Content, content, everywhere, nor any to send to prospects. So goes the Rime of the Ancient Seller, or something like that. It’s not hard to see the parallels between the ill-fated mariner in Samuel Taylor Coleridge’s epic poem and today’s sellers. The mariner, surrounded on all sides by ocean, laments his inability to drink any […]

The healthcare landscape has changed dramatically over the past several years in large part due to the shift in focus. There’s now more emphasis placed on improving patient outcomes, reducing costs, and utilizing the abundance of available data to continually improve and innovate. While I can sit here and discuss the many nuances of the […]

Remember when your middle school English teacher would write

The marketing and sales relationship doesn’t have to be a broken one anymore.

Last week, a few of us at Seismic had the opportunity to sit down with the Global CEO of MullenLowe Group, Alex Leikikh. MullenLowe, an integrated marketing communications network that works with brands like Acura, Google, JetBlue, and Royal Caribbean, is known for creating memorable ad and marketing campaigns like Monster’s “When I Grow Up” […]

The industry’s shift to value-based care and the need to improve engagement with consumers have made traditional marketing methods, such as direct mail, print, and broadcast, no longer effective. The shift is underway to content marketing. To properly engage with buyers, you need to modify your marketing tactics with a digital strategy that aligns with […]

Larry Weber, author of

Alright listen up. It’s time to get real. We’re getting down to business here. This is a no-nonsense blog. We’re talking marketing enablement and strictly marketing enablement. If you start talking about anything else you’re outta here! Let’s keep it clean and marketing enablement-focused. No horsing around, no roughhousing, and absolutely no monkey business whatsoever. […]

Marketing content is the lifeblood of salespeople; without it they have no reinforcements when presenting to prospects. So when you consider that 60% of marketers struggle to personalize content in real-time, it

An uprising is occurring among B2B organizations. B2B sales and marketing teams have been building up arsenals of tools necessary for selling effectively and efficiently—such as CRM and marketing automation—in order to address the power shift that has put buyers in the driver’s seat. But as B2B technology continues to evolve every day, the industry […]

For too long, the lives of marketers have been dictated by unreliable data, dubious correlations, and hearsay. The content Marketing creates has traditionally been created without keen insights into how past pieces have performed. Marketers need proper content analytics to create the best content possible. Sure, there are statistics like page visits, bounce rates, email […]

Due to compliance constraints, the financial services industry has been more cautious in adopting a social media presence. What are the winners doing that your company isn

A company’s brand recognition is generally only as effective as the manner in which it is conveyed and as strong as the sentiment it evokes; this is applicable for firms in both the B2C and B2B spaces, including asset management. For example, A recent FundFire survey asked respondents to match eight slogans with their respective […]

How can sales and marketing teams get past their differences and work together towards collective success?

91% of B2B organizations are currently using a content marketing strategy.

Content has been a major topic of discussion in 2016. Buyers are expecting high quality, helpful content at every stage of the decision-making process, and salespeople are starting to understand the importance of sharing the right content with buyers at the right time. In effect, enterprise organizations are recognizing that content is either empowering or […]

Content marketing is becoming a larger concern for manufacturing organizations. This post delves into a recent report that reveals interesting trends.

Sales and marketing technology has skyrocketed in the past few years—in terms of hype, industry and investment. The historic successes of CRM and MAP solutions, for example, have opened the doors for hundreds of other sales and marketing tools to help organizations operate more efficiently and effectively. But the proliferation of tools has made it […]

From sales decks to ebooks to infographics, it's difficult to keep track of all of your company's content. In a world where 90% of marketing collateral isn't used by sales, it may be time to reassess your content organization processes.

In your career, it can be easy to stray from the course. If you happen to be in the marketing sector, you

There’s an uncomfortable truth that we need to talk about as marketers. But before we “go there,” we need to talk a bit about all of the time, effort, and spend that goes into a critical business function: the collateral that sales uses in order to sell. We recently collaborated with Demand Metric on research […]

Making sure that your wealth management firm

In sales, it is relatively easy to measure progress and success. Typically, each person has a dollar-value quota, and success equals hitting or surpassing that quota. You can even break sales goals down even more by number of meetings set, number of calls made, or number of demos given in a certain amount of time. […]

It doesn’t matter if it‘s a birthday cake or a prospecting email, everything is better when it’s personalized. B2C and eCommerce brands long ago realized the importance of personalization, and have capitalized on buyers’ demographics, interests and buying preferences in an effort to tailor their marketing campaigns and advertising efforts. This high level of personalization has […]

