Engaging online content is quickly becoming one of the most important resources available to Business Development Representatives (BDRs) today. As email marketing has become the most efficient way to initiate contact with leads, BDRs are turning to prospect engagement content to get attention and pique interest when sending out emails. In the following sections, we’ll look at why content is so important today, as well as what types of content BDRs need and what roles Sales Enablement can adopt in managing and creating content.
Why Content is So Important for Engagement Today
Because emailing is the rising medium for lead engagement today, one of the most effective ways to pique interest in any communication with a prospective customer is to share compelling, high-quality content.
Email marketing is used to connect with leads before calling them over the phone. During this stage of the buyer’s journey, relevant and helpful information should be shared with leads over email to educate them on the product and inspire a willingness to meet with a Sales rep. The goal is to engage leads enough over email so that when a BDR calls them, they’ll already have the information they need to want to book an appointment to talk with a Sales rep.
BDRs, then, will need an array of engaging and compelling content to send to leads over email. This content should be specific, highly targeted for specific persona profiles, and come in multiple mediums to reflect the modern trends of today. Additionally, having set email sequencing available to BDRs can streamline and optimize this process. Click here for more information on email sequencing.
The Types of Content That Best Engage Leads
In a hugely virtual world today, having modern and interesting content is essential to stand out from the crowd. We once lived in an era where PowerPoint seemed fresh and modern, but nowadays, the content that’s most likely to pique a lead’s interest will look a little different.
Sales Enablement will want to make a wide variety of content available in various mediums, many of which should be easily shareable online. Types of content in this area can include blog posts, white papers, webinars, videos, ebooks, product demo decks, podcasts, infographics, presentations, mobile apps, articles, social media, websites, games, online demos, and tutorials. The key is to have content that’s targeted to the specific industries and personas it will be shared with and to create it with engagement in mind.
These bits of informational content are designed to move curious but unconvinced middle-of-the-funnel prospects to a level of high interest and a willingness to meet with Sales. To read more about the type of content that will engage leads, click here.
Sales Enablement’s Role in Content Management
With a robust library of content available to them, BDRs will be well-prepared to engage with more leads and with more success. However, it’s just as important that BDRs be well-versed with what content they can and should send and to whom. For Sales Enablement, a vital part of BDR training should cover content awareness. Additionally, sales coaching should highlight which content to use for which persona profiles.
The content should also be stored in an easily accessed and organized content library, which can be facilitated through the use of content management tools like Google Docs.
Finally, Sales Enablement teams should track the dispersal of their content and enforce what content needs to be sent out by BDRs to promote better sales. Using KPIs in CRMs like SalesForce can aid Sales Enablement in the collecting of this information.
Recapping
As email marketing has become more efficient in lead engagement today, the content that BDRs use to pique the interest of their leads should be of vital importance to the Sales Enablement team. Modern engagement content includes persona-targeted items in varied mediums to stand out. To read more about the type of content that will engage leads, click here.
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