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The Tick-Tock Tactics: Your Content Strategy For Sales Enablement

In our last post, we talked about using content to differentiate your company from competition, get your prospects truly listening and transform your sales process into effective sales enablement.

Stimulating dialogue to spark opportunities for growth
Demonstrating thought leadership to position your company as a knowledgeable partner
Building a relationship with buyers to earn their trust, respect and, last but not least, their business

In this post, we’ll help you take your content strategy a step further.

It’s all about timing.

Your sales process needs to be dynamic and adaptable to match up with today’s savvy, on-the-go and easily frustrated buyer. This means that the timing of your content delivery is crucial to the success of your sales enablement. It’s not just about sending out the right content to the right people -- it’s about sending out the right content to the right people at the right time.

According to the GfK Roper Public Affairs And Media, 80% of B2B decision makers prefer to get company information in a series of targeted, “bite-sized” articles rather than in one intrusive advertisement.

Makes sense, right? No one wants to be overwhelmed with a bunch of content at once. Just as not all content is created equal, not all steps in the buying process require the same types of content. In fact, the types of content you provide your prospects vary throughout each step of their decision-making process.

Take the following tips into account when locking down your content strategy for effective sales enablement:

Don’t jump into your solutions if the buyer is still in the beginning of the buying process. This is when you want to focus on responsive content that doesn’t overwhelm the still-unsure buyer, but simply answers (and anticipates) their questions.
Once the buyer warms up to your company, provide them with that helpful insight content, like user-friendly research and industry-related studies, to show them you’re there to help, inform and educate … not swamp them with sales speak.
Present your challenging insight and differentiation content only when you’ve earned the buyer’s trust as a knowledgeable and trustworthy resource. This is when your sales reps’ strategic discretion and emotional intelligence (EQ) come into play.

Want more details on getting the best content to your prospects at the right times during the B2B decision-making process? Fill out the form below to get your sales enablement conversation started with a member of the Accent team.