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Are you happy with marketing? Most Sales Directors are not. This is
because sales people spend 40% of their valuable sales time creating
marketing collateral, and not actually selling. 80% of 'official'
marketing collateral never gets used*.
That there is a misalignment between sales and marketing is not disputed**.
The question is, what do you do about it? Influencer Marketing is
sales-orientated marketing. It identifies the primary influencers
on buyers, and targets marketing at those influencers that buyers
listen to.
Importantly, Influencer Marketing creates influencer-led collateral
allowing your sales messages to be carried by influencers. Your prospects
don’t believe your collateral because it’s written by
you, and you’re selling something. But they do believe influencers,
independent third parties that tell your prospects what to buy. Market
to influencers, and then let influencers market you to your prospects.
Learn more about influencer-led collateral
Learn how to improve your sales team's perception
of marketing effectiveness
*CMO Survey 2004. We don't think anything has changed since then.
**Read Philip Kotler's article in HBR, July 06.
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