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How To Create Relevant Content Your Sales Team Can Use

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As B2B marketers, we often spend our time meticulously planning, creating and promoting content to grow our audience and engage new prospects. But that well-crafted content often goes unused by sales teams.

Equipping sales with content can help establish thought leadership which has the power to start new conversations, build relationships with prospects and shorten sales cycles. The right content can pay dividends in your sales team’s pipeline.

This deck goes over how marketing can create content sales will love and how to make it easy for sales reps to find content and share assets with their prospects.

Published in: Sales
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How To Create Relevant Content Your Sales Team Can Use

  1. 1. WEBINAR How to Create Relevant 
 Content Your Sales Team 
 Can Use
  2. 2. Speakers Brittni Kinney 
 VP
 influenceandco.com
 Tweet: @bkblackandgold Brittni Kinney is a VP at Influence & Co. who loves discussing how content marketing can help any marketing strategy achieve its full potential. She likes her coffee black and her whiskey straight, and she loves traveling.  Daniel Ku is the Director of Marketing at PostBeyond and has spent the past several years in content marketing, social media, and demand generation. Outside of work, Daniel likes to practice his squat form, listen to podcasts, and tell bad puns. Daniel Ku
 Director of Marketing
 postbeyond.com
 Tweet: @danielku20
  3. 3. The Problem With Content An estimated 80 percent of content 
 created by marketing goes unused by sales. Source: https://smallbiztrends.com/2018/08/aligning-marketing-and-sales-content.html
  4. 4. Specifically, we’ll touch on: Aligning sales and marketing on what content to prioritize
 Determining what content your sales team needs to engage prospects
 Getting your sales team to share content
  5. 5. Reduces work
 Produces better content
 Gives decision makers tangible resources
 Establishes thought leadership
 Has provable ROI Aligning Sales and Marketing — Why?
  6. 6. Aligning Sales and Marketing — How?
  7. 7. Aligning Sales and Marketing — How? Hold regular meetings and brainstorms. Use these questions as a jumping-off point to guide your conversations: What questions do you get that take a lot of time to answer?
 What’s the most common reason leads give for not moving forward?
 What’s a piece of content you wish you could send that you don’t already have?
 What’s the most popular piece of content you send?
 What are some ways you’ve described the company’s services or products on a call that have gone over really well?

  8. 8. Aligning Sales and Marketing — How? Create channels on Slack or other chat platforms.
  9. 9. Aligning Sales and Marketing — How? Conduct a survey.
  10. 10. Aligning Sales and Marketing — How? Share customer insights.
  11. 11. Aligning Sales and Marketing — How? Shadow sales calls.
  12. 12. Aligning Sales and Marketing — How? Gather knowledge.
  13. 13. How to Get Your Sales Team to 
 Use Content Effectively 7 ways to help your sales team use and share content
  14. 14. Document your strategy. 75 percent of highly aligned marketing and sales teams have a documented content marketing strategy. How to Get Your Sales Team to 
 Use Content Effectively source: https://contentmarketinginstitute.com/wp-content/uploads/2018/05/Final_CMI_LinkedIn_Research-March-2018.pdf
  15. 15. Involve sales in the content creation process. How to Get Your Sales Team to 
 Use Content Effectively
  16. 16. Align content to the sales process. How to Get Your Sales Team to 
 Use Content Effectively Awareness Consideration Decision My business has 
 a problem! I need to do 
 online research. It looks like this company might be able to help!
 I’ll learn more. This company can definitely help me solve my problem. I’m going to work with them.
  17. 17. How to Get Your Sales Team to 
 Use Content Effectively Send email updates with newly published content.
  18. 18. Gamify content sharing. How to Get Your Sales Team to 
 Use Content Effectively
  19. 19. How to Get Your Sales Team to 
 Use Content Effectively Create a resource library.
 79 percent of highly aligned teams reported having a central location where sales reps can access content created by the content marketing team. Source: https://contentmarketinginstitute.com/wp-content/uploads/2018/05/Final_CMI_LinkedIn_Research-March-2018.pdf
  20. 20. How to Get Your Sales Team to 
 Use Content Effectively Content leads to revenue.
  21. 21. The Content Marketer’s Guide to Sales Enablement This guide outlines all the tips we discussed today and will help align your sales and marketing teams and ensure your sales reps are using your content effectively. Free consultation! Set up a completely hassle-free call and get your questions about content marketing answered. Link to resources above: https:// offers.influenceandco.com/postbeyond-webinar- promopage Resources Influence & Co.
  22. 22. Resources Employee Advocacy ROI Calculator
 Use our ROI calculator to determine the value from having your team social sell, leverage your employer brand on social or spread your company's thought leadership.    
 Link to the resource above: https:// postbeyondroi.postbeyond.com/
 PostBeyond
  23. 23. WEBINAR Questions?

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