We are now in an age where buyers expect more and more. And because the buyer is always right, we have to play by their rules. It’s no longer acceptable to just hand off the same old plain, generic content that might’ve worked 10-15 years ago. SiriusDecisions reports that 82% of decision makers believe sellers are unprepared. These days Sales needs to be equipped with dynamic sales materials to ensure they have the best possible chance of closing a deal. Without a dedicated process for creating, delivering, and measuring the success of dynamic sales materials Sales will not be positioned for success.
What are dynamic sales materials?
Dynamic sales materials are pieces of content that speak directly to a buyer’s needs and can be quickly updated to reflect shifting priorities. Dynamic sales materials are not static pieces of content that are used generically throughout the buyer’s journey; those can be thrown right in the trash as far as I’m concerned!
When a buyer reads a dynamically created piece of content, they should feel like it was created especially for them. Like one of the mixtapes you planned to give to your crush that you agonized over. After reading the materials the buyer should feel like your organization is the only one in the world that truly understands them and can solve their problems. Similarly, your sellers should feel empowered to create dynamic sales materials and send them to potential buyers.
How do you create dynamic sales materials?
Now here comes the rub, if dynamic sales materials were easy to create, everyone would be doing it all the time. Generic content that speaks broadly to an organization’s value points is more popular because it’s easier and more efficient to create. Without the proper platform, both Marketing and Sales are not going to be able to effectively create dynamic sales materials.
Utilizing a smart platform that enables both sellers and marketers to create these materials is the only way an organization can truly undertake a dynamic sales material strategy. Both Marketing and Sales have needs that are almost at odds with one another when it comes to this topic.
Marketing wants to retain tight control on materials that are created to ensure brand consistency and compliance. Sales wants the content created yesterday and wants to deliver it as fast as possible. You can see how those might be competing interests.
The solution is to leverage a platform that allows Marketing to create ‘living templates’—content that can be locked down from a brand and compliance standpoint, but free to edit for filling in a buyer’s unique situation. By giving Sales a self-service platform where they simply have to plug and play with data from any source they want, or information they’ve gathered through conversations, dynamic sales materials can come together in no time.
Measuring the success of dynamic sales materials
Creating dynamic sales materials is well and fine, but without measuring the success of their efforts an organization won’t truly know if their efforts are worth the while. Putting the time and money into investing in a platform that enables dynamic sales materials requires that the returns be measurable.
The results can’t simply look at low-level statistics like open and click-throughs either. Marketers and sellers need to have a good idea of how engaged a buyer is, and what engages them the most.
That’s why when thinking about leveraging a platform that can create dynamic sales materials you should also take a close look at the reporting and analytics the system offers. You want your sellers and marketers to be able to get as granular as seeing how long a buyer spent on each page, what section they spent the most time on, and even the ROI of a particular piece of content.
The ability to effortlessly create dynamic sales materials is one of the most powerful arrows a seller can have in their quiver. With that process available to them they can quickly create engaging content that directly speaks to a buyer’s needs and measure the success of the content itself—ultimately resulting in more won deals.