A Guide to Sales Collateral for Every Stage of the SaaS Buyer’s Journey
Create content that supports sales and drives conversions
Sales collateral is a part of sales enablement, helping sales reps to create meaningful interactions with prospects and close more deals, faster. Creating sales collateral is a good place to start developing a sales enablement strategy and optimize your software sales process.
What is sales collateral?
Sales collateral is considered any piece of content that facilitates attracting, converting and retaining customers. It equips your sales team with the right tools and resources to boost conversions.
Marketing and sales teams must collaborate actively to develop sales collateral and marketing material with a common objective: moving and accompanying the prospects through each stage of the buyer’s journey.
In the software industry, it’s essential to create the right resources to support discussions around implementation, training, support and integration of your software.
Today, 70% of buyers complete half their research online before interacting with a sales rep. Marketing content and sales material accessible online have become complementary, interdependent and an additional driver for sales success.
Types of sales collateral
The type of content to create depends on your product and your sales reps’ needs. The enterprise SaaS sales process is complex and specific to your software, but you will need different types of content for every stage of your buyer’s journey.
No matter the type of content you create, it should always be helpful and designed to answer specific questions sales and customers may have. Below are a few examples of sales collateral you will need to sell enterprise SaaS.
Sales collateral to onboard and train sales representatives
Sales collateral to support sales and customer interactions
Sales collateral to support technical discussions
Content marketing for the online buyer’s journey
Comprehensive guide to sales collateral for every stage of the buyer’s journey
Articulate sales collateral and marketing material around the buying journey.
Best practices to create and manage sales collateral
Collaboration is key — Sales, marketing and technical teams must collaborate to create content that resonates with your audience.
Keep it up to date — Sales collateral evolves as your product and sales strategies grow over time.
Make it easy to access — Ensure all your sales and marketing materials are centralized and easy to find internally, on your website and across other frequently used interaction channels
Stay consistent with your brand — Make sure your design and messaging are compatible with your brand guidelines and tone of voice.