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Comparing Sales Enablement vs. Digital Marketing | Where Should You Start?

I got a question from a client I’d done some strategy consulting for.

Q: I think you’re a potentially perfect fit for our company.

But I am hiring someone else to kick off our sales enablement.

In a few months, I’ll come back to you to talk about a more long-term partnership, including a monthly professional services retainer.

I’m going with you second because I want to try out the other consultant.

Then return to you to potentially keep working with you long-term, whereas the other consultant I’m considering doesn’t engage long-term.

Does that work?

A: I also build and manage sales enablement campaigns. However, it would be very unusual to start with sales enablement because effective sales enablement requires content.

Content is the key to unlocking all of this.

And while you could technically use others' third-party curated content, for what you're trying to achieve, you need your own branded thought leadership content.

So you can intercept people early enough in their buyer's journey, when there's a chance to influence how they navigate the research and decision-making process while you educate and build trust.

In today’s hyper-competitive marketplace, with digitally-savvy buyers, attempting SEO, SEM, social, email, or even sales enablement without a full-funnel, differentiated content strategy is a very, very uphill battle.

Have you considered what kind of content you're planning on using with your sales enablement campaigns?

Or are you counting on your ideal clients to make decisions the same way they did ten years ago?

With a considered B2B sales process, it isn’t an either-or when it comes to sales enablement vs. full-funnel digital marketing.

If you want to attract the right people, in the right places, at the right time, and in the right context -- to be seen as the go-to expert in your space, content is the fuel that drives successful digital marketing and sales enablement.


Do you do both sales enablement and digital marketing? If so, in what order? And how strong is your content? Let me know in the Comments below.

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