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 via engaging, easily customizable content. At their core, sales content management tools make it easy and quick for sellers to access, personalize, and share the right external buyer activation content for every region and stakeholder role. Using a content management tool to store and organize your B2B sales content can help your organization:
- Streamline content creation and management. A content management solution designed specifically for B2B revenue teams provides a 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, eliminating the need for multiple content repositories and ensuring 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.
- Ensure usage of up-to-date, localized content. When sales content is hard to access, sellers often make their own collateral, or revert to using outdated sales content, creating a turbulent buyer experience. Content management solutions consolidate sales collateral into a single source of truth repository, ensuring reps have the most up-to-date branded content to ensure smooth buyer experiences at every point of the buying journey. Furthermore, these tools enable localized content creation, allowing revenue teams to tailor messaging to individual decision-makers in specific roles and regions, appealing to each buyer stakeholders’ 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 tool features such as user segmentation, dynamic content generation, and content success metrics enable sales teams to tailor their approach to individual prospects.
- Reduce time spent on 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 relevant 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, trusting relationships. This increased effectiveness drives improved sales performance and revenue generation.
- Continuous Optimization via Collaboration. With one single source of truth for content silos between revenue teams are broken down, fostering better alignment between marketing, sales, and post-sales teams and improving buyer experiences. Content management tools enable continuous improvement by leveraging real-time data and feedback by measuring and analyzing the performance of each piece of sales collateral. With these insights businesses can make data-driven decisions to optimize their content strategy and drive success. 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 success factor. Harnessing the power of a top-tier content management hub, businesses can empower their revenue teams, enhance customer engagement, and drive revenue growth. Content management tools are necessary to adapt to new, digital buyer preferences that continue to evolve. Check out how it works in our product tour!
