Choose the Right Sales Enablement Content for Each Buyer Stage
- CEO at DeckLinks, Speaker, Podcast Host
- Published on September 25, 2022
- Updated on August 29, 2024
Table of Contents
Have you ever felt like you’re producing sales enablement content just for the sake of it, without a clear strategy? You’re not alone. Many sales and marketing teams struggle to create sales enablement content that engages each buyer throughout their unique journey. But with a tailored approach, you can develop the right content to guide prospects at every stage. This article will explore how to choose the most effective sales enablement content to move leads through your sales funnel and turn them into delighted customers.
KEY TAKEAWAYS
- Audit existing content before creating new sales enablement content. Take stock of what content you already have and see how it can be repurposed or improved before creating new content from scratch. Identify gaps where more content is needed.
- Align sales enablement content to buyer personas and their journey. Make sure the content addresses pain points and questions prospects have at each stage. Content should educate and move buyers along.
- Involve both marketing and sales teams in creating sales enablement content. This ensures the content resonates with buyers and helps sales teams sell.
- Create a variety of content types and formats including blog posts, case studies, product one pagers, FAQs, videos, etc. Different content types are effective at different stages.
- Make sure sales enablement content is easily accessible to sales teams. They need to quickly find relevant content to send to prospects when needed. Use a sales enablement platform.
- Update content regularly. Buyer needs, product info, market conditions change. Outdated content harms credibility. Content should be living and evolving.
- Make content engaging with storytelling and visuals. Avoid dry, overly promotional content. Video narration brings content to life. Shorten and simplify content.
- Localize content for different regions, industries, and buyer personas. Ensure messaging resonates with each target audience. Address their specific needs.
- Measure content performance. See what content best moves buyers along the journey. Double down on top performing content. Retire ineffective content.
- Promote content internally so sales teams actually use it. Educate them on what content exists and how to leverage it for different situations.
What is sales enablement content?
Definition
Sales enablement content is a type of content that is created by content marketing teams with the specific goal of helping sales teams to sell more effectively; rather than simply generating awareness. It can include sales presentations, case studies, sales playbooks, one pagers, blog posts, sales scripts, email templates, etc.
Sales enablement content plays a critical role in B2B sales team's success
The lack of relevant and effective sales enablement content available on demand can be detrimental to sales reps’ ability to build and maintain sales momentum.
As any sales rep knows, time is of the essence when it comes to closing new clients. And yet, all too often, valuable sales reps’ time is wasted searching for high-quality sales content that can help their sales team close a client.
The fact is, without relevant content available on demand, it can be difficult for sales reps to maintain sales momentum needed to close a deal. This inefficient sales process can lead to lost opportunities and frustrated customers and sales reps. That’s why it’s so important for a marketing department and content marketing teams to focus on creating sales enablement content that is relevant and accessible to their sales professionals.
So what types of sales enablement content your marketing team needs to be creating to effectively support your sales team?
We’ve put together a comprehensive list of all types of sales enablement content to ensure that your sales team is not missing anything.
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Sales battlecards
Competition in B2B sales is extremely fierce. To win business, sales reps need to be able to show their potential clients why their product or service is the best on the market. This is where sales battlecards come in.
Sales battlecards are a type of sales enablement content that provide key information about your product or service, as well as how it compares to your competitors. By having this information available on demand, a sales person can quickly and easily address any sales objections that a potential client might have. As a result, sales battlecards are an essential tool for performance-oriented sales reps looking to win more deals and stay ahead of the competition.
Sales scripts
Sales scripts help a sales rep prepare for a sales call and ensure that they are covering all customer pain points as they move them through the sales funnel. A sales script can be used as a guideline for what to say during a sales call. Sales professionals should make changes to their sales scripts to fit the specific needs of a particular customer.
Sales scripts also help to ensure that your sales reps are consistent in their sales pitch. Moreover, sales scripts can be used to help sales reps troubleshoot customer problems or sales objections. In addition, sales scripts can be used to train new employees and sales reps. By having a sales script handy, sales reps can be sure that they are always ready to deliver a great buying experience.
