5 Benefits of Using a Sales Content Management Tool

By Lindsey Tishgart | July 11, 2023

B2B sales has changed. Today’s buyers prefer to interact with buyers via digital channels, and are up to 70% through their research before they talk to a seller. With less time to influence more buyer stakeholders B2B sellers need to make the most of every interaction. Every piece of sales collateral needs to captivate buyers and add value. That requires having efficient processes and tools in place to manage and organize sales collateral.

However, according to the Content Management & Strategy survey by Content Marketing Institute, only 25% of enterprises have the right technology for managing content across their organizations, highlighting the need for modern sales content management solutions that break down silos between GTM functions and drive sales through engaging, easily customizable content.

At their core, sales content management tools make it easy for sellers to access, personalize, and share the right content with the right person in the right moment. Read on to discover just a few of the many benefits a sales content management platform offers your organization. 

Streamline Content Creation and Management

A content management solution designed specifically for B2B revenue teams provides a single hub for revenue teams’ content needs. Marketing teams can easily create, disseminate, maintain, and retire content in one place. For sellers, content management tools serve as a centralized single source of truth. They eliminate the need for multiple content repositories and ensure consistency across different sales channels and touchpoints. Today, the typical B2B sales organization makes roughly 1,400 sales assets available to team members and stores them in an average of 5.6 different content repositories. Stop making your sellers work to find your sales content. 

Reduce Time Spent Finding and Creating Content

According to Forrester, the typical B2B sales representative spends nearly 12 hours per month on nonproductive content chores, such as locating and customizing items needed to support selling activities. With content management systems, sales reps can quickly access and customize the sales collateral they need, for each buyer stakeholder. With less time spent looking for and creating content they can spend more time on building long-lasting, trusted relationships. This increased effectiveness drives improved sales performance and revenue generation. 

Increase Content Usage and Brand Compliance 

When sales content is hard to find or access, sellers often resort to making their own collateral or they revert to using outdated sales content. Content management solutions consolidate sales collateral into a single place, ensuring reps have the most up-to-date and on-brand content to ensure smooth buyer experiences at every point of the buying journey. Furthermore, these tools enable localized content creation — meaning revenue teams can tailor messaging to  individual decision-makers in specific roles and regions, appealing to each buyer stakeholder’s unique profiles and challenges.

Provide the Personalized Experiences Today’s Buyers Crave

Today’s B2B buyers expect the hyper-personalized experiences they receive in their interactions with B2C companies like Amazon and Netflix. Forrester’s Marketing Survey revealed that 74% of marketing decision-makers believe that buyers and customers expect a sales and marketing experience personalized to their needs and preferences. Today, only 8% of B2B organizations are currently set up to deliver highly personalized marketing—but of that 8 percent, three-quarters report growing market share. Advanced content management features like user segmentation, dynamic content generation, and content success metrics enable sales teams to tailor their approach to individual prospects. 

Continuous Optimization via Collaboration

By establishing a single source of truth for sales content, revenue teams can break down silos and use data to foster greater alignment. Sales content management tools enable continuous improvement by leveraging real-time data and feedback to measure and analyze the performance of each piece of sales collateral. Marketing teams no longer have to rely on tribal knowledge, or what the sales team thinks is resonating with the buyer. Instead both teams can align around cold-hard data. With these insights, marketing teams can optimize their content strategy and spent more time creating the content their sales teams need. This collaborative approach ensures that the right content is delivered at the right time and in the right way. 

In B2B sales the effective management of sales collateral is a critical for success. By harnessing the power of an enterprise-grade sales content management platform, businesses can empower their revenue teams, enhance customer engagement, and drive revenue growth.

See how you can create better buyer experiences with and check out Mediafly’s content management solution.

Lindsey is a senior marketing leader with a passion for creating highly engaging brand experiences through storytelling, digital marketing, design, product and events. She joined Mediafly through the acquisition of InsightSquared where she served as CMO. Her 20+ year career spans multiple industries and disciplines from startups to Fortune 500, SaaS to live music and entertainment.

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