For many years I remember trying to create, what I thought as a marketer, content that sales needed to help nurture their buyers through the buying process.
In fact, according to LinkedIn, 52% of B2B buyers use thought leadership content to vet an organisation and buyers are 5x more likely to engage with a sales professional who provides new insights about their business or industry
Truth is, as a marketer, I didn't fully appreciate the buying process.
More often than not, I wasn't at the front line talking to those buyers. I didn't understand their language, their issues or their questions (which my content needed to answer).
Move on a few years (with a pandemic forcing the change), digital conversations are now priority.
The lines are blurring.
There is no clear boundary where digital marketing stops and digital selling starts. They overlap.
Marketing are creating content that doesn't just attract buyers. They need to create content that engages buyers as far as they want to go through the buying process as they want to.
The key there is that the buyer is driving this process - not the seller.
Suddenly, marketing has an epic role in the sales process (not just at the start of it).
Problem is, marketing needs to get closer to buyer conversations and hear the questions and issues first hand if they're to create relevant content that speaks to the buyers needs.
This article from Forbes highlights the 4 mistakes that marketers make when creating content for sales.
- Failing to Think Beyond Customer-Facing Content
- Not Linking the Content Strategy to the Sales Funnel and Customer Journey
- Overlooking Repurposing Opportunities
- Going It Alone
Never before have I appreciated the value of content than I do now that I run my own business. I see how content weaves into every email, phone call and proposal we send.
If Social Selling is like Amazon (helping the buyer through a frictionless decision making process) then Marketing is the Netflix equivalent (producing binge-worthy and consumable content).
What's more, marketing needs to serve up that content via the media the consumer wants to engage with.
Many marketers view sales enablement content as a separate entity to their overall content strategy. Too often, this type of content means simply responding to a sales rep's request for new case studies and then never thinking about it again. However, sales enablement content should be built into the overall content strategy to ensure the customer journey is as seamless as possible.