Marketing > Sales & Leads Support > Sales Collateral & Training > B2B Marketing Practice Guide on Sales Collateral & Tools: Reinventing the Sales NarrativeB2B Marketing Practice Guide on Sales Collateral & Tools: Reinventing the Sales Narrative
Make it work: Curating Collateral that Amplifies B2B Engagements.
Discover the nuances of creating impactful sales collateral & tools in the modern B2B landscape. Dive into methodologies, strategies, and real-world applications that drive B2B marketing success.
Definition ➔ Sales Collateral and Tools
Redefining Foundations: From Stone Tablets to Digital Catalogues
In the realm of B2B marketing, sales collateral has undergone a monumental transformation. Historically, sales materials were tangible, physical artifacts, often hefty catalogues or folders, carried from one sales pitch to another. Today, with the digital revolution, collateral has metamorphosed into dynamic digital assets, ready to be shared at the click of a button. It's no longer just about brochures; we're talking eBooks, videos, interactive demos, and more.
Key Concepts & Terminology: Delving into the language of sales collateral is crucial for today's B2B marketer. From lead nurturing to content mapping and conversion optimization, understanding these terms is the cornerstone of effective collateral creation.
What to do: Familiarize yourself with essential B2B marketing terms. Create a glossary, and routinely update it to stay current with industry jargon.
Crafting a Strategy: The Collateral Canvas
In the vast ocean of B2B marketing, the creation of sales collateral isn't a mere task. It's a strategic endeavor. To be impactful, collateral must align with broader business goals and marketing objectives. It should resonate with target audiences and be tailored to various stages of the buyer's journey.
Identifying Core Marketing Objectives: One can't emphasize enough the significance of having clear objectives. Whether it's brand awareness, lead generation, or customer retention, your collateral should have a defined purpose. Remember, in B2B marketing, your audience often seeks depth, expertise, and solutions to complex problems.
What to do: Map out your marketing objectives. Identify the primary goal of each piece of collateral and ensure it addresses a specific pain point or need of your target audience.
Inception of Sales Collateral: From Printed Brochures to Digital Assets
Decades ago, sales collateral was primarily limited to tangible, printed materials: brochures, flyers, and product catalogs. The digital revolution, however, reshaped this scenario, introducing tools such as e-brochures, videos, podcasts, and interactive presentations. Knowing this historical transformation aids in appreciating the contemporary tools and tailoring them to the digital-native clientele.
Keyword Terminology: Enhancing Your B2B Sales Vocabulary
Lead Generation: The art of attracting potential clients to your products or services.
Content Marketing: Leveraging content to engage, educate, and persuade the target audience.
Sales Funnel: A representation of the buyer’s journey, from awareness to conversion.
ROI (Return on Investment): Evaluates the profitability of an investment or campaign.
CRM (Customer Relationship Management): Software tools designed to manage interactions with potential and current customers.
Charting Your Path: Aligning with the Broader Business Ecosystem
The broader business ecosystem plays a pivotal role in shaping your sales collateral strategies. It's vital to consider macroeconomic trends, competitive landscapes, and industry benchmarks.
Steer Your Strategy: Identifying Core Marketing Objectives
To create impactful sales collateral, one needs to be unequivocal about their marketing objectives. Are you aiming to increase brand awareness, boost lead conversions, or establish thought leadership? Once these objectives are crystallized, you can align your sales collateral accordingly.
What to do:
Audit Existing Collateral: Begin by assessing current materials. Which assets are performing well? Which need an overhaul?
Define Your Audience Persona: Understand your audience’s pain points, preferences, and buying behavior. Tailor your collateral to resonate with them.
Leverage Data & Insights: Use analytics to gauge the performance of your collateral. Adjust strategies based on data-driven insights.
Iterate and Optimize: Sales collateral isn’t a one-time task. It requires continuous iteration and optimization to stay relevant and effective.
