Explore real examples of sales assets that help B2B buyers make the internal pitch to make a purchase decision.
Buyer enablement content is designed to equip buyers with the resources, tools, and information they need to make informed purchasing decisions during the buying process.
It helps potential buyers navigate complex purchasing journeys by addressing their specific pain points, answering critical questions, and building trust with decision-makers and stakeholders.
Unlike traditional sales enablement assets, which primarily focus on supporting sales teams, buyer enablement content prioritizes the needs and concerns of the modern buyer. In the context of B2B sales, buyer enablement content is especially valuable. B2B buyers are often part of a larger buying team or buying group, and their decision-making process can be lengthy and complicated.
Effective buyer enablement content ensures that each decision-maker has the relevant information they need to move through the sales cycle with confidence.
Here are some examples of buyer enablement assets by buying stage:
Dock users often build sales rooms that include:
The key idea is to make your champion look smart and well-prepared in front of their team. If the buyer has everything they need to defend the purchase internally, you’ve nailed buyer enablement.
Buyer-focused content is any resource that prioritizes buyer needs throughout the buying journey.
It’s content created specifically to answer buyers’ questions, alleviate concerns, and simplify their decision-making process.
For example, B2B buyers often rely on buyer-focused content like use cases, testimonials, and in-depth case studies to validate their purchasing decisions.
This type of content is essential for creating an effective buyer enablement strategy. By delivering the right content at the right time, you ensure that potential buyers have a smooth buying experience, building trust and driving higher conversion rates.
There are many types of buyer enablement content that can improve buyer engagement and accelerate the sales cycle:
Buyer enablement content is critical throughout the entire sales process, especially in B2B buying, where multiple stakeholders are involved. Here’s when to use it:
Embedding buyer enablement content into a Dock digital sales room can centralize these resources, making it easy for buyers to access everything they need in one place.
To create effective buyer enablement content, focus on delivering relevant content that meets the needs of your audience. Here are key elements to include: