3 Effective Ways to Share Content Between Marketing and Sales

By Christina Aiello

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According to SiriusDecisions, 70% of marketing content is never utilized. Marketing invests time and dollar resources into creating collateral and then sees their well-written and meticulously-researched content sit unused, trapped in marketing limbo. Marketers are constantly under pressure to generate content to help sellers channel, win, and close more deals. So why is so much marketing content wasted? The problem is that sales reps can’t find it or don’t know what content to use and when. So, how exactly do you get sales to leverage the content you’re producing?

Here are 3 creative and effective ways to help sales use content that will keep your reps coming back for more.

1. Social Media

As a marketer, it’s important to compose a variety of tweets or Facebook posts for your sales team to use to introduce and promote your content in a way that highlights its value. This will decrease the administrative burden on sales reps so they can focus on what really matters: selling. It will also ensure the right messaging is consistently being shared across your organization.

2. Personalized Follow-Up Emails

A study by Aberdeen found that personalized email messages improve click-through rates by an average of 14% and conversions by 10%. To help with engagement rates, sales reps should tailor their follow up emails to demonstrate that they understand the industry challenges their prospects face. In parallel, marketers should urge sellers to include a link to a relevant piece of content in those follow-up emails to position their company as a resource the buyer can trust. This tactic works best when the content addresses a prospect’s unique problem and is actionable enough for them to apply immediately to their own strategies.

Providing sellers with an overview of your content in context with what’s going on with their deals will help reps understand what content resonates with their audience. It will also prepare them to hold more engaging and personalized conversations with prospects based on each unique sales situation.

3. Technology

Because sales intersects with so many departments, it can be easy for important information and documents to get lost in the shuffle. You can deliver a never-ending stream of email templates, call scripts, collateral, and messaging to your sellers, but unless it’s the right content at the right time, it’s an information overload. A sales enablement solution will help to reinforce your content strategy because it provides a single-source-of-truth to store, update, and track the usage of content. This type of tool allows your sales team to increase deal velocity and eases the burden on content owners because they can manage the entire content lifecycle in one location.

Marketing and sales teams are more efficient when they work together. By making a few small process changes you can improve your sales enablement effectiveness and increase content distribution at every stage of the buying process.

How do you get the right content to your sellers at the right time? I would love to hear in the comments below!

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