Over this past month, we’ve given you tips and tricks when it comes to using interactive content for sales enablement, from the very top of the funnel all the way down to what types of experiences will help close the deal. But with so many different types of interactive content and a virtually unlimited number of ways to utilize them, how do you know what interactive experiences will really make a huge impact for your sales team.
This week, ion’s Director of Customer Engagement, Audrey Ross, and Director of Account Development, Asa Hochhauser gives their views on what types of interactive content they have seen be the most effective and moving for not only ion’s sales team, but some of our client’s sales teams as well.
Check out the video below to find out the specific pieces of content that sales finds most useful.
Is there a specific piece of content that sales finds most impactful?
I would say that conventionally, I think pieces that are designed for being really low-funnel experiences like calculators, solution finders, I think those get a lot of attention just being the really good pieces that are good for a sales team to use. But it's interesting because I really do think that a really broad spectrum of interactive content can be extremely impactful to the sales team. It just sort of depends on how they're using it.
A couple of examples of that would be, I actually just had a customer tell me a couple of weeks ago that her sales team is pretty traditional, a little bit old school, in that like two years ago, they didn't even want her to be creating their static PDF brochures in color because they though it looked too cartoony. And they didn't want anything like that as part of the collateral that they were using in the sales process and sort of leaving behind after their conversations.
She said, today that literally every piece of collateral, every brochure that she does, they want that in an interactive infographic format because it's so easy to read. It's so easy to consume. The people that they're talking to and leaving it behind with really love it and are engaging with it in a really impactful way. They're getting data on what they're looking at, and what they're clicking on as they're going through the experience. So it's really interesting to see something like an interactive infographic, which is typically very sort of high-funnel, early engagement, type of experience, can be something that depending on how you're using it for sales enablement, can also have an impact there.
I think the other one that is a little bit of an unsung hero in terms of helping sales is assessments because those types of experiences, while they may not be very late in the game, do come through at a really critical part of that education process and allow the prospect to identify what are some of the pain points that they're feeling. What is their current status of some of the key aspects of what they're doing today that your product or service could come in and help them do better or improve.
An assessment is a really good way to surface that, and also help them realize that they have something that they could be doing better at optimizing. But also being able to take that data and give it to your sales team, so that they know who they're talking to and sort of what level this person is at when they're actually having that sort of more personal conversation.
Again, I think it spans a broad range of different types of content pieces, but those are two that really stand out that I know our customers have seen a lot of value from. What do you think Asa?
Yeah. I think assessments are huge, especially when it comes to insights that you can provide to the sales team. It allows the sales person to reach out to prospects after they've completed an assessment and aid in a more productive conversation. If you already have a lot of valuable tidbits of their current situation, it allows you to kind of go right in and start having a conversation about that after a little bit of rapport has been built.
As a salesperson, your job is to be helpful, to present new ways of thinking about things, and help them get their job done. And every person is going to be different as you're talking to them, so as you're learning about the different people's worlds that you're talking to in the sales environment, you're going to find different opportunities for different pieces of content. I would say be listening and be agile and flexible about what you create when it comes to interactive content and just make sure you're creating stuff that's useful.