Speaker: Ardath Albee, Author

Somewhere between 50% and 90% of the content and collateral produced by marketing goes unused by sales. The reasons vary, including that they can't find it, they don't know how or when to use it and that the content they do find needs customization to work for their conversations with prospects.

Sales content is arguably different than marketing content. It must have more depth and insight and serve as a catalyst for a conversation that buyers will value. This can seem like a tall order for marketers who are already pressed for time and lacking the resources to produce enough engaging content to populate their marketing programs. But it doesn't have to be. In this hands-on workshop with Ardath Albee, you'll learn:

• What types of content salespeople will use, and why
• The three things content needs to stimulate sales conversations
• What questions to ask salespeople to help you create content they need
• How to help salespeople know which content to use at specific buying stages
• Where customization counts and how to make it easy for crazy-busy sales reps
• How to modify existing content to streamline sales enablement