With Thanksgiving days away and the winter holidays right behind, it’s safe to say we’ve all got food on the brain.
For many, Thanksgiving is a time when families come together to give their diets a hall pass and prepare a tasty cornucopia of home-cooked favorites.
As anyone who has ever hosted Turkey Day knows, there’s a ton of prep work that goes into cooking the perfect Thanksgiving dinner — likewise, there are several factors to consider when marketing your business. That’s where having a solid sales enablement framework comes in handy. Here, we’ll set the table with a working definition of sales enablement, followed by the three courses that make up a full sales enablement “meal!”
Setting the Table: What is Sales Enablement?
Sales enablement is defined as the process in which sales representatives are given the tools and resources needed to find success at every stage of the buyer’s journey. It helps them optimize their time and make every piece of content and every customer interaction matter.
Done right, the result is a collaborative culture that values continuous learning and the importance of delivering great customer experiences. But these days, you can’t create a successful sales enablement plan without content marketing.
Content marketing involves the creation and distribution of valuable, relevant content that’s designed to stimulate the interest of a clearly defined audience, and ultimately drive profitable customer action. Essentially, this strategy is meant to educate prospects before, during, and after they interact with your sales team.
To ensure you deliver a sales enablement framework that achieves results, don’t let content marketing be the ingredient you overlook this Thanksgiving! With this foolproof three-course plan, you’ll be serving up killer sales content in no time.
Awareness Stage: Appetizer
Nothing kicks off a dining experience quite like a good starter. Not only do appetizers give the chef a bit of breathing room before unveiling the main entrée, but they are meant to leave guests with a great first impression, whet the appetite, and give them a sneak peak of what’s to come.
Much like with a soup and apps course, early in the meal, prospects look to consume easily digestible information that will give them immediate benefits during the awareness stage of the buyer’s journey. In this stage, potential customers are actively seeking answers to try and address their pain points.
To be an effective marketer that demonstrates value and credibility, it’s important to recognize this type of consumer mentality and make sure your marketing communications provide solutions related to those customer interests. A few high-level content offerings to consider include:
- Email marketing campaigns
- Data sheets/one pagers
- Blog posts
- Short-form videos
- Social media posts
Consideration Stage: Main Course
The main course is typically the most hearty, time-consuming, and substantive dish on the menu. So, it’s no wonder why turkey is the hallmark of any traditional Thanksgiving dinner.
In the customer journey, the consideration stage represents the main course — this is the point when prospects evaluate your specific products and services, and compare and contrast the most effective approaches to help them solve their problem.
Within the sales enablement framework, it’s your job as a sales professional to provide content that is solution-oriented. Just as you would showcase your cooking skills with the Thanksgiving turkey entrée, here you’re positioning yourself as an industry expert who understands how to solve the buyer’s problem. The relevant types of content for the consideration stage are:
- Analyst reports
- Expert guides
- Customer testimonial videos
- LinkedIn lead generation
Decision Stage: Dessert
The main dish may be the star, but dessert is the closing act. And during Thanksgiving, pumpkin pie is a surefire crowd pleaser and not to mention, the perfect way to close out an incredible holiday meal.
You build up to the pumpkin pie similar to how you build up to the decision stage of the buyer’s journey. It’s at this point when prospects are vetting specific approaches to their problem in the hopes of landing on the best solution (hopefully, you!).
In this stage, you are pitted against your competitors, so you’ll want to make sure that each piece of content you offer from this point forward accurately demonstrates how your business can generate positive results and address any needs or pain points. It may be your last chance to convert a prospect who’s on the fence to a loyal customer, so targeted content is the way to go. This is arguably one of the most important moments to prepare for with your sales enablement plan. The content formats that will work best during this stage include:
- User guides
- Case studies
- Promotional documents
- Product comparisons
- Return policies
Recipe for Success
Pulling off a flawless Thanksgiving dinner and a winning sales enablement plan requires careful, deliberate planning. Although everything appears effortless on the surface, there’s a lot of effort and pre-work taking place behind the scenes.
Take this helpful guide as your grocery list — these are all the ingredients you need to make a deliciously profitable content marketing strategy and sales enablement framework.
Keep in mind that your list should grow and become targeted to consumer needs — the more tools you have at your disposal, the more likely you’ll be able to improve your sales team’s efficiency, productivity, and performance.
And with a solution like Bigtincan, salespeople can draw from a centralized hub to access the latest content from any device. The sales rep can find what they need, and the marketing team receives actionable feedback.
This also means that your team will have the content, intelligence, and analytics required to build better relationships with customers. And that is definitely something all of us should be thankful for.