Remember, the landscape of B2B marketing is dynamic, and staying anchored in its historical evolution while aligning with contemporary practices is key. Sales collateral, when used adeptly, can be your most potent weapon in the B2B arsenal.
Modern Tools for B2B Marketing:
Marketing Automation Platforms: These allow businesses to automate repetitive marketing tasks, such as email marketing, social media posting, and ad campaigns. Examples include HubSpot, Marketo, and Pardot.
CRM Software: Beyond managing customer interactions, modern CRM tools provide deep insights into customer behavior, preferences, and purchase history. Salesforce, Zoho, and Microsoft Dynamics are leaders in this space.
Content Management Systems (CMS): These platforms facilitate the creation, management, and optimization of content. WordPress, Drupal, and Joomla are widely-used CMS platforms.
Analytics and Data Visualization Tools: These tools help businesses understand user behavior, website performance, and campaign ROI. Google Analytics, Tableau, and Looker are popular choices.
Interactive Content Tools: Platforms like Ceros and Turtl help businesses create interactive e-brochures, infographics, and other digital content to engage audiences.
Advanced B2B Marketing Practices:
1. Account-Based Marketing (ABM):
Concept: Instead of broad-reaching campaigns, ABM targets specific high-value accounts.
Tools: Engagio, Terminus, and Demandbase are leading ABM tools.
Benefits: Enhanced personalization, higher conversion rates, and improved ROI.
Concept: Uses historical data to predict future outcomes, enabling proactive marketing strategies.
Tools: PredicSis, RapidMiner, and Alteryx.
Benefits: Anticipate customer needs, optimize marketing efforts, and improve decision-making.
Concept: Delivering tailored content to users based on their behavior, preferences, and history.
Tools: Optimizely, Dynamic Yield, and Adobe Target.
Benefits: Increased engagement, higher conversion rates, and enhanced user experience.
In Practice: Utilizing these advanced practices in conjunction with modern tools can significantly enhance your B2B marketing strategy. For instance, combining ABM with predictive analytics can help in preemptively targeting high-value accounts with personalized campaigns.
Conclusion:
The realm of B2B marketing is in perpetual motion. By embracing advanced practices and leveraging modern tools, businesses can remain at the forefront, ensuring they connect meaningfully with their audience and achieve desired outcomes.
B2B Marketing Practice Guide on Sales Collateral & Tools: Case Studies - Real-life Applications of B2B Marketing Tools & Practices
1. TechSolutions: A Dive into Account-Based Marketing (ABM)
Background: TechSolutions, a B2B tech service provider, wanted to penetrate the market deeper and target Fortune 500 companies. Traditional broad marketing efforts yielded limited results.
Strategy: The company decided to employ ABM and chose 50 top firms. They utilized Terminus to create custom campaigns for each company.
Outcome: Within six months, TechSolutions saw a 300% ROI and secured contracts with 12 of the targeted companies.
2. EduBridge: Harnessing Predictive Analytics for Course Offerings
Background: EduBridge, an e-learning platform, observed a stagnation in its course enrollments.
Strategy: Using RapidMiner, they analyzed past enrollment data to predict future course demand trends. The insights revealed a rising demand for courses in Data Science and AI.
Outcome: Acting on these insights, EduBridge introduced new courses in these fields, leading to a 25% increase in enrollments in the following quarter.
3. HealthCare Plus: Personalizing Content for Clinics and Hospitals
Background: HealthCare Plus, a provider of medical equipment, aimed to improve its engagement with clinics and hospitals.
Strategy: With the help of Adobe Target, they began delivering personalized content, such as articles and case studies, tailored to each institution's specialties.
Outcome: The strategy led to a 40% increase in web engagement and a 15% uptick in sales inquiries from medical institutions.
4. GreenTech: Utilizing CRM for Enhanced Customer Engagement
Background: GreenTech, a sustainable energy solutions provider, struggled with customer retention in a competitive market.
Strategy: Implementing Salesforce CRM, GreenTech began closely monitoring customer interactions. The CRM provided insights into customers' pain points, preferences, and purchase patterns.
