{"id":72252,"date":"2023-02-20T15:00:00","date_gmt":"2023-02-20T20:00:00","guid":{"rendered":"https:\/\/marketinginsidergroup.com\/uncategorized\/content-sales-enablement\/"},"modified":"2023-09-14T05:08:50","modified_gmt":"2023-09-14T09:08:50","slug":"content-sales-enablement","status":"publish","type":"post","link":"https:\/\/marketinginsidergroup.com\/content-marketing\/content-sales-enablement\/","title":{"rendered":"Content Marketing For Sales Enablement"},"content":{"rendered":"<p>If your sales aren\u2019t where you want them to be, you probably haven\u2019t perfected <a href=\"https:\/\/marketinginsidergroup.com\/social-media\/why-social-media-isnt-enough-to-drive-your-business-growth\/\">content marketing<\/a> for sales enablement yet.<\/p>\n<p>I don\u2019t doubt that you have an amazing marketing department that\u2019s constantly creating interesting, <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/quality-content\/\">value-packed content<\/a> that moves leads down the sales funnel. But it\u2019s possible that you\u2019re underestimating the impact your content can have when it\u2019s closely integrated with your sales team\u2019s actions \u2013 and that has to change.<\/p>\n<p>Why? Because when you create content that aligns with your buyer personas, you can reach prospects with high-potential, increase conversions, and secure high-value deals. Not only that, but the key insights you\u2019ll learn from engagement data will turn your content into an even more powerful sales tool.<\/p>\n<p>Despite the importance of optimized content marketing for sales enablement, <a href=\"https:\/\/seismic.com\/enablement-explainers\/what-is-sales-enablement\/\">78%<\/a> of buyers believe that sales teams do not share relevant content. That\u2019s why we\u2019re taking a close look at what content for sales enablement really is, and examples that show how both marketing and sales teams can use it to more effectively drive sales.<\/p>\n<p><em><strong>Quick Takeaways<\/strong><\/em><\/p>\n<ul>\n<li aria-level=\"1\"><em>75% of marketers said sales enablement content makes a moderate to significant contribution to the sales process\u00a0<\/em><\/li>\n<li aria-level=\"1\"><em>Specific types of interactive content like assessments, ROI calculators, and product pickers captures critical information needed for sales enablement<\/em><\/li>\n<li aria-level=\"1\"><em>Nowadays, <a href=\"https:\/\/www.mckinsey.com\/capabilities\/growth-marketing-and-sales\/our-insights\/the-value-of-getting-personalization-right-or-wrong-is-multiplying#:~:text=Personalization%20matters%20more%20than%20ever%20before&amp;text=Our%20research%20shows%20that%2071,when%20this%20doesn&#039;t%20happen.\" class=\"broken_link\">71%<\/a> of customers expect personalized content, and 76% of customers are frustrated when their content isn\u2019t personalized<\/em><\/li>\n<li aria-level=\"1\"><em>You can build a strong content marketing strategy for sales enablement and maximize your sales in 6 easy steps<\/em><\/li>\n<\/ul>\n<p>The general consensus is that content marketing for sales enablement is the key to success. Taking a strategic approach to your company&#8217;s <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/benefits-of-outsourcing-your-content-creation\/\">content creation<\/a> will align sales, marketing and operations teams to maximize revenue.<\/p>\n<h2>What Is Content Marketing for Sales Enablement?<\/h2>\n<p>First things first: Let\u2019s get on the same page about content marketing for sales enablement. Different companies define it in different ways, but for the most part, it\u2019s just what it sounds like \u2013 a content marketing strategy that enables sales.<\/p>\n<p>Expert marketers define the most effective types of sales enablement content as:<\/p>\n<ul>\n<li aria-level=\"1\"><em><strong>High quality blog posts.<\/strong><\/em> Let your audience know how your products and services stand out from the competition by consistently sharing valuable information via <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/anatomy-of-the-perfect-blog-post\/\">blog posts<\/a>. They\u2019re also easy for your sales team to share and a great buying decision support tool.<\/li>\n<li aria-level=\"1\"><em><strong>Case studies and customer testimonials.<\/strong><\/em> Share <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/how-to-create-a-case-study-that-impresses-any-client\/\">success stories<\/a> about customers who have used your products and services. By doing so, you\u2019ll build trust with your high-potential prospects and clients, proving to them that you\u2019re committed to delivering great results.