A common frustration among content marketers is seeing their well-crafted content being ignored by sales reps. Depending on who you ask, the estimates for how much content goes unused by sales vary from 60% to 90%. So how do you get sales to get on board with content and leverage the content you’re producing? Many times, salespeople see the primary function of these pieces as lead generation tools. However, by encouraging your team to use them as tools for cultivating relationships with current clients and leads, you’re able to essentially kill two birds with one stone: generate new leads & equip your sales team with resources to help them succeed. 5 Ways to Equip Your Sales Team with Content Marketing Here are five ways your sales team can use the resources you generate from content marketing to cultivate relationships, shorten the sales cycle, and close more leads:
- Send the downloadable content to a decision maker who has stalled in the buying process. This is a legitimate opportunity to see if you can get things moving forward again.
- Blast the downloadable content to your existing clients to remind them that you are still there. Everyone likes to know that others are looking out for them.
- Print the downloadable content out in color and include that with seminar or workshop materials. Give them something of value that doesn’t ask them for a signature at the end.
- Include it as part of your follow-up to a conference call or onsite meeting when appropriate. Again, this is another way you can separate yourself from the competition and interact with the prospect in ways that benefits them and you.
- Use downloadable content to add credibility to your product or service. Independent research, case studies, and white papers remind the prospect of what you discussed and can be used to affirm your position. You’re also helping your internal champion “sell” you to all the people involved in the decision process.