The goal of sales enablement is to increase productivity, ensuring that reps have the information, as well as the tools, they need to drive revenue(source).
Now, that sounds great in theory. But what does it take to implement this strategy effectively?
5 tips to improve your B2B sales enablement
1. Send out lead nurture campaigns
Don’t underestimate the value of lead nurturing, as these campaigns allow you to stay in touch with leads that might otherwise have gone cold.
Not only that, but 67% of B2B marketers say lead nurturing increases sales opportunities throughout the funnel by at least 10%, with 15% seeing opportunities increase by 30% or more (source).
2. Prepare reps for outreach
With help from marketing, sales reps can improve the quality of their sales outreach. Remember, if someone downloads a whitepaper or watches a webinar, they may want to learn more about that topic.
So, are your reps prepared? Always provide access to your content beforehand, so they can answer questions in context. It may also help to store marketing resources in one place, so they’re easy to grab and go.
3. Share resources for social selling
Many sales reps realize the benefits of social selling. And yet, they struggle to implement this strategy, citing a lack of high-quality content. This is where marketing comes in.
Give your sales team an advantage by sending out links to your latest blog posts and thought leadership pieces. Those who utilize social media will then have easy conversation starters at hand.
4.Provide content to close deals
Marketers often get excited about leads, hand them off to the sales team…and are surprised when nothing happens next.
While it’s your job to excel at lead generation, don’t forget that sales enablement happens later down the line, as well. For instance, case studies and testimonials can help hesitant buyers understand why your product or service is worthwhile.
5. Hold meetings to discuss pain points
The more you learn about your best buyers, the easier it will be to align sales and marketing.
So, take the time to check in with your sales team. Are leads making it through the pipeline, or are they stuck in a certain stage? Have customers or prospects asked any tricky questions? Maybe this could inspire your next blog post or whitepaper.
ZoomInfo can help you improve sales enablement and create more targeted content, with insight into your best buyers. Contact us today to learn about our contact database!
Originally published by ZoomInfo on November 3rd, 2015.