3 Steps for Winning Interactive Sales Content

essidsolutions

Due to an increasingly digital pipeline, customers are forced to spend more time than ever in front of a screen. An interactive content strategy is a great way to keep customers engaged online. Isabelle Papoulias, CMO, Mediafly, talks about the critical components for creating a winning interactive content strategy.

It’s no secret marketers have been hearing “content is kingOpens a new window ” for years. But when COVID-19 hit and pushed B2B buyers more online, content became even more of a necessity – both a lifeline and a mandate. Now, almost two years into the pandemic, it’s clear there’s no going back. The future of buyer engagement and sales is and will continue to be digital-first. In fact, Gartner predicts 80% of B2B sales interactionsOpens a new window will be digital by 2025. 

Revenue teams certainly feel the pressures of this challenging virtual selling environment. For marketers, the inevitable focus is engaging remote buyers, capturing their attention and, most importantly, keeping it. The challenge for marketing teams is figuring out how to do this best to enhance the buying process when at least a third of buyers prefer a seller-free sales experience. 

Interactive Content

An important marketing answer to winning B2B deals and driving revenue is content. But not just any content will do anymore. Revenue teams today need interactive content and interactive presentations to meet buyers where they are and deliver on their high expectations. The days of stale, static, linear sales content are long gone because the attention span of buyers is only getting shorter. There is a bigger need for interactive, animated, and customizable content to ensure the buyer’s experience is more in line with the “weekend” experience they have with streaming services and video-watching at home, which incorporate customized experiences, snackable content and microsites.

This means simply converting existing print collateral to digital won’t work. As buyers today demand an elevated experience at every point of interaction, so the content served to them throughout their buying journey needs to deliver on higher than ever expectations.

See More: 5 Considerations for Deploying a Digital B2B Sales Approach

Savvy organizations are a step ahead and already have sales enablement technologies equipped with interactive presentations, so anyone on their revenue teams can create immersive, engaging, personalized buying experiences easily for every interaction whether digital or in-person.

A Winning Content Approach

Marketers need to be smarter than ever in their approach with buyers and prudent in differentiating their company stories. Interactive presentation software is, by far, the most effective way to deliver engaging content and sales presentations – anytime or anywhere. 

But marketers should take heart. Even without a dedicated sales enablement solution, their   teams can still deliver for digital buyers if they follow a winning content strategy:

1. Copy: Marketers who want compelling, interactive content can take a deep dive into the verbiage they use in their material. Content isn’t just what companies say about themselves and their products – but how they say it. For this reason, marketers should orient the value proposition of their companies through the lens of the buyer’s challenges. This is known as a challenge-based narrative and 87% of high-growth sales organizationsOpens a new window were taking this value-based selling approach at the beginning of the year. 

An easy way marketers can infuse value-led messagingOpens a new window into their content is to follow a storytelling framework like CLOSE. CLOSE is an acronym for challenge, loss, opportunity, solution and evidence: 

    • Challenge: What challenge does the marketer’s business help the prospect solve?
    • Loss: What is the challenge at hand currently costing the prospect and their company? 
    • Opportunity: What is the value of the prospect’s company addressing that challenge now? 
    • Solution: Looking at the marketer’s company, which of its solutions can best deliver the benefits the prospect needs? 
    • Evidence: How can the marketer prove their organization can deliver on the solution proposed to the prospect? 

2. Design: Not only is the copy in sales content critical for today’s digital buyers, so is the design of it. Ideally, design should not only make content “look good” but also help foster an easy, engaging, helpful experience for buyers to self-navigate and make it their own. This means marketers need to create content that is – beyond visually pleasing – intuitive to follow and exciting to view, thanks to interactive elements in all forms – benchmarking tools, animations, click through options and microsites to name a few.   For digital content especially to get the attention of remote buyers, it needs to be animated and interactiveOpens a new window .  

3. Usage: Finally, sales content needs usage metrics. How else will marketers know they’re on the right track? To really optimize for winning content today, marketers need insight into how much time prospects spend on their presentations and specific slides. Which assets do prospects revisit? Which ones do they re-share within the organization? And which content pieces actually help move deals forward? Ideally, a sales enablement solution or interactive presentation software will provide this type of deep content usage analytics. But even without technology, marketing teams can take the time to evaluate the impact of their content with qualitative but detailed  feedback from the sales and account teams. The goal should always be to apply these insights to improve future content strategy and to  create an interactive content experience for today’s buyers that accelerates them to YES.

See More: Creating an Effective Virtual Sales Experience Through Digital Sales Rooms

Compelling, interactive contentOpens a new window is required for companies that want to improve buyer engagement and close deals with today’s digital buyers. How marketing teams create those immersive, digital conversations can vary. Sales enablement technology equipped with interactive presentations capabilities and the analytics that matter will always be the most effective and efficient answer. But starting with a proper interactive sales content strategy, revenue teams can still empower their organizations to meet buyers where they are and win.  

What steps have you taken to ensure a winning interactive strategy? Let us know on FacebookOpens a new window , TwitterOpens a new window , and LinkedInOpens a new window .

MORE ON SALES ENABLEMENT