4 Strategies for Aligning Marketing and Sales Content

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4 ways to align marketing and sales

Hi, I’m Adrian!

As a Customer Development Manager, I work to understand the needs of potential customers and set them up for success with our content marketing software. Since prospects find us at different stages of their customer journeys, they often have different support needs and questions. Because of this, it’s important to have the right types and formats of marketing content to align with their needs.

How can you ensure your leads are getting the right content?

Here are 4 strategies we use at Marketing.AI for creating sales-aligned marketing content:

  1. Sales Buyer Cycle
  2. Sales Ideation for Requests
  3. Sales Language Persuasion Blocks
  4. Strategic Sales Metadata

1. Sales Buyer Cycle

The first step to understanding the content you’ll need is: mapping the buyer cycle stages for a prospect moving through the sales process. This way, you’ll be able to create content that can answer the questions or concerns leads have at different stages of this cycle.  For example, a lead at the start of their journey may not even be aware they need a particular solution so will probably not be ready for a product comparison eBook (consideration content). In this case, content that emphasizes the challenges they are having–and how there are solutions–would be more appropriate. By mapping the stages appropriately, your leads will be supported through the journey which makes it easier for you to approach them at the right time about purchasing the product.

How to do this:  Prior to purchase, we map out content for Awareness, Consideration and Interest. For each stage we think about the particular mindset of the customer and the questions they might have. We then think about how they would go about finding this information and which content types and channels we can use to reach them with answers. You can easily create an intuitive sales buyer cycle with Marketing.AI, configurable to match any organization’s internal stages (we use a 7 stage buyer cycle; some companies use one with only 5 stages).

2. Sales Ideation and Requests

Once you know the content types and topics you need to touch on for each stage, it’s time to come up with the content itself. This generally begins with an ideation phase (in fact, you should keep ideation going as an ongoing project). If you’re in marketing and you need to produce content for your sales team, a practical way to do this is by getting your whole sales team involved in ideation–opening up content requests to your sales team, regardless of the size of the team. Collaboration between sales and marketing is key for delivering on the goals of your strategic framework.

How to do this: Marketing.AI’s Idea Bank request form can be shared with your entire team (available on both web and mobile), making collaboration a breeze. Using the idea bank request form, our team keeps track of new questions/inquiries from prospects, industry-specific needs that come up and even curated content from third-parties that could be useful for our customers.

3. Sales Persuasion Blocks

Moving into the deeper aspects of content creation, an effective strategy can be to sit down with your sales team to fully understand the terminology they are using to speak directly with prospects. You can then help the sales team inject key persuasion points into their own content to effectively communicate with leads in terms that are proven to work in the trenches and aligned with the messaging built into your buyer cycle.

How to do this: Work with Marketing.AI to ensure these languages are built and aligned throughout your content when providing context to your content pieces.

4. Strategic Sales Metadata

Along with the key points of persuasion, you can help your sales team use your strategic content by creating “a single source of truth”. By this, we are referring an asset library that can be readily shared. When you add a new asset to your asset library, make sure you associate metadata with it. The metadata helps identify where each piece of content lies within the buyer cycle and which audience the content is directed at. You can also associate keywords to help your team locate key pieces of information.

How to do this: Get strategic in Marketing.AI with the Asset Library that is searchable, and taggable. Easily view your content where it sits within your pipeline with our various views, and access the content items with a simple click and feed the beast!

With these strategies, creating sales-aligned marketing content will be simple – just like signing up for our free 30-day trial here :). Sign up today and start generating more qualified leads with the strategic creation of content.


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