How do you support your B2B sales team with content marketing?

Achieving alignment may seem straightforward in theory, but our experience with clients underscores the vital role of ongoing communication between marketing and sales departments in driving successful alignment. The winning formula often involves creating a dynamic "loop" between sales and marketing. So, how does this loop operate? Sales experts bring forth pain points and current trends, while marketing leverages their content prowess, culminating in engaging status updates that resonate with corporate influencers, sparking their genuine interest in publication. This symbiotic relationship fuels alignment and amplifies our outreach efforts.

Aligning your content strategy with your sales goals is like creating a roadmap to success in B2B marketing. It's not just about generating content; it's about generating the right content that resonates with your target audience. By understanding their needs, pain points, and decision-making journey, you can tailor your content to address these specifics at each stage of the sales funnel. This alignment ensures that your content becomes a valuable asset for your sales team, guiding prospects effectively and ultimately boosting conversions. It's about providing the right information at the right time to move prospects closer to a purchase decision.

Crafting content that's bespoke, current, and genuine is pivotal. But the question remains: who should be the face of publication? There are distinct players: The official company page. Esteemed corporate influencers. Potentially, ads in circulation. Each category necessitates a nuanced strategy. Typically, marketing spearheads corporate content creation, yet it should empower corporate influencers to shine. Conversely, ads demand not only attention-grabbing appeal but also synchronization with organic content, ensuring a harmonious alignment. This orchestration across platforms magnifies our impact and resonance.

Producing top-notch content is the backbone of effective B2B content marketing. It's not just about creating any content; it's about crafting pieces that genuinely educate and engage your audience. Quality content, backed by research and presented in a user-friendly manner, positions you as a trusted source of knowledge. It doesn't just push a product; it adds value by solving problems and addressing pain points. This builds lasting relationships with prospects, making them more likely to choose your solution when the time comes. High-quality content is your silent salesperson, working 24/7 to nurture leads and drive conversions.

Pro Tip: Create "high quality" content by involving your sales team. Ask a few people from your sales team to participate in the ideation and development of content. They interact with customers daily and hold many insights "in their heads", (which will never show up in your desk research).

Distributing and promoting content is the bridge that connects your valuable insights with your audience. Choosing the right channels and tactics ensures that your content doesn't get lost in the noise. Email, social media, influencers, and paid ads are powerful tools, but they must align with your audience's preferences. Don't forget the organic approach—delivering the right content at the right time can work wonders, fostering genuine connections and trust. Effective distribution and promotion amplify your message, making it easier for your sales team to convert leads into loyal customers.

Pro Tip: Build an internal "launch plan" for all new content. Create awareness and excitement amongst your sellers by sharing: - How to use it - When to use it - Who to send it to - What results they can expect Bonus: Show how other salespeople are using the content to break into new accounts, set up meetings & and create new opportunities.