10 Types of Sales Enablement Content with Examples
Sales isn’t the heart; it's the lungs of a business. And sales enablement content is its oxygen.
You inhale many gasses, but oxygen keeps your lungs alive and kicking. In the same way, sales enablement content gives salespeople what they truly need to run the business: the right content.
As a product marketer, you can build the right sales enablement content to help sales generate revenue for the company. We’ll talk about some of the best sales content you make and how to use it effectively. Let’s dive into the basics.
What is Sales Enablement Content?
Sales enablement content provides sales teams with the right information to address prospects’ concerns and answer questions related to the product. It elevates their conversations to convert prospects into paying customers.
This content comes in different forms. Sales enablement content can be any kind of content that helps the sales move forward. So ranging from effective call scripts to MOFU interactive demos or case studies, every asset you make for the company, if it helps the salespeople close deals faster, it enables sales to some extent.
Sales enablement content aims to answer the questions and worries of a buyer. If a certain category of prospects can find answers to the most commonly asked questions, salespeople can then focus on more critical accounts, like those with higher annual contract value.
Types of Sales Enablement Content
Sales enablement can happen through various resources in diverse formats. Based on who consumes it, you can categorize these content pieces into two: external and internal.
Beth Osborne, Senior Content Marketing Manager at Marketron, says,
“Sales enablement is not only about helping the sales team sell better. It’s more about assisting prospects to educate themselves better.”
Therefore, it’s not wrong to say that sales enablement content comes in different forms and is delivered via different channels for different purposes. For example, an interactive demo on a landing page is a lead generator. At the same time, the same interactive demo is personalized a bit and sent over to a prospect over an email to become a personalized follow-up email.
If we can categorize sales enablement content by who consumes it, here are the two types:
1. External sales enablement content
This is when your sales enablement content is consumed by your prospects at different stages of their buyer journey. These are the most important kinds of sales enablement content because if delivered at the right time through follow-ups or calls, these can drive conversions. Basically, the sales reps should be able to access this content easily.
External sales enablement content includes:
- Demo or product tours to show prospects what their lives would be like if they used your product or service.
- Case studies to add logic to a prospect’s emotional purchasing decision.
- High-value blog posts to tell what they’re missing out on.
- Testimonials to give social proof and add further logic to a purchasing decision.
- Explainer videos to convey the actual value of the offering.
- Sales presentations to tell a story that sells.
- Webinars to create interest.
These types of content can also double as training material to onboard reps. Even though it’s external, internal teams can use it to enrich their understanding of the product, market, audience, etc.
2. Internal sales enablement content
Internal sales enablement content is primarily meant for sales teams. And the goal is to help them understand what to say and show to the audience. Below are some common types of internal sales enablement content.
- Sales playbook to tell the sales team what to do, say, and show for specific prospect situations.
- Battlecards to educate buyers on how you compare against competitors.
- Cold-calling scripts to tell salespeople how to say.
10 Sales Enablement Content (+ Examples)
So, without further ado, we'll dive into the different sales enablement content your sales reps can use to close deals faster. These culminate ideas, thoughts, and experiments that have worked for us at Storylane and from our colleagues at different SaaS companies.
Let’s talk about the interactive demo first because 94% of companies using it have already elevated their response rate by 2.5x.
1. Interactive Product Demos
Product demos convey the value a customer could get out of a product. It lets your customer see the product in action. You can customize these demos based on your prospect's interests and pain points. It’s a more straightforward way to address potential customers’ concerns.
Tools like Storylane help you create customized demo flows for your prospects. You can use it in one-on-one sales meetings or share it on a landing page. Just as Storylane’s interactive demo helped drive Upland Software’s prospects 3x faster toward purchase, it can help you close deals faster.
Exploring Upland Software’s Interactive Demo
What we like: We won’t say what we like since this is our product. Instead, we’ll present the results that speak for the effectiveness of interactive demos as sales enablement content. Upland Software added 300+ leads and increased its engagement score by 75% in 90 days.
Matthew Weisberg, Director of Solutions Consulting at Upland Software, said,
“ It helped me do my job as a solutions architect, helping save time for me and being able to show them how everything works and send it quickly to them. It was a huge win for me."
