What if the key to closing more deals isn’t just about having a great sales team, but about empowering them with the right content?
Today, content isn’t just an afterthought – it’s the backbone of a successful go-to-market (GTM) strategy. I’m Chloe Cucinotta, working on GTM content strategy at Amazon Web Services, and I’m excited to share how content-driven strategies can be the game-changer your sales and marketing teams need to connect with buyers and close deals faster.
In the go-to-market space, we all know that great messaging can make or break a deal. But it’s not just about creating content – it’s about crafting messaging that resonates with your buyers at every stage of their journey.
In this article, I’ll walk you through why content is so critical for sales enablement, how to align your content strategy with your sales goals, and how to create content that directly impacts your revenue pipeline.
Let’s dive in!
Why content-driven sales enablement is essential
Let’s kick things off with a stat that might surprise you: a recent Gartner survey of over 250 B2B buyers revealed that 77% of them felt their last purchase was complex or difficult.
If we take a moment to think about this, it really drives home why quality content is such an essential piece of the puzzle. Buyers are no longer just waiting to talk to a salesperson before making a decision. They’re self-educating, comparing options, and forming opinions online long before a sales rep enters the picture.
As marketers, it’s our job to meet buyers where they are – digitally. Quality content simplifies the buying process by addressing pain points, answering questions, and building trust before the sales team even gets involved.
When marketing creates content that speaks directly to these challenges, we empower sales teams to build trust and guide buyers smoothly through their decision-making journey
GTM Alliance
Aligning content with buyer needs
I think we can all agree that the buying journey has changed drastically, like I said, today’s buyers prefer self-education. Buyers are researching, comparing options, and forming opinions – all online. This is where we come in.
Imagine this scenario: a VP of Technology is evaluating a product like yours to equip their team with the right tools. Before they ever think about speaking with sales, they’ve already formed impressions of your brand based on the content they’ve come across.
Whether they’re reading blog posts, checking out case studies, or viewing social media content from your company, they’re forming an opinion about your brand and product.
So, as marketers and sales enablement professionals, our job is to make sure that content is easy for our target audience to find and that it helps guide them forward on their purchasing journey. Your messaging needs to resonate at each touchpoint.
Rebecca Stewart
