What Are You Doing for Sales Enablement?

Content marketing involves more than just driving leads and traffic. When done right, it should support prospects throughout the entire buying journey: from the moment they find you to the time that you close the deal. In fact, if you want them to come back as a repeat customer or refer you to their friends and family, it should even extend beyond the sale.

So what about sales enablement? What role does content play in sales?

Sales enablement content should to be very product- and customer-focused. These are things like product info sheets, buying guides, and case studies. There are three general areas you want to focus on: success stories such as client testimonials, interviews, and case studies; product content such as product sheets, demos, and overviews; and persona documents that show why your product is exactly the right for that prospective customer. For example, if you are a contractor and have been approached by a family rather than a business, you could provide content that shows how your company can help a family create their dream home.

One thing to remember: sales enablement content can only works if your sales team uses it! So make sure that marketing and sales are on the same track and communicating openly about what content is available, how to use it, and when.

Maximize lead generation by using Inbound marketing techniques -- forget cold calling!'

Today’s marketing challenge is not only capturing the right leads, but also knowing ‘when’ and ‘how’ to followup with them.

Inc. magazine noted that back in the 1990s it was a fairly simple approach to find those customers and handle the leads, thanks to that new digital frontier: the Web.

A study came out that focused on just how-and-when sales people, or stakeholders, should “react to sales leads online.”

Back in the ‘90s, it was within a matter of hours, at times, before the lead might’ve gone completely cold; or the wrong time of the day was chosen for follow up.

Today, and as preferences for company brands continually shift in rankings, it is critical to follow a few tips affecting inbound marketing lead generation...and closing them: leads go cold more quickly in today’s competitive market.

Forget about the ‘quantity’ of leads

More importantly, it’s about the quality of the leads that can be turned into customers, as well as when they should be followed up on. For example, a revealing survey entitled “How Much Time Do You Have Before Web-Generated Leads Go Cold,” noted that two times of the week were judged to be the best times to follow up: Wednesdays and Thursdays; furthermore, the most effective times to call are between 4 pm - 6 pm.

More importantly, it is usually best to jump on that lead because even waiting an hour means the chances of contacting that person may “decrease more than 10 times in the first hour of contact.”

Rely more on Inbound leads

Marketers should follow their social media channels and blog sites closely. By far, leads generated from these sources are far more effective than the traditional Outbound strategies like cold calls or running banners and print ads.

How intrusive ads affect website visitors

A Hubspot survey revealed that when banner ads, or other forms of advertising, deluged the website, then 84% of those between 24-34 years of age left.

Businesses who make a point of monitoring their social media channels show good results harvesting leads. In fact, about 67 percent of business/consumer brands gathered in new customers from Facebook, for example.

Our agency has 20 years of experience in working with startups to Fortune 500 companies.Contact us to learn more on how we can help you move your company to that next level of success.

Centralize Your Arsenal With Sales Enablement

It can prove difficult to find balance between sales, marketing and revenue. Without question, if you consistently connect the dots you will launch your company farther. Utilizing our sales enablement services your force will soar!

Rapid absorption

Providing up-to-date information to your team is critical. Palomar Marketing has more than 20 years of experience in distilling product information, competitive analyses, and customer insights into practical content your team can easily digest.  

Unify your team

Sales enablement is ever-evolving but one thing is certain: The whole is greater than the sum of its parts. Bringing a clear and concise message across the board unifies your employees and promotes quality communications.

Customer loyalty

When the company sales focus is clear and effective support is readily available, your message is conveyed exactly as you dream and your brand breathes dependability. In turn, your revenue receives a boost. We can help a startup company realize a vision or reinforce the presence of a Fortune 500. Regardless, successful sales enablement is proven to yield the results you desire.

Palomar Marketing provides a solid, customized and consistent service of sales enablement by centralizing and analyzing information for your team's consumption. Find the rhythm and flow of your customers' needs and provide the arsenal of information your sales team requires to generate leads and close the sale. Streamline and strengthen your company by contacting us today.