In today’s competitive business landscape, sales enablement has become a crucial aspect of driving success. The equation is simple: awareness plus informed decisions equals customer loyalty. However, achieving this equation requires effective communication between marketing and sales teams, along with strategic content creation tailored to the needs and preferences of target audiences. So, how can companies find new paths for sales enablement? By emphasizing better communication, leveraging content creation and exploring innovative tools, you will be able to close more deals and improve your bottom line.
Drive Success Through Consistent Communication
To enhance the sales enablement process, it is essential to foster better communication between marketing and sales teams. When these two departments work in sync, they can align their efforts to reach a common goal: driving revenue growth. By keeping the lines of communication open, both teams can gain a deeper understanding of customer needs, market trends and the most effective strategies for achieving sales targets.
Content Creation & What It Means
One of the key paths to successful sales enablement is through strategic content creation. As we know, content serves as a powerful tool to educate, engage and persuade potential customers. By leveraging content creation in multiple ways, you can maximize its impact and cater to the specific needs of different stakeholders. For food, beverage and nutraceutical companies, you can specifically serve tailored content towards your buyer personas:
- R&D – prefers technical data and specs
- Marketing – likes to see consumer trends in action
When it comes to content creation, infographics are an effective way to convey complex information in a visually appealing and easily digestible format. By creating market-facing infographics, companies can gain media attention and generate brand awareness. Simultaneously, these infographics can be repurposed to create individual presentation slides that the sales team can utilize during meetings, enabling them to deliver impactful messages to potential buyers. ColinKurtis Advertising recently helped a client develop an informative infographic and broke it down into unique slides that its sales team could use for a presentation.
Exploring Innovative Tool Possibilities
In addition to traditional content formats, brands should embrace new and engaging tools to enhance sales enablement. Interactive pieces, such as interactive infographics, provide an immersive and personalized experience for buyers. Incorporating interactive tools into the sales process is just the tip of the iceberg. Companies can elevate engagement levels and provide a tailored experience that resonates with their target audience, using other formats.
Interactive tools can be personalized towards the brand and their target audience. It is important to emphasize the effectiveness of personalized content. Statistics show that 90% of consumers find personalized marketing very or somewhat appealing. Similarly, according to Salesforce, consumers are 2.1x more likely to view personalized offers as important versus unimportant. By understanding buyer personas and tailoring content, you can begin to address the unique demands and preferences of your customers.
For instance, Kemin’s personalized Whole-Body Solutions Tool is a remarkable interactive tool housed on its website. Developed by ColinKurtis, this tool allows customers to explore various product benefits based on their specific needs: gut health, immune, weight management, eye health, sleep, beauty from within, oral care and cognition.
The Ultimate Goal: Improving the Bottom Line
The primary goal of sales enablement is to help your sales team deliver the right content at the right time so they can close more deals and improve the bottom line, while boosting sales productivity. By implementing the strategies discussed above used by ColinKurtis’ Sales Enablement team, brands can achieve these objectives. Better communication between marketing and sales teams, including unique, interactive content and tailoring to your buyer personas, all help deliver compelling messages and elevate the customer experience to increase conversion rates.
Discover a New Sales Enablement Path Today
Sales enablement is a multifaceted process. By recognizing the importance of more effective communication and leveraging content creation in various formats, you can align your marketing efforts to gain customer loyalty. If you’re looking for fresh paths to stand out from the crowd with personalized sales enablement tools and interactive content, get inspired with ColinKurtis’ portfolio here and contact Mitch Robinson at Mitch@colinkurtis.com or call 815-965-6657 EXT. 1 to chat about your brand’s next steps.
Blog post from:
Valette Piper-Bledsoe
Vice President, Client Services
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