Organizations, big and small, are putting a lot of marketing content on their website. With the continued success of inbound marketing and to build mindshare among prospects and customers, organization’s websites are rich with, both, gated and non-gated content. Well crafted Whitepapers, Blogs, Case Studies, Analyst Reports, Industry News, etc. are available for consumption and subsequent action.
However, we see that organizations are limiting themselves by leveraging this content only to drive inbound leads and build mindshare. They are missing out big time on using this content in later stages of the buyer’s journey. Enabling SDRs (Sales Development Reps), AEs (Account Executives), and CSMs (Customer Success Managers) with relevant content can yield significant dividends.
Here are some concrete steps for marketing and sales enablement to make most of this missed opportunity:
- Funnel Focus. Don’t treat your website content with a single purpose of generating leads. Explore opportunities to leverage this content down the funnel at different stages of the buyer’s journey. Furthermore, it will drive efficiency. For the same effort, your customer-facing teams will have more options to engage their prospects/customers and drive relevant and effective conversations.
- Connecting the Dots. We know that you want to avoid redundancy. If a prospect has already downloaded a whitepaper from your website, you don’t want your SDR to be sharing that whitepaper again with the same prospect. That is why connecting the dots between your inbound content engagement and your outbound enablement efforts is important. Providing your sales team visibility on content engagement will help drive intelligent conversations and reduce the risk of redundant messages. Your ability to measure content engagement is another added benefit. By connecting the dots across the funnel, you can measure which content is more effective and continue to refine your investment in content creation and distribution.
- Consolidating Access. This is hugely important. We all know your customer-facing teams are busy. And they are not going to hop around from one system to another to find the right content for their conversations. Hence it is very important that irrespective of where the content resides (i.e. your Cloud Storage, your Website, Marketing Automation etc.), there has to be a single access point for that content. The moment you require your AE to step out of one app and access another app, you have diluted their engagement. They are less likely to follow that route next time. And more likely to email you (drain on your productivity) requesting that content.
- Relevant and Quality Content. One of our customers has 200+ Blog entries on their website. And while that is awesome, you don’t want to overwhelm your reps with too much content. Providing the right content to your account team is important. And that is why you need to invest in tools that will help you filter and identify relevant content for a particular scenario.
Reusing your content is the single biggest opportunity for a marketing team to drive efficiency and sales enablement. Not every member of your customer or prospect account is up-to-date on your content. Arming your account team with quality content elevates the quality of their outbound conversations. It is a win-win for everyone and a no-brainer.