3 example programmes that empower and enable sales and help buyers buy:

What type of campaigns and content empower and enable sales?

In this climate where sales need to do more than simply reiterate why your product or service is the right choice – what type of campaigns and content makes a real difference to sales activity?

Here are 3 examples of content that have had a remarkable impact on velocity of deals, volume of conversions and value from existing clients.

1. Make recommendations

Choice is blinding and our buyers have a lot of it. So why not make it easier for your customers to know exactly what’s right for them. Using a few simple questions you can enable your customers to know what they need, and what they need to do next.

Whether that’s how they can improve their current approach and how, or what products they need, this evaluation content works brilliantly campaigned, and adopted by sales

Elo wanted their customers to understand exactly what products were right for them from a vast selection.

Try ELO campaign

The Smartcube wanted their procurement audience to know where they had gaps in their approach to risk and provide guidance for the next next step.

Try The Smart Cube campaign

2. Limit info and make it relevant

Information is everywhere and too much of it can send your buyers down the road to indecision which will kill any sale. Make the content you share personalised and relevant to individual customers like the two examples below.

S&P Global wanted their customers to understand their likely climate risk and share details

Try S&P campaign

Autodesk took a long piece of research and made it personal and relevant for their key customers.

Try Autodesk campaign

3. Remove risk

A huge barrier to sales is risk. The customers’ concerns that the purchase may actually not deliver on the sales promise. Reducing and removing this risk will have the biggest impact on the sale. How can you limit the risk for the customer to try you, kick off on a pilot, map out what a project would look like. Limit the risk and make it easy to say yes likes these 2 examples below

Voyager took purchasing risk off the table by offering a free 28 day trial, no strings.

Try Voyager campaign

Achilles made kicking off with their new accreditation offer easy and clear with a quick start and a simple upload. No pain for the customer.

Try Achilles campaign