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Knowledge Management: The Key To Your Inbound Marketing Strategy

March 1, 2017
Written by Lori Mankin

For the better part of a decade, marketing teams have been successful utilizing inbound marketing strategies. It’s easy to love all the actionable analytics inbound marketing technology provides. That data allows inbound marketers to show executive teams how their top of funnel content has improved their contact to lead conversion rate, time and time again.

However, you may have noticed a gap when it comes to proving the success of your middle of funnel (MOFU) and bottom of funnel (BOFU) content. Maybe these pieces are gated on your website, but more than likely the majority of the distribution of this content is done after the lead hand-off to the sales team. And what kind of data do you have on their distribution?  

Easy To Use Knowledge Management Tools Enable Sales Teams

The bigger issue may be that your sales team isn’t using your content. It’s hard to prove the value of your lower funnel content because 90 percent of content produced by marketing departments is not used in selling situations. According to Kapost, the most common complaint of sales teams, cited by 65 percent of reps, is that they can’t find the right kind of content to send to prospects. So even if you have the best inbound technology stack in the world, if you don’t enable reps with information when they need it, you’ve lost half the battle.

The most successful companies are rethinking their inbound marketing strategies to include marketing and sales alignment initiatives that include both process and technology changes. This is a knowledge sharing problem and not just a technology problem. What can help is a knowledge management solution that acts as a shared brain for sales and marketing departments that helps marketers empower sales teams in many ways.

The Benefits Of Tracking Lower Funnel Marketing Content

Knowledge management solutions allow you to see which sales reps share which content. The analytics allows you to track which content prospects engage with, and for how long. Which means you can build your inbound marketing strategy around the right content…the content that works and closes deals.

That’s not to say adding a knowledge management solution to your tech stack will instantly close the data holes in your program. Successful knowledge sharing is just as much about the cultural shift of sharing information as it’s about the technology solution. The knowledge management solution needs to become the one source of truth for both sales and marketing departments. This motto needs to be ingrained into each team member so that when they need information, they go to the knowledge management solution. Regular trainings, executive use, and a little fun like launch parties and useage competitions are what keeps sales and marketing teams using the technology, staying informed, and becoming more aligned.

Though it’s a fair amount of work to enable knowledge sharing among your sales and marketing teams, having a sales team equipped with information and the right marketing content will pay off. Because when the buyer’s cycle is more cohesive and personalized, the experience provided to prospects will be more valuable, leading to more sales.

Harness The Power Of Knowledge Sharing With Digital Transformation

Companies that grasp what the digital workplace is really all about are willing to change the ways people and applications connect across their organizations. By fostering a digitally driven culture of collaboration, they break down silos, share knowledge more effectively, and compete more successfully.

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