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Sales email templates
Whether you’re reaching out to a potential customer or following up with a past client, being able to craft a well-written email can make all the difference. That’s why it’s so important for marketing teams to provide sales teams with email templates for a variety of different situations and customers.
With a set of templates at their disposal, sales reps can save time by not having to start from scratch each time they need to send an email. And because the sales email templates will be consistent with the company’s branding and messaging, they can be confident that they’re always putting their best foot forward.
Pricing guidelines
Pricing guidelines provide up-to-date pricing information. This type of sales enablement content can help sales professionals to win deals by allowing them to offer competitive prices that are in line with their direct competitors. In addition, pricing guidelines can also help sales teams avoid discounting their products and services too deeply, which can erode margins.
By providing sales professionals with access to pricing guidelines, sales managers can ensure that their sales professionals have the information they need to close deals while also protecting their bottom line.
Sales presentations and sales decks
Sales presentations and sales decks play a critical role in a B2B sales process. To create an effective sales presentation or sales deck, both sales and marketing teams should be involved in the process. Too often, when either department takes full responsibility for the content production, important details are missed that could make the sales presentation slides less effective.
A well-designed sales presentation should be concise, engaging, informative, and tailored to your target audience. Sales decks and sales presentations should be a part of every sales enablement content strategy.
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Product explainer videos and tutorials
Product explainer videos and tutorials are one of the most effective sales enablement content because they help prospects understand the features and benefits of your product or service. By providing clear and concise information, product explainer videos and tutorials can help sales professionals accelerate the sales process and increase close rates.
In addition, these educational content types can be used to address common sales objections. Product explainer videos and tutorials can be used at different stages of the sales process, from initial awareness-raising to final steps of the decision-making process.
This type of educational content can be used by sales and marketing teams and a customer success team at different stages of the customer’s journey.
Showcase your brand.
Create company profiles with custom banners and info-packages tailored to different industries.
Show your contact info easily accessible by your prospects and clients.
Add custom CTAs to drive prospects or clients to your calendar, sign up form, etc.
Collect feedback from prospects and clients. Feedback and reactions are not publicly visible.
Share any existing PDF presentations and documents.
4x Sales Content Engagement
Record and share Video PDF presentations and proposals and WOW your prospects and clients with the most personal customer experience. Access engagement analytics. Learn more.
Blog posts and articles
While most blog posts and articles are focused on top-of-the-funnel awareness building, they can actually be repurposed and used as sales enablement content at any stage of the sales process and customer journey.
For example, a LinkedIn post that covers the basics of your product or service can be sent to an awareness stage prospect who is just starting their research. A more in-depth blog post about a specific feature or use case can be shared with a prospect who is further along in the decision-making process. And blog posts that highlight customer success stories can be used to close the deal with a ready-to-buy buyer.
In short, don’t underestimate the power of a well-written blog post.
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Case studies
Case studies are one of the most persuasive types of sales enablement content. They provide late stage prospects with a real-world example of how your product or service has helped other businesses achieve their goals. Case studies help sales professionals build confidence and trust in their offerings.
In addition, case studies can also be used to educate sales teams about products and services they are selling. Case studies can be customized to target specific buyer personas and industries.
When sales professionals are sharing case studies with prospects, they need to make sure they’re relevant and directly addresses their situation. Don’t try to impress an SMB client with a case study you got from a large enterprise client. In a lot of situations, these companies face very different challenges.
Video testimonials
Similar to case studies, video testimonials are one of the most effective types of sales enablement content for several reasons.
First, they lend credibility to your product or service by featuring real customers who have benefited from using it. Second, video testimonials can be very persuasive, especially when they come from customers who are in the same industry or have similar challenges as your target audience. Third, the power of video testimonials isn’t limited to a company website. They can also be used as part of sales content and social media blog posts.
Sales playbooks
A sales playbook is a type of sales enablement content that can be extremely beneficial for every B2B sales team. A great sales playbook should contain all of the information that a sales rep needs to know to move prospects down the sales funnel, including product information, pricing data, sales objection-handling techniques, and more.
