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What is your customer’s business case to buy? Many B2B companies invest heavily in marketing research from analysts such as Gartner, Forrester or IDC, as well as internally-developed case studies to establish their solution’s value. They do this with a demand generation objective, but often fail to get significant traction with this content in sales conversations. Are your sales teams capturing the full value of this content?
In this webinar, Brian Hannon, VP of Sales at LeveragePoint, will share best practices for incorporating marketing research at every stage in the sales process. This session will use concrete examples to cover:
- The importance of selling your product’s value using 3rd party and internally-developed research.
- Which types of content to use at each stage of the sales cycle.
- How to adapt third-party research into content that sales will actually use in customer conversations.
