Sales enablement has witnessed widespread prominence over the years, impacting content marketing strategies, and transforming the entire sales process.

According to LinkedIn, less than 20% of businesses are using sales enablement in 2013, but over 60% have embraced the strategy by 2019.

Content Marketing Trends for B2B E-Commerce, 2020

Sales enablement has gained prominence recently as it has solved the age-old problem of inadequate collaboration between sales and marketing teams. Sales efforts need to be supported by relevant content to entice new clients and improve conversations. Through sales enablement, the communication gap between the content marketing teams and the sales teams that want to leverage it can be bridged.

In effect, sales enablement is truly a collaboration of sales, marketing, and other related departments within an organization to optimize the sales returns and even the entire sales funnel.

Sales enablement continues to grow as firms realize the benefits of collaboration between marketing and sales teams. And for creating a sales enablement strategy, content marketing is the backbone that fosters customer engagement, as most consumers learn about a brand through the content it produces and publishes. The purpose of content marketing and sales enablement is the same – improve sales by generating leads and creating brand awareness.

Content marketing assists in creating the sales enablement strategy, adding value by creating content specific to the platform, which signifies the brand vision of a strong sales team.

Content engages prospects through the sales cycle by creating materials to address and engage prospects at each stage of their customer journey. For generating leads, content like web pages and blogs that are optimized for search engines or graphics for sharing on social media platforms work well. Also, lead magnets — downloadable whitepapers, eBooks, or case studies — can connect potential leads with sales teams.

For successful sales enablement, the sales team needs to use the content smartly to move prospects smoothly ahead in the process. Content plays a crucial role in qualifying leads as well, giving them pricing ranges, and sharing success stories from other firms in their industry. The sales enablement resources are even more effective if they’re completely customized. The more relevant and accurate the sales enablement materials, the more likely they are to gain audience interest.

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Content also streamlines the entire sales process by eliminating the need for sales teams to answer common consumer inquiries continuously. Creating content that solves the common customer questions from scratch for every new prospect would simplify the entire sales process. That’s why easy access to marketing content with the support of various Martech tools can address consumer inquiries effectively by reducing the time spent trying to close a deal. Content marketers need to produce engaging and informative content like product comparisons, case studies, or videos that sales teams can promptly send to potential leads whenever necessary.

While many firms have already jumped on board, 2020 could be the year for many brands to get started with implementing a sales enablement strategy. In the end, sales enablement shortens the sales cycle and cuts through the noise of other vendors by focusing on client expectations. Firms need to leverage content to fuel the sales process for achieving more significant business results.