too loud

i can’t hear you by woodleywonderworks | CC BY 2.0

Early models of communication teach us about the process of sending and receiving messages or transferring information from one party (the sender) to another (the receiver). In any communication model, noise interferes with decoding a message.

In today’s digital world, there is more noise than ever. The external noise that used to interfere with our messages has evolved into digital noise interference that stems from “information overload.”

Buyers are being bombarded with new information every single day, making it increasingly difficult to capture and keep a buyer’s attention. At the same time, buyers are so inundated with content that they have a harder time understanding the pains companies are trying to solve— much less how to solve them.

With all the noise out there, it’s getting harder to reach buyers. And, according to the Content Marketing Institute’s 2015 Benchmarks, Budgets, and Trends—North American survey, that noise isn’t going away.

The survey reveals that 70% of B2B marketers from companies of all sizes say they are creating more content now than they did over the last 12 months. What’s more, 55% say they will increase their content marketing spend in the next 12 months.

Cutting Through the Digital Noise

Marketers reach prospects by leveraging the same channels they themselves frequent and trust. The same should apply to sales enablement.

Salespeople are always on the go. They rely on mobile devices to connect them with the content and information they need to position themselves as experts when they’re in front of customers. When access to that content is limited, credibility and sales productivity are diminished.

Thus, without the right content, sales messages tend to get lost in translation. Salespeople struggle to generate the momentum they need to differentiate their pitch. As a result, sales presentations fall short. This breakdown of communication is all too common in today’s digital information age.

Ensuring that salespeople are connected to the content they need keeps the lines of communication open. However, truly rising above the noise requires personalization. Establishing a personal connection with buyers—making them feel like you’ve gone the extra mile to understand their needs—is one of a sales rep’s greatest assets. Mobile selling tools help salespeople facilitate this connection. They empower salespeople with the content they need to sell at any moment and create personalized pitches right from a tablet or smartphone.

In today’s competitive landscape, we’re all vying for attention. Similarly, our buyers are fighting to keep up with the multitude of messages they receive on a daily basis. Mediafly’s technology makes it easier to cut through the noise by strengthening our connections.

Mediafly Demo

Melissa Andrews Photo

Melissa Andrews
VP of Marketing

Melissa became a “Flyer” in 2013. As VP of Marketing, she drives B2B marketing efforts through a comprehensive and agile marketing strategy, allowing her to enhance brand awareness and grow inbound lead generation. She is a key liaison and expert on combining creative, technical, and effective sales-generating customer engagement strategies, which has helped solidify Mediafly as a technology leader. She has over twelve years of experience in results-oriented marketing, customer relationship management, customer communications strategy, and B2B sales operations support across a variety of industries. She joined Mediafly from Ariba (an SAP company). Melissa graduated Cum Laude from Rollins College with a B.A. in Organizational Communications and International Relations and holds a Master’s Certificate in Project Management.

By Lou Barreiro

August 18, 2015

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