If you’re looking for sales enablement content that converts, look no further! I was once in your shoes, searching high and low for the perfect piece of content to help me close more deals. But no matter how many blog posts I read or ebooks I downloaded, I just couldn’t find anything that really clicked with me. It wasn’t until a friend recommended a sales enablement platform that things started to change.

With this valuable tool in my arsenal, I was finally able to find the types of content that helped me close more deals and reach my quotas. In this blog post, I’m going to show you exactly what to look for when choosing sales enablement content. By the end of this post, you’ll know exactly what type of content will help you close more business deals!

Sales Enablement Content: The Tools Salespeople Need to Close More Deals

Sales enablement content is designed to help sales professionals sell more effectively. It can include a variety of content types, such as sales playbooks, product sheets, battle cards, and more.

The goal of sales enablement content is to give salespeople the tools and information they need to close more deals.

Why is sales enablement content important?

Any materials your salespeople use to pitch your product to potential customers are sales enablement materials.

Sales Enablement Collateral, or SCE, is any resource that a salesperson can use to help them sell. This can include:

Content that helps your customers understand the value of your products, how they work, and why they should consider you over the competition is sales enablement. This demonstrates your solutions’ success in the real world and explains why you’re better than your competition.

Sales enablement content helps to equip salespeople with the tools they need to have more effective conversations with potential customers. By providing justification for purchase, sales enablement content can help increase the likelihood of making a sale.

Having the right strategy in place for your sales department is crucial to ensuring your salespeople are fully equipped to sell.

Customers now do much more research before making a purchase than they did before.



Customers today have much more access to information, so they’re more knowledgeable and selective. 53% of salespeople think that customers need even more justification to buy than they did before.

But it is no longer enough just to list the features and benefits of your service.

46% of B2B decision-makers expect more from vendors than just products.

Sales enablement content is important because it helps sales representatives provide clear justifications for their products or services. The right content can help a sales representative show the value of their product or service using strong evidence. This can be helpful in closing deals and boosting sales numbers.

Lots of businesses fail to provide their sales teams with adequate training.

Effective, organized, and easily accessible materials are crucial for closing a deal. 40% of salespeople don’t have an organized system to store their materials and 40% of teams don’t have a centralized place to access their resources.

It’s not only that the quality of the content is subpar, but the sales process management is as well. This makes providing evidence difficult, as it’s hard to find.

Don’t let your sales reps get left behind – sales training from your content marketing teams can help your reps drive more revenue. Make sure they’re at the top of their field and closing more deals for your team.

43% of sales teams say that improving the skills of their team is a top priority.

Sales Enablement Content is the first step toward doing this.

Sales teams without effective training materials are forced to wing it when it comes to creating their pitch.

Sales enablement content is important because it provides your sales department with the training materials they need to overcome objections and provide excellent buyer justification.

9 crucial sales enablement content types for your sales team

The right sales tools can help sales reps be more successful.

Choose a tool that’s easy to use, filled with great content, and helps you move your lead down the sales funnel.

When creating your content, be sure to include the following:

1. Competitor analysis

Part of your sales enablement strategy is to educate your sales reps and marketers on why your products are superior to your competitors.

60% of sales reps cite competition as one of their biggest challenges. By providing your sales team with content that shows how your solution is a cut above the rest, you can reduce this pressure and give your reps more confidence in selling.

Create a simple, yet effective, competitive comparison chart. It’s the best way to show your customers how you stack up against the competition and which issues you can resolve that they can’t.

2. Sales call scripts

39% of sales teams use sales script as training material.

By creating a sales call for each type of customer, your sales reps can better prepare for their calls and address any commonly asked questions or potential concerns.

When sales reps don’t have the answer to a question, it makes them look unprofessional and unprepared. If potential customers think that the rep is incapable of doing their job, they may assume your products or services are similarly poor.

A phone calling script can help you to stay on track when talking to customers. This can keep the call focused and allow you to move the customer through the sales process.

By analyzing which opening lines, closing statements, and transition words work best, you can figure out which script is the most effective at getting customers on the phone.

3. Messages and Email Templates 

Sending emails to your prospects is an effective way to reach out to them early on in the sales process. You can also keep in touch with them later by sending them regular email updates.

