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How to Enable Sales With Content Marketing

by Tom Whatley  |  
September 22, 2015
  |  3,190 views

It was only during my time working for a SaaS company that I really came to understand how content worked in a Sales-enablement capacity.

Most marketers follow a linear progression in content marketing, which makes sense when building a funnel: We create value and educational material that empowers at the top of the funnel, and focus on more sales-oriented content toward the bottom.

But creating content in linear progression won't work for Sales: Prospects have varying challenges and objections that Sales need to overcome at various points in the decision-making process to convince prospects to take the next step.

Therefore, the key to sales enablement is to create content that...

  • Helps prospects overcome those challenges
  • Helps sales reps to overcome the objections

Understanding Sales Enablement


The key to Sales enablement is to put yourself in the mind-set of being at the service of Sales, helping it to overcome challenges and determine where content can fit into current Sales processes.

Really good salespeople care about the messages you're delivering, because they understand that the process is a joint effort between Marketing and Sales. They also know that a great piece of content can really up their game, and so they want to help make it the best it can be. Accordingly, content and marketing channels (especially social platforms) aren't just for marketers anymore.

You need to make it easy for salespeople to access those channels. Good training and the integration of these platforms into the sales process will ensure an increase in Sales effectiveness. Marketing should share its own strategies and ideas on how Sales can use social platforms (particularly LinkedIn and Twitter on a B2B level) to nurture opportunities.


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Tom Whatley is digital marketing manager at marketing solution provider Seraph Science.

Twitter: @thetomwhatley

LinkedIn: Tom Whatley

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  • by Srimathi Mon Nov 16, 2015 via web

    Thank you Mr. Tom,
    This is an useful message for us. You have clearly explained how the sales and marketing will be and what they are. As you have mentioned sales and content marketing have many difference and first we should study about that to develop our company or brands. Every contents deciding the success or failure of the sales of products or brands of one.

  • by Ragavi Tue Dec 15, 2015 via web

    Content Marketing is an effective way for introducing your company without much advertising or promotional spendings. Nice article.

  • by Linda Sat Jan 23, 2016 via web

    We are a wholesale distributor getting ready to begin marketing to a new customer segment in the C- Suite. Need to develop a marketing strategy, corresponding business plans and sales tools. Can anyone recommend a strong Marketing Consulting firm to assist at all levels?

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