<\/li>\n<li aria-level=\"1\"><em><strong>Video demos. <\/strong><\/em><a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/exciting-video-marketing-trends\/\">Video<\/a> is today\u2019s most engaging form of content, and can give new life to content you\u2019ve already shared in case studies and blog posts. It also supports each step of the buyer\u2019s journey, anywhere from explainer videos to product tutorials.<\/li>\n<li aria-level=\"1\"><em><strong>Interactive content.<\/strong><\/em> When you share interactive content, you create a personalized experience for users. Nowadays, as much as <a href=\"https:\/\/www.mckinsey.com\/capabilities\/growth-marketing-and-sales\/our-insights\/the-value-of-getting-personalization-right-or-wrong-is-multiplying#:~:text=Personalization%20matters%20more%20than%20ever%20before&amp;text=Our%20research%20shows%20that%2071,when%20this%20doesn&#039;t%20happen.\" class=\"broken_link\">76%<\/a> of customers are frustrated when their content isn\u2019t personalized.<\/li>\n<li aria-level=\"1\"><em><strong>Ebooks and Whitepapers. <\/strong><\/em>Today\u2019s customer does extensive research before making a purchase. Make it easy on your high-potential prospects by sharing content that offers a clear understanding of your company\u2019s value, like <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/9-examples-of-ebooks-that-convert-like-crazy\/\">Ebooks<\/a> and Whitepapers.<\/li>\n<\/ul>\n<p>And what\u2019s more: three-fourths see it as valuable, essential material. <a href=\"https:\/\/brooksgroup.com\/sales-training-blog\/plan-sales-enablement-strategy-leads-sustainable-revenue-growth\/\">75%<\/a> of marketers said sales enablement content makes a moderate to significant contribution to the sales process.<\/p>\n<p>That\u2019s because you address your customers\u2019 needs through sales enablement, your content has a much higher impact. So it makes sense that both the marketing and sales team should have an open dialogue around this content.<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter size-full wp-image-3356541\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/content-marketing-for-sales-enablement.png\" alt=\"bar graph shows that sales enablement content that addresses customer needs has a high impact on customers\" width=\"1088\" height=\"694\" \/><\/p>\n<p><em>Image Source: Integrity Solutions<\/em><\/p>\n<p>To maximize <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/what-is-content-marketing\/\">content marketing for sales enablement<\/a>, your content needs to be doing the work for you. While case studies and testimonials are helpful for <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/customers-bottom-funnel\/\">bottom-of-the-funnel<\/a> leads, interactive content asks questions and receives opinions that really take your MQLs (marketing qualified leads) to the next level, and drastically scale your sales efforts in the process.<\/p>\n<p>Let\u2019s explore what this type of sales enablement content looks like in action.<\/p>\n<h2>Interactive Sales Enablement Content<\/h2>\n<p>Maybe you\u2019re wondering, \u201cHow does a simple customer assessment enable sales?\u201d<\/p>\n<p>First of all, an assessment is a piece of content that feels individualized to a specific issue for the user \u2013 it helps tease out a pain point that preps them for a simple, easy solution. It\u2019s also a great <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/best-digital-marketing-tools-for-small-businesses\/\">tool<\/a> for the sales department because it moves buyers a little bit further down <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/perfect-conversion-funnel-content-mapped-buyer-journey\/\">the funnel<\/a> as they work through the assessment.<\/p>\n<p>The more the leads think about the specific obstacles they are facing, the more they become aware of how much they need something to address it.<\/p>\n<p>But wait, it gets better: Often, sales has a series of questions they ask every prospect to grade how good the prospect is. Having specific content like assessments, <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/what-is-an-roi-calculator\/\">ROI calculators<\/a>, and product pickers captures critical information as part of your content-enabled campaigns, pre-sales.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/what-type-of-content-is-the-most-effective-for-b2b.png\" alt=\"What type of content is the most effective for B2B marketing? | Smart  Insights\" \/><\/p>\n<p><em>Image Source: SmartInsights<\/em><\/p>\n<p>With this data, that initial effort from sales is minimized or skipped completely, allowing the team to focus their effort on \u201csuper MQLS,\u201d spending more time closing deals, and less sorting through unqualified leads.