While live chat is great for helping to answer prospects’ questions, it can also help to turn those visitors into qualified sales opportunities.

It’s easy, thanks to tools like HubSpot, to track the success of your email campaigns and messages. You can look at things like the open rate, click-through rate, and conversion rate to work out which content is most effective. You can then create templates for your sales team to use based on your most successful emails.

By analyzing which types of emails perform best, you can develop templates for your sales team to use. This can help increase overall success.

4. Product Demonstrations 

36% of businesses use video as a method of explaining their product, and 73% of businesses are using video content as a marketing tool.

Because videos are incredibly popular among consumers, 96% of people have said that they watch an explanatory video for products and services.

Explainer videos help show people what your product does, and are great for explaining what you do.

Short sales videos are a great way to market your products on social media and in email campaigns. This increases the chances that more people will see them and, in turn, buy the product.

5. Ebooks and Whitepapers 

10% of businesses use white papers in their content marketing, while ebooks come in third.

While a short, 30-second video gives a brief overview of your product, a white paper or ebook goes into extreme detail about how the product works.

Ebooks and white papers are a great way to provide in-depth information about your product or service. 60% of B2B customers have used these during their research and 48% have read them.

35% of B2B decision makers say white papers are the most important type of content for helping them make purchasing decisions. 30% of those same people said the same about e-books.

One of the great things about white papers is that they can be used as lead generation tools to pull in new prospects for your funnel.

6. Case Studies 

A case study is a detailed account of how your product or service solved a customer’s particular issue.

A case study is a great way to build your business case for a product. By providing detailed specifics about the business problem, the solution, the benefit, and the outcome, you can show exactly how your offering helps customers.

32% of sales teams have leveraged the power of using customer success stories in their sales process.

Sales teams know that case studies are an effective way to build trust and boost conversions by 34%. By leveraging social proof, they can help increase sales and close more deals.

Case studies are especially useful in business-to-business (B2B) selling.

54% of B2B decision-makers say that reading a case study was the most influential factor in their buying decision.

A case study is another great way to generate new sales. 31% of customers are willing to provide personal information in exchange for access to a case study. This shows just how valuable they can be to salespeople.

Video case studies are a great way to have something to always send to your pipeline.

7. Customer testimonials

Another type of proof you can use is a customer testimonial. You can share these with your prospects to show how you’ve helped others with similar needs.

Customer testimonials are a great way of building trust with your prospects. In fact, 36% of companies already use them in their sales process.

While other companies may rely on customer reviews and feedback, video testimonials are a much more genuine way to show off your customers.

8. Articles and Blogs

The second most common type of content marketing is blogging, while 20% of sales teams use blogs as part of their strategy.

Blogs posts are a way to communicate with your audience.

For inbound marketing, they drive website traffic through SEO, while they also serve as a buyer’s resource.

According to Hubspot, 56% of B2B researchers read blog posts during their buying process.

Your blog can be a great resource for your sales team to use when prospecting.

9. Sales coaching materials

Training your sales team is an invaluable practice, but training alone won’t help your reps reach peak performance.

Despite the fact that training sales team is widely recognized as one of the most valuable enablement practices, 39% of sales organizations still don’t have an effective sales coaching tool in place.

Your sales team should have access to thorough training material. This should include step-by-step directions on using the information you publish to generate leads and close more business. The instructions should be easy to understand and follow, so that your team can put it to work right away.

Ongoing training and coaching keep your entire sales team up-to-date on any changes in your sales process and sharpens their knowledge about each of your buyers.

To keep your sales team’s skills sharp, keep a close watch on the techniques your top salespeople use. By teaching them to use these techniques, you’ll help your team members become even more successful.


If you’re looking for sales enablement content that converts, look no further! This blog post has shown you exactly what to look for. With this valuable information in hand, you’ll be able to find the types of content that will help you close more deals and reach your quotas. So don’t wait any longer, start searching for sales enablement content today!

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Editors Note:

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Justin McGill
About Author: Justin McGill
This post was generated for LeadFuze and attributed to Justin McGill, the Founder of LeadFuze.