A B2B sales playbook is a document that “collects” the methods and best practices or tactics for carrying out a specific B2B or Industrial sales action.
For example; cold approach to the client (key in SDR’s), how to help them move forward faster, how to close a sale or how to help them use and make the most of a solution (Customer Service Teams).
There are also playbooks for Distributors, Distributor Sales Teams, Free Agents etc.
Any B2B sales playbook should meet the following 4 characteristics.
1/ Made from the customer, not from the product
2/ Align them with the specific stage of cayman Islands phone number library the client’s Customer Journey Map in the CRM.
3/ Support them with links to external resources (tools and data.)
4/ Constantly updated
10 KEYS TO MANAGING AND ACTIVATING A CONTENT STRATEGY AND THUS IMPROVING THE PRODUCTIVITY OF INDUSTRIAL B2B SELLERS
Below, I share 10 keys to activate a B2B content strategy for Internal Sales teams, Outsourcing teams, Front-office or Channel partners.
- The content located in the CRM and organized by the phases of the Customer Journey Map.
The ideal B2B content storage platform to enable sales teams is the CRM. Access to each content resource will depend on the customer’s stage.
- Updated and cross-cutting content.
Formats and tools must be permanently updated loan data by sales feedback, Customer VoC systems, and Market Alerts.
Creating content to improve B2B sales productivity must be cross-functional. That is, marketing, sales, production, quality, etc. all teams must participate with ideas and even develop them.
Improving the productivity of B2B Industrial sellers depends on them believing in the tools themselves. If they are not updated and the entire company is not involved, they will not be as valuable.
- Internal Sales Enablement Manager
There is a Sales Enablement Responsible role, but it is not common. While it is not common, the Marketing team and Sales executives must be responsible for the content calendar and for leading its use.
- Customer-centric content, aligned with strategy and customizable.
Sales content cannot be based on the product
but rather on arguments or aspects that connect with the customer. At the same time, they must be malaysia data aligned with the company’s business strategy, since doing it well requires a great deal of effort and investment.
Content must be customizable by client type (data, templates, success stories, etc.)
- Creating content stock
The B2B sales team must be able to easily access a stock of B2B Sales content to use, from a space in the cloud to the CRM itself, but it must be easily identifiable.
Usability is key today, so if you want to improve the productivity of B2B Industrial sellers, the process must be made easy.
- Measuring content effectiveness
The effectiveness of each content must be measurable (impressions, comments, CTR, CTC, engagement, etc.)
- Audio and video format.
The use of Voice and Video formats will facilitate the consumption of content.
- Space of ideas.
Enable an area for proposals and ideas to renew or update client content and formats based on feedback from the customer relationship.
- Quality versus quality.
We have talked about a multitude of formats and specific tools to improve the productivity of B2B or Industrial sellers. Having one or two per phase of the customer journey map could be enough if they are quality and relevant. Trying to develop all the proposed tools requires an effort that would reduce quality.
- Gamification of the process.
Constantly seeking the participation of all those who interact with B2B clients and want to contribute their ideas.
Contests, events, points raffles, apps, etc. can streamline and enrich the process.