Sales Enablement Kicker: How Do You Know When Your Content is Lacking?

@Wendy | Marketing Automation, Strategy

The biggest innovation in sales enablement today is the buying process map or ‘BPM‘, which identifies and maps the decisions a buyer makes before they can make a purchase. Most sales organizations may have an idea of the required questions the buyer needs to ask, but maybe not what information is required or in what sequence they need to have them answered.  Your content strategy has to align with both the process and sequence according to each buyer persona because the information needs will most likely be met  without the assistance of a sales person (and pulled from online sources).

“70% of the content they read and study before making a purchase decision is actually found by themselves; as opposed to being given to them by marketing or sales.” Source: Forrester

It’s the job of the sales enablement leader to map the content to the buyer decision process and identify gaps – that is, figure out if the content is lacking and replace it with the right content. Collaboration with marketing is key in making sure buyer content is focused and accessible through the proper channels (online and offline).

Buyer Process Map How To

Developing a Buyer Process Map has four (4) steps:

  1. Define the Buying Phases: Each phase of the buyer journey represents a major milestone for purchase; they can be completely customized or you can follow an established model and refine from there.
  2. Identify Key Buyer Actions: Within each phase of the buying process, your customers engage in series of activities that help move them to the next stage; knowing these activities and tailoring your content and messaging is essential to sales enablement.
  3. Target Buyer Questions: The buyer’s journey is one of education – about your company, products/services, and your ability to meet and exceed their needs.  How questions are answered has an enormous impact on whether buyers will buy or not. The questions they ask will differ at each  action. Make sure your content and messaging is aligned with their needs and meets their objectives – if you can do that, you have attained deep insight into your customer’s purchasing psychology and can influence their path to purchase.
  4. Recognize the Trigger Events: When does your buyer move from one buying stage to another? What is the trigger that enables the movement in your buyer’s environment? Understanding these events and engaging with relevant content can result in beating the competition.

Content 1-2-3’s

Once you’ve developed your BPM, you can develop and/or map your existing content to each buying stage and align it to buyer preferences and motivations.

“B2B companies’ inability to align sales and marketing teams around the right processes and technologies has cost them upwards of 10% or more of revenue per year, or $100 million for a billion-dollar company.” Source: bizsphere

  1. What is good content? Good content accomplishes three things – it’s buyer focused, it targets specific stages of the buyer’s buying process and it’s accessible at the right time and place.
  2. How should it be mapped & managed? All content should be aligned with buyer personas and the buying process maps. This is an iterative process because knowing how content resonates with the buyer, and at which stage, takes experimentation and some sort of scoring system to help ferret that insight out.
  3. How do you know if it’s the right content? After you’ve collected some usage data, review the scoring results and use the output for a content gap analysis to see where content is not performing. Any content that is not buyer-focused needs a thorough review and refinement.

Additions & Feedback

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