- Chapter 01 What is Marketing Collateral?
- Chapter 02 Marketing Collateral Samples
- Chapter 03 Marketing Collateral Strategy
- Chapter 04 Different Types of Marketing Collateral
- Chapter 05 Ideas for Marketing Collateral
- Chapter 06 Marketing Collateral Management System
- Chapter 07 Making Salespeople Smarter with Marketing Collateral
- Chapter 08 Measuring the Effectiveness of Your Marketing Collateral Strategy
Thus far, we have explored how we create, curate, distribute, audit marketing collateral. In this section, we will look at how can marketing collateral be personalized so that the sales reps who are using it for sales pitches appear smarter in front of customers.
Until now, when sales teams launched email campaigns loaded with attachments to customers, they have lacked the ability to prioritize the right call and adapt their conversations according to the interests of the target audience. Not just while reaching customers for the first, even for customers who’re known to them, the attachments that sales folks use are large ones that might take ages to open/download. Moreover, despite having spent considerable energy and resources in developing these attachments, sales teams aren’t even aware if their customers have engaged with their content.
That is because organizations are not looking at the bigger picture – Is the buyer aspiring to achieve far more than just buying a product/service once? Is the buyer looking to increase his knowledge? Is the buyer trying to get newer insights from a piece of content? Teams are only looking at fulfilling their individual Key Result Areas (KRAs) versus catering to the customer’s holistic needs. Companies are still catering to process-centric journeys instead of buyer-centric journeys that addresses the overall story.
That is why enabling salespeople must be enabled with sharp abilities to converse with customers such as:
1. Personalized Experience for Each Buyer - Who does not like personalization? From mobile covers to the music playlist in our cars, all of us like the stuff we are most familiar with and it never gets boring. So, why not give salespeople the ability to personalize their outreach to buyers. Personalizing a story to the unique needs of the target audience allows for a one-on-one conversation with customers. Salespeople can simply drag-and-drop content pieces on visually enriching storyboards that reinforceÂ brand ideology and offerings andÂ convey a lot more than simple emails.
2. Engaging User Experience – Research tells us that a user spends only 10-15 seconds on a content piece. A user can be compelled to stay on a content piece if it has a clear proposition in terms of value. Let salespeople have the ability to pinpoint which pieces of marketing collateral are going viral within their target audiences. As a result, enable sales teams can get rid of email attachments and instead create unique experiences that effortlessly integrate different media into a single customized interface.
3. Understanding Buyer Intent - By the time a buyer becomes an actual customer, there are numerous touch points that he has had with the company selling the product. He would have seen the product ad on a social media platform, he might have seen a YouTube video to know how the product works, read reviews, spoken to sales reps for more information etc. By tying all these touch points together through a single instance of content, and tracking its journey through the digital ecosystem, businesses can control their messaging, identify how the marketing collateral is best engaged, and clearly understand the consumer’s intent.
This leads us to our final section in this guide and that is measuring the ROI of marketing collateral.