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Sales Enablement

Best Practices
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Going Beyond Lead Generation
It’s no longer enough for Marketing to deliver a steady flow of qualified leads to Sales. Marketers who want to help their sales teams close deals are now focusing on sales enablement as a way of providing a complete view of motivations, behavior, and activity. Here are the key ways a marketing team can help Sales better understand the audience:

Providing Buyer Insights
Thanks in part to Modern Marketers, Sales can now get deeper insights into buyer motivations and behaviors. By allowing Sales to see and understand the Digital Body Language of buyers, marketers can give them the knowledge they need to figure out what an individual cares about, who within an organization is engaged in a buying process, and which organizations within a salesperson’s territory are showing buying interest.

Maintaining Top-of-Mind Awareness
Equally critical to sales enablement is for your marketing team to ensure that your solutions stay top-of-mind with buying audiences. You can accomplish this through continual lead nurturing that provides insights and value to each prospect while keeping your company on their radar. As buying events unfold, prospects will display signals as they begin to conduct more active research on your products and solutions.

Employing Prebuilt Nurture Campaigns
Marketing can enable sales to engage with prospects by providing quick access to nurture campaigns into which salespeople can drop prospects that are not yet ready to purchase. When done right, these marketing automation processes can keep your solutions visible until a buying event develops.

Building Trusted Relationships
As much as your solutions need to remain on the buyer’s mind, so do your salespeople. When a buying process finally begins, a salesperson whose name is familiar to the buyer will be in a much better position to sell than a stranger. Marketing can help by ensuring that communications come from the salesperson assigned to each account – automatically on their behalf – so that a trusted relationship can grow over time.

B2B Sales Enablement in a Nutshell
Marketers who go beyond lead generation and focus on Sales and Marketing alignment can drive more revenue for their organizations. By providing rich insights into buyers, their companies, and their territories, marketers enable sales to better prioritize their efforts. And by using nurture campaigns and send-on-behalf-of personalization, marketers can help build familiarity between salespeople and their customers. Together, these techniques can significantly improve sales effectiveness.

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Digital Body Language

Digital Body Language is the online equivalent of the facial expressions revealed around the negotiating 
table. It’s comprised of website visits, content downloads, keyword searches, and email responses. In many ways, online buyer behavior provides the most accurate picture of prospect interest and intent. By analyzing the timing, frequency, and clickstream data of web site visits, marketers can zero in on the buyer’s pains, concerns, and motivations.

Sales Enablement

Your success as a marketer depends on your ability to help the sales team sell. Passing on knowledge and content is key. Too many salespeople spend inordinate amounts of time researching prospects, contacting those not ready, and creating content. Read why businesses that invest in sales tools to provide more insight about prospects see 32% more accurate sales forecasts and 49% of all sales reps achieving quota.