There was a time marketing and sales were two separate entities. Marketing would raise interest in the company’s products. Sales would coordinate the actual purchasing of those products.
However, the introduction of the internet (and social media) has changed the world of consumerism. Information is so accessible, and prospects can be more selective in which companies they patronize. Companies now rely on sales enablement for lead generation and sales growth.
Sales enablement is gaining momentum. The number of companies adopting this philosophy has risen by 40% in just the past few years.
Companies have determined that to succeed in today’s markets, they need cross-team collaboration. Marketing and sales must work together to develop information and resources that improve the sales process.
Part of that process is content marketing. With a wealth of information now at our fingertips, content is what drives success. Providing relevant, useful information helps to define your audience and drive sales. Content marketing is a critical piece of sales enablement.
Why is Sales Enablement on the Rise?
To be successful, sales teams require enticing content to attract customers. Unfortunately, when it comes to creating those materials, marketing and sales aren’t always on the same page. This kind of misalignment isn’t uncommon and can lead to lost revenue.
Marketing might not communicate their available resources to the sales team. Salespeople have to search an average of six different places to locate it. Because of this kind of miscommunication, 65% of content goes to waste.
Sales enablement collaboration aids in customer lifecycle marketing. Salespeople are provided with the materials required to have quality dialogue with prospects at each stage of the process. This helps them to coordinate a more effective sales experience that yields better results.
Sales enablement is important because it:
- Helps salespeople focus on basic skills – onboarding processes allow team members to concentrate on the basics of selling, like call planning, consulting, and improvising.
- Creates clarity – information from various departments is streamlined and presented in a clear, consistent way.
- Assists with long-term success – collaboration creates a culture of ongoing education. This leads to loyal, engaged sellers.
Through sales enablement, salespeople possess materials that offer solutions, answer questions, and provide valuable information to their target audience. This is content marketing, and it’s invaluable for selling goods and services.
The Role of Content Marketing
Consumers no longer respond to tactics like cold calls and sales pitches. Today’s buyers want useful information and resources. Content marketing is an effective way to promote your company while increasing revenue.
Content marketing is valuable because it is:
- Affordable – content marketing costs 62% less than other forms of marketing.
- Effective – content that answers questions and solves problems yields qualified leads.
- Highly targetable – content marketing enables you to target prospects. You can collect information about your audience that helps you create relevant content.
- Competitive – companies that apply content marketing to their digital strategy distinguish themselves from their competitors. For instance, recipe and ingredient delivery service, Blue Apron, has increased its Facebook following to 1.7 million with content marketing alone.
Content marketing is a powerful tool that builds trust, gains customer loyalty, and drives revenue. When combined with sales enablement, it’s a recipe for success.
How Content Marketing Impacts Sales Enablement
Content marketing and sales enablement share the same goal. They aim to increase sales through lead generation tactics that educate prospects about a company’s offerings. Content marketing is the mainstay of sales enablement. It develops customer engagement and helps progress customers along their purchase journey.
Content marketing allows you to create and distribute the right message to the right people at the right time. This provides opportunities for engagement and strengthens your sales team’s ability to close the sale.
Content supports sales enablement in two major ways.
- Prospects are More Engaged
Sales enablement materials are most effective when they’re customized for individual users. Content marketing allows you to gather beneficial background on your target audience that helps in creating relevant material.
Information distributed through web pages and blog posts can be optimized to ensure they’re reaching the right people at the right stage in the shopping process. Reports, case studies, and ebooks help connect readers with sales representatives. This information allows salespeople to qualify leads and provide even more details that might result in conversions.
- Diminishes Roadblocks for the Sales Team
Well-developed content can help answer customer questions before they’re asked. When researching a product or service, prospects typically want to know what sets one company apart from the others. Content marketing can provide these details and spare the sales team the time it would take to address these inquiries.
While information should be educational, it should also be engaging. Demonstrative videos, case studies, and other resources are great examples of content marketing that assists the sales enablement strategy.
Unlock Your Team’s Potential with Televerde
We’re a global sales and marketing company that provides the strategy and services you need to grow and compete in new and existing target markets. Our team understands the importance of marketing and sales alignment. Together, we can help you develop a successful digital marketing plan that drives results.
Engage our team to develop an effective content marketing strategy for your sales enablement process. Contact us today.