The Changing Scene of B-to-B Selling
Selling isn’t what it used to be.
Forget winning over just one person…now you need to impress six to eighteen individuals, each with unique interests.
Traditional pitches don’t cut it anymore.
What works now? Strategic sales enablement content that captivates each person…keeping the story clear and consistent.
Getting Today’s Buyers
Today’s buyers want personalized engagement.
They want you to understand their world and the challenges they face.
That goes for everyone who’s involved in a sale…
- Tech Wizards focus on specs and data, verifying your every word.
- Top Execs seek strategic wins and long-term goals.
- Money Gurus see ROI as crucial.
Everyone speaks a different language. Sales enablement content needs to resonate with their perspectives, telling a consistent story about your solutions.
What is Sales Enablement Content Anyway?
It’s not your typical marketing content. It’s smart material for every sales step. Here are some examples…
- Interactive Demos help folks immerse in the solution.
- Tailored Case Studies address different industries or problems.
- White Papers build credibility.
- ROI Tools clarify business cases.
- Comparison Guides stack up against rivals.
- Battlecards equip reps with competitive insights and objection handlers.
- Product One-Pagers provide quick, scannable overviews of key features and benefits.
- Implementation Guides reassure prospects about the onboarding process and timeline.
- Customer Testimonial Videos build trust through authentic peer experiences.
- Email Templates ensure consistent messaging across touchpoints.
- Solution Briefs address specific use cases or applications of your product.
- FAQ Documents preemptively answer common questions to accelerate decisions.
- Industry Trend Reports position your company as a thought leader in your space.
- Training Webinars/Videos help both sales teams and customers understand your offering.
- Interactive Assessments help prospects evaluate their needs or readiness.
- Reference Architecture Diagrams show technical stakeholders how your solution fits into their ecosystem.
Each piece serves a purpose.
Equipped with the right material, your team eases buyer concerns with great info…making sales chats feel more like helpful talks.
Making Sales Content Easy to Digest
Good sales enablement content simplifies tough ideas.
Here’s how…
- Providing the info people crave clinches 30% of deals.
- Highlighting your product’s cool features seals 50%.
- Making things easy to understand with targeted content wraps up 70%.
Simplicity helps people grasp the info and make decisions in a world bombarding them with data.
Getting Buy-in From the Sales Team
New plans face resistance…
- Overwhelm with material: “What do I use when?” Reps fear drowning in information.
- Custom Content Concerns: “Generic stuff doesn’t suit my customer.” Relationship builders shy from “canned” content.
- Finding the Sell Point: “When do I actually sell?” There are concerns about content overtaking conversations.
These fears are real.
Address them with training, coaching, and team demonstrations. Show that content enhances—not replaces—relationship skills, and you’ll win your team over.
Tips for Effective Sales Content
1. Align Content with Buyer Types
Speak differently to IT folks and finance heads…
- For tech reviewers, focus on details.
- For execs, craft quick business win summaries.
- For finance folks, create interactive ROI tools.
Ensure each part feels tailor-made for the person’s role and concerns.
2. Have Content for Each Sales Step
Prospects look for different things at each step…
- Early: Need thought leadership and learning materials.
- Middle: Compare options with case studies and guides.
- Decision Time: Seek assurance on functionality and ROI.
Match your content to their journey stage.
3. Make Sales Enablement Content Easy to Find
Many plans fail because content is hidden. Your setup should be…
- Easy to navigate by role, industry, and stage.
- Updated with fresh information.
- Ready for quick adjustments.
Great content is useless if your team can’t find it.
4. Map It Out for the Buyer Group
Create a simple map that aligns content with people and stages, helping your team pick the right materials and building credibility by matching content with buyer expertise.
What Buyers Want Now
Buyers demand…
- Real Industry Knowledge: They spot the fakes. Content should showcase your market knowledge.
- Custom-Fit Solutions: Ditch the one-size-fits-all. They want content tailored to their situation. Industry-specific case studies and ROI tools shine over generic versions.
In a tough market, content must showcase understanding for lasting success.
Wrapping Up
Old pitches don’t cut it anymore. B2B sales need finesse. Sales content, done right, is your secret sauce. It simplifies, resonates, and tells a compelling story.
Companies enhance win rates by nailing their content strategy—creating materials that simplify decisions.
Review your content. Identify gaps by personas and stages. Focus on high-impact pieces.
Soon, sales talks become more about assisting, cycles quicken, and close rates soar.
In a competitive B2B world, simple yet strategic content gives you the edge.
Need help with Sales Enablement? Reach out for a free chat.
The Complete Sales Enablement Framework
Understanding how sales enablement simplifies complex B2B sales is just the beginning. To implement a comprehensive strategy that covers everything from content creation to measuring ROI, you need a complete framework.
Our comprehensive guide covers proven methods and best practices for sales enablement copywriting, including how to identify customer pain points, map content to the customer journey, leverage AI tools, align sales and marketing efforts, and measure success with key performance indicators.
For the complete framework, including specific tactics and techniques you can implement immediately, read our guide on Sales Enablement Copywriting: Proven Methods and Best Practices.
