Does Your Sales Team Have Relevant Content at Their Fingertips? - eMarketer

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Does Your Sales Team Have Relevant Content at Their Fingertips?

Sales enablement budgets increased at double-digit rates this year

October 10, 2016 | B2B | Marketing

Well-produced and -managed marketing content sets up awareness, creates demand and enables sales. According to September research, more than half of business-to-business (B2B) decision-makers said their sales enablement strategy can be improved upon by serving hyperrelevant content at the right time, and by making it easier to find.

Improvements that Would Be Helpful for Sales Enablement According to US B2B Marketing Decision-Makers, Sep 2016 (% of respondents)

Between July and September, Seismic, a sales enablement solutions provider, and Gatepoint Research surveyed 100 US B2B marketing managers from a variety of industries on the effectiveness of content marketing management.

More than half of respondents (54%) emphasized the need for hyperrelevant content at key selling moments to support sales. Meanwhile, another 53% said cuting the time it takes for a sales representative to get the content they need would help. About half also thought it would help to have confidence that the assets being shared are accurate, and to give sales the ability to tailor the content.

Change in 2016 Sales Enablement Budget According to US B2B Marketing/Sales Professionals (% of respondents)

These improvements may be coming sooner than later. B2B marketers and sales professionals have reportedly been setting aside more dollars to their sales enablement efforts in 2016. In a separate June study from Highspot and Heinz Marketing, roughly one-third of respondents said their sales enablement budgets increased at double-digit rates this year compared to 2015.

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