Sales and marketing go hand-in-hand. But, modern-day marketers in the process of innovating creative campaigns often forget to create content keeping the sales team in mind. And while they do tend to focus on getting in more customers and locking in more clients, there is always a question asking, “What type of content helps in generating leads?” And there seems to be no end to the answers.
So, to simplify the answers, we will talk about some of the most effective sales enablement content. These categories of content are most effective when used with a sales enablement app, thus optimizing its use through proper management and channelization for the sales team. This allows them to make the best use of the resources and have a better chance at closing deals with prospective customers. While it mostly contains different types of content used by marketers for the consumers, the same content if efficiently used with the sales team will educate and help them get better results. Let us have a look.
- Blog Posts: Well, one of the best places to find some great content is the company’s blog post. It usually answers any question that might pop up in the consumer’s head. Moreover, the blogs are designed to elaborate the product to its consumers and prospective buyers in a more elaborated and less technical manner.
Creating valuable content for blog needs answering queries from the customers and there is no one better than the sales representatives. And sales enablement, unlike sales training is a process that means creating value through sales enablement content is the key to closing customers. With the correct set of queries and the right sales enablement, app blogs can be the perfect fit for content creation.
- Case Studies: Sales enablement focuses a lot on empowering the sales team and one essential part of a resourceful team is the ability to demonstrate previous achievements and projects. While naming some powerful projects is effective, what makes it work is the ability to prove facts. And this is exactly why case studies are an essential part of any sales enablement content strategy.
Most of the time, sales representatives are not aware of all the material that is available in the form of case studies. This is why the sales enablement app can help teams organize and get the available resources whenever required.
- White Papers: Whitepapers are an in-depth research report for a certain project or topic that points out the problem and offers a solution. While the marketing team works on the whitepaper content with the help of the sales team, the final product is used by the sales team to strengthen their arguments and get better conversion ratios. It is a typical case of acquiring information from the experts and optimizing the effectiveness of the content.
With an inclination towards sales enablement, these whitepapers are used by the sales reps to provide prospects an insight into the problem they are looking at and how the company can offer a solution. It is supported by numbers, facts, and figures. Unlike case studies, which are project-centric, whitepapers are problem-centric and focus on finding a solution to the problem. Whitepapers are one of the most effective sources of generating leads if executed rightly and can go to utter waste if there is incorrect execution.
- Presentations: Presentation decks have always been an integral part of every sales team and it is the most relied upon document when it comes to prospects and deal closures. But things have changed and over time, the presentation designs and end goals have seen innovation. Making presentations is more than just adding information about the company, the product, and the team. In the present day, presentations and slide decks are more factual, full of numbers, and concise.
Sales enablement uses presentations to empower the sales reps and to help deliver a better pitch. Sales enablement content is highly dependent on presentations to get the consistent result and better growth. To make clear and concise presentations the marketing team needs to consult the reps and the sales enablement app to get exact figures and help make an easy-to-read presentation and client decks. This content is the front-end warrior is the most essential part of the entire plan.
- Social Messaging: Social media is the latest mode of communication between multiple stakeholders. The communication between the seller and the buyer whether B2B or B2C can be witnessed very efficiently on the internet. With multiple mediums to start interactions and close deals, social media is one of the most active platforms on the planet to increase conversions and get better results quickly and cost-effectively. While it might not be a direct mode of sale, it plays a very crucial role in starting the communication between the two parties and even driving buyers to the sellers.
What is more important is the messaging that the sellers or in this case sales reps send out on social media and the way they interact with the prospects. Taking the prospects lightly on social media can lead to revenue loss. This is why not only is the platform to be taken seriously but also the content created for the platform needs to be impressive. The quality of the content put out by the reps is very important in driving prospects to the company post which the sales team needs to close the deal.
So, when we talk about sales enablement, a hundred different things cross our mind, but we need to understand that the very basic principle of any successful initiative is valuable content. Here we have mentioned the top 5 types of content that will help you drive that sales enablement program and get better results. So, before getting into the complexities, let us work on the basics. And we at MindTickle are a team of professionals who understand the importance of content and integrate the best strategies in our sales enablement app to guide the teams to get most of the content through proper management and channelization. So take the first step and let us guide you.