Sales enablement content accelerates sales motion, just like fuel revs your car. It helps salespeople do their jobs better and improves potential customers' experiences.
Modern prospects have many choices. If they face trouble discovering what they need from your business, they can quickly move to another option, resulting in lost leads.
Losing leads like this isn't good in a market full of choices. Sales enablement tools and content equip salespeople with the knowledge to effectively present the product and address buyers' queries. With the right content, sales reps support potential buyers to make informed purchasing decisions.
Overall, it adds more value for prospects and helps them move quickly through the sales cycles, turning more leads into loyal customers.
4 ways to create sales enablement content
Every prospect's journey from discovery to conversion is different. Standardized sales enablement content may engage your buyers less effectively than personalized ones. Below are ways to create sales enablement content for your target audience to close more deals.
Focus on your existing customers
The journey to create impactful sales enablement content starts with your existing customers. Surprisingly, many organizations fail to tap into their customers' knowledge about what content influences their purchasing decisions.
Conducting simple surveys or interviews can reveal the types of content that resonate most with your buyers. This process involves more than just gathering feedback; it's about understanding the buyer's journey from the perspective of those who've already gone through it.
Look through sales conversations on WhatsApp and emails. Go through meeting transcripts and understand what type of questions they asked before moving toward conversions. Understanding why customers chose you helps create compelling content that speaks directly to prospective buyers.
Did you know? Cooby helps you get complete visibility into all sales interactions on WhatsApp right on your CRM dashboard. You can add notes and tag the marketing team on conversations to create enablement content for specific use cases.
Identify opportunities in the prospect's journey
Sales content management platforms show how prospects use current assets. However, it needs to show what assets are missing. You must put yourself in potential buyers' shoes and navigate their journeys. This will help you discover more opportunities where sales enablement content can add value and support buyers' decision-making.
Creating buyer journey maps based on your ideal customer personas (ICPs) can help identify specific content needs at each journey stage. Remember, the content requirements for landing an enterprise client can vastly differ from those needed to close a deal with a mid-sized business.
Work with customer success and marketing teams
Sales, customer success, and marketing should collaborate when generating sales enablement content that truly resonates with prospects. Customer success teams are on the front lines, interacting with satisfied customers who can share what content is most helpful to them.
These interactions can lead to the creation of influential case studies, testimonials, and other customer-centric content that demonstrates your product's real-world applications.
On the other hand, the marketing team creates several content assets that sales teams can repurpose to address their needs. For example, you can transform a well-received blog post into a downloadable industry report with more data points, making it a more formal sales asset.
Use product documentation
Beyond traditional content sources, two often-overlooked resources can sweeten your sales enablement strategy: product documentation and sales call recordings. While product documentation may be too technical for external sharing, it contains detailed information that gives a deeper understanding of the product.
Repurposing this content into sales-friendly formats, such as cheat sheets or comparison charts, gives your team an edge in handling technical questions from prospects.
7 Types of sales enablement content with examples
Below are some common types and examples of sales enablement content from which you can take inspiration.
1. Case studies
Select a client whose story resonates with your target audience. Ideally, they have addressed common challenges using your product and can vouch for it. Before jumping in on an interview, it’s better to outline your questions and send them to the client.
This way, the client has sufficient time to prepare precise answers. Conduct the interview and record it. Case studies are often structured in three parts: problem, solution, and result. You can be creative with how you present it. Make sure you get clients’ key metrics that improve through your product.
To make it stand out, focus on personalization and storytelling. A story that readers can see themselves in is far more powerful than just listing facts and figures. Additionally, consider the following:
- Leverage social proof. Use well-known clients or highlight recognitions your product has received.
- Utilize multiple formats. Beyond text, create testimonials or audio clips of the client discussing their experience.
- Distribute strategically. Share your case study through channels where your target audience is most active, including LinkedIn, industry forums, and email newsletters.
Case study example
Look at how G2 writes its case studies. They creatively present the problem, solution, and results while covering the observed impact.
What we like: The storytelling is phenomenal. The reader feels like they’re a part of the story rather than reading through raw facts and figures.
