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Leadership


HOW TO SHORTEN THE SALES CYCLE THROUGH EFFECTIVE B2B CONTENT



Sheryl Seitz
Forbes Councils Member
Forbes Communications Council
COUNCIL POST
Expertise from Forbes Councils members, operated under license. Opinions
expressed are those of the author.
| Membership (fee-based)
Sep 27, 2022,07:00am EDT|
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Sheryl is VP of Marketing & Comms at May Mobility. She's won many industry
awards and was named 'Global Best Partner' while at Apple.




getty



Three out of four B2B companies take four months or longer to close a sale with
new customers, according to data from CSO Insights (via Marketing Charts). A
primary reason I see for this is that the B2B sales process is incredibly
complex. Because it's an expensive, high-stakes decision with multiple
stakeholders, it's critical to find ways to maintain your customers' attention
along the way. That's where effective content comes in.



To maintain customer engagement throughout the sales journey, ensure your
content is relevant, timely and readily available to the sales team. Here are
four steps you can take to develop powerful content that could shorten the sales
cycle and blow away the competition.



PROMOTED



Develop content that aligns with your company's sales stages.



The goal is to partner with your customer throughout a lengthy sales process
while they learn, evaluate, consider and purchase. Given that the buying process
may include internal stakeholders who you don't have direct contact with, you
will need to tailor your messaging accordingly. For example, top-of-funnel
content could include assets like product brochures, videos and general
information about the organization. Later in the buying journey, you can
introduce industry case studies to demonstrate exactly how your product or
service solves the problems of specific customers. In addition, white papers are
a great way to provide persuasive and factual evidence that solves an issue or
challenge.



Create content around thought leadership.

It's important to stretch your content and make it work for you. Typically,
prospects need to consume a message multiple times before they respond. Many say
that response rates rise with each outreach attempt. Thought leadership content
is a strategy companies can use to establish themselves as experts or
authorities on information their audiences consider valuable. It's a way that
you can create differentiation across social media and other channels by
delivering value to audiences.

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Some components to include as part of your content suite include:

• Creating a teaser campaign on social media.



• Building landing pages directing prospects to relevant content.

• Creating videos featuring executives addressing complex topics in your
industry.

PLAY Forbes Leadership Video Settings Full Screen About Connatix V190749 Read
More Read More Read More Read More Read More Read More Combined Wealth Of
India’s 100 Richest OnForbes List Rises To US$800 Billion 1/1 00:20 Skip Ad
Continue watching Hungry Girl’s Top Tips For Building A Mailing List Of A
Million after the ad Visit Advertiser websiteGO TO PAGE



• Editing video segments and cross-promoting content on LinkedIn and YouTube.

• Posting a series of blog articles that provide additional insight.

• Commissioning market research studies.

• Developing white papers that highlight research results.

Build content that is easy to find and use.

Sales reps often need to follow up quickly after prospect meetings, so making it
easy for them to find what they need is critical. Having a library full of
valuable content is just the first step. It's just as crucial that your sales
team knows what to do with all of it. That's where a sales enablement playbook
can be useful. To best arm your sales team with what they need to succeed,
create a resource outlining the different types of content and when to use them
during the sales cycle.

Some other recommendations include:

• Organizing the content with easy-to-find links and tags.

• Making file sizes small so team members can easily share them.

• Using cloud storage links to share larger files.

• Compressing videos in presentations and files.

• Using a company knowledge base to make it easy for sales to access the
information they need.

• Creating a customizable format where sales can tailor presentation decks from
a more extensive slide collection.

Conduct regular check-ins with the sales team.

It's essential to conduct regular check-ins with the sales team to stay on top
of requirements and adapt to changing needs.

Some tips for the marketing team to conduct successful check-ins with sales
include:

• Using the annual or quarterly sales kickoff meeting to present the marketing
plans.

• Sitting in on the weekly sales pipeline meeting to provide updates and
understand the sales team's requirements.

• Meeting with sales reps individually to dive deeper into key accounts and
strategies for account-based marketing.

Managing your B2B sales process is one of the most challenging parts of running
a business. Yet I've found that you can cut days or even weeks off the sales
cycle with a single tool—content.

--------------------------------------------------------------------------------

Forbes Communications Council is an invitation-only community for executives in
successful public relations, media strategy, creative and advertising agencies.
Do I qualify?



--------------------------------------------------------------------------------


Follow me on Twitter or LinkedIn. Check out my website. 
Sheryl Seitz



Sheryl is VP of Marketing & Comms at May Mobility. She's won many industry
awards and was named 'Global Best Partner' while at Apple. Read Sheryl Seitz's
full

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Tarek Mansour On Developing Company Values
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SHARE: TAREK MANSOUR ON DEVELOPING COMPANY VALUES


TAREK MANSOUR IS THE COFOUNDER AND CEO OF FINTECH COMPANY KALSHI.

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