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Interactive Content for Sales Enablement
What’s Inside• Why Sales and Marketing alignment is
important to sale enablement and how content plays a role.
• How to get Sales to use the content you produce.
• How the content you produce can fuel results.
Who creates the content that salespeople use in their selling efforts?
Who creates contentsales people need?
https://www.csoinsights.com/blog/creates-content-salespeople-need-along-customers-journey/
Marketing39.4%
Salespeople26.3%
Other 5.8%
Sales Ops/Legal 5.8%
ProductManagement
12.1%Sales
Enablement12.1%
What content is marketing creating?Blogs
Email Newsletters
Social Media Content
Ebooks/White Papers
In-Person Events
Webinar/Webcasts
Video (pre-produced) 30%
32%
36%
38%
40%
40%
52%
* 2017 Content Marketing Institute’s Research Report
Top Funnel/Lead Generation FocusedBlogs
Email Newsletters
Social Media Content
Ebooks/White Papers
In-Person Events
Webinar/Webcasts
Video (pre-produced) 30%
32%
36%
38%
40%
40%
52%
* 2017 Content Marketing Institute’s Research Report
Content Sales People are Creating
Email Templates Social Media Posts Proposals Sales Presentations Sales Scripts/Pitches/Questions
Mid-Bottom Funnel
Email Templates Social Media Posts Proposals Sales Presentations Sales Scripts/Pitches/Questions
(focused on inspiring changeand taking action)
Sales enablement…is the process of providing the sales organization with the information, content, and tools that help sales people sell more effectively. The foundation of sales enablement is to provide salespeople with what they need to successfully engage the buyer throughout the buying process. -TOPO
SALES FOCUSED ON REVENUE
MARKETING FOCUSED ON LEADS
REVENUE
SALES AND MARKETING SHOULD BOTH FOCUS ON
Highly-aligned organizations achieved
an average of 32% year-over-year revenue growth, while their less
aligned competitorssaw a 7% decrease.
- Aberdeen Group Study
32%
Creating the Feedback Loop
How ion does it:• Monthly Strategy Meeting with
Leadership-Dir/VP of Sales, CMO (bring action items to Sales/Marketing sync).
• Follow up with executional Marketing/Sales Sync. Leave with action items.
• Marketing Sprint attended by Sales, hold marketing accountable
Where do salesinsights come from?
• Marketing automation
• Sales Tech
• Conversations
ConversationsThe only one of these that isn’t static is sales conversations. And this is where the most valuable source for new content comes from. How do we bring this dynamic nature to the other sources we use to gather insights?
Insights Sales Team Needs and Wants
Role in purchase decision 37% 55%
Potential ROI from solution purchase 19% 61%
Budgeting for a solution 20% 66%
Decision Timeframe 23% 66%
Specific Pain Points Motivating Purchase 20% 71%
Readiness to Buy 21% 72%
Anticipation barriers to acquisition 14% 75%
Currently Receive Want to ReceiveData Type
What is Interactive Content?
An interactive content experience is participatory, often including a feedback
loop in which the outcome of the experience is directly impacted by the
interaction of the visitor.
Assessments Calculators eBooks InteractiveInfographics
InteractiveWhite Papers
Lookbooks& Tours
ResourceLibrary
SolutionFinders
Quizzes
Types of Interactive Content
Interactive Content for Sales EnablementIf you add interactive content into your sales enablement mix it will allow for three things:
Allow sales to supplement lead generation and lead quality efforts and provide better
insights to marketing.
Give sales access to effective content that the
team will actually use.
Better sales conversations that lead
to more revenue and quick sales cycles.
Supplementmarketing efforts• Teach sales how where to use (human
marketing automation platforms)
• Bring insights of what is working and what isn’t to syncs
• Bring more market awareness to marketing team
1
ion interactive Assessment
ion interactive Program Builder
Vantreo Sales Calculator
Symantec Calculator
Access to content/ensure usage
Team needs to be trained and content needs to be discoverable. Examples: website, wiki, sales enablement software that plugs into CRM, interactive content.
2
EVALUATION TOOLS
Sales Asset Matcher
Symantec Resource Library
Sammons Financial Group Agent Toolkit
Sammons Financial Group Agent Toolkit
Corporate Visions Sales Toolkit
Better conversations= More revenue
How to use the different pieces of content/buyer journey/what is helping get appointments and close deals.
3
Surfacing insightsMarketing automation to drive more sales qualified leads • Integrate interactive content into marketing automation campaigns.
ABM/social selling • Sales distribute useful content in a personalized manner to drive deeper visibility into prospects world.
Brainshark Sales Readiness Assessment
Rocket Software Downtime Calculator
ion interactive Sell-Side
Benefits of using ICfor Sales Enablement
Align Sales and Marketing Increase the value of the
content you create Spend time with the right
prospects at the right time resulting in faster sales cycles and drive revenue.
