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The ten-Step Guidelines to Repurpose Content material into Highly effective Gross sales Battlecards


Gross sales groups face intense strain to attraction to at present’s info-hungry consumers. Over 60 p.c of all consumers have already completed their very own analysis in your firm, your merchandise, and your rivals earlier than they even communicate to you. Subsequently, gross sales groups have to have the appropriate information and data at their fingertips when chatting with potential clients.

Gross sales battlecards present that important data effectively, serving to gross sales reps shut extra offers. And one method to produce extra related and highly effective battlecards is by repurposing advertising and marketing content material. The advertising and marketing staff has already completed the heavy lifting to create the content material and is well-versed within the gross sales funnel, so their work is usually a good start line for battlecards.

In the event you’re unsure the place to start out, we’ve written this guidelines that’ll enable you repurpose any content material into highly effective gross sales battlecards—whether or not you do it your self or have the advertising and marketing staff help. However first, right here’s a fast reminder about what battlecards are.

What are battlecards?

Battlecards are concise compilations evaluating an organization’s merchandise, companies, options, and pricing to 1 or many rivals. They’re a fast reference gross sales enablement software that reps can use when speaking or getting ready to speak to potential clients. They assist gross sales perceive how their firm positions itself, and the way it compares to the market in important areas consumers care about, resembling efficiency, worth, and value.

Battlecard codecs range from firm to firm, however they’re usually a one-pager stuffed with lists, charts, information, and quick statements that shortly convey beneficial data. Usually talking, battlecards include the next data:

  • Market overviews
  • Goal clients, markets, segments, and alternatives
  • Competitor evaluation and comparability
  • Buyer- and segment-specific worth propositions
  • Solutions to widespread objections
  • Success tales illustrated with information and product advantages

The higher the battlecard, the higher the probabilities that gross sales groups will beat the competitors and win extra offers. Getting battlecards proper can imply the distinction between successful and shedding a deal. And within the B2B market, that could possibly be a whole bunch of 1000's and even hundreds of thousands of {dollars}.

One method to enhance the worth of your battlecards whereas lowering the effort and time it takes to provide them is by repurposing current advertising and marketing content material for them. The advertising and marketing staff has already completed the majority of the analysis for them and is well-suited to crafting concise and highly effective value-forward copy that’ll assist the gross sales staff shut offers. Repurposing additionally frees time to your gross sales staff to give attention to what they do finest.

Why advertising and marketing is primed to repurpose content material for battlecards

At this time’s purchaser does a number of studying and analysis earlier than ever speaking to gross sales. In accordance with some numbers, 60 p.c of consumers favor to speak to gross sales solely after researching their choices and drafting a shortlist. That implies that the advertising and marketing staff has already been “talking” to consumers earlier than reaching out to gross sales. They’ve been researching the market and rivals, discovering prospects’ obstacles, and studying what to say to persuade them to succeed in out to gross sales. In consequence, entrepreneurs have the abilities to show details and figures into the enterprise advantages that persuade individuals.

Plus, they’re already consultants at repurposing content material from one format to a different for content material advertising and marketing campaigns. They'll use those self same abilities to repurpose content material into helpful battlecards for various gross sales segments, channels, rivals, and extra. Entrepreneurs perceive the gross sales funnel and are used to aligning content material and replica with it, identical to gross sales. So why not leverage this ready-to-use useful resource and its related data for gross sales battlecards?

That will help you make the transition, we’ve created a guidelines you need to use when repurposing content material into gross sales battlecards. It’ll streamline the method, align the playing cards with gross sales necessities and targets, and cut back the time to develop them.

A ten-step guidelines to repurpose content material into gross sales battlefront playing cards

  1. Perceive how your gross sales staff sells: Whereas advertising and marketing is aware of and understands the gross sales funnel, it's possible you'll not perceive how your organization’s gross sales course of works. Converse with gross sales first to grasp their course of, targets, and strategies. Solely then can you know the way to repurpose content material to fulfill their wants.
  2. Define the cardboard earlier than repurposing: Since every card is totally different, they’ll have totally different data. An overview will hold you on observe as you repurpose and make sure you don’t embody additional data that’s not related.
  3. Deal with the success of the prospect/buyer: Perceive what kind of gross sales problem the cardboard is supposed to handle and embody solely related content material for it. For instance, competitor-specific playing cards ought to solely embody data and information pertinent to that competitor, whereas objection-specific playing cards ought to embody advantages and information related to the objections.
  4. Hold them quick: Ensure solely to incorporate the mandatory data wanted for that card. The playing cards are supposed to be a fast reference for reps on a name. So use a lot of bullet factors, charts, lists, graphics, and pictures on the playing cards.
  5. Use solely up to date content material: Battlecards ought to at all times be in sync with market adjustments. When repurposing, remember to refresh information, stats, and different content material to make sure it’s the newest and most right data. Speaking about outdated data may cause prospects to lose belief within the gross sales rep and the corporate.
  6. Analyze the info to supply context: Knowledge with out context can confuse prospects. Battlecards ought to embody information however include a aspect of context and related particulars to clarify why the info’s essential.
  7. Hold it conversational: Write the playing cards in your model’s fashion, tone, and voice so gross sales reps can learn straight off the battlecard if they need. Particularly, hold this recommendation in thoughts when drafting any objection-countering content material and enterprise advantages. Use the identical language, phrases, and phrases that prospects and clients use to assist them unconsciously align with the gross sales staff. After they’re aligned, it’s simpler to make the sale.
  8. Write two-sentence success tales: Repurpose printed case research into quick success tales that gross sales reps can retell. These are highly effective tales for prospects since they usually face comparable challenges and might image themselves gaining comparable optimistic outcomes.
  9. Add a number of “golden” questions: Assist gross sales uncover extra about prospect wants and hesitations by together with stable main questions. Also referred to as “golden” questions, these are open-ended questions that get the prospect speaking and assist them really feel like gross sales has their finest pursuits at coronary heart. These questions could have impressed the unique advertising and marketing content material, to allow them to now be included within the battlecard.
  10. Make the battlecards simple to seek out: Battlecards must be saved someplace simple for gross sales groups to entry.

Whereas the gross sales staff could also be accountable for the connection with prospects, gross sales is mostly a staff effort. Advertising, gross sales, buyer success, and buyer assist all have a hand in making certain buyer worth along with your merchandise and transitioning them by the client journey.

Gross sales battlecards are important instruments for changing prospects and leads into clients, however they don’t need to be solely owned and produced by the gross sales staff. Advertising may assist repurpose their advertising and marketing property into related and beneficial battlecards. Likewise, gross sales may reuse different gross sales content material into battlecards—with a little bit of assist from this guidelines.

Anybody who creates content material to your firm can use this guidelines to repurpose their work right into a gross sales battlecard. They’ll now know rework the asset into related content material for the gross sales staff and higher perceive how gross sales makes use of them. By collaborating throughout groups and enterprise areas, they’ll contribute to total enterprise success and higher perceive how they contribute to it. All as a result of they repurposed some content material right into a battlecard.




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