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4 Ways Your Sales Team Should Leverage Marketing Collateral in 2023

Did you know that your sales team has a secret weapon that can significantly boost their effectiveness and drive a higher conversion rate? If you thought that marketing collateral was solely the domain of the marketing department, think again. What’s no secret is having a well-equipped and strategic sales team is vital for driving business growth and success.

With a little help from the marketing team, both sales and marketing departments can align to close more deals. From enhancing their pitch to nurturing leads, addressing objections, and increasing conversions—the strategies we’re looking at in this blog will empower your sales team to:

  • Build trust
  • Overcome obstacles
  • Connect with prospects
  • Close deals more effectively

This is the fuel required for the growth of your company. But before we get into the 4 ways your sales team should leverage marketing collateral, we first and foremost need to discuss the foundational piece of the puzzle. ⬇️

Match your content to your target audience

One of the key strategies for sales teams to effectively leverage marketing collateral is to match the content to their specific target audience.

By conducting thorough market research and using established buyer personas, your sales team can use available content that speaks directly to the interests and challenges of their specific prospects.

When matching the marketing collateral to a specific audience, your sales team enhances engagement, builds rapport, and increases the likelihood of converting leads. This personalized touch shows a deep understanding of the audience’s needs and positions your sales team as trusted advisors who genuinely care about solving their problems.

1. Using Marketing Collateral to Enhance Their Sales Pitch

By seamlessly integrating marketing collateral into their pitch, your sales team can create a more memorable and impactful sales experience, and ultimately drive increased customer engagement. Sales teams can leverage marketing collateral, like:

  • Case studies
  • Whitepapers
  • Product videos
  • Customer spotlights

These valuable resources enable them to gain in-depth knowledge about your company’s offers, understand your target audience’s pain points, and stay updated on the latest market trends.

With customer spotlights—like this one for F5—you can highlight a specific area of interest that might be valuable to your prospects. The spotlight shows them your company has helped other customers (just like them) succeed in the area before. Using customer spotlights quickly builds trust and rapport, especially among brand-new leads.

Armed with this powerful content, your sales team can effectively tailor their pitch to resonate with potential customers, showcase the unique value your offers bring, and address specific challenges your audience may be facing.

When leveraging marketing collateral, your sales team can deliver a compelling and persuasive pitch that establishes trust, captures attention, and drives conversions.

2. Nurturing leads into loyal customers

One of the key benefits of leveraging marketing collateral for your sales team is the ability to nurture leads more effectively. Sales teams can use various forms of marketing content, such as:

  • Thoughtfully crafted email campaigns
  • Strategic social media posts
  • Customer testimonials
  • Engaging newsletters

These hyper-targeted campaigns establish meaningful connections with potential customers. By consistently sharing relevant and valuable content, sales professionals can position themselves as experts within the industry. Here’s an example of a customer testimonial GitLab quickly captured and shared via the UserEvidence platform:

(Source: UserEvidence)

These marketing collateral opportunities serve as valuable touch points throughout the buyer’s journey within your nurture strategies. Customer testimonials like the one above give your sales team the power (and social proof) they need to nurture a prospect—from lead to customer—by simply incorporating testimonials into existing campaigns. ✅

By nurturing leads through well-executed marketing collateral strategies, your sales team can maximize the likelihood of turning them into satisfied, loyal customers.

3. Addressing sales objections up front

When it comes to closing more deals, overcoming objections is a crucial skill for sales professionals to master. By proactively addressing objections through tailored marketing collateral, your sales team can get ahead of possible future objections raised by prospects.

Whether it’s addressing price concerns, product functionality questions, or doubts about the company’s reliability—strategic marketing collateral equips sales teams with the tools to alleviate these concerns effectively.

Offering up a well-crafted objection buster, your sales team can effectively:

  • Demonstrate their expertise
  • Foster customer confidence
  • Increase chances of conversions

With UserEvidence’s customer feedback charts, you can easily see what areas of your company’s product or service resonate most with customers. Equipped with this information, you can highlight the top use cases and/or functions of your product during sales interactions. For example, in sales calls, the F5 sales team should place more emphasis on Network Administration and Software Development, as these are the top use cases of the platform:

(Source: UserEvidence)

When using informed marketing collateral to bolster your messaging around common objections, sales teams can confidently navigate the sales process and convert hesitant prospects into satisfied customers.

4. Increasing overall conversions

In the world of sales, marketing collateral is your toolbox that propels your pitch to new heights, transforming it into a persuasive force to be reckoned with.

Using the previously mentioned (highly valuable) marketing content for the specific audience a prospect falls in, your sales team can captivate prospects and drive them towards the end goal—making a purchase. By…

  • Enhancing their pitches
  • Nurturing their leads
  • Busting common objections

…as all laid out above, they’ll have a much higher chance of securing a conversion.

The last way to ultimately increase conversions is by tying in social proof. Take, for example, a customer success proof point like this:

(Source: UserEvidence)

By showcasing this statistic in sales interactions, you immediately relay how they found success through your company’s offers. Now, conversions will come much easier. Why?

Because the prospects are in the shoes of your previous customer. Their struggles are the same. Their challenges are the same. But so is their desire for help. All your sales team has to do is ensure they make the proof visible to them.

Having social proof proudly displayed on the company website, social media pages, emails, and in all types of marketing collateral will ensure the messaging is relevant and resonates with intended audiences.

Final thoughts

When combining social proof with the methods above, your sales team will be equipped for conversion success. But when only 37% of consumers leave positive reviews, how do you actually collect this valuable asset?

With UserEvidence, you can send out surveys—at scale—to prompt your customers to leave their feedback. Next, you can filter out the best testimonials and display them in your Research Library. Lastly, download and publish them directly from the platform to all of your social media channels. It’s that simple. Here’s what it looks like:

(Source: UserEvidence)

Schedule a free demo of the UserEvidence platform today and give a boost to your sales team’s conversions.

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