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Sales enablement content plays a vital role in the B2B buyer’s journey. Buyers engage with up to seven pieces of content before engaging with a sales rep—and that content influences a whopping 95% of their purchasing decisions.
But not just any sales collateral will do: 71% of buyers expect content to be personalized to them. From case studies on similar companies to data that aligns with their pain points, your sales enablement strategy has to involve showing buyers you know who they are and what’s important to them.
This means building out a sales enablement content strategy that equips your reps with the exact content they need to get personal with every prospect, and ultimately, close more deals. Only, where do you even start?
Let’s unpack the internal and external materials that every sales enablement content strategy needs. Plus, exactly how to build a content strategy that gives your sales team a competitive edge.
What Is Sales Enablement Content?
Sales enablement content is a collection of materials used by sales reps to help them confidently sell products and/or services and showcase their industry expertise. It provides the supporting information needed to effectively engage with prospects, move them through the sales funnel, and convert them into paying customers.
Types of Sales Enablement Content
There are two types of sales enablement content—internal and external. Here’s a look at both and specific examples of each.
Internal Sales Enablement Content Examples
Internal sales enablement content is used by sales reps to navigate interactions with prospects and prepare them for any direction those conversations might take.
Examples of internal sales enablement content include:
- Sales playbooks: Guides that give reps information about how to handle different interactions based on sales enablement best practices.
- Sales scripts: Sample dialogue that guides reps through one-on-ones with prospects so they can address concerns and promote solutions with confidence and precision.
- Battlecards: Quick-reference guides that help reps understand competitors and overcome objections during sales calls.
- Email templates: Pre-written email content tailored to different phases of the sales process for consistent and efficient communication.
- Buyer personas: Describe your ideal customer so reps know who to focus on during prospecting and what their pain points are.
- Win/loss stories: Videos that feature sales reps talking about how they won or lost a specific deal to encourage peer-to-peer learning.
External Sales Enablement Content Examples
External sales enablement content is created to be shared with prospects, the goal being to educate and engage potential customers.
Examples of external sales enablement content include:
- Blog posts: Informative articles that educate buyers and position your company as an industry expert.
- Case studies: Detailed narratives that showcase how your product or service solved a specific problem or led to game-changing results for a customer.
- White papers: In-depth reports that highlight specific problems your customers face, insights and analysis that demonstrate your familiarity with their challenges, and how your product or service solves them.
- One-pagers: Concise explainers that summarize key information about a product, service, or solution on a single page.
- Pitch decks: A visual presentation that shows prospects why they should be interested in your product or service.
- Webinars: An online event organized for a specific audience to turn them into customers—usually, a workshop or interview with subject matter experts combined with real-time questions from the audience.
What Is a Sales Enablement Content Strategy?
A sales enablement content strategy is a roadmap that sets up your sales team for success. It details why content needs to be created (company goals and target audience), the types of content you’ll need to create (playbooks, battle cards, one-pagers), and how you’ll measure its effectiveness (metric-based milestones).
Why is Building an Effective Sales Enablement Content Strategy Important?
For sales enablement content to be effective, it needs to serve a clear purpose. A sales enablement content strategy ensures that every asset created has direct ties to company goals and specific stages of the buyer’s journey.
This benefits your company’s bottom line in a few key ways.
Aligns Sales and Marketing
A sales enablement content strategy creates alignment between sales and marketing teams by providing them with a framework for consistent messaging across the entire customer journey. Companies with strong alignment deliver roughly 38% higher sales win rates and 24% faster revenue growth.
Improves Seller Performance
Armed with the right content at the right time, reps are better prepared to navigate any questions, concerns, and objections that pop up during conversations with prospects. By incorporating sales enablement content in their approach, reps are 58% more likely to exceed their targets.
Optimizes Your Sales Processes
Putting a sales enablement content strategy into place streamlines every touchpoint, nixing content gaps from your pipeline and giving reps the power to surface and share highly personalized sales collateral with prospects and customers. Cue shorter sales cycles and more closed deals.
How to Improve Your Sales Enablement Content Strategy
Stepping up your sales enablement content strategy doesn’t have to be daunting. All you need is the right step-by-step process to guide you.
1. Review Existing Content
Take stock of your existing internal and external sales enablement content across all platforms and map that content to your customer journey. Assess what works well, what needs updating, and what gets cut. This is also the time to identify any content gaps that need to be filled in.
Looking over your sales content analytics, such as engagement rates, conversion rates, and customer feedback, can help you decide what types of content to double down on versus retire.
2. Discuss Team & Prospects Needs
Your reps have gone through your sales enablement training program. They use your internal and external content to guide their interactions with prospects and persuade them to buy. Who better to ask for feedback on your sales enablement content strategy?
Find out from your sales team:
- The types of internal content that make their job easier
- Why they use—or avoid using—certain types of content during interactions
- Content gaps in the pipeline that need to be filled
- The types of external content that resonate most with buyers
- Additional types of content they think would solve specific challenges
Pay attention to any recurring topics mentioned by reps, as these are likely the most urgent pain points in your content strategy that need to be addressed.
3. Centralize Your Sales Content
The key to effective sales enablement content isn’t just creation, but management. Organizing your content into a central repository breaks down data silos between departments and ensures your entire revenue enablement team, from sales to customer success, is using the most accurate and up-to-date information to move prospects through the pipeline.
Using an AI-powered sales enablement platform, like Spekit, you can provide your teams with a centralized knowledge base—one place to store and access product information, forecasting guidance, and more.