Outcome: GreenTech’s customer retention rate improved by 20% as they started addressing client needs proactively.
Conclusion:
The success stories underscore the importance of leveraging advanced B2B marketing tools and strategies. The outcomes achieved by these businesses serve as a testament to the potential of combining modern technology with innovative marketing practices.
Effective Distribution of Sales Collateral - The Hows and Whys
Sales collateral refers to materials used to aid the sales process, from brochures and product demos to whitepapers and testimonials. Effective distribution of this collateral can enhance the efficiency of the sales process and ensure that potential clients receive the most relevant information.
1. Understanding Your Audience:
Why?
Tailoring collateral ensures higher engagement and understanding.
How?
Segment your target audience based on their industry, size, or pain points.
Create tailored sales collateral for each segment.
Example: BlueTech, a software vendor, segmented its audience by industry. They created industry-specific demos, showcasing features most relevant to, say, the healthcare sector, differently from the finance sector.
2. Leveraging Digital Platforms:
Why?
Increases accessibility and availability of collateral.
How?
Use platforms like SlideShare, YouTube, or even your website.
Use email marketing tools to push out materials to your leads.
Example: PrintHub, a B2B printing solution provider, uploaded how-to videos on YouTube, generating over a million views and subsequently a 10% increase in lead conversions.
3. Utilizing CRM Systems:
Why?
For timely, personalized distribution.
How?
Use CRM tools like HubSpot or Salesforce to track prospect engagement.
Distribute materials based on the stage of the sales funnel a lead is in.
Example: OmniCorp, a manufacturing giant, used Salesforce to trigger sending of case studies when a lead visited their 'Success Stories' page more than twice.
4. Physical Collateral:
Why?
Tangible materials can leave a lasting impression.
How?
Despite the digital age, physical brochures or product samples can be effective, especially in meetings or trade shows.
Example: GreenFoods, an organic food supplier, handed out samples with informational booklets at trade shows, leading to a 15% increase in on-the-spot sign-ups.
Conclusion:
The distribution method of sales collateral is as crucial as the content itself. Proper understanding and leverage of both digital and physical channels can greatly influence sales outcomes. The key lies in understanding the audience, personalizing the experience, and ensuring timely delivery.
Sales Collateral & Tools: A Comprehensive Guide
Phase 1: Understanding the Sales Collateral Landscape
Step 1: Identify the Need
Sub-step: Assess your target audience
How-to Guidance: Start by researching your target demographic. Create buyer personas, using data from your CRM and market research to understand their challenges, preferences, and pain points.
Sub-step: Determine the stage of the buyer's journey
How-to Guidance: Analyze customer touchpoints and interactions. Is your audience in the awareness, consideration, or decision phase? The stage dictates the type of collateral needed.
Step 2: Catalog Existing Collateral
Sub-step: Audit existing materials
How-to Guidance: Collate all sales and marketing materials. Review for relevance, age, and effectiveness. Discard outdated content and identify gaps.
Sub-step: Tag and categorize
How-to Guidance: Organize collateral by type (e.g., case studies, product sheets), target audience, and sales funnel stage. Use a digital asset management system for easier retrieval.
Phase 2: Design and Development
Step 1: Choose the Right Tool
Sub-step: Evaluate available tools
How-to Guidance: Research sales collateral tools that match your needs. Consider factors like integrations, ease-of-use, scalability, and cost. Tools like Canva or Adobe Spark can aid in design, while platforms like HubSpot can assist in distribution.
Sub-step: Train the sales team
How-to Guidance: Organize regular training sessions. Ensure that your team understands the functionalities and best practices associated with each tool.
Step 2: Develop Content
Sub-step: Outline key messages
How-to Guidance: Based on your audience and sales stage, list the primary messages your collateral should convey. Ensure clarity and alignment with brand values.
Sub-step: Design and draft
How-to Guidance: Using your chosen tool, design collateral that is visually appealing and aligns with your brand's aesthetics. Ensure content is clear, concise, and engaging. Use compelling visuals, and maintain a consistent style.