2. Interactive demos
While creating interactive demos you need to blend technical insight with storytelling to showcase your product’s capabilities. Identify the key features of your product that solve the target audience’s pains. Understand the audience and craft a unique journey to help them reach the “aha” moment.
You can start by sketching a logical flow that mimics real-world use cases. To respect your audience’s time constraints, keep the demo short. You can use software like Storylane to add interactive elements and design a product demo that potential buyers can experience independently.
Make sure you customize the demo for scenarios potential buyers experience in the real-world environment. This personalizes the demo for their actual use case, letting them visualize value quickly.
To ensure your interactive demo distinguishes itself from the competition, consider these additional strategies:
- Emphasize what sets your product apart. Offer your unique value propositions in a clear and compelling manner. Allow users to experience these differentiators firsthand through interactive elements.
- Allow customization. Personalize the demo experience with insights into the potential buyer's industry, role, or specific challenges. Personalization makes the demo more relevant and engaging for each viewer.
- Easy next steps. At the end of the demo, offer viewers an easy way to learn more or contact your sales team. It can be a sign-up form, a schedule for a live demo, or direct contact information.
Interactive demo example
What’s special: Cooby uses interactive demos on its homepage to engage website visitors. It lets users select whether they like HubSpot integration or inbox productivity. Based on their choice, they get a personalized tour of the product where they can interact with different product features.
3. One pager
A one-pager distills complex information into an easily digestible format highlighting your product's key features and differentiators. Focus on the top benefits. What problems does it solve for your target audience? How does it make their work easier or more efficient?
Pinpoint what sets your product apart from competitors. This could be a unique feature, pricing model, or customer support experience.
Below are a few ways you can make it stand out.
- Personalize for segments. Create different versions of the one-pager for specific industries or buyer personas, making the content more relevant.
- Focus on design. Ensure your one-pager is visually compelling and differentiates from standard templates or formats.
- Interactive elements. If using a digital format, consider incorporating interactive elements such as links to video testimonials or an interactive demo.
One pager example
Here’s a one-pager from Cooby.
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What’s special: It quantifies the impact buyers can expect by onboarding and using the product. Cooby’s one-pager lists the product’s unique value proposition and benefits, helping salespeople be straightforward in their pitch.
4. Battlecards
Battlecards provide intel about your competition and how your features and offerings compare. They help sales teams understand the product thoroughly, covering benefits, features, and unique selling propositions. With battlecards, you can analyze how your competitors position their products in the market and strategize your GTM better.
A battlecard should have specific features, pricing models, technology superiority, or anything that sets you apart from the competition. Structure key differentiators and competitor comparisons in an organized and appealing layout.
Remember, creating a battlecard doesn’t complete your job; it must be regularly updated for fresh competitive intelligence.
To ensure your battlecard is a cut above the rest, consider the following strategies:
- Digital format. To engage users, include interactive elements like hover-over definitions, clickable case studies, and embedded videos.
- Segment by buyer persona. Create different versions of the battlecard tailored to specific buyer personas. This will make them more relevant and compelling to various segments of your target market.
- Offer training sessions. Don’t just distribute the battlecard; offer training sessions to ensure your sales team knows how to use it effectively. It’s advisable to demonstrate how to leverage the information during sales conversations.
Battlecard example
Take a look at this upsell battlecard from Kompyte. It includes current activities to create upsell opportunities and outlines the offers to encourage customers to expand their usage.
What we like: The battlecard clearly outlines the offer, objection handling, and call to action, setting the proper context for salespeople to navigate customer conversations.
5. Sales playbooks
A sales playbook outlines best practices and strategies salespeople should use to make their methods more effective. When creating a sales playbook, detail each step of your sales process to give a clear roadmap to your team. Every sale might follow a different path, so guide reps to adapt their approach based on prospects' unique needs.
Include detailed product information covering benefits, features, pricing, and FAQs. Share success stories and use cases to show how existing customers benefit from your product. You can add details about ideal customer profiles (ICPs) and different buyer personas to your sales playbook. This gives sales reps an overview of decision-makers and influencers’ pain points and motivation.
