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2019 Guide To Buyer-Focused Sales Enablement

A Blueprint For How Marketing And Sales Teams Apply New Tools & Tactics To Ensure The Right Messaging Is Getting In Front Of The Right Buyers, At The Right Time

As digitally connected buyers become more sophisticated and demanding, sales teams are expected to deliver more personalized, relevant buying experiences. To do that, it's up to marketing and sales to align and collaborate on efforts that engage buyers on their terms and provide timely content and resources that help to accelerate sales cycles.

Companies such as Hughes Network Systems and JLL have found success by tasking their marketing teams to better enable their sales reps to build meaningful relationships with prospective customers — be it through aligning on core content messaging and accessibility, having an aligned view of success and ensuring that reps have the insights they need to have relevant and contextual conversations. This, for example, helped Hughes see a 2X lift across a variety of engagement channels, plus an increase in win rates.

This special report will uncover what it takes to effectively enable sales to take on today's empowered B2B buyers and help them have the right conversations with relevant data and information. It will also spotlight modern approaches to equipping sales with the proper content that engages the entire buying committee.

Other topics covered in this report include:

  • Delivering customized content experiences to fuel account-focused sales initiatives;
  • Appropriately applying sales content based on each stage in the buying decision process;
  • Building a sales plan based on different sales personas;
  • How to develop more audience-centric messaging for more relevant and contextual sales conversations;
  • Personalizing engagement throughout the buying committee; and
  • Best practices for achieving sales adoption.

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