Building an Effective B2B Sales Enablement Strategy: Creating Content for Salespeople

Feb 11, 2020 8:00:00 AM

By Cathy Cain-Blank

Creating content that is aligned with buyer personas is one of the most critical aspects of a B2B sales enablement strategy. Research suggests that 95% of buying decisions are based on content alone.

But creating content is not enough to ensure the success of a B2B sales enablement strategy. Once the content is created, it’s important to inform the sales team where to find it. Is it stored in the cloud for easy access while they are on the road? On an in-house server? On your Google Drive?

Even more important: Do your salespeople see the value of the content and know when and how to use it? If they can’t find the content created for them or, worse, don’t understand it, all content creation efforts will go down the drain. (According to our research, approximately 65% of published content goes unused. Ouch!) 

Salespeople are always rushing. They have deadlines and quotas to meet. So, try to make the content easily accessible for them. If you don’t, they may resort to creating their own content, which may not effectively or appropriately promote the brand. 

Building an Effective B2B Sales Enablement Strategy

Here are two quick methods that you can leverage to communicate with your salespeople to gather their content-related requirements.

Create an Ongoing Feedback System. Solicit feedback from your sales team on how they are using the content and how the content is helping them. Request that they suggest improvement areas based on their experiences with customers. While you can use email for requesting feedback, the most effective communication channel is face-to-face meetings.

Schedule Regular Meetings with Salespeople to Discuss Content Strategies. Another approach is to organize meetings to share your content strategies and get ideas from your sales team. Collaborative brainstorming sessions should ensure that you create content that’s in line with your buyer personas.

The Best Types of Content for B2B Sales Enablement

Case Studies. Salespeople prefer case studies over all other content types. Many potential customers feel like they’re hearing existing customers talk about their experiences with a B2B product/service when they read case studies.

Comparison Charts. Potential customers are always comparing B2B brands. They want you to make it easy to see the differences between your products/services and your competitors' offerings. Creating comparison charts can help them evaluate areas where you have an edge over your competitors and enable them to make an informed decision. A side-by-side comparison chart is the best and most effective way of demonstrating the benefits of choosing your B2B product/service over your competitors'.

Single-Page Handouts. Single-pagers are the easiest type of collateral to read. Your potential customers are busy and don’t have time to read elaborate brochures. They want all critical information in one place. So, try to fit all useful information (company facts, advantages, product details, and so on) about your B2B business in one page. Also, avoid clutter and ensure the content is easy to read.

E-Books and Whitepapers. Even though e-books and whitepapers are more useful in content marketing, salespeople can use them to maintain an active line of communication with potential customers. These documents contain valuable information, such as important statistics and educational content.

Product/Service Data Sheets. Product/service data sheets can act as essential sales enablement material. Data sheets typically comprise lists of features and advantages of your B2B products/services.

Onboarding Content for New Sales Representatives. Comprehensive sales team onboarding content is a key driver of B2B sales enablement. It’s your chance to train new sales representatives by educating them about your company’s culture, sales processes, and organizational goals. Educate them on how to best use the sales enablement material.

PRO TIP: While most content types discussed above are text-heavy, potential customers have an eye for visual content. Wherever possible, add compelling visuals to immediately draw potential customers to your B2B products/services.

Ready to start creating your B2B sales enablement strategy? We’re here to help. Contact us today!