How To Create A Killer B2B Sales Enablement Content Strategy

Why Sales Enablement Content Matters

When your sales team feels backed, armed and empowered, it’s easier for them to close more deals faster. With ample amounts of content at their disposal, sales teams can have effective conversations with buyers, most of which will have already read and educated themselves on the topic of your business! Buyers feel in control over their research process, and sales reps feel good about sealing the deal in record time.

Mapping Content To The Customer Journey

Empowering sales means doing the leg work.

1. Identify target buyer personas. Surface known and anonymous account activity and provide sellers and marketers with data and insights to inform personalized content mapped to each stage of the buyer journey.
2. Map out the typical journey for each persona. Whether it’s account, opportunity or individual contacts, know who is part of an account or buying group and what content they consume.
3. Create content that aligns with each stage of the journey. Keep your content relevant by matching resources that resonate with that stage to create best-performing content experiences.

Variety helps cast a wider net. Leverage this helpful list in an efficient way by creating the longest-form content first, then cut it back to create many assets and artifacts such as:

• Getting Buyer Insights to Creating Content
• What content is a buyer consuming?
• Where are they in the buying process?
• What are they interested in?
• How engaged are they with your topics?

Use this knowledge to create buying signals so you can help a buyer move through their journey quickly, and convert that speed into a sale. Get started by surveying prospects and customers, interviewing sales reps, reviewing call recordings and notes, and tapping into customer success insights.

Dig deep > Arm your sales team > Cultivate conversations > Convert to a win

Repurposing Existing Assets Into New Content

You don’t always have to start from scratch to create new content. Here are some tips from our experts so you can breathe new life into existing efforts.

• Break up longer content into smaller pieces
• Reformat content and follow the best practices for other mediums
• Update and improve outdated materials

Organizing and Distributing Content

Don’t go it alone: use a sales enablement platform such as PathFactory’s Sales Enablement solution. By partnering with experts, you get all the intelligence of a full system, without assigning valuable resources to the cause.

Tag content: make your content easy to search so some of the heavy lifting is done in the background.

Share: Make a big deal out of new content by emailing links to your database, sharing it in meetings and putting it on social channels.

Measure the Impact of Content

Analyze the impact of content on deal cycles and win rates, and share that information among your sales teams. There are data and insights everywhere: track consumption and compare that data with what your sales teams find useful. With the size and scale of today’s journeys, you can’t take any data for granted.

Continuously Improve Over Time

Treat your content ecosystem like a unit. Mix research and analytics to uncover new valuable insights that you can use for your content plan and sales strategies. From interviews with sales reps to surveys from customers: you’ll learn how to retire outdated material and test new content types from specific insights directly linked to your business.