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| About Avitage |
Problems We Address |
Since 1994 Avitage has provided services that help B2B marketing and selling organizations grow revenue and lower operating costs by executing Content Marketing and Sales Enablement initiatives more effectively and efficiently.
Avitage Point of View
Buyers have moved online and are in control of the buying process. This is forcing marketing and sales to adapt the ways they engage buyers and customers, and deliver value.
Content is the new currency -- the fuel that drives demand generation, accelerates buyers through their process, differentiates vendors, enables sales and creates unique value for customers.
This requires a new approach to the way organizations create, manage and deliver content to engage buyers and customers.
Marketing and sales must align around: the way buyers buy, the information, messages and content buyers require, and new engagement methods.
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B2B marketing and sales customers tell us they want to create value and differentiate themselves in the way they sell.
They also want to adapt to new selling realities that are caused by changes in the way their customers are using the internet, especially in the early stages of their buying activities.
Sales enablement means helping sales conduct better conversations that buyers find useful. Today, many of these "conversations" take place through non-traditional means: phone (conference calls) and voicemail, email, online meetings and customer specific websites. More often our conversations are carried through third parties: referral sources, customer sponsors, key influencers.
Demand generation techniques have shifted online, and from push to attraction marketing techniques, supported by automation.
This puts a premium on content and very different content requirements. Traditional production techniques are inadequate to address this requirement.
Viewers demand relevant and engaging content that captures their short and overwhelmed attention. They want useful information, delivered through short, convenient delivery methods. A key measure of content effectiveness is how often it is shared or forwarded.
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| What’s Required? |
Avitage Approach |
Therefore, marketing must create sales ready, customer relevant content that aligns with and supports both the customer's buying process and the vendors selling process.
Video provides a unique ability to capture and hold attention, explain and demonstrate complex and important ideas, and simplify the consumption experience. But most organizations have limited experience or expertise creating video content, let alone the kind and volume of custom video required for buyer relevance.
The traditional, reactive, event driven, and "point production" method doesn't support these new requirements, and won't address the economics of scale that will inevitably result from effective execution.
Marketing organizations have traditionally outsourced most content production to agencies, video production companies and technical specialists. As a result, they lack production operation experience, methodologies, personnel and skills, and management practices.
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We bring a content publishing and revenue enablement program to companies that want to think and create content like publishers.
To do this we:
- Assess the buying/selling process to identify content requirements.
- Develop a content strategy and operating plan that determines what content to build, why and how.
- Execute a content publishing program
- Acquire and manage a database of reusable “content source”. These insights, stories and other material acquired from 3rd parties, are the source from which new content can quickly and easily be edited.
- Create and manage reusable content modules – especially video modules. Reusable text, graphic and video elements are created. Our process lowers video creation costs, time and effort. We extend video life by making it possible to maintain video elements over time.
- Assemble and deliver custom content – especially custom video – for use in marketing, training and selling activities. In addition, multiple formats that support all viewer content consumption preferences are created as a standard process
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| Value We Deliver |
Avitage Key Capabilities |
Relevant and compelling content:
- Accelerates buyers through their buying process,
- Lowers selling costs by making expensive sales resources more productive,
- Optimizes marketing programs and investments,
- Creates differentiated value and brand
A content publishing process:
- leverages content investments by turning content from an expense into long term, reusable assets.
- leverages subject matter expert time and effort in content creation, while reducing their content creation responsibilities
- results in more relevant content that is created for multiple purposes and in multiple formats, as well as a library of shared and reusable modular assets.
Over time this dramatically lowers the cost of content as well as time-to-market for new communication programs.
Marketing and Sales support:
Eliminates time wasted by having the wrong resources, doing jobs the wrong way at the wrong time. By working within a disciplined, structured program, organizations realize the best outcomes with minimal risk and adverse consequences.
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- Defined and documented content publishing program with specific and unique execution methodologies
- Ability to create content for multiple marketing AND sales purposes, as well as formats, from each content project
- Automated lead management program supported by program management and trained resources
- More cost effective resource alternatives to select, internal functions
- Unique way to manage both source and modularized PowerPoint, video and audio, along with instant assembly and delivery of custom shows
Specific Applications
- Lead generation and automated lead management support
- Microsites and event specific support -- Webinar support
- Video vignettes for:
- Prospecting and attention capturing
- Education and thought leadership
- Customer stories
- Technical explanations and demonstrations
- Sales proof points and objection handling
- Proposal and executive summary communication
- JIT sales training, coaching and pre-call preparation
- Pre and post call sales support
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| Avitage Business Model |
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We employ a services business model. This means we partner with our customers, becoming part of their team. We leverage their strategies and leadership. We adapt our program, processes, policies and procedures to their environment. We apply best practices and new methods to their proven practices. We complement and supplement customer internal resources.
Typically, we begin a relationship through small, simple pilot engagements that demonstrate the effectiveness of our approach and the quality of our services.
We fit best when we jointly identify an ongoing set of activities where our "content engine" approach and our unique service capabilities meet functions our customers want to outsource.
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