Phase 3: Distribution and Utilization
Step 1: Disseminate Collateral
Sub-step: Choose the right channels
How-to Guidance: Based on where your audience spends their time, choose appropriate distribution channels. This might include email, social media, or direct sales channels.
Sub-step: Schedule and automate
How-to Guidance: Use marketing automation platforms, such as Marketo or Pardot, to distribute collateral at optimal times and to track interactions.
Step 2: Equip Sales Teams
Sub-step: Provide access
How-to Guidance: Ensure sales teams can easily access collateral. Use platforms like Dropbox or Google Drive, or specialized sales enablement tools like Seismic.
Sub-step: Encourage feedback
How-to Guidance: Create an open channel for feedback. Sales teams, being on the front lines, can provide insights into what's working and what isn't, helping refine future collateral.
Phase 4: Evaluation and Iteration
Step 1: Track Performance
Sub-step: Monitor engagement metrics
How-to Guidance: Use analytics tools to monitor how often collateral is viewed, shared, or leads to a conversion. Track metrics like open rates, click-through rates, and conversion rates.
Sub-step: Collect feedback
How-to Guidance: Regularly solicit feedback from customers and the sales team. Use surveys, focus groups, or direct interviews.
Step 2: Iterate and Optimize
Sub-step: Analyze findings
How-to Guidance: Combine engagement metrics and feedback to gain a comprehensive view. Identify what's effective and where improvements are needed.
Sub-step: Refine collateral
How-to Guidance: Based on insights, make necessary revisions. This might involve redesigning visuals, tweaking messages, or adjusting distribution strategies.
Incorporating Technology into Sales Collateral Strategy
Phase 1: Assessing Technological Needs
Step 1: Evaluate Current Tools
Sub-step: Inventory existing technology
How-to Guidance: Make a comprehensive list of all software and digital tools currently in use. Assess the functionality, cost, and utility of each.
Sub-step: Identify gaps and redundancies
How-to Guidance: Based on your sales collateral needs, determine where your current technology stack falls short or where tools might overlap in functionality.
Step 2: Research and Shortlist
Sub-step: Explore market options
How-to Guidance: Browse industry forums, seek peer reviews, and study up-to-date market reports to identify the top tech solutions in sales enablement and collateral management.
Sub-step: Prioritize based on ROI
How-to Guidance: Project potential return on investment for each tool. Weigh costs against expected benefits like improved sales performance, time savings, and increased engagement.
Phase 2: Integration and Onboarding
Step 1: Seamless Integration
Sub-step: Check compatibility
How-to Guidance: Before adopting a new tool, ensure it integrates well with your existing tech stack. This could mean checking API compatibilities or integration features.
Sub-step: Develop an integration roadmap
How-to Guidance: Plot out the sequence and timeline for integrating the new tech solution. Factor in any expected downtime or disruptions.
Step 2: Team Onboarding
Sub-step: Organize training sessions
How-to Guidance: Arrange comprehensive training for your sales and marketing teams, ensuring they understand the full range of features and best practices.
Sub-step: Monitor adoption rates
How-to Guidance: Track usage metrics to gauge how readily team members are adopting the new technology. Identify and address any barriers to adoption.
Phase 3: Continuous Evaluation
Step 1: Track Tech Performance
Sub-step: Set KPIs
How-to Guidance: Establish clear Key Performance Indicators (KPIs) for each tech tool, focusing on desired outcomes like improved efficiency or increased sales conversions.
Sub-step: Regularly review metrics
How-to Guidance: Use analytics dashboards and reporting tools to frequently assess tool performance against set KPIs.
Step 2: Adjust and Optimize
Sub-step: Seek feedback
How-to Guidance: Regularly gather feedback from team members about the tech tools in use. Are there challenges? New needs that have arisen?
