OK – don’t say this to the marketing team or at least say it in a very very nice way.  The statistics say that anything your team send out as individuals will be 8-10 times more effective than anything the marketing team send out.  By effective I mean opened.

There are studies from  IBM – http://www.findandconvert.com/b2b-digital-marketing-services/marketing/technology/social-selling-tools

Or Social Media today https://www.socialmediatoday.com/content/employee-advocate-mobilize-your-team-share-your-brand-content

 Let’s get back to one basic rule, the sales and marketing team are both only in existence to bring in additional revenue, they are both actually on the same team – your company. 

So if you want to help your company then ask the marketing team to send you the great material they have created and get your sales team to send that content out as individuals and send it out individually to prospects with a little bit of personalisation.  Your sales teams will have more direct contacts than anyone else in the company.

Now you can mix your own companies material and that content you find from other trusted sources – this will add credibly to your own material.

Ask your marketing team to create two versions of each piece of material.  One is for mass distribution via ads and social media and one that is to be sent by your sales team.  They will not be exactly the same and will allow marketing to be a little more creative on the material for mass distribution and your sales team to send something that does not look like an Ad.


Peter Casey

EVP EMEA Sharetivity

Sharetivity is a Social Selling Automation tool that will find the right content for your prospects automatically and grade it.  There is the added advantage of including internally created material for the sales person to use for outreach.  www.sharetivity.com