How Can Sales Enablement Content Help You Close More Deals
Marketing
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Words by
Jennifer Poblete
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Last updated
December 29, 2023
How Can Sales Enablement Content Help You Close More Deals

Want your sales deck your sales team presents to be on point, outreach message to engage, or your follow-ups to get replies?

I bet, yes.

In the B2B SaaS industry, closing a deal (or losing it) sometimes comes down to one key element: effective communication. 

And sales enablement content bridges that disconnect between your sales team and customer engagement.

🔥 Need the specialized content now? Let us know what your content needs are by scheduling a discovery call. 

The result? Your sales team has meaningful, meaty conversations with potential clients. 

Interested in sales content that is engaging, informative, and, most importantly, persuasive. Keep reading to explore how this game-changer can help you close more deals and redefine your sales success.

What is sales enablement content?

Sales enablement content is the material or content designed to support and enhance the effectiveness of sales teams in selling. The objective of such content is to enhance the team's understanding and presentation of the product, thereby improving their ability to close deals. You can also say it’s a bridge to the gap between your SaaS product features and customer needs.

It usually includes product guides, best practices, case studies, and FAQs, all necessary to effectively address customer queries and communicate the product's value. Creating them is only a part of good enablement, but treating it as an ongoing task will maximize its efficacy.

As the buyer's journey evolves and market demands shift, content must be continually assessed and updated to remain relevant and effective. It should align with each stage of the buyer's journey.

Benefits of sales enablement content

With the B2B sales’ dynamic environment, enablement content is huge. Here's a deeper look at how sales enablement content changes the sales world.

It ensures consistency in brand messaging.

Sales enablement content ensures that every member of the sales team, regardless of their individual style or experience level, delivers a consistent and compelling product message. This uniformity is crucial in building a trustworthy reputation among the customers. A clear and consistent description of a product's features, benefits, and unique selling propositions helps the team avoid confusing prospects and diluting the brand's value proposition. 

It busts objections.

Enablement content empowers sales representatives with thoughtful responses to common objections and concerns prospects may have. This arms sales reps to turn potential roadblocks into opportunities to further highlight the product's strengths and benefits. 

It aligns content with sales goals.

Tailoring content to support specific sales strategies ensures that the messaging directly contributes to meeting sales goals—whether the focus is on breaking into a new market, upselling to existing customers, or rolling out a new feature—the enablement content is designed to back these outcome-focused objectives. 

It addresses customer pain points.

Effective enablement content digs deep into identifying and understanding the customer's specific challenges and pain points. And this awareness enables sales reps to position the product as a solution that addresses those challenges directly. Some good enablement content for addressing customer pain points includes case studies and testimonials. 

It shortens sales cycles.

Nurturing leads with targeted content keeps them engaged and interested throughout the buyer's journey. It's important that you provide prospects with relevant and timely information that addresses their evolving needs. Enablement content can answer preliminary questions, address concerns, and showcase value early in the cycle—reducing the time needed for lengthy discussions or demos later on. 

Types of sales enablement content to focus on

Moving forward, let's get into the different types of sales enablement content crucial for empowering your sales force.

🔥 Need the specialized content now? Let us know what your content needs are by scheduling a discovery call. 

📌Thought leadership content

Want to be the go-to resource for everything related to your specific niche? Then it’s a must that you create thought leadership content. These are content that will position your brand as an expert and set you apart. Sales teams from SaaS built with credibility communicate better with prospects.

📌 Sales deck

If your sales reps often struggle to convey the product's value, it’s probably because there’s no compelling sales deck. You have to have a structured narrative for your agents so their presentations don’t become unfocused—and lose the prospect's interest altogether. A well-designed sales deck guides the conversation, ensuring key points are communicated effectively, and the product's benefits are clear.

📌 Case studies

Sales know it: SaaS prospects are sometimes skeptical about the real-world impact of their offer. ‘Cause without tangible evidence, they hesitate. They may fear investing in a product that is unproven. Case studies are good references to success stories. They’re solid examples of how your product works in solving actual problems.

📌BOFU blog posts

At the bottom of the funnel, prospects are close to making a decision but might need a final nudge. BOFU blog posts target these ready-to-convert prospects, addressing final concerns and clearly showcasing why your solution is the best choice.

📌Emails

Without regular, meaningful contact, leads cool off or forget why your product stood out. Targeted emails can nurture leads, provide valuable information, and keep your solution top-of-mind.

📌Competitor comparisons

No matter how you feel about it, prospects are constantly comparing your product to others, trying to find the best fit. So sales reps should be better prepared. Without clear differentiation, your product might just be another similar solution. Competitor comparison content clearly illustrates how your product differs, helping sales teams confidently position it in the market.

📌 Product guides

Some SaaS are complex, so both prospects and sales reps can benefit from this asset. Sales reps need to comprehend every use case of the product to sell effectively. And prospects use it to better understand how your tool works. Comprehensive product guides equip sales teams with the knowledge to confidently address queries and highlight features.

📌 Pillar pages 

Why pillar pages? It’s because it’s where you communicate the product's full context.  Pillar pages are comprehensive, organized content on key topics. Each serves as a reliable resource for sales teams—it may even be a go-to resource for prospects. 

How to develop content for your sales team

Developing effective content for your sales team involves a multi-faceted approach:

Interviewing SMEs (subject matter experts):

Start by collaborating with experts inside your company (or even outside). These SMEs have deep insights into the product's details, technical specifications, and unique selling propositions. Having interviews with them enables you to extract valuable information that you can convert into compelling sales content. Just remember to ask specific questions that uncover hidden features or benefits that can be crucial in a sales scenario.

Knowing your audience:

Not to sound cliché, but truly understanding the audience is key. So, research your target market and develop buyer personas to fully understand the needs, challenges, and preferences of your potential customers. Knowing your audience also helps in crafting content that resonates with them, speaks to their pain points, and aligns with their expectations.

Tailoring content for different stages of the buyer’s journey:

Content should be customized for various stages of the buyer's journey – awareness, investigation, decision, and post-purchase. For each stage, develop specific content that addresses the mindset and information needs of the prospect. For example, use educational content in the awareness stage and more detailed, product-specific content in the decision stage.

Tip: Level up your B2B content by matching your buyer’s intent. Check out our article about the buyer’s journey, along with the buyer intent signals.

Ask your own sales team:

Fact: your sales team is a goldmine of insights. Of course, they’re the ones who regularly engage with customers or leads and try to understand their common questions, objections, and feedback. A direct line of feedback is invaluable for creating content that addresses real-world sales scenarios and enhances the effectiveness of your sales pitch.

Use customer surveys:

Gather feedback directly from your customers via surveys. The information here gives a clear picture of what customers appreciate about your product, their pain points, and the decision-making factors that influenced their purchase. Use these insights to refine your sales content, making it more customer-centric and relevant.

Step up your sales game with enablement content

To effectively support enablement in your SaaS, create SaaS content that will empower your sales team. Provide your reps with the necessary knowledge, tools, and resources to sell more effectively, overcome objections, and accelerate decision-making.

Feel your sales enablement content needs a step up?

Let us help you! We at CaaSocio understand the significant impact well-crafted content can have in your sales funnel. Book a call today so we can talk about your content needs, and together, let's refine your sales enablement strategy.

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