Sunday, August 28, 2016

Slip Slidin' Away

Although "Death by PowerPoint" is universally dreaded, B2B marketers continue to create overstuffed "megadecks."

"Decks have hundreds of company- and product-centric slides," says Christina McKeon on SiriusDecisions' blog. By stupefying audiences with unwelcome information, "sales reps are missing out on a small window of opportunity to establish credibility with the buyer."

Marketers should instead create decks driven by the buyer's questions.

"Winning sales presentations are buyer-centric," McKeon says. Decks should deliver only what the buyer needs to know at the moment, and omit slides focused on "internal processes and constructs."

Decks should also be designed to prompt a specific action by the buyer. Early in a relationship, that might mean validating her organization's needs; later, it might mean preparing to onboard her organization as a customer.

Marketers also need to "think beyond slideware," McKeon says. Content can be delivered through media other than slide decks, such as leave-behinds or a sales proposal.

Lastly, marketers should confirm their decks actually work. "Marketers should ride along on client calls to get live feedback on how the material is working, so necessary adjustments can be made," McKeon says.
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