By having everything in one place, a sales playbook makes it easy for sales professionals to find the information they need and put it into action. Therefore, a well-crafted sales playbook is a very effective sales enablement tool for high-performing B2B marketing and sales teams.
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White papers
A white paper is a type of sales enablement content that can be very effective in helping sales reps to close more deals. A white paper is a type of informational document that provides an in-depth overview of a complex topic.
White papers are usually long and dense, with a lot of technical jargon. However, they can be an extremely effective sales tool, providing potential customers with in-depth information about a product or service and answering questions at key stages of the customer journey.
When writing a white paper, it is important to focus on the needs of the customer and include plenty of concrete examples and data to back up sales reps’ claims. White papers can be very persuasive when used correctly. They can help sales professionals build trust and credibility, differentiate a company from its competitors, and close more deals.
eBooks
eBooks serve as an educational content type that provides prospective customers with valuable information that they can use to make informed decisions about products and services.
eBooks provide a comprehensive overview of a topic or product, making them perfect for a sales team that is trying to educate prospects about their product or service. eBooks can be used to educate buyers about a company’s unique value propositions, differentiating features, and key advantages over competitors.
They can also be used to dispel common myths and misconceptions about a product or service. In addition, eBooks can be used to showcase customer success stories and testimonials.
By creating sales enablement content that is high-quality, content marketing teams can help their sales teams effectively engage new clients and close more deals.
Print sales content
Print sales enablement content is often overlooked in favor of digital content, but there are still many good reasons to use print sales content. For one thing, sales reps can leave marketing content with potential customers when they meet them in person or at conferences.
Additionally, print marketing content, like branded calendars, tends to be more memorable than digital content since they are physical objects that can be kept handy on a desk. And finally, some people simply prefer reading printed marketing content over digital content. For these prospects, providing printed marketing content is a way to make sure they’re getting the information they want in the format they prefer.
So don’t discount the power of print marketing content. These types of sales enablement can still be a valuable part of your sales process and sales enablement content strategy.
Product comparisons
As most sales professionals know, one of the best ways to persuade new customers is to show how your product stacks up against the competition. After all, customers want to be confident that they’re making the best possible choice, and a product comparisons page can be a very helpful piece of marketing content in helping to make that decision.
By outlining the key differences between your product and your competitor’s product, you can help late stage prospects see the value of your offering and make an informed decision. Some sales reps try not to talk about their competitors, however, we live in an age where all your competitors are one Google search away. So don’t be afraid to proactively bring up your competitors, it will put you in a better position.
Pre-recorded webinars
Showcase your brand.
Create company profiles with custom banners and info-packages tailored to different industries.
Show your contact info easily accessible by your prospects and clients.
Add custom CTAs to drive prospects or clients to your calendar, sign up form, etc.
Collect feedback from prospects and clients. Feedback and reactions are not publicly visible.
Share any existing PDF presentations and documents.
One type of sales enablement content that is often overlooked is pre-recorded webinars. Webinars are a great way to provide sales reps with in-depth information on a product or service. They can be used to give an overview of new offerings or to provide advanced training on a complex topic.
Pre-recorded webinars can be easily shared with prospective customers, making them a powerful type of sales enablement content. If your sales team is looking for a way to take your sales content to the next level, consider adding pre-recorded webinars to your sales content library.
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Proposal templates
Proposal templates provide sales reps with a framework to follow when creating proposals, ensuring that all the necessary information is included. By using a template, sales reps can save time and avoid mistakes, both of which can lead to lost sales.
In addition, proposal templates should be customized to fit the needs of specific deals. When used correctly, proposal templates can give sales reps a significant advantage in the proposal stage of the buying process.
One-pagers
A product one-pager provides a concise overview of a product or service, highlighting its key features and benefits. By distilling complex information into an easily digestible format, product one-pagers can help sales teams effectively engage with potential customers at the early stages of the customer journey.
