See how to use interactive content in your sales enablement process and win more customers! – WAU
Interactive content is a format widely used outside London. Here, its positive impact on marketing strategies and sales is still at an early stage, especially in sales enablement, where it can contribute – and a lot – to gather relevant information for sales teams.
Interactive content is an excellent way to enrich a company’s sales enablement sector, resulting in increased sales and improved training for sales teams.
Despite all the growth potential that marriage between these two areas can bring to business, it is still rare to see cases of unity between them, especially here in London.
Even in Content Marketing and Digital Marketing strategies, where they are already better used, it is only now that interactivity in content is starting to be seen as something essential for the creation of content aimed at customers.
Therefore, we will show you 3 ways to use interactive content in sales enablement, to win and retain more customers, in this article. We will talk about the following points:
Are you interested in improving your team’s sales processes? Then keep reading!
What is interactive content?
Interactive content is a type of content that contains elements of interactivity, involving the user in order to find an answer as personal as possible, helping the persona to find a solution to their problem.
The main purpose of interactive content is to draw the audience’s attention and entertain them, in addition to being closer to the public.
This is because today, with the Digital Transformation and the arrival of new applications, social networks and other native content, the dispute for people’s full attention is great and the tendency is for it to become more and more.
The number of information thrown on the Internet only increases, but people’s time during the day remains the same 24 hours as always.
To get an idea of how strong the war for attention is, according to a survey done in 2015 by News Cred, people are spending an average of only 37 seconds on blog posts, which are a type of static content.
Static content is the opposite of interactive, since communication is already ready and the audience receives it passively, without being able to interact.
The way out to get the audience’s full attention is, then, in engagement. That’s why interactive content is being used so much today in marketing plans.
And by providing more accurate data on customers ‘behavior and thinking, it can also be part of the companies’ sales enablement.
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What are the challenges in implementing sales enablement processes?
In the corporate sales sector, the situation is not much different. The need to find ways to establish scalable and repeatable processes, helping the client with his needs, created the creation of the sales enablement sector.
This sector is also responsible for aligning the marketing and sales strategies, making the company use the same language at all stages, in addition to working together to achieve the same goals.
Sales enablement must always be aware of the sales process, seeking to research and implement new strategies (which may come from Marketing or not) and new tools to improve conversions, helping customers to feel satisfied.
This includes, in addition to research and implementation, constant training with sales teams, including using coaching techniques to get the best out of each member.
As it is not yet very common in London, we do not yet have research to show the performance of London sales teams under the command of sales enablement.
However, a survey by the North American Demand Metric, showed that 75% of the companies surveyed, claim that sales enablement was able to contribute in a moderate or significant way to their sales.
In the same survey, 88% of companies, which had the sector established for a long time, already considered it to be very strategic for the company.
How important is content production for the sales process?
In London, we even have a shortage of qualified professionals for the sales enablement area. And this is yet another reason to invest in interactive content.
With them, it is possible to identify gaps that could be verified by sales enablement, if the sector has not yet been implemented in the company.
But together, marketing and sales can develop new possibilities that have not yet been identified. With interactive content, these possibilities can be endless.
According to another survey by Demand Metric, 95% of the professionals interviewed guaranteed to experience benefits with the collaboration between the marketing and sales teams.
For this reason, producing content that serves to capture important data, that serves for further analysis of the sales sector, is so fundamental for those who want to have a strong sales enablement sector and working to improve sales processes.
Some interactivity tools, such as Ion’s Quick Start, already have templates that can be used quickly in Digital Marketing strategies, avoiding waste of time with programming and code development.
For those who do not have a large sales or marketing team, it is a great option.
How can interactive content help sales enablement?
We have already mentioned in the previous topic the importance of producing content, whether static or interactive, to assist sales enablement and, consequently, the sales process.
Interactive content manages to go more deeply in this relationship, since one of its main characteristics is to interact with the public and understand them better, through data collection and observations.
To better exemplify, we have separated three ways to use interactive content in the sales enablement process and, with that, gain more customers.
Check it out below!
Marriage between Marketing and Sales
The union between these two sectors can bring unimaginable fruits to a company that can bring them together around a common purpose.
While marketing attracts new prospects, educates and makes them hot leads to sales, the sales sector is able to provide important feedbacks and insights that marketing could not have, because it is closer to customers.
This until the emergence of interactive content. Thus, now, marketing also has data to discover how the customer thinks and behaves.
Apparently, this issue could become some kind of dispute, as marketing is no longer so dependent on sales feedback to create materials more suited to the persona’s desires.
But in fact, the interactive content enhances the interaction between the two sectors, which can now “exchange stickers” about the public and, thus, create even better content.
Maximize the power of interactive content
Interactive content is widely used at the top of the funnel, to show solutions for leads and for a first contact with the brand.
Despite the recommendation to avoid using them involving “aggressive” sales techniques, not using interactive content at the bottom of the funnel, targeting sales, can be a mistake.
When looking to work on lead loyalty through interactivity, marketing achieves higher conversion rates and hotter leads for sale, especially if you take into account the need that sales teams may present on some topic, as an objection, for example.
According to a survey by Sirius Decisions in 2013, 70% of the content made by marketing is not used by the sales sector. It is as if they speak different languages or are part of different companies.
Interactive content is the solution to this problem, as marketing is able to produce more valuable materials for closing sales.
An example of how this can be done is to create self-browsing experiences that allow salespeople to understand what content is seen as most relevant by potential customers. Thus, it is possible to find out what type of content is most used by them and which delivers real value to customers.
Another example is that of ScribbleLive, which created an assessment of the maturity status of the users’ Content Marketing strategy:
Symantec created a calculator to assess the risks and possible failures in the security system of computers and mobile devices.
Lower wait for return on investment
As we said, interactive content allows marketing to be closer to customers, without having to wait for meetings with sales teams to better understand what the customer wants.
The return comes not only for the public, who can find better solutions, but also for the company, which saves time and budget when using interactive content.
Sharing interactive materials with sales enablement allows them to also have new insights based on those materials, together with those they may have when in constant contact with customers.
Thus, sales teams can then be trained by sales enablement to focus on the audience’s pains and dreams, detected through interactive content.
Bonus: Search for solutions through Solution Finder
The Solution Finder is a tool that determines which product or service is best for the customer, when making a recommendation or giving a specific answer, based on the answers that were provided.
Solution Finder’s interactivity is similar to a quiz, with the difference that it is more specific and provides a clear answer at the end of which service or product the user should use.
In fact, the quiz can even be used as a Solution Finder tool, as well as calculators or tests / assessments.
An example is the personalized assessment that Purchasing Power created, so that customers can identify which laptop is best for them.
Another good model is that of Lansinoh, which has created an interactive calculator on how much money readers will save if they breastfeed babies with breast milk and not formula.
These Solution Finder examples are important to show one of the benefits that interactive content can provide to sales and sales enablement.
Want to know how to create interactive experiences like the ones presented in this content? Then check out turo on the ion tool!