Marketing Materials Are Not Sales Materials

Many marketers try to make their content marketing materials pull “double duty” for sales enablement. But this often waters down effectiveness on both ends. Learn why sales and marketing collateral have distinct purposes and how to create the right content for each stage of the buyer's journey.

GUIDE

07.

Differentiating Across

Markets

Double down on things like:

One of the challenges in creating separate sales and marketing content is con-

veying what makes you unique across different segments. Especially as you

target multiple verticals, how do you adapt your core value proposition while

staying true to your essential differentiators?

The key is to identify your fundamen-

tal differentiators across your brand

and solutions. Drill down to what un-

derlying advantages and strengths

allow you to deliver value across mul-

tiple industries and buyer types.

Getting to these core differentiators

provides a blueprint for presenting

a consistent and compelling case

for your business while tailoring it to

specific market needs.

For instance, a manufacturing com-

pany may tout its patented process

automation

capabilities,

enabling

higher throughput and yield. It’s pow-

ering advanced forecasting to reduce

inventory costs and increase margins

for retail. Healthcare? Optimizing pa-

tient flow and care coordination.

The same strengths are adapted to

each industry’s priorities. In other

words, the exact use case from a

product perspective is communicat-

ed very differently to different indus-

try segments.

This segmented messaging comes to

life in sales materials through use cas-

es, data, and customer wins relevant

to each sector. Marketing content can

tap into these differentiators but lead

with education around broader indus-

try challenges. This provides a plat-

form for sales collateral to then pre-

scribe specific solutions.

Keeping your foundational promises

consistent empowers more targeted

execution across content types. Sales

and marketing then echo and rein-

force positioning while speaking di-

rectly to their distinct audiences.

Proprietary Technology or IP

Unique Expertise

Breadth of Capabilities

Comprehensive Approach

Special Methodology

Superior Results

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