Sub-step: Make iterative changes
How-to Guidance: Based on performance data and feedback, refine your tech strategy. This might mean tweaking tool settings, investing in supplementary tools, or even switching to a different platform if one tool isn't delivering.
Enhancing Sales Collateral Through Advanced Analytics and AI
Phase 1: Setting the Groundwork for Analytics
Step 1: Identify Data Sources
Sub-step: List existing data repositories
How-to Guidance: Document where your sales collateral data resides. This could include CRMs, sales enablement platforms, website analytics, etc.
Sub-step: Determine data relevance and quality
How-to Guidance: Scrutinize the quality of your data sources. Eliminate outdated, redundant, or irrelevant data to ensure analytics are based on quality inputs.
Step 2: Choose an Analytical Tool
Sub-step: Research available platforms
How-to Guidance: Investigate tools that offer analytics specifically tailored for sales collateral. Features might include content engagement tracking, A/B testing, and AI-driven insights.
Sub-step: Test and select
How-to Guidance: Where possible, opt for trial versions of tools. Test them in real-world conditions and select the one that aligns best with your needs.
Phase 2: Implementing AI-enhanced Analytics
Step 1: Define AI Objectives
Sub-step: Understand AI capabilities
How-to Guidance: Educate your team on how AI can be applied in sales collateral analytics – for instance, predictive analytics, pattern recognition, etc.
Sub-step: Set specific AI-driven goals
How-to Guidance: Determine what you aim to achieve with AI. For example, you might want predictive insights on which collateral will perform best for certain prospects.
Step 2: Integrate AI Solutions
Sub-step: Choose AI tools or plugins
How-to Guidance: Based on your objectives, select AI tools or plugins that integrate with your analytics platform.
Sub-step: Monitor AI tool performance
How-to Guidance: Ensure the AI solution is yielding accurate and helpful insights. Adjust settings or models as needed.
Phase 3: Refining Sales Strategy Based on Insights
Step 1: Interpret Data
Sub-step: Gather periodic reports
How-to Guidance: Set up a schedule (weekly, monthly, etc.) to review analytics reports. Use visuals like graphs and heatmaps for clarity.
Sub-step: Extract actionable insights
How-to Guidance: Beyond just viewing data, interpret what it means. For instance, if a piece of collateral has high engagement, dig deeper to understand why.
Step 2: Implement Changes
Sub-step: Adjust collateral based on data
How-to Guidance: Use analytics insights to refine your sales collateral. This could mean tweaking content, design, or delivery methods.
Sub-step: Measure impact of changes
How-to Guidance: After making changes, measure their impact. Has engagement increased? Are conversions higher? Use this feedback loop to continually refine your strategy.
Ensuring Security and Compliance in Sales Collateral Management
Phase 1: Assessment of Current Security Posture
Step 1: Identify Sensitive Collateral
Sub-step: Categorize collateral types
How-to Guidance: Create a list of all your sales collateral and classify them based on sensitivity - public, internal, confidential, etc.
Sub-step: Highlight high-risk items
How-to Guidance: Focus on collateral containing private customer data, proprietary business information, or other confidential material.
Step 2: Conduct a Vulnerability Assessment
Sub-step: Engage a security expert
How-to Guidance: Employ or consult with cybersecurity professionals to scrutinize your sales collateral storage and distribution methods.
Sub-step: Document vulnerabilities
How-to Guidance: Create a detailed report of potential security weaknesses in your collateral management system, from software vulnerabilities to human-related risks.
Phase 2: Implementing Security Protocols
Step 1: Develop a Security Policy
Sub-step: Define security guidelines
How-to Guidance: Establish clear rules about who can access and distribute sales collateral, how collateral should be stored, and how often security audits should occur.
Sub-step: Educate the team
How-to Guidance: Regularly train your sales and marketing teams about the security policy, ensuring that everyone understands and adheres to it.
Step 2: Technical Security Measures
Sub-step: Implement encrypted storage
How-to Guidance: Ensure that all sensitive collateral is stored in encrypted formats, making unauthorized access more challenging.