In addition, one-pagers can be used as leave-behinds during sales meetings or distributed electronically to support online marketing initiatives. One-pagers also help sales reps refresh their memory or can be sent to prospects and decision-makers that are currently in the evaluation stage of the sales process.
Infographics
Infographics help sales reps by providing them with a visual way to communicate key information to prospects and new customers. By using an infographic, sales reps can quickly and easily explain complex concepts, product features, or any key statistics in a way that is easy for prospects and new clients to understand.
In addition, infographics can be used to show how a product or service is being used by others in the industry. Infographics can also be used to highlight key points from a sales deck or video presentation, making it easier for sales reps to deliver their message. And because they are visually appealing, infographics can help sales reps grab the attention of new customers and prospects easier.
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Analyst reports
The most validating sales content is provided by third-party experts and analysts, in addition to customer case studies and customer testimonials. Analysis materials provided by independent analysts can greatly assist sales reps in communicating industry trends, provide expert insights, as well as position their product as the best solution for the buyer’s problem.
By providing an objective, third-party assessment of a company and its products or services, analysis materials can help a sales team close deals and win new business. In addition, analyst reports can also help sales teams to identify potential sales objections and craft messages that will address those concerns. As such, every B2B sales team should make use of analysis materials from well-known analysts as part of their sales process and sales enablement strategy.
FAQs (Frequently Asked Questions)
FAQs are a great type of sales enablement content because they provide concise, up-to-date answers to common questions that prospects and customers may have. FAQs can also be easily customized to address the specific needs of sales reps’ territory or industry.
In addition, FAQs can be updated on a regular basis to ensure that sales professionals always have the most current information at their fingertips. Not only that but also FAQs can be a valuable tool for training new employees and sales reps!
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Brochures
Sales enablement content comes in many different forms, but one of the most popular and effective types is the humble brochure. In today’s fast-paced world, it can be difficult to capture potential customers’ attention long enough to make a sales pitch, especially at conferences. However, a well-designed brochure can do just that, providing an overview of your products or services that can be easily consumed on the go.
Brochures can be used to highlight the features and benefits of your product or service, and they can also be used to address common sales objections that customers may have. In addition, brochures can be used to promote special offers or discounts, making them an essential tool in any sales enablement strategy.
Product reviews
Product reviews are a great type of sales enablement content because they help prospects understand how a product works in the context of their business. By reading reviews, prospects can get an idea of how the product fits into their workflow and what other customers think about it.
This type of information is essential in the decision-making process, and it can be the difference between closing a deal and losing late stage prospects. Not only that but product reviews can also help sales professionals build trust with potential customers.
By reading positive reviews, prospects can feel confident that they are making the right buying decision. As a result, sales enablement content like product reviews can play an important role in helping sales reps close deals.
Product cheat sheets
Product cheat sheets provide an overview of a product’s features and benefits. This information can be extremely helpful for sales teams when they are trying to close a deal. Product cheat sheets can also be used to train new sales reps on a product’s features and benefits.
In addition, they can be a valuable reference tool for existing sales reps who need a quick refresher on a particular product. This type of sales enablement content can be used to support sales presentations and help customers make informed purchasing decisions. Product cheat sheets are also often used as leave-behind marketing content after sales meetings.
How to create sales enablement content that is engaging?
To efficiently move and nurture prospects through the sales funnel, having access to high-quality and engaging sales enablement content is more important than ever. However, sales enablement content can often be dry and difficult to consume.
One way to create sales enablement content that can help sales reps effectively engage and nurture prospects is to video narrate it. By doing so, your sales team will be able to more effectively communicate the key points and messages they want to deliver to the target audience on their buyer journey. Pre-recorded video presentations can help to engage high potential prospects who may be otherwise reluctant to read through long blocks of text. Additionally, pre-recorded or asynchronous video presentations can help sales reps break up the sales process and make it more interactive.
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If you’re looking for an easy way to video-narrate your sales enablement content, DeckLinks is the perfect solution. With DeckLinks, you can quickly and easily create professional-looking video presentations without having to learn and spend hours in video-editing tools trying to make video screen captures look good.
