Within B2B or Industrial companies, the energy and internal discipline used to improve the productivity of B2B Industrial sellers (in addition to Outsourcing teams, Front Office Assistance, and Channel partners) with Tools, content, coaching, technology, training, etc. has a name: Sales Enablement.
Today I am not going to talk to you about kenya phone number library Sales Enablement as a strategy, but about one of its most effective practical tools: The creation of SPECIFIC content and tools for all those people within the organization who deal with the customer on the front line.
For example: Hunters, Farmers, SDR, SAT, Prescription Teams, Technical Service Teams, Franchisees, Industrial Distributors etc. and who need to help this one to advance in their Customer Journey.
In my day-to-day work with B2B Sales teams as a B2B and Industrial Business Strategy Consultant, aligning strategy, people and clients to enhance their relationship process, I almost always come across the same 3 statements from them:
“It is almost impossible to prospect by cold calling or by going around industrial estates. Linkedin has replaced this task, but how do I get started? How can you help me?”
Another classic:
“When I get them to meet me, the questions they ask me are very specific and tailored to how they can use the solution in their company and how to convince their fellow Buying Committee members. Before, I was satisfied with just talking about the product.”
And, of course, this one couldn't be missing either:
“I have to spend more and more time with my active clients to ensure that they all apply my solution well and because they are constantly researching new solutions and needs that may involve the entry of a competitor and for which they will not call me if I do not cultivate a “more present” relationship on a day-to-day basis”
Conclusion, in any Customer Journey today, the “Before” (discovery phase), “during” (negotiation phase) and “after” (customer phase) need a B2B Consultative sales model.
This requires an internal strategy with specific content tools to improve the productivity of B2B Industrial sellers and thus be able to help them.
CONTENT MARKETING vs CONTENT SALES
When we talk about B2B and Industrial Content Strategy we assume that it is entirely focused on a specific B2B or Industrial client at a specific time.
We can also go a little deeper and continue to differentiate the typology of your content; sales content for Inbound Marketing or brand content for Branding.
Finally, we can assume that this is a Marketing issue and therefore Marketing does it.
