One thing all inbound marketers share? A strong desire to keep our marketing team aligned with our sales team. Another common denominator? We recognize the importance content plays in every aspect of our digital marketing strategy. When you combine these two ideas, creating sales enablement material is the result.
With sales enablement content, your marketing team can provide your sales team with the knowledge, skills, and engaging information for them to turn more leads into customers. The right finesse can convert almost any piece of content into something sales can utilize. However, certain types of sales enablement stand out. Here are some examples of content you can create to help your sales team connect with potential buyers.
When it comes to finding a solution to their problems, most buyers like to shop around. A comparison chart can highlight how your product or service differs from your competitors. These charts generally include information like basic features, prices, and other advanced add-ons. Formatting it in an easy-to-view graphic makes this piece of sales enablement easy to understand and share. Another benefit of a comparison chart? The simple format is easy to download and print, making them an easy option to bring to a conference or trade show.
Product Fact Sheets
Product fact sheets have similar information as a comparison chart but go in more depth. You should have individual fact sheets for every service or product you offer. These reference sheets should answer specific questions about your products:
What is it?
Who is it for?
What does it do?
How does it help your audience’s pain points?
How much does it cost?
Like comparison charts, product fact sheets should be stored electronically in a printable version — that way your sales team can bring hard copies to tradeshows and other conferences.
Additionally, these fact sheets are also useful when onboarding new employees. They provide critical information while demonstrating your company’s voice and tone that should be used when interacting with leads.
Slide decks, PowerPoints, and other online presentations are one of the most used pieces of sales enablement material. Specifically, sales use these to run sales demos forward smoothly. Because of this, you should create multiple decks for various products and services, as well as a general sales overview.
Each should go into detail about your business, who you are, the services you provide, and why you’re an ideal solution. When focusing on a singular product, try and answer commonly asked questions you receive during conversations with leads.
Case Studies and Testimonials
Customer-centric content like case studies are testimonials are classic examples of consideration-level content that helps sales move prospects along their buyers’ journey. Hearing about a current customer’s experiences can go a long way in showcasing why your product is the right solution. Often, when a sales representative provides a lead with a case study, it can help win that deal. Or, it helps them rely on convincing arguments to the decision-maker at their company. Plus, the research into crafting a case study provides marketing and sales with an enhanced understanding of customers’ needs. Knowledge like that can help with future opportunities.
If you’re able to pull in development resources, you can create unique, interactive sales enablement pieces. For example, if your pricing structure is involved, you may consider building a calculator for your website. The ability to see how much a lead will individually pay can help them determine for sure if your service is right for them or not.
At Lynton, we created a pricing calculator for the integrations we offer at SyncSmart. With it, prospects can get a precise look at what they may pay for any of the integrations we offer.
Inbound marketers looking to help their sales team be more successful in their roles should focus on creating a roster of sales enablement material. You can begin by having a conversation with your teams about what’s needed to help streamline the sales process. If you need help facilitating that conversation or creating that content, we’re here to help. Contact us today to learn how!
By: Corie Stark
After spending many years as a sports journalist, Corie switched to marketing in 2013. Her love of writing, talking to people, and keeping up with the industry enables her to use her skills for anything from social media to long-form blogging. Outside of work, she enjoys hiking with her dogs and making her cats chase the ever elusive red dot.