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How creating content empowers your SaaS sales process with better insights. 

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Content Marketing,Demand Generation,Sales Leadership
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What sales teams need are better insights, so they can focus on high priority prospects. 

For salespeople, time is one of the most valuable resources. A strong SaaS sales process prioritizes time invested with prospects based on their potential for turning into paying customers. After all, you can’t do much good if you spend too much time with people who aren’t likely to ever buy from you. Therefore, it is important that sales teams have the insights to carefully evaluate each new lead so they can set aside enough time to work with them effectively. 

Providing insights begins with lead scoring. 

At its core, giving actionable insights to sales teams begins with lead scoring. This means tracking a prospect’s actions and assigning them a numerical score based on their engagement with marketing campaigns. This might include tracking email opens, link clicks, website visits, or other metrics that can be used to determine how likely a person is to become a marketing qualified lead (MQL). By assigning scores to various actions, marketers can create detailed buyer profiles that give sales reps a better understanding of their prospects and help them to identify the best leads more quickly.  

Using this data, sales teams can identify which leads are most likely to convert and prioritize them accordingly, allowing them to spend more time engaging with qualified buyers and less time chasing down uninterested ones. Lead scoring makes it easier for salespeople to focus on the right opportunities at the right time, ultimately increasing both their productivity and their bottom line. 

Content is the fuel that powers sales enablement programs. 

Before you can measure lead scoring, you need to understand what makes content engaging. There are many factors that play a role in determining the impact of your content, from the style and tone to the structure and themes. Some things to keep in mind when creating engaging content include using keywords in an authentic way, staying on-topic, using compelling imagery and video content, and paying attention to the formatting of your posts. Additionally, it’s important to consider who your audience is and what they are looking for, as well as how you can get them involved with your brand. Taking all of these things into account when creating engaging content will help you to determine what sort of results you can expect from your lead scoring efforts. 

According to a recent study by Forbes Insights entitled Content is the Secret Ingredient to Sales Productivity, 44% of top-performing companies look to power sales enablement through their content strategies. Engaging prospects through content helps to build credibility and educate prospects in advance of connecting with a salesperson. This makes conversations more productive because prospects have already gained an understanding of the solution and signaled some level of interest. It’s important to provide good content that speaks directly to your prospects’ needs and interests. Whether through blog posts, white papers, or podcasts, quality content can help prospects understand the specific features, workflows, and solutions that they are most interested in.  

Tailoring content for each stage in the SaaS sales process.  

When it comes to selling SaaS products, one of the most important things to consider is tailoring your content to each stage in the SaaS sales process. This means that you should be using different types of content at each stage, whether you’re establishing awareness and interest, trying to build a relationship with potential customers, or getting them to make a purchase. For example, when you first start connecting with potential customers, you might share interesting case studies or product demos that help to show off what your software is capable of. As you move further along in the process and try to build deeper relationships with clients, you might share more detailed content such as user guides or whitepapers that provide lots of helpful information about your software. And finally, once you’re trying to get people on board with actually making a purchase, it’s crucial that you present them with clear calls-to-action and well-designed pricing details so that they know exactly what they’re getting and can quickly make their decision. In short, by adapting your content strategy to fit each phase of the sales cycle, you’ll be able to make sure that every step on the path towards purchasing your software is an engaging and successful one. 

Creating content empowers your SaaS sales process with better insights. 

Creating great content is an essential strategy for any business looking to drive sales and grow their customer base. Not only does strong content help to engage potential customers, but it can also be used as the foundation for lead scoring processes. Through lead scoring, marketing teams are able to assign points to specific prospects based on different interactions with content. This helps them identify which leads are most likely to become customers, allowing sales teams to prioritize their time with those prospects and focus on converting them into paying customers. In the end, prioritizing leads in this way not only drives better results, but it also allows businesses to focus their time and resources on high-value opportunities rather than spending energy trying to convert low-priority leads that may never convert anyway. Ultimately, creating compelling content is one key ingredient in any successful SaaS sales strategy. 

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