2. Case Studies
Case studies tell a story from problem to solution using facts and figures. It helps potential customers see how they could benefit in similar ways. A good case study speaks directly to the concerns and interests of potential buyers. It shows how a product can meet their needs and solve their problems.
Case studies’ real-world evidence helps build trust and convince potential buyers about a product’s value. They’re easy to share as you can publish them on your blog, send them over emails, or share them on social media. They provide logical proof to solving a particular problem.
Typically, case studies have three parts– the problem, the solution, and the results. Many companies are super creative when they write these parts.
G2’s Case Study Example
What we like: Although the article follows the same structure of challenge, solution, and results, the storytelling is remarkable. It’s a creative way to present a case, so it doesn’t feel like documenting a science experiment.
3. High-value blog posts
Blogs are a gentle way to introduce potential buyers to products or services. It draws people to its website and educates them on what it offers. A good blog post helps answer questions and solve problems.
For a salesperson, having a collection of helpful blog posts is like having a toolbox. When talking to a potential customer, they can share a blog post that answers a specific question or solves a particular problem.
Blogs also help in building trust. When people read helpful blog posts from a company, they start to see that company as knowledgeable and trustworthy. Over time, this trust can lead to more sales.
You can also do account-based content marketing like Toplyne. Toplyne keeps critical accounts at the center of their blog narrative. This not only provides long-form reads for Middle-of-the-Funnel and Bottom-of-the-Funnel buyers who are see-sawing between which products to purchase but also serves as a social media engagement-worthy post.
Toplyne’s High-Value Blog Post Example
What we like: It puts Userflow at the center of the blog’s narrative and subtly conveys how the company can benefit from product-led growth.
Testimonials are positive reviews from happy customers. They add social proof to why you should consider a company’s product or service. Often, they include statistical data to add logic to a prospect’s decision to purchase from you. It conveys the value of a potential customer while making buying decisions.
A good testimonial speaks about specific benefits. It's like a friend telling you about a good product they found. For a salesperson, sharing a testimonial can help answer a buyer's worries.
For example, if a buyer worries about a product being easy to use, a testimonial can show how another customer found it easy.
It provides real-world proof that the product works well. Here’s an example of a testimonial page most companies have to showcase their customer’s voice.
Cooby’s Testimonial Page
What we like: Customer testimonials are located on a separate page. If a prospect is considering purchasing Cooby’s subscription, they won’t have to wait for a testimonial to appear while navigating the website or blog. They are easily accessible to seekers.
5. Explainer videos
A company can quickly show how a product solves a problem through an explainer video. They present the basics in an engaging, easy-to-understand way. A study says 65% of people can retain visual and verbal content in their memory even after three days.
So, a good old explainer video grabs attention and explains the concept very quickly.
Synthesia’s Example of an Explainer Video
What we like: Synthesia’s tools and applications are effectively conveyed through chronological storytelling.
6. Sales presentation
Sales presentations grab the audience's attention and explain the benefits of a product or service. It sets the stage, explains what changed in the market, how to solve it, and how your product can help, and concludes with features and testimonials or case studies. This organized explanation helps the buyer to understand better.
Sales presentation addresses the buyer's needs. It answers their questions and solves their problems. It’s like a roadmap. It guides the conversation in a clear, logical way.
Creating a compelling sales presentation requires understanding the product and the audience. It’s wise to keep presentations short, focused, and easy to understand. Use more visuals, like pictures and graphs, to explain your points better. And always end with a call to action, guiding the buyer on what to do next. Here’s an example:
Freshworks Sales Presentation Example
What we like: The slides focus more on visual than textual storytelling. It helps salespeople to elaborate better, and the prospects can ask questions.
Webinars educate potential buyers about its products or industry topics. They serve as a platform for direct interaction with a broad audience. It helps in building relationships and showcasing expertise.
A well-structured webinar addresses common questions and problems. It provides actionable solutions. For a salesperson, a webinar is a chance to engage with many prospects simultaneously.
Here are a few key points to make your webinars effective:
- Plan the content well. Understand what the audience wants to learn.
- Promote the webinar in advance to gather a good number of attendees.
- Engage the audience with polls or questions during the webinar.
