Sales reps spend 30%
more time research-
ing per sale without
customized collateral.
(Corporate Visions, 2022)
GUIDE
02.
Marketing Educates,
Sales Persuades
The core purpose of marketing content
is to attract and nurture prospects by
educating them about key challenges in
their industry and how your company’s
solutions can help. The goal is establish-
ing your company as a trusted advisor
and thought leader. Marketing materials
include whitepapers, eBooks, infograph-
ics, case studies, and webinars. These as-
sets are optimized for discovery through
search and social and are designed to
move prospects progressively down the
funnel.
Sales materials, on the other hand, serve
a quite different function. They are meant
to persuade prospects and convince
them to buy from you. Sales collateral
includes pitch decks, solution overviews,
ROI calculators, other tools, questions
when prospecting, objection handling,
and more to prove your value and seal
the deal.
Repurposing a whitepaper or eBook
that tells the story about what your so-
lution does as a sales deck doesn’t work
because the content is laser-focused in-
ward rather than on the customer. It also
creates work for sales.
A look at core objectives.
+99%
of buyers said a tailored pitch
was very influential in their
buying decisions.
(Demand Gen, 2021)
That’s why trying to blend these two
distinct types of content doesn’t work.
When marketing content tries to be
too specific, it loses its ability to attract
and engage prospects looking for infor-
mation. When sales materials are too
broad or educational and not persuasive
enough, they fail to convince prospects
to take action.
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