Sub-step: Integrate access control
How-to Guidance: Use tools that offer multi-factor authentication, role-based access, and detailed logging to monitor and control who accesses your collateral.
Phase 3: Compliance and Regular Audits
Step 1: Understand Regulatory Requirements
Sub-step: Research relevant regulations
How-to Guidance: Depending on your industry and region, there may be regulations governing how customer data and other information is handled. Stay updated on these rules.
Sub-step: Implement compliance measures
How-to Guidance: Adopt tools or practices required to stay compliant, such as data anonymization for certain customer details.
Step 2: Periodic Security Audits
Sub-step: Schedule regular audits
How-to Guidance: Decide on a frequency (quarterly, bi-annually, etc.) to revisit and reassess your collateral security measures.
Sub-step: Update security practices
How-to Guidance: Based on audit results, refine and strengthen your security practices to address new vulnerabilities or challenges.
Optimizing User Experience in Sales Collateral Delivery
Phase 1: Understand Your Audience's Needs
Step 1: Segment Your Audience
Sub-step: Identify your target demographics
How-to Guidance: Use data analytics tools to get a clear picture of your audience's age, location, industry, role, and other demographics.
Sub-step: Prioritize audience segments
How-to Guidance: Based on sales data, determine which segments are most profitable or have the most growth potential.
Step 2: Conduct Feedback Surveys
Sub-step: Create a feedback form
How-to Guidance: Design concise surveys or feedback forms using tools like Google Forms or SurveyMonkey. Ensure they're easy to fill out and not too lengthy.
Sub-step: Analyze feedback
How-to Guidance: Use feedback to identify pain points in the current collateral experience. Look for patterns or recurring issues.
Phase 2: Tailor Collateral for Each Segment
Step 1: Customize Content
Sub-step: Adjust language and tone
How-to Guidance: For each segment, ensure your collateral speaks their language. For instance, technical professionals might appreciate more detailed specs, while C-level executives might prefer an overview of business benefits.
Sub-step: Highlight relevant benefits
How-to Guidance: Emphasize the benefits that matter most to each segment. For instance, cost savings might be more crucial for SMEs, while scalability might be vital for large enterprises.
Step 2: Offer Multiple Formats
Sub-step: Provide video and text alternatives
How-to Guidance: Some users prefer watching a video, while others might want to read a PDF. Offer both options when possible.
Sub-step: Optimize for mobile and desktop
How-to Guidance: Ensure all collateral is accessible and looks good on both mobile devices and desktops. Use responsive design practices.
Phase 3: Improve Accessibility and Distribution
Step 1: Use a Collateral Management Platform
Sub-step: Research and select a platform
How-to Guidance: Consider platforms like Seismic, Highspot, or Showpad. These tools can help organize collateral, making it easier for sales teams to find and share the right content.
Sub-step: Train your team
How-to Guidance: Ensure every salesperson knows how to use the platform effectively. Regular training sessions can be beneficial.
Step 2: Track Engagement Metrics
Sub-step: Implement tracking tools
How-to Guidance: Use analytics tools to see how often collateral is opened, how long it's viewed, and which sections are most engaging.
Sub-step: Adjust based on insights
How-to Guidance: If certain pieces of collateral consistently underperform, consider revising or removing them.
Integrating Feedback Loops for Continuous Improvement of Sales Collateral
Phase 1: Establishing the Feedback Mechanism
Step 1: Decide on the Feedback Channels
Sub-step: Identify potential channels
How-to Guidance: Consider channels such as email surveys, in-app prompts, or direct communication with your sales team.
Sub-step: Prioritize feedback channels
How-to Guidance: Depending on your audience and the kind of collateral, choose the most effective and least intrusive method.
Step 2: Implement Feedback Collection Tools
Sub-step: Choose a survey tool
How-to Guidance: Platforms like Typeform, Google Forms, or SurveyMonkey are effective for collecting structured feedback.
