Find Sales Enablement Success With These 8 Tips

  • Categories:

    Content Marketing

  • Date:

    May 21, 2024

Find Sales Enablement Success With These 8 Tips

Content Marketing

Whether you call it sales enablement or sales support, aligning the goals of your organization’s sales and marketing teams is essential to driving meaningful sales results.

Customers are as busy as the sales team, so brands must give them a good reason to share their attention. That means not always selling and becoming a knowledgeable resource that can provide insights, solve problems and deliver educational materials to assist them in their jobs.

If you’ve already developed a robust content marketing program, it’s time to expand it to support your brand’s sales team.

Here are eight tips for developing a successful sales enablement program:

1. Embed the sales team in your content topic development process.

    No one knows customer pain points and preferences better than the sales team. Set up recurring calls with sales team members to understand how they interact with customers. Are they meeting in person? Talking by phone or video chat? Or is texting their preferred mode of communication? Use these calls to glean insights into customer needs and sales team knowledge gaps. Listen and ask probing questions. Let the sales team know their insights will directly influence the sales support assets marketing will create.

    2. Talk to everyone who has contact with customers.

      Don’t limit insights calls to the sales team. Talk to everyone who has regular contact with customers, such as the technical service team, customer service agents, design consultants, service and repair technicians, and engineering team members. What are the common questions they hear? What do they wish they had on hand to help provide answers? Do they have training gaps that need to be filled? What questions do sales team members ask of technical teams?

      3. Iterate content formats for a single topic.

        Creating content assets isn’t a one-and-done game. Derivative content is efficient and audience-centric: Some customers prefer a long-form article, while others need something visual, such as a video or an infographic. You don’t have to choose one over the other — they can work together. Creating multiple content assets for a single topic is not duplicative; you’re meeting customers where they are.

        4. Create, update, optimize, repeat — no content asset is ever complete.

          After your content assets have been out in the wild for a while, you will likely receive new questions related to the topic, and sales team members may notice modifications that could make them more effective. Could this chart be a side-by-side product comparison visual for use on social media? Would this section of a case study be better used as a one-sheet? As with most aspects of digital marketing, test and repeat is the name of the game.

          5. Use organic search insights to help inform your content topics.

            What are people searching about your product or service, and how do these queries overlap with the questions your sales, customer service and technical teams receive? Organic search is an important signal even if you don’t have a blog library of search-optimized content (which leads us to our next tip).

            6. View blog articles as sales enablement content.

              Blog posts can serve a dual purpose by capturing organic search traffic and educating sales team members on the products and services they sell. Our clients have found that new sales team hires use blog articles as part of their onboarding product education or as a continuing education resource to stay informed of the latest industry trends and topics. They also make great content for an email marketing program.

              7. Organize content production with an editorial calendar, but be flexible.

                Editorial calendars help to prioritize content, manage workloads and keep everyone on the same page. However, don’t set your calendar in stone. As your sales enablement program ramps up, feedback on existing content and awareness of the program will lead to new ideas for future content assets. It’s OK to switch things up. We typically recommend monthly editorial calendar reviews and updates.

                8. Celebrate your successes.

                  Convincing the sales team that sales enablement is worth their time is the most common hurdle to getting the program off the ground. So, when a team member receives a response from a sales enablement email or another can confidently answer a technical question thanks to a sales enablement content asset, share these stories with the wider team. Additionally, show how the ideas gleaned from the sales team information-gathering calls have been converted into content assets — and how those assets have helped build relationships and make sales.

                  Ready to make sales enablement a priority for your brand? Contact us to see how we can help.

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