In this episode of Altar of the Demo Gods, Keith Wilson and John Morton are joined by Charles Herring, Chief Technology Officer for WitFoo, to dive into the world of sales collateral. From white papers to use case studies and blog posts, the trio discusses the importance of creating effective sales materials and the SE’s role in this process.
Charles shares anecdotes from his career and the value of having well-crafted white papers and use case studies. The discussion covers how white papers have evolved, the importance of first-person narratives in use cases, and the practical benefits of blog posts for educating and building trust with potential customers.
They also touch on the practical aspects of creating these materials, emphasizing the need for authenticity and the strategic use of different types of collateral to address specific customer needs.
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Join us next week as we delve into the world of sales tools, focusing specifically on Salesforce and how SEs can maximize its potential!
