Greg Mischio, Winbound, returns to AMA Madison’s Craft Marketing on Feb. 23 to offer a virtual presentation. He’ll show B2B marketers how to reach prospects by using content to create a “digital twin” of your sales team.
The virtual presentation begins at 4 p.m. with networking. Thanks to Winbound, our sponsor. Register here.
AMA: Tell us a little about yourself and what Winbound does.
The world knows me as the beloved host of Craft Marketing, but that’s merely where I deliver my side-splitting monologues and forays into cat juggling. I’m actually the founder and owner of Winbound, a content marketing agency that specializes in manufacturing and industrial clients.
Our blend of content + marketing integrates optimized content along with a marketing approach that integrates SEO, social and paid digital advertising approach. Lots of folks do that, perhaps, but our differentiator is using a process that is specific to sales-oriented, b2b companies, and then scaling it so that it’s a nice fit for small marketing departments.
AMA: Can you explain how marketers can use the “digital twin” concept to broaden their reach and increase sales?
In manufacturing, a digital twin is a digital representation of a manufactured product or process. Manufacturers can use it to prototype or experiment with different processes. You can simulate the use of new materials, for example, that adjust your approach based on the best results.
When we learned about the digital twin concept, we thought it would be a good analogy for manufacturers to understand how content marketing works. You want your content to act as a digital twin of your sales team, and be there when customers search for information about your service or problems you solve. But then we realized there was more to it (see next section.)
AMA: How can marketers collaborate with their sales team to create content that will resonate with prospects?
Initially, we came up with this concept of using the Digital Twin as an analogy. Then we thought that it should be applied in the same way as the actual digital twin.
Think of the digital twin as not only a representation of your sales team, but also as a tool. It collects information about what types of messaging works best with clients and what they respond to. The digital twin should be shaped by content developed in collaboration with your sales team and your operating team, but then adjusted based on how customers respond to that content. It’s essentially a two-way street.
Also, the content you create for the digital twin is based on the same adage that works for sales — people will only do business with you if they know you, like you and trust you. So the content is geared to each of these three stages in the sales relationship. We’ll touch on how that works during the presentation.
AMA: What is the big takeaway people can expect if they attend the event?
Sales-oriented companies can adapt to the digitization of the sales process by offering internal input from your sales and operation departments. You can then react to the feedback regarding the types of content that work best. Using your content as a Digital Twin is about more than just recreating your sales team online. It’s a method to shape your company’s overall marketing message based on direct feedback from your internal and external customers.
AMA Madison’s ‘Craft Marketing‘ Series
Craft Marketing features a local virtual presenter each month. You’ll have the chance to learn about a wide range of marketing topics while networking with other industry professionals and enjoying the drink of your choice from your virtual location.