B2B sales and marketing teams have made a big deal out of content marketing over the past six years. 93% of B2B brands use content marketing, and as a result, content marketing job listings have skyrocketed 350% since 2011.
What was once a buzzword has now turned into an essential marketing tool. Successful organizations understand content ties to revenue, but marketers are responsible for more than just the content that drives inbound and demand generation. Sales reps need to have the right resources at the right time to engage buyers and drive deals forward.
That’s why it’s surprising to hear that more than half (55.2%) of salespeople don’t have access to a content management solution – a place where they can access their most critical sales, marketing and training assets from a single location. That new data comes from CSO Insights’ 2016 Sales Enablement Optimization Study.
Even more surprising is where sales teams actually do receive content, what they make of the quantity and quality they receive, and where there are some major areas for improvement. Here’s a look at three charts directly from the CSO Insights study.
#1. The primary method used to share content? Email
Sharing content via email can be a good starting point, but ultimately, companies with large sales teams need to ensure all their reps have content secured in an organized, easily-accessible location. Considering the average business person sends and receives about 122 emails a day, that location is likely not an inbox.
#2. Salespeople create one-quarter of the content they use
When salespeople struggle to locate assets they need, they’re likely to abandon using content altogether, or try to create it on their own. As companies struggle to increase sales productivity, this is where a content platform can save time and energy. As it stands now, reps reportedly spend 31% of their time searching for or creating content.
Want the full CSO Insights 2016 Sales Enablement Optimization study? Click here to download your free copy.
#3. Content quality could be improved
The struggle to create quality content isn’t something new. In fact, the Content Marketing Institute’s 2016 State of B2B Content Marketing report showed that 60% of marketers report their biggest challenge is producing engaging new content.
This is why it’s critical marketing and sales teams align to determine the goals of content, and what they need to produce to make prospects “tick.” In order to utilize marketing assets, a rep needs to have an arsenal of content ready, geared toward various personas and industries, with different pieces created specifically for various stages of the buyer’s journey.
Once content has been created, analysis of how sales content is used and what resonates with buyers is the pathway to better engagement.
“When sales enablement solutions have great user adoption, sales and marketing leaders can get rich data analytics into what’s working and what’s not,” Forrester’s Mary Shea said in a recent video.
Want to see more? Download CSO Insights’ full 2016 Sales Enablement Optimization Study here.