<\/p>\n<p>Sales works with higher qualified leads, and <a href=\"https:\/\/marketinginsidergroup.com\/strategy\/what-is-marketing\/\">marketing<\/a> improves its scoring efforts and creates customized nurture streams to further leads through the funnel \u2013 all leading to greater efficiency, and increased revenue.<\/p>\n<p>Lastly, well designed sales-enablement content provides a richer experience for prospects. Positioning assessments, polls, or quizzes that allow leads to learn something about themselves or their organization is a much less \u201csalesy\u201d experience. Without someone making a clear pitch, customers can work through the discovery process in a low-intensity, low-commitment context.<\/p>\n<p>Now that we understand how interactive sales enablement content works, let\u2019s look at some examples and learn why it\u2019s so effective.<\/p>\n<h3>Pentaho Product Picker<\/h3>\n<p>Pentaho, a big data integration and analytics solution, uses a product picker assessment that asks <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/customers-bottom-funnel\/\">lower-funnel prospects<\/a> specific questions about their current data process and problem points.<\/p>\n<p>This assessment bucketed users into four product groups\/sales-use cases. The lead data went directly to their Marketo and Salesforce databases that <strong>allowed sales to follow up with powerful insights<\/strong> to the organization\u2019s needs.<\/p>\n<p><strong>325 of the leads created <\/strong>through the content were qualified to Sales Accepted Leads with the data received. <strong>Over $200k in pipeline<\/strong> was directly attributed to the interactive assessment.<\/p>\n<h3>Blackbaud\u2019s Realize Real Results<\/h3>\n<p>Blackbaud, a marketing platform for nonprofits, has also seen content marketing for sales enablement produce amazing results.<\/p>\n<p>They launched a microsite called Realize Real Results, which included different types of content (including interactive calculators and assessments.) The microsite was promoted across various marketing channels over the course of one month.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-3356543\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/Screen-Shot-2023-02-07-at-9.34.27-AM.png\" alt=\"screenshot shows Blackbaud\u2019s landing page for Realize Real Results content marketing for sales enablement page\" width=\"2134\" height=\"1262\" \/><\/p>\n<p><em>Image Source: Blackbaud<\/em><\/p>\n<p>Sales reps were able to use the data from the calculators as talking points during discovery calls, creating a more informed conversation. For leads that have not used the calculator, they were invited to put in their own metrics right on the call and see the results in real-time.<\/p>\n<p>Content marketing for sales enablement results:<\/p>\n<ul>\n<li aria-level=\"1\">52% click rate on landing page<\/li>\n<li aria-level=\"1\">56% <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/lead-conversion-rates-average\/\">lead conversion<\/a><\/li>\n<li aria-level=\"1\">500 qualified leads<\/li>\n<li aria-level=\"1\">133% Q1 quota attainment<\/li>\n<li aria-level=\"1\">$600k add\u2019l Q1 sales<\/li>\n<\/ul>\n<p>Pretty impressive, right? The content for sales enablement deployed here produced real, <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/content-marketing-strategy-roi-ultimate-guide\/\">tangible ROI<\/a> \u2013 and allowed both the marketing and sales teams to work together to outpace their goals.<\/p>\n<h2>Develop a Content Marketing for Sales Enablement Strategy<\/h2>\n<p>With a strong content <a href=\"https:\/\/marketinginsidergroup.com\/marketing-strategy\/small-business-marketing-strategies\/\">marketing strategy<\/a> for sales enablement, your marketing and sales teams can work together to effectively maximize sales. Here\u2019s how you can make it happen in just 6 easy steps.<\/p>\n<h3>1. Give Existing Content A Refresh<\/h3>\n<p>Start by taking a look at the content your sales team is currently using. Figure out which content is working for them and how it fits into the <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/create-align-content-buyer-journey\/\">buyer journey<\/a>. You\u2019ll also need to weed out any content that isn\u2019t working and understand why. This way, you can start creating new content and updating old content that fills the gaps.<\/p>\n<h3>2. Make The Most of Internal Documentation and Knowledge<\/h3>\n<p>Now that you know what\u2019s working and what\u2019s not, it\u2019s time to start cranking out new content. Fill the gaps with information from your internal knowledge base and team of product experts. Any internal documentation and knowledge can make a huge difference in getting your team sales enablement content that generates conversions.