The modern buyer has created quite a conundrum for marketing and sales teams. They do so much themselves—find answers to their problems, research products, and make up their minds. And that’s all before they even think about reaching out to your company.
We’re in the era of self-service buyers. And we have two options:
- Hum and haw about it. How dare those buyers educate themselves!
- Or, create really good content that answers their questions and builds trust with our brands—before we even talk to them.
We like the sounds of number two. The problem? Too many marketing teams spend too much time creating content that sales doesn’t use. And too many sales teams have no idea what content they’re supposed to use, where it lives, or how to access it.
Problem? Yes. Easily fixed? Also yes….with a content enablement solution. Here are the top 5 reasons you need a content enablement solution….like yesterday.
1. Content Will Nurture Self-Service Leads
You’ve known for some time now that buyers are in control. And if you didn’t….ring, ring, 2022 is calling. ☎️
Most buyers are 70% along in their buyer journey before they reach out to sales. So how are they finding the information they need without involving your sales team?
The golden answer: Content.
Content is king when it comes to engaging with self-service buyers. When you simplify the way you distribute and activate content, you give your buyers what they need to make informed buying decisions. You also support your go-to-market initiatives and ensure that your content advances deals.
2. Centralized Content Will Enable Your Remote Sellers
If a percentage of your sales team will be working from home or other remote locations in 2022, then having a central place to host and distribute your sales enablement content is vital. Content enablement platforms help your marketing department easily upload and distribute internal and external content to sellers and partners for instant access from any location and on any device (phone, desktop, laptop, tablet).
3. Content Collections Will Boost Your Relevance to Buyers
Gaining and keeping the attention of your buyers has never been harder. This means your sellers need to make their content both relevant and timely—relevant to particular buyers, and available just when buyers need it. A digital sales room is a perfect way to share and engage with the content - and to keep a running record of engagement and what content is effective.
Robust content enablement platforms let you group sales collateral and other content assets into go-to-market collections. You customize each collection based on the unique needs and GTM strategy of each buyer. With each unique collection:
- Your sellers have everything they require for each GTM program in one place.
- Your sellers create collections relevant to specific buyers.
4. A Content Hub Will Put All Sales Content Within Reach
Spend a few minutes with your sellers, and you’ll quickly discover that they waste way too much time and effort each day hunting for the right content for each buyer conversation. But when you consolidate all of your sales enablement content into a single, centralized content hub, you put your content within reach.
The best sales content hubs offer a combination of browsing, searching, and custom tagging to make content fast and easy to find. Content is tagged for easy findability tags based on buyer persona, pipeline stage, industry, product, region, or another criterion that suits your sales cycle. Plus, you assign keywords to each piece of content so that your sellers easily and quickly find and filter content by keyword.
5. Content Engagement Analytics Will Improve Your Effectiveness & Help Win Deals
Visibility into content usage, buyer engagement, and in turn, buyer intent isn’t just a 2022 trend—it’s absolutely vital for now and the future.
Sales content platforms increase your visibility into which reps are using your content, what they are using, and how and when buyers are engaging with that content. This insight allows for quick and easy follow-up with buyers just when it’s needed - leading to increased win rates.
Sales content platforms use real-time analytics to give you a better view of content engagement for a variety of contexts. This increased visibility helps your marketing team prove the payoff on your sales content investments, and optimize your content strategy.
Is Content Enablement On Your 2022 Strategy List?
Success with content enablement in 2022 is going to be all about putting the right content into the hands of the right sellers for use during sales conversations—with the right buyers at the right time. To take advantage of this trend, centralize your sales content with a content enablement platform like Modus. Put all your content in one place, grouped and organized into useful collections, tag it to make it easy to find, then track your analytics to ensure you drive the ROI and sales results you want in 2022—and beyond.
Modus can show you how. Let’s chat.