It’s a tough time for sales teams. Virtual selling and a hyper-competitive economy have made it difficult to get a product in front of others. And you, as a marketer, are probably feeling the pressure.

What salespeople need now is the marketers involved to work directly with their team and create the best sales content to nurture leads and close deals.

Unfortunately, many marketers have found that their material does not meet the expectations of their sales teams. You’ve probably created dozens of solid content that sales reps never even touch.

Even with the best of intentions, much of the content marketers create can be misunderstood or put under the rug, resulting in more work on both sides, with less results.


But you have the power to alleviate that stress by working closely with the sales team, determining what works, staying on top of market trends, and actively creating new content that sales reps will actually use.

For better sales content, collaborate

Collaboration is essential. But don’t just do it lip service. I speak real collaboration.


Marketing managers and salespeople need to communicate regularly, sometimes daily, with each other, as well as with managers, other departments and subject matter experts across the company, who can provide insight into the current state of affairs. .

Do not favor one department or representative over another; If there is a breakthrough or a new lead, share it with everyone involved to find the best approach and prepare the team.

If, for example, you post a video for your sales team and something has changed in the market or with the needs of prospects, allow comments that lead to constructive discussions and solutions for future content. There is no better way to know if your work is paying off than to ask.

Communication from both sides provides marketers with valuable information, which often leads to better content with tangible benefits for the sales team.

An open, direct line makes it quick and easy to resolve issues.

As a marketer, rather than just posting new content, you can activate new guarantees by sharing an overview of the resource, its target audience, and potential discussion leads so sellers know how to use the resource. A short video explaining the new asset is easy to create and quick for sellers to view on their own schedule.

Sales teams can review the material and respond quickly with questions and suggestions. A conversational style will involve both parties far more than transactional communication models where there is little or no dialogue (which happens more than you might think).

Give feedback and be transparent

New sales opportunities can arise anywhere, anytime. Constant communication between all parties involved keeps everyone up to date live, making the job of marketing easier and more efficient while creating more opportunities for sales reps to use their content.

As with pre-recorded videos, comments help everyone involved and lead to better collaboration on future materials. Teamwork at every step of the sales process helps marketers understand what works and how to effectively produce fresh content.

You can also ask your sales teams to share relevant information. Presentations and videos showing ‘what a good looks like’, competitor updates and information from conversations with prospects allow you to improve and adapt your work to current market trends and weak points of the market. buyers.

The best thing a marketer can do is understand what the sales team expects from them. With effective feedback, marketers have access to information about what they can reuse for better use in the future, and what just isn’t working.

Take advantage of virtual tools

Now that sales teams are working remotely and virtual selling has become the norm, you need to use the tools at your disposal to figure out how to give teams easy access to content and peer-to-peer collaboration across time zones.

A website or desktop app is great, but take it a step further and make sure it’s available on mobile devices. This way, busy reps can access your content wherever they are and stay on top of relevant content when they are away from their computer, especially when they need it, when talking to prospects and to customers.

Live web calls are a great way to check in, but they don’t always fit into a team’s schedule. Pre-recording videos of new content, marketing updates, and general news is a great way to teach sales teams about new material without forcing them to waste time in their work.

Videos can explain current campaigns, future strategies, weekly goals, or whatever is relevant to the parties involved. Sales teams will be relieved to know that they can watch and engage at their own pace, and your material will be put to better use.

Much like prerecorded updates, events like sales launches and nationwide meetings excite sales teams and keep them up to date with what’s happening in their market. Capturing and reusing these events as marketing tools is a great way to remind salespeople of important goals.

To keep the team energized, record these meetings and divide them into easily accessible sections. Representatives can then watch them at their own pace without having to be present during the event. Even at the end of the year, clips can serve as a reminder about your team’s priorities.

Streamline your sales content efforts

The biggest challenge in creating sales content is making the whole process intuitive and dynamic, ensuring easy access to the content. If you have 10 apps to solve 10 different problems, constant communication becomes tedious and time consuming.

By integrating new content natively into the day-to-day tech stack of sales reps, your team will save time, effort, and, in the long run, money. Streamlining things for the sales team will pay immediate dividends.

* * *

The best way to create really used sales content is to look at previous results. What do sales people use the most? Which assets are never used and why? Watch the analytics to see which pieces of content move the needle and receive positive feedback. And if you can, listen to recordings of sales calls to see for yourself which messages work best.

From there, focus on new content that emulates previously used content and keep updating it. This creates an easy transition for sales teams and less time spent on onboarding.

By encouraging more consolidation and collaboration, you can create relevant content that sales reps can learn quickly and intuitively.

More resources on sales content

How to create attention-grabbing buyer-focused sales content

The state of return on investment of sales content [Infographic]


Six pieces of content to help your sales team close more deals

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