<\/p>\n<h3>3. Consider Your Marketers and Sales Reps<\/h3>\n<p>Your <a href=\"https:\/\/marketinginsidergroup.com\/sales-alignment\/10-tips-align-sales-marketing-teams\/\">marketing and sales teams<\/a> are both going to need sales enablement content to help seal the deal \u2013 but they\u2019re going to use it in different ways.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-3356544\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/content-marketing-for-sales-enablement2.png\" alt=\"illustration shows marketing content vs. sales content\" width=\"1520\" height=\"500\" \/><\/p>\n<p>Image Source: Content Camel<\/p>\n<p>Marketing wants to get the attention of prospects, whereas <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/7-tips-make-leads-easier-sales-teams-close\/\">sales teams<\/a> are going to convert them. Keep this in mind as you update and create your content arsenal.<\/p>\n<h3>4. Consider the Customer Journey<\/h3>\n<p>Remember the greater purpose of content marketing for sales enablement: to convert <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/create-meta-descriptions-that-land-high-quality-prospects\/\">high-potential prospects<\/a>. That means your content should help your sales team build meaningful relationships with potential clients, ultimately raising their chances of closing a deal.<\/p>\n<h3>5. Assign Content to Your Sales Funnel<\/h3>\n<p>Your salespeople are your best resource when it comes to understanding what high-potential prospects need throughout their buying journey. Talk to your sales team to understand what types of content your audience likes best. Then, package that content in creative ways so it guides prospects through your sales funnel and appeals to a wide audience.<\/p>\n<p>A business\u2019s sales funnel is the bread and butter of generating revenue. If you need a refresher, the video below does a great job of explaining the basics of the sales funnel.<\/p>\n<p><iframe title=\"What is a Sales Funnel?\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/bMpHSNjHWVE?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p><em>Video Source: Keap<\/em><\/p>\n<h3>6. Measure Your Success<\/h3>\n<p>The most important step in any strategy is measuring success. How effective were your efforts? What worked well? What didn\u2019t? Understanding the ins and outs of your results will provide you with valuable insight about specific pieces of content. Then, you can really hone in on perfecting your sales enablement content.<\/p>\n<h2>Optimize Your Content Marketing For Sales Enablement Today<\/h2>\n<p>As you can see, content marketing for sales enablement requires that the marketing and sales teams overlap and work together. It\u2019s no longer enough to just create great content and put it out in the world \u2013 it needs to relate back to a <a href=\"https:\/\/marketinginsidergroup.com\/marketing-strategy\/8-steps-to-a-digital-marketing-strategy\/\">larger sales strategy<\/a> and produce valuable customer data that both teams can put to good use.<\/p>\n<p>Ask yourself: Are your marketing and sales team effectively collaborating in the content department? If not, it may be time to re-evaluate your approach.<\/p>\n<p>At Marketing Insider Group, we have the tools and expertise to help you optimize your content marketing for sales enablement. Maximize your ROI today by checking out our <a href=\"https:\/\/marketinginsidergroup.com\/content-builder-services\/\">weekly blog content service<\/a>, or <a href=\"https:\/\/go.marketinginsidergroup.com\/free-consultation\">schedule a free consultation<\/a> now!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>If your sales aren\u2019t where you want them to be, you probably haven\u2019t perfected content marketing for sales enablement yet. I don\u2019t doubt that you have an amazing marketing department that\u2019s constantly creating interesting, value-packed content that moves leads down the sales funnel. But it\u2019s possible that you\u2019re underestimating the impact your content can have [&hellip;]<\/p>\n","protected":false},"author":31,"featured_media":72258,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","footnotes":""},"categories":[15],"tags":[],"class_list":["post-72252","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.3.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Content Marketing For Sales Enablement - Marketing Insider Group<\/title>\n<meta name=\"description\" content=\"Content marketing for sales enablement is the key to success. 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