By Christina Aiello
66,198 Google searches, 2,679,820 Emails, 7,989 Tweets – this is what happens in one second on the internet (internetlivestats.com).
Some of this mind-boggling volume is made up of prospective customers. They are searching for solutions (like yours) on Google, following companies (like yours) on Twitter, receiving emails from sales reps (like yours) in Outlook, and visiting websites (like yours) as a result.
All of these activities have one thing in common: they require the right content to be there when a prospect looks for it. The same concept applies to your sales team – it’s essential that they understand the importance of bringing valuable content to their prospects at the right time in the buying cycle.
However, only 20% of marketing’s content gets used by sales, despite the adoption of sales portal technologies.
This issue is frustrating (to say the least). It’s frustrating for marketing professionals that want to help salespeople. And it’s frustrating for sales teams that know the importance of bringing valuable content to their prospects.
So, what’s the deal?
To help you understand what marketing materials work best, SAVO gathered data from over 1 million users.
Let’s take a look at what we found:
A Few Key Takeaways
Datasheets, Presentations, and Implementation Guides Are Still Sexy
Reigning in the top three for most reliable content types, datasheets, presentations, and implementation guides have a better chance of being shared by sellers and viewed by prospects at any stage in the buying cycle. This data should push marketers to assess their content regularly to be sure it’s up to date with the latest messaging.
The Late Stage Show Stopper
Videos perform better during the late stages of the sales cycle. However, videos are shared by reps 10 times more at the beginning of a prospect’s journey. Potential buyers complete a substantial amount of research before speaking with a sales rep – which makes a video that can be quickly shared with other decision-makers in their organization so appealing. If you invest more effort and budget into creating compelling content and emphasize the importance of sharing it later on in the buying cycle your sales will climb.
With so many decision-makers now influencing a B2B sale, reps need to be able to provide value that will advance the deal. Much of that value can come from sending the right piece of content at the right time. But if a rep can’t find the right material, or the rep lacks confidence in the content, lost opportunities transpire.
To get more information on, What Content to Build for Sales download the entire report here. It will give you a better understanding of what content works best for different industries, seniority levels, and sales stages and how it can drive revenue for your business.
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