SALES AND MARKETING ALIGNMENT
Three Tips to Inspire B2B Sales Reps to Use Marketing Content
MARK MAGNACCA
About 65% of sales marketing content is never used. Many companies struggle with this issue, leading to wasted time and inconsistent product information and messaging. One primary culprit: Sales representatives don’t know enough about available assets or how to leverage them.
Sales executives recognize the prob- lem – 84% report content search and utilization as the top productivity im- provement area. So how can managers motivate their reps to use sales mar- keting content? Try these three tips.
1. HAVE A HIGH-PERFORMING SELLER INTRODUCE THE CONTENT The person delivering the message matters. Many organizations tradition- ally turn to product marketing manag-
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ers to share new content. While these individuals are subject-matter experts and excellent resources, research shows their presentations had the least impact on use intentions. Recruiting a successful seller to
present new collateral to other sales reps increases use by 61% com- pared to a product specialist’s pre- sentation. However, a senior sales leader will likely provide the most motivation if you have an inexperi- enced sales team.
2. ACTIVATE THE CONTENT Content activation is key to inspiring sales reps. Content introduced with a simulated conversation or a case study is 30% more likely to be used than material presented with basic information only. Demonstrations and case studies exhibit ideal use cases and strategies.
Keep in mind: The optimal delivery
method depends on who shares the information. If you enlist a high- performing sales rep to present the content, add a role-play demonstra- tion. Sellers are 111% more likely to use content introduced this way. This type of content activation builds cred- ibility because sellers have seen their colleague’s success and trust their judgment and experience. A case study works best for sales leaders and product managers. Interestingly, simulating a conversa- tion is the least effective presentation strategy for executives.
3. HELP REPS THINK THROUGH THEIR PLAN
Most of us hated school homework assignments, but they reinforced the
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