Key Takeaways
- Product marketing content empowers sales teams with persuasive information to convert prospects into loyal customers.
- By leveraging bottom-of-the-funnel content (product videos, product pages, case studies) and sales enablement content (sales training, overview sheets, “how to sell” pages), sales teams can become effective product evangelists.
- Personalizing content, incorporating social proof, and tracking results are crucial for optimizing the effectiveness of product marketing content.
Imagine a world where your sales team is armed with an arsenal of persuasive content, ready to convert prospects into loyal customers. That’s the power of product marketing content for sales enablement. In this guide, we’ll unveil 13 content types that will transform your sales team into product evangelists.
Bottom-of-the-Funnel Marketing Content
This content targets prospects who are ready to make a purchase decision.
Product Videos
Showcase your product’s functionality and benefits through engaging visual demonstrations. According to Wyzowl, 84% of consumers have been convinced to buy a product after watching a brand video.
Product Pages
Create compelling product pages that highlight your offerings, provide detailed information, and differentiate your products from competitors. A well-crafted product page can increase conversion rates by 37% (MarketingSherpa).
Product Blog Content
Announce product updates, share case studies, and provide valuable insights through blog posts. Content marketing generates 3 times more leads than paid search (Demand Metric).
Customer Success Stories/Case Studies
Build credibility by showcasing real-life examples of how your products have solved customer pain points. 92% of B2B buyers are more likely to purchase after reading a case study (Demand Gen Report).
ROI Reports
Quantify the value of your products by providing ROI reports that demonstrate the measurable results customers have achieved. Quantifying the value of your products can increase sales by 20% (Forrester).
Group Product Demos
Host live webinars or virtual events to demonstrate product features and capabilities. Group demos save time for sales teams and allow prospects to interact with the product firsthand.
Product Awareness Surveys
Gauge your audience’s understanding of your product offerings and measure awareness goals through surveys. 74% of marketers believe that surveys are an effective way to collect customer feedback (SurveyMonkey).
Sales Enablement Content
This content is designed to educate and empower your sales team.
Sales Training Sessions/Presentations
Provide in-depth training on product positioning, use cases, and buyer personas. 90% of top-performing sales teams receive regular sales training (Salesforce).
Sales Knowledge Quizzes
Assess your sales team’s knowledge of your products and identify areas for improvement. Regular assessments can improve sales performance by 15% (Aberdeen Group).
Overview Sheets
Create tailored product information sheets that provide additional details relevant to specific buyer personas. Targeted content can increase conversion rates by 50% (MarketingProfs).
Competitor Comparison Matrices
Help your sales team differentiate your products from competitors by providing detailed comparisons. 82% of buyers say they prefer to buy from companies that provide transparent information (Accenture).
“How to Sell” Pages
Provide comprehensive resources for your sales team to learn about your products and effective selling techniques. Easily accessible training materials can increase sales productivity by 20% (Gartner).
Product Digest Emails
Share product updates, sales enablement content, and resources with your sales team through regular email updates. Consistent communication can improve sales performance by 14% (HubSpot).
Bonus: Elevate Your Product Marketing
In addition to these content types, consider incorporating these strategies:
- Personalize content: Tailor content to specific buyer personas and their unique needs.
- Use social proof: Leverage customer testimonials and social media engagement to build credibility.
- Track and measure results: Use analytics to monitor the effectiveness of your content and make data-driven improvements.
Remember, the key to successful product marketing content is to provide valuable information that empowers your sales team and helps them close more deals.
Frequently Asked Questions:
What are the benefits of using product marketing content for sales enablement?
Educates sales teams, differentiates products, builds credibility, and increases conversion rates.
How can I measure the effectiveness of my product marketing content?
Track metrics such as website traffic, lead generation, and sales conversions.
What are some best practices for creating effective product marketing content?
Focus on customer pain points, use storytelling, and leverage visuals to make your content engaging and memorable.
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