusive methods. Ideally, the customer wants to consume the marketing content the brand publishes.

Content marketing, simply put, is the publishing of relevant content that attracts and retains customers.

Social selling is the process of developing relationships, via social media, as part of the sales process.

Sales enablement is marketers' supporting salespeople with the content, training, and analytics Sales needs to build relationships and win business.

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Barry Feldman is the author of SEO Simplified for Short Attention Spans. Barry operates Feldman Creative and provides content marketing consulting, copywriting, and creative direction services. He contributes to top marketing sites and was named one of 25 Social Media Marketing Experts You Need to Know by LinkedIn. To get a piece of his mind, visit his blog, The Point.

Twitter: @FeldmanCreative

LinkedIn: Barry Feldman

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  • by Patty Tomsky Mon Jan 16, 2017 via web

    Hi Barry;
    This is excellent--I feel like the marketing silo is collapsing due to CX integration and the digital override of traditional customer outreach-- there's no such thing as quality content that the sales organization can't use at one point or the other in the buying cycle--as marketers we can be integral to gaining marketshare and stop being a cost center with no ties to the bottom line--digital allows us to track effectiveness--scary but true! Thanks again.

  • by Tom Kuder Tue Jan 17, 2017 via web

    Thanks, Barry, good stuff as usual! I'd like to add one more suggestion for personalizing the social selling experience: personalizing the content delivery platform itself. One such tool is Postwire. It allows marketing to set up a library of content, which sales can then publish in personalized websites for each prospect, curating the content to match the prospect's needs. This also helps create content awareness within the sales team. Cool beans!

  • by Brooke Harper Thu May 4, 2017 via web

    Great post, Barry! Thanks for sharing. It's true that social selling has become hugely popular this past year. With almost all consumers being active on social networks, it's no wonder that a lot of companies try to keep up and use this trend to their advantage.

    I remember a colleague of mine at Tenfold discussing how social selling can boost sales and marketing efforts. He said that social networks are not the place for a hard-sell, but rather, it's where meaningful relationships are created and nurtured. Having a well-crafted professional profile and being able to provide prompt response to customer inquiries can help with establishing trust and confidence.

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