Employees are your biggest brand advocates – and none more so than your

Sales Alignment sales team. Alignment between sales and marketing is critical to ensure your
customers have a smooth experience throughout the buyer’s journey. Working
CHECKLIST together, content marketers and sales professionals can increase revenue and

for Content Promotion

customer satisfaction.

The top request among sales teams for
enablement was relevant content in real
time based on selling situations1
Other requests from sales
organisations include:
1  educe time it takes internally for them
R
9 3
6 to find the right content
I ncrease confidence that they found the
most recent and accurate materials
I ntelligence on whether the prospect
consumed/engaged with the content

Sales Development Reps

This team is on the frontline selling to prospects.
Conversations are typically exploratory. Often, the goal for a
Sales Development Rep (SDR) is to warm the lead and pass
them to a Field Sales Executive.
Alert sales teams before big campaigns are dropped
so they are prepared for an increase in lead volume.
Most marketers communicate with sales through
one-off emails or post content into a portal/gallery. Handy Tip
Enterprise marketers should consider technology to
Recommend content for the
house materials and scale internal communications.
sales team to share on social
Anticipate what content is needed next by sales teams media. This can be done
to continue the conversation. While upper funnel through email or tools like
content has captured leads, the type of content these LinkedIn Elevate, which curate
prospective customers now need is different after they brand content that employees
speak with your sales representative. Types of content can share via social networks.
often requested include:
Case studies
Product comparison with your competitors
Basic how-to information related to your offering
 Sales Alignment
CHECKLIST

Field Sales Executives

They already know information about prospects passed from
the sales development manager. This makes them warm leads
The buyer’s journey has grown more
and conversations will be more advanced. Alternately, this team
complex in B2B. Help sales find the right
is selling to existing customers and are focused on renewals and content in your internal portal or wiki
upsells. Here, the tactic is nurturing existing relationships. quickly with tags. For example:
When big campaigns launch, alert teams so they are The number of stakeholders involved in
not surprised by questions. purchase decisions has increased. Tag
content in your portal to help sales teams
Provide your sales teams with banners they can add to
search for content by persona.
their email signatures. Make the email signature a part
of your campaign's creative requirements. When selling to enterprise organisations,
creating awareness and demand among
Types of content needed at by field sales teams includes: the c-suite is often critical. Tag content in
the portal by audience seniority.
Research relevant to the prospect's industry or role
Content that shows endorsement by thought leaders
Webinars - both thought leadership and tutorial
Best practices

Tools for Sales Enablement

Use technology to help make the jobs of sales professionals and marketers easier. Tools that a sales
professional may find helpful include:

LinkedIn Elevate Kapost

Sales Navigator
Social selling tool for
sales professionals to tap
into the data of their own
professional network – and
that of their colleagues – to
get real-time updates and
detailed lead information.
Social content curation
to make it easy for
employees to share
content organically
through their social
networks.
Build an internal content library
with appropriate tags so your
PointDrive
content is easily searchable.
PowerPoint application
for sales professionals
to package, personalise
and deliver polished sales
content to their prospects
Send Bloom
and customers. Email automation tool for
sales professionals.

“Conquer Your Content: The Future of Content Marketing,” Seismic and Gatepoint Research, September 28, 2016.
1

About LinkedIn Marketing Solutions:

With LinkedIn Marketing Solutions, brands build relationships with the world's professionals by using accurate targeting to deliver relevant
content and communications. As today's connected buyers seek ideas and insights from people and brands they trust, marketers use
LinkedIn to target advertising and publish relevant content in a professional context.

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