How marketers can create better sales content


It’s a challenging time for sales teams. Virtual selling and a competitive economy have made it difficult to put one product in front of others. And you, as a marketer, are probably feeling the pressure.

What sellers now need is that involved marketers work directly with their team and create the best sales content to drive prospects and close deals.

Unfortunately, many marketers have found that their material does not meet the expectations of their sales teams. You’ve probably created dozens of solid pieces of content that sales reps won’t even touch.

Even with the best of intentions, much of the content marketers create can be misunderstood or tossed under the carpet, leading to more work on both sides – with less results.

However, you can relieve that stress by working closely with the sales team, figuring out what’s working, keeping track of market trends, and actively creating new content that sales reps actually use.

Work together for better sales content

Collaboration is key. But don’t just pay lip service. I’m talking about real collaboration.

Marketers and salespeople need to communicate regularly, sometimes daily, with each other, as well as with managers, other departments, and subject matter experts across the company who can provide insights into the current state of affairs.

Do not favor one department or one representative over the other. If there’s a breakthrough or a new head start, share it with everyone involved to find the best approach and prepare the team.

For example, if you are posting a video for your sales team and something has changed in the marketplace or with potential needs, allow comments that will lead to constructive discussions and solutions for future content. There’s no better way to find out if your work is producing results than to ask.

Communication on both sides provides valuable insights for marketing that often leads to better content with tangible benefits for the sales team.

An open, direct line enables quick and easy problem solving.

As a marketer, in addition to posting new content, you can activate new collateral by sharing an overview of the resource, intended audience, and potential talk tracks so sellers know how they are using the resource. A short video explaining the new asset is easy to create and quick for sellers to review on their own schedule.

Sales teams can review the material and quickly respond with questions and suggestions. A conversation style will involve both parties far more than transactional models of communication where there is little or no dialogue (which is more happening than you might think).

Give feedback and show transparency

New sales opportunities can arise anywhere, anytime. Due to the constant communication between all parties involved, everyone is informed live, which makes the work of a marketer easier and more efficient and offers the sales staff more opportunities to use their content.

As with recorded videos, feedback helps everyone involved and leads to better collaboration on future materials. Teamwork at every step of the sales process helps marketers figure out what works and how to effectively produce new content.

You can also ask your sales teams to share relevant information. Presentations and videos showing how good it looks, updates from competitors and insights from conversations with potential customers allow you to improve your work and adapt it to current market trends and buyers’ weak points.

The best a marketer can do is understand what the sales team needs from them. With effective feedback, marketers have access to information about what they can reuse for better use in the future and what just doesn’t work.

Use virtual tools

Now that sales teams are working remotely and virtual selling has become the norm, use the tools available to find out how teams can get easy access to content and peer collaboration across time zones.

A website or desktop application is fine, but take it a step further and make sure it’s available on mobile devices. This allows busy sales reps to access your content from anywhere and stay up to date on relevant content when they are away from their computers, especially at the moment of need when talking to prospects and customers.

Live web calls are a great way to check in, but they don’t always fit a team’s schedule. Pre-recording videos with new content, marketing updates, and general news is a great way to educate sales teams about new material without forcing them to devote time to their work.

Videos can explain current campaigns, future strategies, weekly goals, or anything relevant to those involved. Sales teams are relieved to know that they can watch and get involved in their spare time, and better use is made of your material.

As with previously recorded updates, events like sales launches and national meetings keep sales teams excited and keep them informed of what’s happening in their market. Capturing and reusing these events as marketing tools is a great way to remind sellers of important goals.

To keep the team energized, record these meetings and break them down into easily accessible sections. The employees can then watch them in their free time without having to be present during the event. Even at the end of the year, the clips can serve as a refresher on your team’s priorities.

Optimize your sales content efforts

The biggest challenge in creating sales content is making the whole process intuitive and dynamic, ensuring that the content is easily accessible. When you have 10 apps to solve 10 different problems, constant communication becomes cumbersome and time consuming.

By natively integrating new content into employees’ daily tech stack, your team saves time, effort and, in the long run, money. Streamlining things for the sales team pays off immediately.

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The best way to create actual sales content is to look at previous results. What are the most common uses of repetitions? Which assets are never used and why? Look at the analysis to see what contents are moving the needle and getting positive feedback. And if you can, listen to recordings of sales calls to see for yourself which messages work best.

From here, focus on new content that emulates previously used content and keep updating it. This creates an easy transition for sales teams and less time to onboard.

By promoting greater consolidation and collaboration, you can create relevant content that sales reps can learn quickly and intuitively.

More sales content resources

How to create buyer-centric sales content that resonates

The ROI of the sales status content [Infographic]

Six pieces of content to help your sales team do more deals


Jeffrey Rabinowitz