Some would argue that content marketing is a larger subset that aids the sales process (and sales enablement strategy). Whatever the case may be, there is definitely a symbiotic relationship between the two. For example:
Content marketing typically has the greatest impact in the first and second stages of the “classic” sales funnel (awareness and consideration). Sales enablement practices typically come into play in the second and third stages (consideration and decision), when sales reps are actively engaged in conversations with prospects and leads.
Many sales enablement teams rely
On content marketers to produce relevant, valuable content for their reps. This content is like the ammunition reps need to overcome prospect objections, convince them of the value of your product or service, and guide them to a final decision.
Content marketing informs brand voice, tone, and australia phone number library messaging. It has a powerful influence on public perception of a brand and company culture. Both of these things play a subtle but important role in sales enablement strategy. (For example: should your reps be strictly formal when speaking with customers, or take a more casual approach?)
The conclusion is simple: content marketing and sales enablement are two sides of the same coin. Under ideal conditions, they work together to move prospects all the way down the sales funnel, winning more customers for your company.
How Sales Enablement and Content Marketing Differ
Of course, just because there is some overlap between sales enablement and marketing doesn’t mean the two terms refer to the same thing. There are also some key differences between these concepts. Let’s list a few big ones:
Content marketers focus on content creation, especially fully trust that this research for buyer consumption. Sales enablement specialists focus on how their reps can effectively access, promote, and distribute this content.
Content marketing teams may manage a specific subset of assets within a sales enablement platform (e.g., a content library, in whole or in part). Sales enablement teams typically manage the selection, rollout, and optimization of a sales enablement platform.
Content marketing teams often report to a company’s cg leads chief marketing officer (CMO); sales enablement teams may report to a company’s chief sales officer (CSO).
Content marketers are more concerned with the actual development of content; sales enablement experts emphasize the guidance and training needed for reps to effectively use content pieces when interacting with customers.
The above differences do not constitute a comprehensive list by any means. Nevertheless, they clearly demonstrate that sales enablement and content marketing are not only similar in some ways, but also very different in others.