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How can you use SE resources to create compelling sales collateral?

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As a sales engineer, you have access to a wealth of resources that can help you showcase your product's value, features, and benefits to your prospects. However, not all resources are equally effective for creating sales collateral that grabs attention, educates, and persuades. In this article, you will learn how to use SE resources to create compelling sales collateral that supports your sales process and goals.

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1 Identify your audience and purpose

Before you choose any SE resource, you need to have a clear understanding of who you are targeting and what you want to achieve with your sales collateral. Different types of prospects may have different needs, pain points, and decision criteria, so you need to tailor your collateral accordingly. For example, a technical buyer may be more interested in a demo or a white paper, while a business buyer may prefer a case study or a ROI calculator. Similarly, different stages of the sales cycle may require different types of collateral, such as awareness, education, evaluation, or closing. Therefore, you need to identify your audience and purpose before you select any SE resource.

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Krishnadev A

Cybersecurity Evangelist, Specialist & Strategist | Product Strategy | Building Innspark Solutions
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It's always important to do the proper discovery and decide on the type of collateral that needs to be delivered. This can be done through small interactions and by passively identifying about the audience and decision makers. Even going through the openly available data points of the audience itself can also give a huge leverage for understanding the type of customer preferences. Some people may be more likely to watch videos while some may like to have white papers to read. Proper discovery and a bit of pre-research helps you a lot to hit at right point.

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Damian Tommasino

Shaping the Future of Cybersecurity Sales | Advisor | Founder @ CI
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Pre-Sales + Marketing should actually work together more closely on building out the audience and what resonates with them. Too often this is left to marketing to complete (alone) which can build tensions within the sales team. Pre-Sales can bring a lot of insights back to help shape what the personas and content strategy should look like at a high level AND help with execution.

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2 Choose the right format and channel

Once you have defined your audience and purpose, you need to choose the right format and channel for your sales collateral. The format refers to the type and style of your collateral, such as a brochure, a video, a presentation, or a proposal. The channel refers to the medium and platform where you deliver your collateral, such as email, website, social media, or webinar. The right format and channel depend on several factors, such as your product's complexity, your prospect's preferences, your budget, and your timeline. For example, if you have a complex product that requires a lot of explanation, you may opt for a video or a webinar, rather than a brochure or a flyer. If you have a short sales cycle and a low-cost product, you may use email or social media, rather than a website or a proposal. You need to choose the format and channel that best suit your product, prospect, and situation.

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Damian Tommasino

Shaping the Future of Cybersecurity Sales | Advisor | Founder @ CI
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It's not only about choosing the right channel, but knowing what type of content you can use for each channel. In many enterprise sales, buyers want to see the product before diving into a deep sales conversation. Leveraging your SE team to be able to produce demos, repurpose the demos into other content formats, etc. is an easy way to enable buyers with the information they need without massive waste to all GTM resources.

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3 Leverage your SE tools and resources

Now that you have chosen the right format and channel, it's time to leverage your SE tools and resources to create your sales collateral. These assets and information can be used to demonstrate, explain, and validate your product's value proposition. For example, demos are live or recorded demonstrations of your product's features and functionalities; they can help show how your product works, how it solves your prospect's problems, and how it differs from competitors. White papers are authoritative documents that provide in-depth analysis on a specific topic related to your product or industry; they can help educate prospects on the benefits, challenges, and best practices of using your product or solution. Case studies are stories of how existing customers have used your product to achieve their goals; they can help validate the value proposition, showcase success stories, and provide social proof. ROI calculators are tools that help prospects estimate the return on investment of using your product or solution; they can help quantify the value, justify pricing, and overcome objections. You can use these SE tools and resources as standalone collateral or as part of a presentation or proposal.

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Damian Tommasino

Shaping the Future of Cybersecurity Sales | Advisor | Founder @ CI
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Sales collateral is no longer just static content. Gone are the days of PDFs and PowerPoints (only). Being able to bring video, demos, conversations in private communities, etc. are how SE teams can help reach buyers where they are today.

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4 Follow the best practices of sales collateral design

To ensure your sales collateral is effective, engaging, and persuasive, you should adhere to the best practices of sales collateral design. This includes using clear and concise language that speaks to your prospect's needs and goals, avoiding jargon and technical terms. Visuals, such as images, graphs, charts, and icons, can help to enhance your message and capture your prospect's attention. Additionally, use a logical and coherent structure with headings, subheadings, bullets, and transitions to organize your content. Lastly, use a call to action with clear and compelling language that motivates your prospect to take action. By using these tips, you can create compelling sales collateral that will help you win more deals and grow your business.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Damian Tommasino

Shaping the Future of Cybersecurity Sales | Advisor | Founder @ CI
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Producing content is one thing, but knowing how to distribute it and measure its effectiveness is just as critical. Mapping out the different content types that you'll support ahead of time is the first step. Then know which channels you'll distribute to and what measurements look like. Tracking resources being shared internally is a key way to build champions and understand what business cases are resonating with your audience.

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How can you use SE resources to create compelling sales collateral?

1

2

3

4

5

1 Identify your audience and purpose

2 Choose the right format and channel

3 Leverage your SE tools and resources

4 Follow the best practices of sales collateral design

5 Here’s what else to consider

Sales Engineering

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How can you use SE resources to create compelling sales collateral?

1

2

3

4

5

1 Identify your audience and purpose

2 Choose the right format and channel

3 Leverage your SE tools and resources

4 Follow the best practices of sales collateral design

5 Here’s what else to consider

Sales Engineering

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