Simply upload your existing content, press record, and go through your presentation as if you’re on a video sales call. Our speaker notes and re-do slides features make video narrating sales content super easy. Once done you can share your video presentation in a single trackable link that will give you access to granular engagement data. The link is usually sent in the form of a video email or shared on social media or website, or distributed via a QR code.
You’ll be able to see who opened your video presentation, how much time they spend on each slide, where they clicked, what they downloaded, etc. Giving you relevant insights into who, when, and how to re-engage.
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PRO TIP: Equip your product champion with a pre-recorded video presentation so that they can share it with all the decision makers.
Say goodbye to “the Broken Telephone Game”. Don’t let your messaging get lost in translation!
Interested? Watch some video presentation examples and see how other B2B companies use DeckLinks.
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Conclusion
A sales content strategy is a crucial part of any B2B sales team’s success. Sales enablement content helps sales professionals close more deals by providing them with the necessary information they need to have productive conversations with prospects and clients.
This content can take many different forms, from blog posts and video presentations to sales email templates and sales scripts. Regardless of the format, sales enablement content that sales teams work with should be easily accessible to them so that they can access it quick when they need it.
By giving your sales team access to high-quality sales enablement content, your marketing team can help all sales reps close more deals and hit their quotas.
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FAQs
How can sales enablement content help sales teams close more deals?
Sales enablement content allows sales teams to effectively engage prospects, nurture leads, and guide buyers through the decision making process. Well-targeted, high-value content helps sales professionals add value, build trust, address pain points, and overcome objections throughout the sales funnel.
What steps should you take to create effective sales enablement content?
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How can you ensure your content strategy aligns with the buyer's journey?
Map content to each stage: awareness, consideration, evaluation – based on buyer needs and questions at each phase. Develop content that helps guide buyers through their journey. Leverage insights into customer pain points. Repurpose content for different stages as needed. Continuously optimize based on buyer feedback.
What kinds of content work best at different stages of the sales process?
Early on, blogs, social media, and educational content to nurture prospects. Product comparisons and content addressing pain points work well in evaluation stage. Case studies and expert insights help finalize decisions. Implementation requires onboarding content, FAQs, and how-to guides. Testimonials and advocacy build loyalty post-purchase.
What sales enablement content is most effective for sales reps?
Email templates, one-pagers, talking points, FAQs, and presentations help reps have productive conversations. Objection handling guides overcome obstacles. Playbooks and scripts enable consistent messaging. Battlecards provide quick reference info. Calculators and ROI tools build the business case.
How can marketing and sales alignment impact sales enablement content?
Collaboration between marketing and sales ensures content matches the buyer’s journey and sales process. Marketing provides insights into buyers. Sales shares customer feedback to optimize content. Cross-team involvement results in coordinated, highly relevant content across touchpoints.
What guidelines should you follow when creating content for sales?
Focus on helping buyers make decisions. Address customer pain points. Use concise, conversational, and consistent voice. Allow for customization. Make content visually engaging. Optimize for different channels. Provide relevant insights – not overt sales pitches. Make content easily accessible for sales teams.
How can you measure the effectiveness of sales enablement content?
Track content utilization, engagement, and conversion rates by stage. Connect content assets to closed deals. Measure sales metrics before and after implementation. Survey sales reps on content helpfulness. Calculate prospect-to-customer content consumption. Solicit customer feedback on content quality.
About the Author
Lidia Vijga is a seasoned professional with 10 years of first-hand experience in B2B sales and B2B marketing. She has a proven track record of driving growth for companies across various industries. Throughout her career, Lidia has led numerous successful sales campaigns and implemented innovative marketing strategies that have significantly increased revenue and reduced customer acquisition cost for her clients. Lidia regularly shares her insights and experiences on LinkedIn, webinars, and public speaking engagements. Lidia believes in the power of personal qualities such as kindness, empathy, and the willingness to understand others. She is committed to empowering client-facing teams with tools that enhance their talent instead of automating it, and she firmly believes that teams that show their human side grow companies much faster.
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