Believe it or not, most marketers are always thinking about ways to make life easier for salespeople.
It’s true! As marketers become increasingly responsible for delivering ROI in the form of more sales opportunities and closed-won business, our fates are intertwined with our sales team counterparts.
That’s why more marketers are turning to interactive content for sales enablement. It’s a relatively new medium, especially in the B2B space, but marketers are seeing some amazing results – from top of funnel all the way through customer retention.
How exactly are marketers using interactive content to support sales? By amplifying what we’ve always done to support sales – passing more and better data on each contact so salespeople can have more informed, productive conversations to solve their prospects’ problems.
When it comes to interactive content, that translates to finding out what your prospects really want; building rapport more quickly; and providing tools to sell your solution internally.
1. Get the Full Story
With interactive content, you can gather a huge amount of information in a more engaging way, while giving your audience something valuable along the way.
Your typical prep for a sales call could include looking at your prospect’s title and responsibilities on LinkedIn, and matching that to what marketing has included in their buyer persona profile. You might hit the nail on the head in terms of your prospect’s pains and needs, but everyone is unique – they might not fit the mold.
Imagine if that prospect had filled out an assessment and answered specific questions about their challenges and opportunities. You could then start off your conversation from a much more relevant place and ensure your prospect knows exactly how your solution could help them.
Could marketing capture that breadth of information with a lead form? Possibly – but long lead forms can cause fewer conversions, as found by HubSpot’s Dan Zarella (ideally, keep your forms to 3-4 fields.)
With interactive content, marketing can include a lead form to collect basic demographic data, and use the questions and answers to gather the specific qualifying information you need for the sales process.
That’s just what the team at Ecova did with a recent piece of interactive content. They repurposed an existing assessment into a SnapApp quiz: “Good Utility Drives Good Decisions,” a short and compelling assessment to let consumers know if they were on the right track to getting good utility data.
This five-question quiz includes questions the Ecova sales team uses during the qualification process, speeding up qualification and disqualification so the sales team could focus on the hottest leads.
2. Better Rapport, Faster
What does your prospect really care about? How do you know?
The quickest way to great rapport with a prospect is finding common ground. After all, Dale Carnegie – the expert in how to win friends and influence people – said “To be interesting, be interested.”
Expressing interest in your prospect as a person can come in the form of referencing a shared alma mater, asking about their hobbies, or pointing out a unique commonality in your background.
But stalking your prospect online to find icebreakers isn’t always enough. Interactive content gives you a great talking point to get the conversation going. Rather than saying “I saw you downloaded our white paper – what did you think?” you can dive right into their results from a personality test or calculator and relate to them as a person.
3. Make the Internal Sale
One of the most challenging parts of the sales process is supporting a champion to make the internal sale. Once you’ve handed them off to convince their boss this is a great solution, influencing that conversation can feel like a black box.
Why not send your prospect back to their team with an ROI calculator or product picker? Your prospect can walk their boss through the steps of the interactive experience, letting the content speak for itself – and ensuring management sees the clear value in your solution.
As marketing technology advances, there are more opportunities than ever for marketing to facilitate new connections for sales.
The rise of interactive content is one of the most exciting ways to improve sales/marketing alignment – marketing can now give sales not just more qualified leads with better profile data, but they can also supply tools that make closing the deal that much easier.
How do your sales and marketing teams work together to accelerate sales?