How to Use Content to Create Sales Triggers

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TL;DR:

• Use content to drive inbound opportunities and provide intent data to sales teams
• Use intent data tools to identify who is engaging with your content
• Use customer calls and first-party data to inform targeted content
• Create content that drives business and engages potential buyers

The more triggers and intent data your sales team have access to, the higher the likelihood that they find and close deals.

And these triggers don't stop at changes in management, new job postings, and G2 reviews. Marketing is able to create a larger surface area for identifying sales triggers through creating and distributing more content.

Why Use Content to Drive Sales Triggers?

Content serves as a lure for potential buyers to engage with your company and become more receptive to a sales pitch.

If a prospect views a specific article up on your blog or likes a particular post on LinkedIn, it's an indication that they care about the topic. This provides an opportunity for outreach.

The more content you put out there, the wider the net you cast for inbound opportunities.

There are two main benefits to using content for sales triggers:

• You can drive more qualified inbound for a relatively low CAC
• You provide more first-party intent data to your sales teams. This helps them identify in-market opportunities, tailor their outbound, get closer to closing, and helps them target similar opportunities in the future

It's more important than ever in today's economic climate that marketing teams are able to attribute their content efforts to revenue. Content that helps your sales team identify real opportunities is a win-win.

How to Identify Sales Triggers From Content

Intent data tools and other IP de-anonymization software are your friends when it comes to learning who is engaging with your content.

Tools like Clearbit, Warmly, 6Sense and ZoomInfo come to mind.

Letterdrop actually integrates with the above tools to give you an all-in-one, detailed view of who is viewing individual pieces of content across your website and your LinkedIn accounts.

It can also recommend what content to push to certain accounts next.

Your sales team can use this information as a sales trigger and:

• Identify the folks engaging with your content that fall into your ICP
• Reach out with a personalized message to start the deal cycle

If you don't have access to de-anonymization tools like the above, your BDR will have to scrape your LinkedIn accounts manually for potential ICP-fit. They would also have to resort to web scrapers for tracking website engagement, which isn't ideal.

Use Customer Calls and Other First-Party Data to Inform Content

There isn't a specific type of content that drives more triggers than others, but where you source your information from can make that content more targeted.

The last thing you want to do is create "content for content's sake" and have folks engaging with you that aren't actually ever going to buy from you.

Use sales calls and other customer interviews to inform your content. Keyword research tools are great for sanity-checks, but talking to customers and listening to calls is the best way to create targeted, relevant content (you can do this automatically with the Letterdrop-Gong integration).

Need ideas for what kinds of content to write? We wrote a guide for the first twenty pieces of content to get out there that will actually drive business for you.

Get Immediate Insight Into Who is Viewing Your Content

So there you have it — content can be used as a lure for qualified inbound and as a source of sales triggers for your sales team.

We can help you get an in-depth overview of who is viewing what content so that your sales team know who to reach out to, and you know which prospects would benefit from similar content.