Sales enablement content is a form of digital collateral that is designed to help sales professionals and marketing teams to increase their success rate, shorten the sales cycle, and close deals faster.
These types of content are vital to your sales enablement strategy and empowering sales teams to reach their goals quickly and effectively. Investing in quality resources that aid your selling process will undoubtedly lead you closer to closing those deals faster than ever before.
So, without further adieu here are the top 10 types of sales enablement content that we use at Interrupt Media and help build for our clients sales funnel.
1. Product One-Pagers
Detailed product sheets and one-pagers help your sales team showcase the benefits of your products or services more confidently by explaining their unique features and benefits.
One-pagers often include easy-to-understand descriptions of the features, benefits, pricing options, and a strong call to action (CTA). These resources should be printable and downloadable so they can be used at in-person events as well as email conversations.
When it comes to product sheets, you can also include infographics and videos (in a digital version) of your product in action or explain how it works. This can help prospects see the value of your offering and aids in closing a deal faster.
2. Customer Testimonials and Case Studies
Nothing speaks louder than the success of your customers. Showcase real-life case studies of customer success that demonstrate why and how you are creating value for other businesses. It is important to be sure that your case studies are well-written, tell a compelling story, and highlight the value of your product or service.
You can also include customer reviews and ratings on your website or in sales presentations. This will help to gain the trust of prospects and show them why your business is the best option for them.
Check out this case study one we recently did for a client.
3. Battle cards
A battle card is a type of sales enablement asset designed to help sales teams respond to competitive challenges and objections during customer meetings and negotiations. Battle cards typically consist of a one-page or two-page document that provides a quick reference for key information about a competitor and a comparison of their product or solution to your own.
The goal of a battle card is to arm sales reps with the knowledge and arguments they need to effectively respond to objections and position your offering as the best choice for the customer. Battle cards can include information such as a competitor’s strengths and weaknesses, differentiators, and relevant case studies or testimonials.
They can also provide insights into common objections and recommended responses. By giving sales reps a comprehensive understanding of the competitive landscape and a strategy for handling objections, battle cards can help increase win rates and close more deals.
4. Sales Presentations and Decks
Sales presentations and decks are a great way to showcase your brand, product, or service. They should be well-designed and feature visuals that help prospects understand your offering quickly and easily.
Your sales presentations should also include customer testimonials, FAQs, case studies, use cases, or success stories to help prospects see the value of your product or service. In addition, you can include a Q&A section to help prospects make an informed decision.
This resource should also be downloadable and shareable with prospects to help them make a decision faster.
5. Product Demos and Videos
Product demo videos are a great way to explain the features and benefits of your product or service. They can also be used for video testimonials showcasing how a customer has benefited from using your product or service.
Product demos and videos should be well-produced, informative, and easy to understand. They should also feature visuals that help prospects digest the information quickly.
Product demos are especially important if your product or service is complex or hard to explain. They allow potential customers to get a better understanding of how your product works and what it can do for them.
6. Ideal Customer Personas
An ideal customer persona (ICP), or buyer persona, is a comprehensive profile of your target customer, based on market research and data analysis. It includes demographic information, behavior patterns, pain points, goals, and challenges faced by your target audience.
When creating sales enablement assets, having a clear understanding of your ideal customer persona helps you tailor your messaging and approach to meet their specific needs and objections.
A well-defined customer persona also helps sales teams prioritize their efforts, focus on the most important features, and communicate more effectively with prospects. By aligning sales enablement assets with your customer personas, you can increase the chances of closing more deals and improve the overall sales process.
Additionally, regularly updating and refining your customer personas as market conditions change can ensure that your sales team always has the most current and accurate information to work with.
7. Customer Journey With Content Mapping
A customer journey with content mapping exercise is a process of mapping out the different stages and touchpoints a customer goes through when engaging with a company, along with the specific content and messaging that is most effective at each stage.
The goal is to identify the best opportunities to educate and influence customers with relevant, targeted content that moves them closer to a purchasing decision. This information can then be used to create sales enablement assets, such as presentations, emails, brochures, case studies, and videos, that can help sales teams close more deals.
By providing sales reps with the right content at the right time, they can build trust and credibility with customers, address objections, and differentiate their offering from the competition. A well-executed customer journey with content mapping exercise can provide a significant boost to sales performance and revenue growth.
8. ROI Calculators and Cost-Benefit Analyses
No one wants to make a purchase without knowing what their return on investment (ROI) will be. ROI calculators and cost-benefit analyses are great resources to help the target audience make an informed decisions.
These tools allow prospects to enter the cost of your product or service along with any projected savings they may receive from using it. This helps prospects determine the potential ROI of their purchase and make an informed decision quickly.
These resources can also be used to compare different products or services to one another. This allows prospects to see which one offers them the most value for their money.
9. White Papers
White papers provide credibility and trust to your brand. Instead of just relying on your own expertise, you can provide potential customers with research and industry insights to help them make a more informed decision.
White papers should be well-researched and provide valuable information about your industry or niche. They should also feature visuals and graphs to help prospects understand the data more easily.
10. Sales Training Materials and Playbooks
Sales training materials, sales scripts, and playbooks are great resources to help salespeople understand your product or services better. They should provide detailed information about how the product works and how to sell it effectively.
These materials should also include best practices, tips, tricks, and strategies that sales team members can use when talking to prospects. This helps ensure that sales team members understand the product and are able to effectively explain it to customers.
Tips for Creating Effective Sales Enablement Content
Now that we’ve shared the top 10 pieces of sales enablement content that we use (and build for our customers), let’s cover a few best practices when creating sales enablement content.
Customize Content to Address the Specific Needs and Pain Points of the Potential Customer
Generic pieces of content fail to resonate with customers and can turn them off from your product or service. Make sure you tailor your content to the specific needs of your target audience. For example, if you’re selling software to small businesses, create content that speaks to the unique challenges those businesses face.
Use Clear and Concise Messaging That Highlights the Value of Your Product or Service
This helps prospects understand why your product or service is the best choice for them. Make sure you explain how your product or service solves their problems and makes life easier for them.
Utilize Visually Appealing and Engaging Design Elements
Visuals are more likely to grab the attention of prospects and keep them engaged. Use visuals such as graphs, charts, screenshots, or videos to help prospects understand the information more quickly.
Make Sure the Content is Easily Accessible and Shareable for the Sales Team
The right content should be easy for the sales team to access, share and use during sales calls. This ensures that your sales reps has the most up-to-date resources available to them.
How Interrupt Media Can Help with Producing Winning Sales Enablement Assets
Interrupt Media is a full-service marketing agency that specializes in creating sales enablement assets. We create custom content such as white papers, research reports, product guides, FAQ sheets, and playbooks that help you engage and educate prospects.
Our team of writers, designers, and strategists work together to create engaging, high-quality content that resonates with your target audience. We also offer ongoing support services, such as content maintenance and optimization, to help you keep your content up-to-date.
Whether you’re looking for a one-time project or ongoing support, Interrupt Media can help you create the sales enablement assets your business needs to succeed. Contact us today to learn more about our services and how we can help you.