Creating content that represents your brand and aligns with your buyer personas is crucial to sales enablement. Your marketing department is tasked with providing content for the top of the sales funnel as well as for your sales reps, as part of a sales enablement strategy.
In this post we’ll outline four chief types of sales enablement content your organisation should be creating to help your sales team close more deals. Make sure you check out our in-depth guide to sales enablement here Sales Enablement: The Secret To Predictable Sales Revenue Growth.
1. Marketing content
At the start of the sales cycle marketing’s aim is to attract users to the website and convert them into leads. As well as making sure landing pages are SEO friendly, they use a variety of ‘lead magnets’ from downloadable whitepapers and case studies to eBooks and cheat sheets – all designed to invite new prospects to share their information.
As well as helping to generate leads, these types of content can also be used as part of a sales enablement process. Let’s look at this in more detail.
Repurpose top of the sales funnel content
Blog posts are perhaps the best known way to attract organic traffic to a website. They can also be used as the basis for late stage sales funnel conversations too. Well-written posts can be useful reference materials for sales reps when they’re nurturing prospects.
Make blog posts easily accessible to the sales team, in the cloud. Consider changing long form posts into one-page reference documents to make it easier for sales to extract the important details.
EBooks, case studies and whitepapers can also be used both in the early and later stages of the sales funnel: They often include industry statistics and educational materials that illustrate how a brand can solve a customer’s problems.
Wherever possible marketing should share this type of content with sales in a way they can make use of it e.g. in a phone script or as a one-pager. They can all go towards helping sales explain the benefit of your product or service and engage with high quality prospects in a meaningful way.
2. Internal content to support sales
Ring DNA describe sales scripts as a “prescribed set of talking points”.
In order to prepare for a sales call or meeting your sales team should be able to hit the ground running. Unfortunately without a sales enablement strategy in place this won’t happen. Too often reps are reading scripts line by line rather than using the script as the backdrop for a useful conversation.
What they need is a script that gives them all the information and points to use without requiring them to memorise the lines as if they are acting.
A product sheet is a highly useful piece of collateral for both the rep and the prospect. Or at least it should be. In order to be effective in sales enablement it should answer the following questions:
- What is the function of the product?
- Who is it for?
- How much does it cost?
- How does it help solve a problem?
With this information readily available reps will have an up to date source of key product benefits to pass onto prospective customers.
Competitor comparison content
Companies should be regularly carrying out competitor analysis to see what competitors are offering and how they’re differentiating their brand. Sales should have this information readily available in an easy-to-view format so they can use it as required in conversations with customers; the aim being to demonstrate the advantages of choosing your product or service over a competitor’s.
3. Sales converting content
Sales should be involved in the crafting of certain pieces of content. To help them stay on brand, marketing can supply them with email templates they can customise when they’re speaking to different customers. From follow-ups and check-in emails to prospecting, they should have a template of every possible type of customer or prospective customer interaction.
These provide a quick and easy way for prospects to see what the brand provides – and whether it solves their problem or not.
Sales and marketing need to collaborate to produce presentations. Both sets of input are required in order to produce a winning slide deck. Sales often lack the clarity and consistency that marketing has to offer, while marketing needs to align the messaging with feedback from sales.
4. Social messaging content
It’s important that sales reps interact with prospects via social networks so they need marketing to provide them with suggestions around tweeting and posting on LinkedIn.
The best way for companies to increase the success of their sales teams is to streamline sales and marketing processes and give them content that will help them be successful.
The aim of sales enablement is to close more deals. So the content provided by the marketing team needs to be focused on this goal.
It’s also important to note that marketing needs the help of the sales team to create content in the first place. Reps on the ground are in the perfect position to understand a prospect’s pain points and the questions they need answers to. This information should be used to inform a company’s sales enablement content strategy.