A strong, cohesive, and connected sales enablement program ensures consistency of your strategies, messaging, and branding across marketing, sales, and channels. At BLD Marketing, we deploy a strategic approach to sales enablement.

Sales Journey Mapping

We conduct a workshop with your sales team to map out their process and plot customer journeys. For this workshop, BLD deploys its nine step process mapping tool that begins with prospecting and ends with creating loyalty.

Target Audience Assessment

We conduct is target audience assessment workshop to gain deeper insights into your prospective customers. Here, we solicit your sales team’s perspective about a target customer from a variety angles. To ensure that a wide array of perspectives is considered, this workshop often includes cross-functional input from marketing, product management, customer service, and the C-Suite.

Our content marketing specialists are gifted, passionate brand journalists who know how to get to the heart of the matter. We are highly skilled at uncovering and nurturing compelling stories across the enterprise and then transforming them into meaningful content assets – case studies, project profiles, white papers, authored articles, blog posts, customer testimonials, videos, and more. Each one of these assets serves as a crucial driver in your brand’s content marketing ecosystem, ensuring you are the one that authors the central narrative about your brand. We also build a platform for your subject matter experts to share their expertise and their insights, thereby positioning your brand as a thought leader with meaningful perspective on your industry.

1:1 Customer Interviews

Relying solely on internal perspectives is insufficient. It’s important to hear from your customers firsthand. At BLD, we conduct qualitative research by interviewing some of your customers, exploring their expectations, needs, barriers, perceptions, and attitudes. Positive experiences are highlighted but, more importantly, gaps and areas of dissatisfaction are often uncovered.

Gaps, Needs, and Opportunities Assessment

Identified gaps and deficiencies are opportunities for the development tools, programs, warranties, rep coverage, service levels, and more to shore up the customer journey. BLD helps you fill these gaps and make the most of these opportunities.

Establishing the Sales Enablement Tool Kit

Based on our learnings, we help you produce a sales enablement tool kit tailored to your needs. The most effective tool kits are part of a vibrant and interconnected digital marketing ecosystem that continues customer engagement. Common tools include:

• Sales presentations
• Continuing Education Unit(s)
• Leave behinds or sample kits
• Website fortification
• Landing pages
• Downloadable content assets
• CRM profiles
• eMarketing
• Social media

Cohesive Brand Messaging and Design

Creating a cohesive suite of sales enablement tools requires that your brand be in order. At BLD Marketing, we help clients achieve this by developing and/or refining brand positioning, brand attributes, key messaging, proof points, and more.

Priorities, Budget, and Timing

From both a timing and budgeting perspective, BLD Marketing helps you to prioritize tools and implement each, taking a phased approach. Doing so sets proper expectations and allows for continued development of new tools and messaging to keep the sales process fresh.

Measurement

A best practice is to determine robust measurement criteria, often using unique tracking codes, QR codes, and custom URLs on each item. Effective KPIs that we help clients track and measure include:

• Number of sales presentations made
• Brochure leave-behinds delivered
• Website traffic from the specific tool kit component source
• Landing page traffic
• Downloads
• Downloadable content assets
• Prospect’s digital journey via the CRM
• Email open and click-throughs
• Social media engagement

For a sales enablement tool kit that produces exceptional results, Download Our Guide.