- Always follow up with attendees after the webinar, sharing additional resources or scheduling one-on-one meetings.
Clearscope’s Example of Webinar
What we like: Clearscope got three experts to weigh in and share how they found solutions for common industry problems and showcased their results. It was super informative. The experts were using Clearscope already, so they talked about the product while sharing their responses. If prospects with similar problems see that a certain tool that is already in the market working very well for customers, there’s no better social proof.
8. Sales Playbook
A sales playbook describes the sales process, from meeting a potential customer to closing a deal. It's essential for sales enablement as it provides a clear path for salespeople to follow. It holds the strategies, tactics, and scripts that help sell more effectively.
A well-made sales playbook covers different selling situations. It provides answers and guidelines for common questions and issues. A playbook ensures everyone in the sales team knows the process and follows a consistent approach.
HubSpot’s Sales Playbook Example
What we like: We liked how clearly it conveys the three-step objection handling framework and lists the common objections, fears, and confusion a prospect might have.
Battlecards contain key information about competitors, helping to position a product better during sales talks. They equip salespeople with the insights to handle objections and effectively highlight unique selling points.
Battle cards show how a product stands strong against competitors. It’s like having a cheat sheet during an exam, which you can quickly access.
Kompyte’s Example of Battlecards
What we like: The information is skimmable. A salesperson can quickly locate context to weave out a competitive narrative.
10. Cold Calling Scripts
Cold calling scripts are pre-written conversations to help salespeople when they call potential customers out of the blue. These scripts help in making the conversation structured and focused on critical points.
A good cold-calling script has a clear goal, like scheduling a follow-up meeting or explaining a product's main benefit. It helps in overcoming nervousness and ensuring essential points are not missed.
Cold Calling Script Example
Salesperson: Hello, is this [First Name]?
Prospect: Yes, it is.
Salesperson: Hi, Mr/Ms. [Prospect's Last Name], my name is [Your Name], and I am with [Your Company Name]. I hope I am catching you at a good time. Do you have a moment?
Salesperson: Great! I'm calling because we help businesses like yours keep better track of employees' time and projects with our time-tracking software. Many companies we work with have found it to be a game-changer in boosting productivity. Have you considered implementing a time-tracking solution in your company?
If the prospect shows interest
Salesperson: That’s fantastic! I’d love to share how our solution could specifically benefit your company. Could we schedule a quick demo at your convenience sometime this week?
If the prospect is unsure or needs more information
Salesperson: I understand. How about I send you a short, interactive demo explaining how our software has helped similar businesses manage their time better? It might give you a clearer picture.
If the prospect is not interested
Salesperson: I appreciate your time, Mr/Ms. [Prospect's Last Name]. Feel free to reach out if you're interested in the future or have any questions. Have a great day!
How to Manage Your Sales Enablement Content Effectively
Managing sales enablement content requires a tight grip. First, choose the right platform. It should allow easy access for both sales and marketing teams. Make sure the content is searchable. Robert Wahbe, CEO of Highspot, says, “When you create content and do an e-mail blast, your prospect might not be ready for it. It doesn’t turn out any result. Ensure the content is searchable by the salesperson advising the prospect. They can use it when needed.”
Sales enablement content is most effective when it’s right where you need it. Neatly organized, and easily accessible.
Create clear categories. Use tags and folders to quickly find documents. Make sure the system is user-friendly. It should have a simple, intuitive interface. It encourages usage.
Suppose external people like channel partners would be using it. Set up permissions and put controls on who accesses what. Ensure security while promoting sharing. It is advisable to monitor usage closely.
Managing sales enablement content isn’t just about storage. It's about creating a dynamic system. Moreover, focus on guidance. Let salespeople know how to use the content. It should cater to the needs of sales and marketing alike. It helps in achieving a cohesive strategy, driving better results.
You have what it takes
Sales enablement content doesn’t get created overnight. There are many stakeholders involved. It’s better to work parallely on creating these assets, as it takes a lot of time to prepare them. Stock up your cylinders with content as oxygen and organize them so they are available to salespeople in need.
These cylinders will help salespeople pump revenue through the business pipeline. Turn the knob and cook up content that salespeople and prospects equally adore.
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