Add competitive intelligence using battlecards to navigate objection handling and perfectly position the product against competitors. Outline sales methods, tools, and other resources to help the salesperson sell on your behalf.
Consider the following things to make the sales playbook an indispensable asset for your team.
- Accessibility. Make sure salespeople can access the playbook anywhere and from any device.
- Add role-specific paths. Create resources for different team roles. For example, sales strategy would differ for inside sales and field sales. The two functions should have more personalized guidelines.
- Create a feedback loop. Let salespeople provide feedback on the playbook’s content based on how the prospects receive it.
Sales playbook example
What we like: The sales playbook explains sales processes with examples. Based on scenarios in the Datanyze and HubSpot sales playbooks, it explains how sales reps can navigate complex situations.
6. Sales scripts
Sales scripts create a narrative that resonates with prospects during sales calls and presentations. They help the team clearly articulate the product’s value.
While creating sales scripts, jot down your prospects’ demographics and segment them based on different buyer personas and markets. Identify unique selling points for every segment and what differentiates you from competitors.
Start writing it down, and create a solid opening to capture your audience’s interest. Structure the script to appear as a consultative dialogue instead of a monologue. Include metrics and statistics to quantify the benefits. This will give your audience a logical reason to show interest.
While closing, clearly state your next steps, such as signing up for a trial or scheduling a follow-up meeting. Below are a few tips to ensure your sales script serves its purpose.
- Encourage active listening. Remind your sales team that the script is a starting point. Make sure they actively listen to their customers and adapt the conversation based on the prospect’s inputs.
- Use role-playing. Train reps with role-playing exercises to help them become more comfortable and natural in using the script.
Sales script example
"Good afternoon (client’s last name). I'm (your name), calling from (your company). We create websites that help small businesses in (your industry) get more sales. I checked out your website (their website name) and saw some areas where we can help improve your sales directly.
Can we talk for 5 minutes about how we can help?
If they say no. We can find another time that works for you if you're busy. (Try scheduling an appointment)
If they say yes. I noticed a few things on your website where our services could make a difference. (Mention specific ways you can help)
Here's our plan for you.
You might want to think it over. I'll send you an email with all the details we discussed and the costs so you can review and discuss them with your team. In the email, there'll be a link to schedule a more in-depth demo call. What is your email address?
Thanks a lot! I'll send over the details soon. Talk to you later, and have a great day!"
What we like: The above script focuses on active listening and helps reps adapt to a given situation per prospects’ needs.
7. Explainer videos
Explainer videos provide a quick and engaging way to convey complex information. In the video, explain your target audience's problems and how your product solves them. Create a script around it, and keep technical jargon to a minimum.
The next step is to choose if your video will be animated, live-action, or on the screencast. It is advisable to pair different styles together depending on your target audience. Then, create a storyboard to visualize the script and engage a professional voiceover artist for high-quality production.
Create a video and send it to a video editor. They’ll help you improve the quality, visuals, sound effects, and audio, making it more appealing to your audience. Ensure you have a call to action at the end, encouraging viewers to take the next step.
You can make your explainer videos stand out among competitors by:
- Using social proof. Showcase the award and recognition you have received to establish more credibility.
- Optimize for SEO. Make sure to craft the video’s title, description, and tags based on what users look for on search engines. It helps drive more people toward your content through search engines and other video platforms.
Explainer video example
What we like: The video addresses your audience's pain point and presents the product as a solution. Then, it goes into each specific capability and benefits in detail. Overall, it’s well structured, and the audience can easily understand the product step-by-step.
Encourage cross-functional collaboration
Sales enablement content makes the maximum impact when different teams work cross-functionally at various touchpoints. It requires inputs from all customer-facing and internal product teams to bridge the gap between what buyers want and what you offer.
When you close these gaps, the sales motion becomes more effective, increasing your conversion rate.
Start closing these gaps and bring all teams together where you communicate with prospects and customers.
Try Cooby if your customer interactions happen a lot on WhatsApp. Take a 7-day free trial.
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