Content is the starting point for sales conversations.
Buyers are first exposed to your brand through your content, enticed into a conversation by your content, and convinced to buy because of your content. There’s no denying that content is critical to move the needle in modern deal cycles.
Though content is fundamental to drive business outcomes, it doesn’t function in isolation. Today’s buyers are exposed to an inescapable deluge of content from the time they wake up until the time they go to sleep, so creating and disseminating content isn’t enough – no matter how fast your marketers can crank it out.
Buyers expect Grade-A content. And although the quality of content matters, what’s even more important is that they get it in context – when they need it and where they want it.
This is why sales enablement technology promises to deliver “content-in-context” – to ensure buyers have the right content to remain engaged and sellers have the right content to work deals.
Sales enablement technology delivers content-in-context in 3 main ways:
Content-in-Context: Deal Cycle
Let me first note that when it comes to sales enablement, the definition of content is very wide. Content doesn’t just mean marketing collateral; it also includes coaching, process reinforcement, subject matter experts, and competitive battle cards… essentially anything sellers need to move the needle.
To work effectively, sellers need this vast array of content-in-context of the deal cycle. Instead of expecting sellers to guess what resources to leverage (or create their own), content is served up based on the circumstances of the deal. What products are on the table? What deal stage are they in? What industry are they selling into?
This way, sellers can have more insightful conversations – and give more impactful presentations – without wasting extra time curating their own content.
Content-in-Context: Existing Processes and Systems
Content-in-context also means giving sellers content in their current systems and sales environments.
Historically, sellers have been left to their own devices to source the content they need for customer meetings. This often meant digging through dozens or hundreds of content repositories that often turned into a dumping-ground for outdated, undifferentiated content.
Fortunately sales enablement technology streamlines these processes by incorporating content into existing systems like CRM, giving sellers a single-source-of-truth to access the resources they need.
Sales enablement can even boost CRM adoption because sellers are incentivized to keep their opportunities, leads, and contacts up-to-date. If they maintain accurate records in CRM, they’re presented with the most relevant content to move their deals forward. No more inputting CRM information for the sole sake of appeasing sales managers.
Content-in-Context: Buyer’s Journey
A third important piece of content-in-context is perhaps most vital: prescribing sellers with content-in-context of the customer’s buying journey.
Instead of following up with a one-size-fits all pitch or presentation, content-in-context gives sellers content that’s relevant to where buyers are in the purchasing process and what business problems they’re facing.
And since cookie-cutter content won’t cut it, this technology allows sellers to customize and tailor content, while staying on-brand and maintaining compliance.
Although content will always be king, best-in-class teams are shifting their strategy to focus on the context in which the content is delivered: the context of the deal cycle, the context of the systems it’s delivered in, and most importantly, the context of the buyer’s journey.