Sub-step: Design feedback prompts
How-to Guidance: Create non-invasive prompts that encourage users to leave feedback after engaging with the collateral. This can be a simple rating or open-ended feedback.
Phase 2: Analyzing the Feedback
Step 1: Regularly Review Feedback
Sub-step: Schedule periodic reviews
How-to Guidance: Set a regular interval, whether weekly, monthly, or quarterly, to go over the feedback.
Sub-step: Categorize feedback
How-to Guidance: Sort feedback into categories, like "formatting issues", "content clarity", "relevancy", etc.
Step 2: Identify Patterns and Trends
Sub-step: Look for recurring issues
How-to Guidance: Use analytics or simply manual observation to identify frequently mentioned issues or suggestions.
Sub-step: Prioritize feedback
How-to Guidance: Determine which pieces of feedback, if acted upon, would have the most significant positive impact on your sales process and user experience.
Phase 3: Implementing Changes
Step 1: Update Sales Collateral
Sub-step: Revise content based on feedback
How-to Guidance: Act on the feedback. For instance, if users find a certain section confusing, clarify or expand upon it.
Sub-step: Test the updated collateral
How-to Guidance: Before a full release, test the changes with a smaller segment of your audience or internally.
Step 2: Communicate Updates to the Sales Team
Sub-step: Notify the team of changes
How-to Guidance: Use team communication platforms like Slack or Microsoft Teams to inform everyone about updates.
Sub-step: Offer training if necessary
How-to Guidance: If significant changes are made, ensure that the sales team understands the updates through training sessions or documentation.
Ensuring the Long-term Relevance and Evolution of Sales Collateral
Phase 1: Periodic Review of Industry Trends and Competitor Analysis
Step 1: Monitor Industry News and Updates
Sub-step: Subscribe to industry newsletters
How-to Guidance: Identify key publications or websites in your industry and subscribe to their newsletters for updates.
Sub-step: Attend webinars and conferences
How-to Guidance: Regularly participate in industry conferences, webinars, or seminars to stay updated with the latest trends.
Step 2: Conduct Competitor Analysis
Sub-step: Identify key competitors
How-to Guidance: Make a list of direct and indirect competitors. Use tools like SimilarWeb or SEMrush to get insights.
Sub-step: Review their sales collateral
How-to Guidance: Engage with competitor's content, both as a customer and a business, to understand their approach and any innovative tactics they employ.
Phase 2: Regularly Update Sales Collateral Content
Step 1: Schedule Regular Content Reviews
Sub-step: Set a recurring schedule
How-to Guidance: Depending on the pace of change in your industry, decide on a review frequency - monthly, quarterly, or yearly.
Sub-step: Engage subject matter experts
How-to Guidance: Have content reviewed by internal experts or occasionally by external consultants to ensure its accuracy and relevance.
Step 2: Implement Content Updates
Sub-step: Revise outdated information
How-to Guidance: Replace obsolete data, stats, or information with the latest and most relevant content.
Sub-step: Add new sections if necessary
How-to Guidance: Based on industry trends or feedback, introduce new sections or modules to your collateral.
Phase 3: Foster a Culture of Continuous Learning and Improvement
Step 1: Encourage Feedback Culture Internally
Sub-step: Organize feedback sessions
How-to Guidance: Schedule regular meetings where the sales team can discuss what's working and what's not with the collateral.
Sub-step: Reward constructive feedback
How-to Guidance: Recognize and incentivize team members who provide actionable feedback.
Step 2: Invest in Training and Development
Sub-step: Organize training sessions
How-to Guidance: Ensure the sales team is trained not just on the product but also on soft skills like communication, storytelling, and customer engagement.
Sub-step: Introduce new tools and technologies
How-to Guidance: Stay updated with the latest tools or platforms that can enhance the sales collateral experience, like interactive demos, AR/VR experiences, or AI-driven personalized content.
Marketing > Sales & Leads Support > Sales Collateral & Training > B2B Marketing Practice Guide on Sales Collateral & Tools: Reinventing the Sales Narrative