The modern buyer has created quite a conundrum for marketing and sales teams. They do so much themselves: research products, find answers to their problems, 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 buying. And we have two options:
- Despair about it. How dare those buyers educate themselves!
- Create really good content that both answers our prospects' questions and builds trust with our brands—before we even talk to them.
We like the sound of #2. But there is a problem.
Modern marketing teams spend too much time creating content that sales doesn’t use. And too many sales teams feel in the dark about what content they’re supposed to use, where to find it, 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 Nurtures Self-Service Leads
You’ve known for some time now that buyers are in control. 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 Enables Remote Sellers
If a percentage of your sales team works from home or other remote locations, 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. Sellers and partners get instant access from any location, and on any device—mobile, desktop or tablet.
3 | Content Collections Boost Relevance to Buyers
Gaining and keeping buyers' attention has never been harder. This means sellers need to make their content both relevant to particular buyers AND available just when buyers need it. A digital sales room is a perfect way to share and engage with content, while keeping a running record of what's most effective and engaging.
A robust content enablement platform should let you group sales collateral and other content assets into go-to-market collections. With each unique collection:
- Sellers have everything they require for each GTM program in one place.
- Sellers can create collections relevant to specific buyers.
4 | Content Hubs Put Sales Content Within Reach
Spend a few minutes with your sellers, and you’ll quickly discover way too much time and effort is wasted hunting for the right content for each buyer conversation. But when you consolidate all of your sales content into a single, centralized content hub, you put that content within easy 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 find-ability—based on buyer persona, pipeline stage, industry, product, region, or any criterion that suits your sales cycle. Plus, assigning keywords to content allows sellers to easily and quickly filter content and find what they need.
5 | Content Engagement Analytics Improve Effectiveness & Help Win Deals
Visibility into content usage, buyer engagement, and in turn, buyer intent isn’t just a recent trend—it’s absolutely vital for the future.
Marketing and sales content platforms increase your visibility into which reps are using which pieces of content, and how buyers are engaging with that content. These insights allow for quick and easy follow-up with buyers, just when it’s needed—leading to increased win rates.
Content platforms use real-time analytics to provide a better view of engagement for a variety of contexts. This increased visibility helps your marketing team prove the payoff on your content investments, and optimize your sales and marketing strategy.
Is Content Enablement On Your Strategy List?
Your success with content enablement today depends on putting:
✅ The right content into the hands of...
✅ The right sellers, to have conversations with...
✅ The right buyers at...
✅ The right time.
Enabling your organization to make it happen will make all the difference. When you centralize your sales content with a content enablement platform like Modus, all your content is in one place— grouped and organized into useful collections, tagged to make it easy to find, and tracked to ensure you drive the sales results you want this year—and beyond.
