Don’t let Sales write checks that your content can’t cash

by | Oct 24, 2016

Contrary to what HubSpot will tell you, the most important role of content is not establishing your CEO as an industry thought leader, it’s not even generating inbound leads via organic search.

The most important role of content is to back up the promises that your Sales Reps make so they win the business that’s in front of them.

Here’s what to do:

Make sure Sales and Marketing are talking… and listening

Invite Marketing to lurk on a few sales calls, so everyone can hear what parts of the value proposition need to be backed up with content.
You may also need to have a heart-to-heart discussion about what can and can’t be done with your product so everyone is on the same page.

Get in the weeds

Sales content needs to be detailed. This is the time to show your company’s mastery of the field, so tap your company’s subject experts and go deep.

But just because it’s technical doesn’t mean there shouldn’t be messaging. Take the raw content from Engineering and Tech Support and ask “How does this help Sales close more deals?”
If it’s not clear in the expert content, then make it clear in an executive summary.


The case study is king

A real customer and some objective measurements is best, but if you lack a customer, then you can just call it a use-case and make your best case with a hypothetical (yet realistic) scenario.
A published use-case is instantly more credible than an email response, so if a prospect asks a question that doesn’t have any supporting content, write up the answer in use-case format, publish it on the blog and link to the post.
If your content isn’t date-sensitive, you might consider not displaying the publish date on the blog.

Always provide context

Whenever you share a case study or other asset, be sure you’re clear about why you shared it.
Highlighting parallels to your customer’s experience will (1) demonstrate that you understand their situation and (2) make it more likely that they reach the conclusions you want them to reach.

Watch out

Don’t overwhelm your prospects by emailing too many documents or pushing them to your gigantic knowledge base to fend for themselves. It’s much smarter to present a carefully curated short list of content that’s most relevant to their situation.
By presenting a short list (with notes on why each doc is relevant), your prospect is much more likely to look at what you’re sharing, and you prove that you’re a reliable, thoughtful resource dedicated to making their lives easier.



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