Six Content Assets to Help Your Sales Team Close More Deals

The way marketing and sales teams work has changed dramatically in tandem with the growth of purchase processes and customer behavior.

Today, the key to B2B success is aligning both teams strategically.

Quality content, which Marketing provides to Sales, is a crucial component of alignment since it focuses on educating and engaging prospects while also moving them down the funnel.

However, the fact that 65 percent of sales professionals claim they can't locate content to deliver to prospects is concerning. And that's where you, as a marketer, can help close the gap by generating excellent content that gives sales reps the tools they need to close deals faster.

So, let's look at six content assets that can assist your sales team in closing deals faster.

1. Buyer Persona Documents

It's one thing to believe you know who your target audience is; it's quite another to conduct a thorough analysis of their demographics, psychographics, purchasing behavior, motivations, challenges, and decision-making process in order to create detailed personas.

Buyer persona documents are exactly that: unique and detailed descriptions and analyses of the personas that comprise your primary customer groups.

Buyer personas will help you understand your customers better while also ensuring consistency in communication and targeting.

You can gather information from customers by creating surveys, interviewing them, forming focus groups, using third-party networks where they spend time, and uncovering trends or patterns in their interactions with your website from Google Analytics, Facebook Audience Insights, and other sources.

It is also a good idea to conduct a customer empathy mapping exercise to help you identify your most likely customers and understand how to best connect with those who will consume your content and products or services.

(While you're at it, do a quick mind-mapping exercise with your Sales colleagues to understand their pain points and brainstorm content ideas tailored to your company.)

Once you've gathered all of the information, formalize the personas: Organize and document the data. Infographics are an effective way to visually present your persona guide, making it more engaging and easier to understand.

2. Case Studies

Without being pushy, case studies demonstrate your company's value proposition and expertise. It's no surprise that 69 percent of marketers include case studies in their content marketing strategy.

Case studies, which are best suited for leads in the consideration stage of the sales funnel, act as social proof and can be used by the sales team to give prospects that extra push, moving them to the next stage. They are effective at both nurturing and converting leads.

A compelling story is the foundation of a successful case study. Make sure to include statistical data and data to back up your points, and finish with a customer testimonial to make it authentic and convincing.

3. Sales Presentations

Your sales team is meeting with prospects and making presentations. A strong sales presentation could really help their case.

Sales presentations, when done correctly, are a great way to put your brand in front of the buyer and convince them on why they should trust you. From introducing your company and what it offers to showcasing your success stories and presenting personalized solutions, sales presentations are a great way to put your brand in front of the buyer and convince them on why they should trust you.

Use infographics, charts, and graphs to convey your message and highlight your company's capabilities in visually appealing presentations.

4. Product Overview

You have to know your product inside and out to be a successful salesperson, right?

So, how about making a one-pager or a product overview for your sales team? Although it is frequently an internal document, it can greatly assist your sales representatives in becoming acquainted with the products they are selling.

The more knowledgeable they are about their product, the more confident they will be when speaking with prospects and steering the conversation toward conversion.

The one-pager should highlight the product's features, uses, benefits, and price points. Keep it brief and to the point, and make it fit on a single page.

5. Sales Scripts

Your sales representatives are your company's public face. They are the ones who interact with prospects and customers on the front lines. As a result, it is critical to ensure that they are well-prepared to say what needs to be said during conversations with prospects and buyers.

Writing a sales script entails assembling key talking points. The idea is to give them pointers so they know what needs to be covered during sales calls to persuade prospects and move them closer to conversion. They should not, however, simply memorize the script; doing so will make them sound robotic.

It's also a best to prepare responses to some frequently asked questions so that they're consistent and aren't caught off guard.

6. Email Templates

Email is the go-to mode of communication for Sales, whether it's a cold-pitch email or re-engaging previous leads, especially these days.

What if you could give your sales team a set of email templates for various situations instead of having them waste time drafting emails and responses?

Once the outbound email templates are in place, it's time to introduce marketing automation to boost conversions. Templates and automation not only save time and ensure consistency in communication, but they also aid in performance tracking and optimization of your prospecting strategy.


As a B2B marketer, your job does not end with delivering generated leads to the sales team. What's more important is arming them with targeted content assets to provide prospects and buyers with a more personalized and engaging experience.