Buyer Enablement Content: Top Strategies to Boost B2B Decisions

Therefore, sales and marketing teams should give equal attention to buyer enablement—i.e., helping buyers buy. Rally makes buyer enablement simple. Build a proper digital sales room. The best time to implement buyer enablement was three years ago. Rally is buyer enablement infrastructure for complex B2B sales.

Therefore, much of the buyer enablement will take place within the app. Buyer enablement looks very different for product-led growth (PLG) sales. So far, our discussion around buyer enablement has mostly leaned toward enterprise sales. Your champion simply needs to send one link to their team rather than forwarding a ton of documents and links.

Buyer enablement is creating the content, tools, and processes that make it easy for your buyers to buy. Most sales and marketing teams already practice buyer enablement, but call it sales enablement—but there’s a difference. Buyer enablement is most important for customer segments with a complex path to purchase (e.g., enterprise buyers). Buyer enablement means making it easy for B2B prospects to buy your product by empowering them with the tools and knowledge needed to make an informed purchase. We’ll also explore how your sales and marketing teams can work together to make life easier for your buyers, and how to use Dock to make it happen. But according to Gartner, only 20% of content assets were created with buyer enablement in mind, whereas 42% of content was created for lead capture and nurturing.

Sellers have to equip each buying committee member with role-specific decision support

Buyer enablement is all about empowering your champion to sell for you when you’re not in the room. Sales methodologies like MEDDIC have long used the presence (or lack) of a champion on the buying side as a key qualifying criterion. They don’t have to be one of the decision makers, but they need enough sway to convince those that make the decisions. Because buying happens in teams, the key to closing deals is to empower a strong a buyer champion to advocate for your solution. Unless it’s a super small business, people aren’t buying software on their own.

AWS, for example, has a robust pricing calculator where the buyer can select services, configure each service, and come up with their own ballpark estimate. Robust pricing pages, for example, can provide immediate clarity for the buyer. At this phase, they’ll do web searches, ask around in their network, read reviews, and potentially work with a buying consultant. Here are the six buying jobs to be done, as identified by Gartner, and suggestions for how you can enable the buyer at each step. These can include product demo videos, mutual action plans, security FAQs, ROI analysis, product explainers, case studies, and more.

Real signal about what's happening inside the buying committee. Your sales room should surface the right content for each role without making them hunt through irrelevant materials. Building momentum through the buying process Most deals die in the middle. Real buyer enablement means your best answers are available 24/7, not just during business hours when your team is online. Updates you send don't reach everyone.

How Buyer Enablement Improves Win Rates

Increasingly, sales reps are creating digital sales rooms for their buyers that organize all the deal’s information in one place. The buyer can give the seller insights on what would resonate most internally, and the seller can draw on existing case studies most relevant to the buyer. For enterprise sales, this can be taken a step further, where the buyer and seller collaborate on internal pitch decks for the executive team.

That's not buyer enablement. Your website has case studies and product sheets. The worst thing you can do is send someone to a sales room with outdated information. Buyer enablement isn't another way to push content at prospects. Build your digital sales room after the first real discovery call. Don't wait until you're "moving to close" to introduce buyer enablement.

The traditional buying stages quickly evaporate, as buyers can now move back up the funnel. The concept of buyer enablement is new and less familiar to sales teams because buyer enablement B2B buying has only recently changed. Sales and buyer enablement are often complementary and can overlap.

Having someone walk through the product with you creates a lasting impression. When you sign up for a trial, you go through a mandatory onboarding call with a real person. We also send them a guide on how to make the most of their 14-day trial, and do personalized outreach asking if they have any questions or sales calls we can support. For example, at Dock, we help people get set up with a free trial. Introduce communication that impacts how people interact with your product.

This multi-threading approach looks more like enterprise sales. However, you should also provide buyer enablement for the organizational upsell (top-down), where you engage directly with decision-makers. Most of the buyer enablement described above will happen with the end-user (bottom-up).

The Key Shifts In B2B Buying Behavior

• Here, we look at why strong sales enablement is strong buyer enablement by discussing the key skills needed for each capability.
• By resonating with buyer needs, this approach not only reaches audiences but deeply engages them, facilitating a smoother buying process.
• Buyer Enablement caters to the needs of everyone in the buying process, from decision-makers to end-users, increasing the chance of gaining buy-in and sealing the sale
• Sales enablement helps the internal sales process, while buyer enablement empowers buyers to make an educated, timely purchasing decision.

Provide materials that make them look good internally. Clean, simple, focused on helping them make a decision. Most "sales rooms" are designed to make the sales team's job easier. It's personalized, deal-specific, and built for committee selling. Buyer enablement is what happens after someone becomes an active opportunity.

At this stage, your goal is to build confidence on the buyer’s side that they’ve thought of everything. Here, the buyer has narrowed down on the solution category and is trying to create an exact scope. They also have a direct Contact Sales page where the buyer can reach out directly via phone, chat, or demo meeting. The traditional advice was to only have one CTA on your website (to improve conversion), but in B2B, it’s much better to support different buyer motions. At Dock, for example, we include a Loom demo video across the site, but we also have a demo request form to schedule one-on-one demos.