Content marketing isn’t just about generating and nurturing prospects through marketing automation. It’s also a powerful practice to put into use with your sales team. A recent Aberdeen Research Brief on sales enablement found that best-in-class firms had established processes, systems, and metrics to put the right content in the hands of their sales teams and measure its effectiveness.

As your leads move farther down the sales funnel and start talking one-on-one with your salespeople, make sure you continue to provide value with every interaction. Arm them with REAL content to keep the conversation relevant and useful.

Here’s how:

Perform a content audit of your sales tools, including internal pieces such as battle cards, sales presentations, and scripts, to make sure each piece is really useful and is updated on a regular basis.

Provide content that addresses common questions. The buyer’s bean-counters may need ROI comparisons to justify the budgets. Have those ready. Executives may want case studies or customer references to assure them that they’re not the first person to deploy your product. Sales should be able to log on to your on-demand CRM system from within the prospect’s office and grab those case studies and phone numbers in two seconds flat.

Provide easily customized templates. Discourage sales from creating their own materials from scratch, as this fragments your ability to measure what works and takes their focus away from selling. By providing materials that can be customized, you can ease a salesperson’s job while achieving more consistency and measurability.

Program your CRM system to guide sales on what to send out when. Like marketing automation systems, CRM systems are packed full of automation logic that you can use to construct sophisticated workflows.

This is an excerpt from The Modern Guide to B2B Marketing. Download it now to get our recommendations for how to measure the effectiveness of your marketing programs at every point along the customer life cycle.