One of the most heartbreaking stats you can tell a marketer is this one: 60 to 70 percent of all marketing content goes unused. As a content marketer, it’s difficult to hear that the majority of the content you worked so hard to create is just sitting there, and as a demand gen or account-based marketer, it’s frustrating knowing that there’s so much content in your library that could help sway prospects that isn’t being leveraged by sales.
There are a few different ways you can use Uberflip to enable your sales team and get them to start using your content to help close deals.
As a refresher, Sales Streams are hidden Streams that can be used to privately share content. Sales Streams exist separately from your primary Hub, and provide an isolated experience that’s great for feeding conversations at all stages of the buyer journey—but particularly on the sales side.
To ensure sales is not only leveraging your content, but leveraging the right content, there are a few strategies you can use.
Build a Content Library of Assets for Sales to Use
If you’ve been in business for a while and you publish new content regularly, it’s likely that you have a ton of content. As much as we as marketers try to update our content frequently, you probably have some older assets in your library that reference outdated tech or use old brand messaging. Not terrible, but not what you really want new prospects to be seeing as their first impression.
To make it easier for your sales team to know exactly what content is marketing-approved, you can create a hidden Marketing Stream of content exclusively for your sales team to use when sending assets to prospects. Ideally the Stream will include articles, videos, infographics, and other resources that either demonstrate the value of what you offer, or reinforce your messaging.
Making this content library into a Marketing Stream allows you as a marketer to handpick the assets you want to put in it (or remove), while also allowing your sales reps to go into the Marketing Stream and check off which pre-approved items they’d like to include in their Sales Streams.
Create Templated Streams for Personas
Rather than building out a Sales Stream for each unique prospect, your team may find it more valuable to create templates for each of your buyer personas, allowing sales to copy and edit them.
To do this, create a Marketing Stream for each persona and fill them with the content that each of those profiles would care about. From there, sales can easily navigate to the back-end of the persona-based Marketing Stream that best suits their prospect, copy it to a Sales Stream, and personalize the branding and description.
Tagging Content for Internal Visibility
As a marketer, you understand the value of using tags or hashtags to make your content more visible (or simply easier to find) for an external audience. Uberflip allows you to use tags to make your content more discoverable for internal audiences as well.
To do this, you can go into the back-end of any Stream and click the tag button at the bottom of a piece of content. It’s a good idea to tag content by resource type, topic, buyer persona, and stage of the funnel, along with any others that make sense for your business. That way, no matter how your sales reps are searching for content, they’ll find it!
The Uberflip Extension in Gmail or Outlook makes it simple for sales reps to easily find and share your content directly from their inboxes.
The extension allows marketers to share entire Streams (like the example from Cority below) or individual assets that align with a conversion being had.
When you click through Cority’s embedded email tile, you see the Stream pictured below. You’ll notice it’s personalized to include the sales rep’s photo, and calls out the prospect (Josh) by name in the description.
When it comes to empowering your sales team to succeed, Uberflip provides a number of options that will help arm your reps with compelling content that fuels conversations. We’re ex-Stream-ly excited to see how you start using these in your outreach!
Visit Uberflip Help to access more how-to guides and troubleshooting articles, or to contact Uberflip Support.
About the AuthorMore Content by Melissa Wankiewicz