There is a necessary shift in how organizations approach customer marketing content, largely due to changes in how customers interact with vendors along the buying process. Developing buyer personas, mapping content to their buying cycles, and leveraging sales enablement technologies is a solid strategy combination to increase buyer engagement and improve the ROI of customer marketing content. 

Effective content produced within customer advocacy programs starts by understanding customer needs and detailing what those look like during different stages of their buying process via buyer persona profiles. Once the initial work is done, the next element of success is deploying the content. Sales enablement platforms can be excellent tools for doing just that. Not only are they a central place to store, tag, and organize all your targeted marketing content, they are great for delivering the content and tracking buyer engagement to determine ROI.

Focus on the Customer. Simply put – when content aligns with customer needs, magic happens! Write descriptions of each customer success content piece using your buyer’s words (keyword search and website SEO are great ways to see what actual words customers use to describe their problems) to increase their engagement by saying it the way they want to hear it.

Centralize Content. Once the customer marketing team creates a content piece, it needs to be easy to find and accessible for the sales team – where and when it is needed. Sales enablement platforms act as a central repository to catalogue, tag, store, organize, and alert sales that new collateral is available. What’s more, they often have the ability to push this content directly to the relevant opportunity records in the Sales CRM system. This helps it get into the hands of the customers and sales teams faster.

Pre-Load Content in Delivery Platforms. Sales enablement platforms also act as the delivery mechanism for deploying content to prospects. Your team can take delivery processes one step further by placing new collateral in pre-built microsites, saving time for sales teams. When customer advocacy content is placed in the tools the sales team uses every day, sales does not have to guess which content piece is best for their selling situation, ensuring the content is clearly defined in purpose and actually gets used in the delivery process.

Gather Feedback & Results. Like other marketing disciplines, Customer Marketing is measured on deliverables and ROI. Effective customer advocacy content does not stop at production and delivery – it stops at a converted buyer. Sales enablement platforms with built in tracking capabilities help marketing measure what content is being used, when it is being used, what content is most engaging – and most importantly – what content is leading to closed sales, and what is not. Rating capabilities in systems like RO Sales Enablement also provide customer marketers with the “why” behind what didn’t work to give them the opportunity to build that feedback into the next round of content development.

RO’s built-in tracking capabilities allow marketing to track what content is actually being used and what content is more effective with each buyer persona – making it easy to determine what’s working and what’s not. The tracking capabilities also alert sales when a particular buyer as acted on a spotlight, and what content that prospect found most engaging. This real-time data is crucial to knowing when to follow-up and what topics to discuss, as well as knowing how motivated your buyer is and when they have signaled a move into the next phase of their buying cycle. Driving opportunities for meaningful conversation, when, and how the buyer wants it, is a key benefit to sales enablement platforms.

If you’re ready to kick your customer marketing game up a couple notches, sales enablement features can really help. Schedule a demo with one or RO’s solutions experts today to see how it could help you.

Nichole Auston
Customer Marketing Director at RO Innovation
Nichole Auston is the Customer Marketing Director at RO Innovation. With a background in digital marketing and nearly a decade of experience managing marketing programs for a variety of SaaS companies, she’s passionate about sharing insights, best practices and stories about sales enablement and customer reference management, and the people and technology that power it.
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