4. Make Content Accessible
The quality of your sales enablement content doesn’t matter if your reps spend more time searching for the content they need than using it to close deals. Your content should be easy for sellers to find, access, and share from any tool or workflow.
Spekit doesn’t just embed sales collateral in the tools your reps already use, like Chorus, Gong, and Gmail—its next-level generative AI feature, Spekit AI, delivers in-context search and content recommendations the moment reps need them, ensuring the right content is never more than a click away. It's like an ever-present, all-knowing teammate ready to help reps with product questions, objection-handling tips, competitive positioning, and even recommendations on the sales collateral they need to win deals in critical moments.
5. Use Generative AI for Content Creation
As your sales enablement content strategy evolves, your content library has to evolve along with it. But writing and rewriting playbooks, processes, and scripts? Huge time suck.
AI sales tools, like Spekit AI, change that. Instead of writing your content from scratch, you can use Spekit AI to instantly create baseline content for playbooks, sales scripts, tool training, and more. Develop content specific to your business in seconds, then deliver that content to your reps in bite-sized amounts they’ll actually use.
Spekit AI can even proofread content and check its tone, ensuring your reps are always working from the most impactful content possible.
6. Create Personalized Sales Content
Buyers expect interactions with sales reps to be personalized to them, so much so that 76% of buyers get frustrated when this expectation isn’t met. Today’s reps need to have an off-by-heart understanding of their company’s target audience, including demographics, firmographics, and specific pain points.
Persona cards, sales scripts, one-sheets, and other internal content specific to each buyer persona you’re targeting is the best way to equip reps with the intel they need to get personal with prospects and build trust. Spekit AI analyzes buyer interactions against your content library and surfaces the most impactful content recs in real-time, without reps even having to search.
Personalization isn’t just for external content, either. Every rep’s learning curve is different—what works when training one seller may not work for another. With Spekit, you can create personalized learning paths to accommodate each rep’s learning preferences and experience level.
7. Analyze Content Usage and Engagement
Sales enablement metrics give insights into which content is resonating most at every stage of the buyer’s journey—specifically, how buyers are interacting with your content and what actions they take after viewing it.
With Spekit’s SmartSend feature, for example, reps can generate unique share links and track who’s engaging with the content they shared, when, and for how long across each deal. Using these insights, you can further tailor your sales enablement content strategy toward customer preferences, boosting engagement and driving conversions.
The same goes for internal content. You can use Spekit Analytics to identify gaps in training materials, apply what’s working from your most popular content to your least popular, and remove stale assets so reps always have the most up-to-date intel on standby.
8. Optimize Your Strategy
Optimizing your sales enablement content strategy is an ongoing process—one that requires constant back and forths with your sales team, but in a bite-sized way that doesn’t bring on information overload.
Spekit can help with this too. You can use Spekit to notify reps of content updates and process changes, provide step-by-step walkthroughs, and deliver in-app quizzes to improve retention right where they’re working.
On the flipside, Spekit AI’s built-in feedback and governance feature means reps can rate the relevance of the content being surfaced and offer improvement suggestions to leadership without disrupting productivity.
Sales Enablement Content Strategy FAQ
Have a few more questions about building a sales enablement content strategy? You’ve come to the right place.
What is the difference between sales enablement content and marketing?
Sales enablement content is used by sales reps to engage with prospects one-on-one throughout the buyer’s journey. Marketing content casts a wider net, building an overall awareness of your product or service and luring prospects in for the one-on-ones personalized to their pain points.
What is a content strategy for enablement?
A sales enablement content strategy is the roadmap to success for your sales team. It spells out in detail why you’re creating content (company goals and target audience), the types of content you’ll create (sales scripts, email templates, case studies), and how you’ll measure its effectiveness (chosen KPIs).
Putting a sales enablement content strategy into place solidifies every touchpoint and provides reps with the exact content they need exactly when they need it. The result? Shorter sales cycles and more closed deals.
What is sales enablement content?
Sales enablement content is a collection of supporting documentation used by sales teams to sell their products and/or services to prospective customers. It provides reps with the information they need to effectively engage with and educate prospects, move them through the sales funnel, and convert them into paying customers.
How do you organize sales enablement content?
Sales enablement content should be stored in a centralized repository so it’s easy for reps to find, share, and track sales content with buyers effortlessly. The sales content management system you choose should also have the chops to deliver content to the platforms your reps are already working on.
Spekit, an AI-powered sales enablement platform, not only centralizes your sales content, but puts it into measurable action anywhere your reps work. Thanks to Spekit AI, reps can instantly surface the exact content they need to close deals, exactly when and where they need it.
Streamline Your Sales Enablement Content Creation
Once your sales enablement content strategy is on lock, it’s not enough to upload it to a centralized hub and call it a day. Spekit does much more than consolidate your sales enablement content under one digital roof. Once your assets are all in one place, it also provides the ultimate assist with maximizing your content strategy at every touchpoint.
With Spekit, reps can instantly surface the exact content they need, exactly when and where they need it, whether that’s Salesforce, Gong, Salesloft, and more. They can also easily personalize content–delivering targeted messages to prospects based on their pain points and stage in the buyer’s journey.
Need to fill a content gap or launch a new promotion? No problem. Using Spekit AI, you can create impactful playbooks and sales scripts in seconds, then trigger in-app alerts to keep reps informed without derailing their productivity.
