Content marketing happens to be a marketing tool that is utilized to ease and smooth every stage of the customer journey. Sales content management software creates content that facilitates the sales process and converts leads into conversion. The process creates any content salespeople need to drive sales and address pain points. This is quite a shift for the B2B marketers as they are used to directly interacting with potential leads.

However, when done in the right manner, sales enablement software positively impacts sales figures and the sales cycle length.

Today, we are going to take a look at the 4 sales enablement content mistakes most the marketers are guilty of making despite using one of the top sales enablement tools. Let’s take a look at them:

Not Thinking Beyond Customer Interaction

When marketers have to create sales enablement content, their goal is to get in touch with the consumer directly. This needs to change. Online should not be the only channel for communication. There are calls, direct emails, or meeting with leads in person. The core of sales enablement is providing sales reps with resources that allow them to sell. It has more to do with improving the interaction experience rather than speaking directly to them.

Using Content Camel, you can create a sound content strategy involving presentations, sale scripts, and quick reference sheets. Write social media messages and posts. You also have the facility of product and marketing messaging template. The goal should be to create easy-to-understand information around the brand for the sales rep and those companies they plan to sell to.

Put together everything to highlight how you are providing more value along with the strengths and weaknesses of competitors.

Failure to Link Content Strategy to Customer Journey

For many marketers, the sales enablement content is a separate entity from their overall content strategy. Mostly, this content means responding to the sales rep’s request for new case studies and not bothering about it later. However, sales enablement content has to be part of your entire content strategy so that your customer journey is as smooth and hassle-free.

Your sales content strategy has to be built around the customer’s journey via the sales funnel. Go through it with sales team members and find all touchpoints between the lead and the sales rep and your company. Then, plan the content that makes the journey smoother and easier for you.

Missing out on Repurposing Opportunities

The creation of sales collateral has to be an ongoing effort. It takes creativity, energy, and time to get it perfectly right. But both sales and marketing team tends to exhibit poor time management skills. Keeping this in mind, marketers should try to get into opportunities for repurposing existing content and internal documents for sales enablement. First of all, focus on the existing content that aligns with questions and concerns most leads have. Take a look at the content assets that prove to be helpful throughout the client journey. Can the content be used the way it is or repurposed? For instance, you can use a series of blog posts, and they can be more effective when you merge them all to form an ebook.

When you are repurposing content, it shall save you time and company money. You would see for yourself how your sales enablement content production rate goes high. This way, the sales team is available with a considerable amount of content you can pick from.

Being Isolated

The sales and marketing departments have been isolated from each other for a long time. Since companies are realizing the importance of collaboration between sales and marketing, these departments are becoming active and intertwined.

Sales reps should be able to ask for content from the marketing team. Also, marketers should have insight into the customer base that sales reps possess. Because they are the ones talking to them, meeting them, and listening to their concerns. Taking this expert insight into account ensures that the content is effective.

When the sales and marketing departments do not collaborate, sales reps will have to create content themselves. And they might not do a good job. As for the marketers, they should create their sales enablement content by teaming up with the sales to identify their own needs. Inquire about the gaps in the sales funnel, involve them in the process and ask for their feedback. Then adjust the content accordingly.

Avoid these mistakes and see your sales soar!