As B2B marketers, we often spend our time meticulously planning, creating and promoting content to grow our audience and engage new prospects. But that well-crafted content often goes unused by sales teams. Equipping sales with content can help establish thought leadership which has the power to start new conversations, build relationships with prospects and shorten sales cycles. The right content can pay dividends in your sales team’s pipeline. This deck goes over how marketing can create content sales will love and how to make it easy for sales reps to find content and share assets with their prospects.

1. WEBINAR
How to Create Relevant
Content Your Sales Team
Can Use

2. Speakers
Brittni Kinney
VP
influenceandco.com
Tweet: @bkblackandgold
Brittni Kinney is a VP at Influence & Co. who
loves discussing how content marketing can
help any marketing strategy achieve its full
potential. She likes her coffee black and her
whiskey straight, and she loves traveling.
Daniel Ku is the Director of Marketing at
PostBeyond and has spent the past several
years in content marketing, social media, and
demand generation. Outside of work, Daniel
likes to practice his squat form, listen to
podcasts, and tell bad puns.
Daniel Ku
Director of Marketing
postbeyond.com
Tweet: @danielku20

3. The Problem With Content
An estimated 80 percent of content
created by marketing goes unused by sales.
Source: https://smallbiztrends.com/2018/08/aligning-marketing-and-sales-content.html

4. Specifically, we’ll touch on:
Aligning sales and marketing on what
content to prioritize
Determining what content your sales team
needs to engage prospects
Getting your sales team to share content

5. Reduces work
Produces better content
Gives decision makers tangible resources
Establishes thought leadership
Has provable ROI
Aligning Sales and Marketing — Why?

6. Aligning Sales and Marketing — How?

7. Aligning Sales and Marketing — How?
Hold regular meetings and brainstorms.
Use these questions as a jumping-off point to
guide your conversations:
What questions do you
get that take a lot of time
to answer?
What’s the most common
reason leads give for not
moving forward?
What’s a piece of content
you wish you could send
that you don’t already
have?
What’s the most
popular piece of
content you send?
What are some ways
you’ve described the
company’s services
or products on a call
that have gone over
really well?

8. Aligning Sales and Marketing — How?
Create channels on Slack or
other chat platforms.

9. Aligning Sales and Marketing — How?
Conduct a survey.

10. Aligning Sales and Marketing — How?
Share customer insights.

11. Aligning Sales and Marketing — How?
Shadow sales calls.

12. Aligning Sales and Marketing — How?
Gather knowledge.

13. How to Get Your Sales Team to
Use Content Effectively
7 ways to help your sales team
use and share content

14. Document your strategy.
75 percent of highly aligned marketing
and sales teams have a documented
content marketing strategy.
How to Get Your Sales Team to
Use Content Effectively
source: https://contentmarketinginstitute.com/wp-content/uploads/2018/05/Final_CMI_LinkedIn_Research-March-2018.pdf

15. Involve sales in the content
creation process.
How to Get Your Sales Team to
Use Content Effectively

16. Align content to the sales process.
How to Get Your Sales Team to
Use Content Effectively
Awareness Consideration Decision
My business has
a problem!
I need to do
online research.
It looks like this
company might be
able to help!
I’ll learn more.
This company can
definitely help me solve
my problem. I’m going
to work with them.

17. How to Get Your Sales Team to
Use Content Effectively
Send email updates with
newly published content.

18. Gamify content sharing.
How to Get Your Sales Team to
Use Content Effectively

19. How to Get Your Sales Team to
Use Content Effectively
Create a resource library.
79 percent of highly aligned teams reported
having a central location where sales reps can
access content created by the content marketing
team.
Source: https://contentmarketinginstitute.com/wp-content/uploads/2018/05/Final_CMI_LinkedIn_Research-March-2018.pdf

20. How to Get Your Sales Team to
Use Content Effectively
Content leads to revenue.

21. The Content Marketer’s Guide to Sales Enablement
This guide outlines all the tips we discussed today and will
help align your sales and marketing teams and ensure
your sales reps are using your content effectively.
Free consultation! Set up a completely hassle-free call
and get your questions about content marketing
answered.
Link to resources above: https://
offers.influenceandco.com/postbeyond-webinar-
promopage
Resources
Influence & Co.

22. Resources
Employee Advocacy ROI Calculator
Use our ROI calculator to determine the value
from having your team social sell, leverage
your employer brand on social or spread your
company's thought leadership.
Link to the resource above: https://
postbeyondroi.postbeyond.com/
PostBeyond

23. WEBINAR
Questions?