They allow buyers to educate themselves at their own pace. Salespeople position themselves as trusted advisors with answers to individual problems. Multimedia training content, video sales coaching, and short, practical lessons for immediate application are ideal.
According to LinkedIn, 93% of B2B decision makers are more likely to work with a company when salespeople personalize the contact process. Content marketing content is considered a pure marketing tool that helps move leads through the sales funnel to the sales team.
However, content strategy can also be integrated into sales enablement activities. This bridges the gap that often exists between sales and marketing. When planning a sales enablement strategy, focus on this content:
E-books and whitepapers: premium content such as e-books and whitepapers are a useful way to generate and qualify leads. In addition, they serve as a useful sales enablement tool
Videos: The amount of time potential buyers spend watching videos is increasing every year. Creating video content is a great way to explain complicated issues or provide customers with a short, engaging and informative product demonstration
Case studies: A case study tells a story and informs potential customers how other companies have solved a similar problem using the product or service offered.
Content marketing is a critical part of marketing strategy, but it's also important for sales.