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The Comprehensive Guide to Developing Effective Sales Enablement Content
The Comprehensive Guide to Developing Effective Sales Enablement Content
Anubhav Bhatt

Content Developer

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The Comprehensive Guide to Developing Effective Sales Enablement Content

08 Feb 2022

Sales enablement tools are invaluable for today’s B2B organization. They help sales teams drive growth and foster better client relationships — all essential for a company to meet its goals. Sales enablement is the process of helping sales reps assist clients in making a decision by providing the right content at the right time. However, despite content being one of the critical tools in sales enablement, 78% of clients claim that sales reps do not provide them with the relevant sales enablement content.

Over the last five years, the growth in content development has been exponential, and we’re witnessing almost every brand investing heavily in content today. So, in this article, we’ll help you identify the types of content you need for sales enablement and how to create them by collaborating with various teams.

What is Sales Enablement Content?

Sales enablement content is the content required by sales reps to use throughout the selling process to help clients as they need it. Salespeople need to have knowledge of buyer journeys and send content accordingly. Despite being in the market for so long, this is still one of the major challenges to tackle in sales enablement.

Sales enablement content covers the prospects’ needs product-related questions and offers a realistic view of how your product is better than the competitors.

As per a statistic, 58% of sales pipelines stall because sales reps are unable to add value to buyers. This means sales enablement content has to be connected to marketing, and content teams need to create the content required by the customer.

How to Create Sales Enablement Content

Since we now understand the sources of sales enablement content, let us now explore the complete process of sourcing and deploying the same content.

Leverage Customer Conversations: The target of your sales enablement content should be your buyer. For this, we need to rely on customers to capture the questions and objections and identify content that could enable sales. As discussed earlier, sales calls are a great place to start. One can gather insights and figure out the gaps in the sales content.

The variety of content you can create from customer conversations include:

  • Sales scripts
  • Video testimonials
  • Product walk-throughs
  • Objection Handling
  • Onboarding Content

Unraveling Product Documentation: This includes product specification documents, product comparison charts, and hidden technical details. Even though these aren’t meant to be shared externally, with a few tweaks, you can turn them into sales enablement content to equip yourself to handle technical questions from prospects.

The types of content you can create using product documentation include:

  • Product Cheat Sheets (spec doc)
  • One-pagers
  • Product Comparison Charts

Understanding Existing Customers: The benefit of this is your customers already trust your product and brand. Leveraging data from existing customers can help you understand the decision-making variables in your product that made them take it. You can create highly relevant assets based on your existing customers by utilizing this data.

Different kinds of content we can pull out from existing customers include:

  • Product Comparison Charts
  • Competitor Research and Analysis Materials
  • Product features analysis

Utilizing Customer Success teams: Customer success teams have access to direct conversations with your best customers and learn what worked for them. In other words, you can get written customer recommendations, detailed case studies, new use cases, and more from your customer success teams.

Your customer success teams can help you create:

  • Product specifications
  • Written testimonials
  • Logos
  • Case Studies and Other Customer-Centric Content

Pulling from Marketing Data: Even though content marketing and sales enablement go in different directions, there’s an overlap in content. For instance, a blog post can serve as educational content to help buyers get industry-standard solutions to their problems. You must have noticed Draup’s Resource page and the educational content we publish to help our clients get the best insights into different markets. You can analyze your marketing data to identify the top-performing content that fits your needs.

From your marketing data, you can source:

  • Informational blog posts
  • eBooks and Whitepapers
  • Case Studies

Rediscovering Internal Knowledge Base: Every company has an up-to-date knowledge base to help new hires learn more about the company, its vision, products, policies, and more. You can rely on a knowledge base to create sales enablement content as well.

The type of content you can create using this includes:

  • Company profile
  • Competitor Research and Analysis Materials
  • Logos
  • Buyer personas and ICPs
  • Email templates

Sales enablement content is an up-front investment but one that pays off over the longer term. For it to work, you must continually make improvements and updates to your existing content using the different sources discussed above.

Draup is a sales enablement tool that tracks millions of data points and provides specific insights about prospects in the form of digital intentions. These insights will help the content team and the sales and marketing team create targeted and effective sales enablement content.