A huge part of any marketing campaign is the bit where the content we’ve spent months working on goes live for the whole world to see. Or at least the hyper-focused intended target audience.
But what happens once you’ve engaged a buyer? Your salespeople don’t become product experts overnight – they need all the information to hand when potential buyers come knocking. Which is why every B2B campaign should include some form of sales enablement to complement all the customer-facing content as standard.
Sales enablement is all about providing your sales team with the resources they need to make more sales – these resources usually include a range of tools that make information easily digestible and accessible. And these tools aren’t limited to product information, they can include everything from buyer personas to market challenges. In short, the point of sales enablement is to give salespeople everything they need to engage the buyer throughout their journey.
Sales enablement tools are valuable assets for B2B campaigns, here are a few reasons why.
Salespeople need content that provides all the necessary detail in the most engaging way. Sales tools keep things simple, ensuring that teams are all referring to documents created by the marketing team when discussing a product. They keep communications consistent across different channels, meaning that buyers will encounter clear and concise messaging at every stage of the buying process.
Sales and marketing really do go hand in hand, and there’s little point in devising an entire B2B campaign plan that neglects to address how salespeople will help close deals once leads are created. The job of marketing is not only to create leads, but to help salespeople facilitate successful conversations once leads have been established. Introducing sales enablement tools into a B2B campaign as standard will naturally result in better collaboration between sales and marketing.
The purpose of a sales tool is to take the guesswork out of your sales process. Your salespeople want to be talking to customers, not pouring over reams of product specifications. They need to know what the product is, the problems it solves, why the buyer needs it and how to talk about it. And (good) sales tools will provide them with all this information.
The type of campaign you’re running will have an impact on the type of sales enablement tool your teams will find useful. In some cases, a one-pager will do the job perfectly. But for larger campaigns with perhaps multiple target demographics, you might consider creating multiple assets for different purposes.
No matter the size or scale of your campaign, it’s always wise to consider how a couple of pieces of great sales content might bring it all together.
See how we helped Vodafone to engage internal teams with marketing campaigns, and provided the tools to help them facilitate sales.