Product Marketing Content for Sales Enablement
This is Chapter 4 from the Content Types and Ideas Guide.
What exactly is sales enablement content and how to create it in order to bring high value and benefit your overall sales enablement strategy?
Well, let’s have a look and find out the tips and tricks behind a well-written sales enablement content.
But first, what is sales enablement?
Sales enablement has to do with creating alignment between marketing and sales. This means that it is extremely important that marketing and sales teams work together to identify critical questions customers have at different levels in the buyer’s journey.
After you identify the questions and connect the questions and concerns to your buyer personas, you need to work on ensuring that your marketing teams focus on creating specific content that can provide the benefits both your customers and organization needs.
So, as you can see, content alignment starts with the product and sales team cooperating on the customer journey.
Then the marketing team works on creating the right type of content the customer needs at a specific moment in the buyer’s journey.
The critical thing here is to make sure you align the content to the customer situation. Otherwise, customers may get stuck in the middle stages of the funnel, or even worse than that, move to a competitor who addresses their needs the right way. So, make sure not to miss out on your opportunity.
Note: Not all sales enablement content needs to be text-based. In fact, sometimes it’s better if you display your information through visual content, especially when your buyer is early in the sales funnel.
So, basically, you can present the content you share in the form of a video or even an infographic. Sometimes it’s easier for prospects to retain information at a higher rate when it is showcased via a video or a relevant image.
Another thing to understand about sales enablement content is that this type of content focuses on convincing prospects rather than attracting them.
The most important differences between marketing and sales enablement content
1. Top-funnel (attracting customers) vs mid-bottom-funnel (convincing customers) focus
Most marketing content is focused on attracting customers – to engage and ideally to reach out to you and ask to learn more about the product or service you are offering. While this is an important detail, it isn’t the actual goal of the sales enablement content.
Enablement content is focused on convincing leads and opportunities that the offering fits their needs and wants better than any other alternative solution. The actual purpose of this content is to educate potential customers on how a product/service will deliver the solution they expect.
And basically, this is what a mid-bottom-funnel is all about as opposed to what a top-funnel focuses on.
2. Keep things simple and to the point
Enablement content has to be product/service driven. This means that social media posts and blog posts/articles aren’t a part of sales enablement initiatives.
Here some good examples of product marketing content that are great for sales enablement purposes:
- Demo videos
- Feature overview sheets
- ROI report sheets
- Case studies
- Competitive comparisons
3. Create the content and remember the other details
When creating and following the creation of the sales enablement content, it is extremely important that the sales team, as well as the customer success team, are well informed of the following:
1) where the sales enablement content is located (if the sales team can’t find the content that’s available for them to use, and the marketing team’s efforts to create content will be in vain))
2) what value and relevance the content brings to potential buyers
3) when and how to use this content
Types of content your sales team would find useful and relevant
Email templates are excellent for addressing several situations. In fact, you can provide salespeople with templates for specific marketing activities, like webinars, special events, the launch of an eBook or a whitepaper released.
For instance, if you have a webinar coming up, you could include both a short and long promo email, then a reminder email, and then a follow-up email.
Case studies are real-life examples of how a customer has implemented and gained value from your service or product. And that’s why salespeople find them very helpful.
Case studies can be sued as a summary into a one-pager by using the well-known challenge-solution-result format. You can also opt to expand it into a longer document and include more details as well as graphical representations.
One-pagers are a great content option. They contain simple yet meaningful information that is easy to read.
There are many types of content that can be transformed into a one-pager, such as case studies, company fact sheets, product/service overviews, and even ROI reports.
Campaign brief packets
What’s really great about a campaign brief packet is that it contains a lot of valuable enablement content, and all of it wrapped up into one single document. Why use this type of content? Because it is a really effective sales enablement tool.
And here’s what it needs to include: 👇
- Your campaign pitch
- The pain points of your buyer persona
- Discovery and exploration questions
- Tracks about your inbound talk
Note: This type of content is a really smart way to give salespeople the resources and confidence they need when working on a specific campaign.
When your potential buyer moves into the consideration phase in the buyer’s journey (when they are actually considering your services or products), they will want to know why you are a better choice than your competition. What do you have that others don’t? Why is your product/service more valuable?
So the point with competitive analyses is to be able to create content that compares the effectiveness of your product to your competitors.
✍️ Bottom line:
Collaboration between sales and marketing teams is critical in order to avoid the unfortunate circumstance of losing your customers simply because they got confused and you haven’t met their needs in the buyer journey process.
When you work on the content for sales enablement purposes make sure to create it with empathy – look at the situation you create content for through the eyes of your buyer.
Make sure you’re creating a balanced approach and have a batch of engaging content at each stage of the journey. The engaging top-of-the-funnel content is just as important as the deep-dive product-related content you might find at the bottom of the sales funnel.
Would you like to read the full Guide? Read the full guide to discover what types of content work best for you.