Richardson recently published a report,

The Walt Disney Company has a small ride at a small theme park you may have heard of. The general gist of the ride is that the world is a lot smaller than you think and thus you should conduct yourself in a manner so as to create a better tomorrow for all of Earth’s […]

Last week I attended the CEB Sales and Marketing Summit in Las Vegas, and it was a complete whirlwind of new concepts and sessions that I’m so excited to bring back to my team! One of the final breakout sessions I attended was “Unlocking the Power of Content across the Customer Journey” with Pam Boiros […]

High quality, resonating content has become one of the most powerful ways to connect today’s sales reps with today’s buyers. Unfortunately, today’s buyers are increasingly difficult to win over with content. As sellers continue to share product- and company-centric content, buyers become less interested, less willing to engage with them, and generally less receptive. In […]

According to research by the Content Marketing Institute, 70% of B2B marketers are creating more content than they were just a year ago. Despite this expanded focus, however, marketers are doing a very poor job of optimizing content creation. A recent study by SiriusDecisions reports that large enterprise firms waste roughly 13% of total content […]

With the increased prevalence of CRM software and Marketing Automation Platforms (73% of companies use a CRM and 49% use a MAP), the barriers between Sales and Marketing should be dissolving. These robust tools aim to improve processes, provide valuable information, and serve as one-stop repositories. So why do these systems – even when they’re […]

Content is all the rage in B2B sales and marketing today. It’s been ingrained into our brains that “content is king,” content is “the lifeblood of an organization,” and even recently became “the H2O of marketing.” If content’s importance is so well-known, why are CMOs still struggling to create and support an optimal content strategy? […]

In the age of the Internet, B2B buyers have more access to information than ever before. This not only means that content must be relevant for each industry, role and stage in the sales cycle, but that content types should vary as well.

The first post in a series of guest posts from Brian Groth, Sales Enablement Manager at Xactly Corp: How to overcome the challenges of content creation.

"Content marketing" and "sales enablement" are buzz-phrases that are becoming more and more prevalent in the B2B world, but are causing confusion for marketers and businesses alike. What is the difference, and how do they work together?

On April 29, Mark Breading of Strategy Meets Action, a leading insurance consultancy firm, moderated a thought leadership panel on sales, marketing and digital content in the insurance world. He was joined by Monique Hesseling of Strategy Meets Action and Ed Calnan, President and Co-Founder of Seismic. This is Part 1 of 3 of their discussion.

On April 29, Mark Breading of Strategy Meets Action, a leading insurance consultancy firm, moderated a thought leadership panel on sales, marketing and digital content in the insurance world. He was joined by Monique Hesseling of Strategy Meets Action and Ed Calnan, President and Co-Founder of Seismic. This is the final of their discussion.

It’s hard to believe that there are only 10 days left until 2016! It’s been a crazy whirlwind of a year here at Seismic, and we’ve taken some time to look back on our best memories and milestones in 2015.

How can salespeople find a balance between customer intelligence and relevant sales content?

Sales needs content to do their jobs. Long gone are the days of door-to-door selling. That might have been a good way to hawk some vacuums or encyclopedia sets, but it’s not too effective for global salesforces nowadays. Instead of hitting the streets of Mayberry, sellers now have to provide their buyers with effective content […]

The importance of storing content in one central repository is well understood by now. When content is stored in disparate systems, productivity plummets as time is spent searching for a particular piece. Both Marketing and Sales benefit from having a dedicated library for content. Marketing gains a new level of control for ensuring that the […]

As 2017 comes to an end, I can’t help but reflect on what a year it’s been. Between legislative uncertainty, updated regulations, and an intense focus on improving patient lives—it’s safe to say that the healthcare and life sciences industry experienced a lot this past year. But regardless of how 2017 unfolded, I want to […]

The market meltdown of 2008-09, the Great Recession, extreme volatility and scandals are some of the reasons why people don’t have much trust in the financial services industry. This eroded reputation was confirmed in a study conducted recently by Edelman, the world’s largest PR firm, which ranked financial services among the least-trusted of all industries […]

Understand the different types of sales content that sales needs to convert customers.

Asset management firms are always looking for ways to build better relationships with their advisors. To achieve this goal, many firms are upping their marketing budgets and funding new content marketing initiatives. A recent study by the asset management market researchers at Cerulli Associates highlighted this trend. The study showed that 78% of small and […]