Our workshops on content strategy are attended by members of sales, marketing, training and other departments who have a stake in sales content. In these discussions, marketing professionals tell us that although they are responsible for content creation, sales content takes a back seat to their content marketing initiatives.
It’s understandable. In B2B companies, marketing is focused on providing leads to sales. That’s how they’re resourced, organized and measured. So they put much of their effort on creating content for demand generation. But the material needed to convert visitors to MQLs (marketing qualified leads) is not designed
for converting an MQL into a customer. As a result sales reps are missing content to help them establish a trusted relationship with prospects and close business.