Enable Your Sales Team with Lead Nurturing

Learning Objectives

After completing this unit, you’ll be able to:

• List the advantages of using lead nurturing in-house.
• Describe how to enable your internal sales team with lead nurturing.
• Identify examples of sales enablement resources.

Nurture Internally

So far you’ve learned how to use certain types of lead nurturing campaigns at every stage of the buyer’s journey. From engaging and educating prospects to closing deals and creating repeat customers, lead nurturing is a powerful means of growing meaningful relationships with members of your target audience.

The advantages of lead nurturing don’t stop there. Up until this point, you’ve learned about lead nurturing as a customer-facing process. But it can also be an internal one. You read that right—you can bring lead nurturing in-house, powering your sales team with the tools they need to do their jobs well.

Remember what lead nurturing is all about—building and maintaining lasting relationships by providing relevant and timely content. When you nurture internally, your aim is similar. You’re positioning your marketing content as a valuable resource for your internal sales team. Through your own content, you’re demonstrating your marketing expertise and proving its value and relevance to the world of sales. 

A successful sales enablement nurturing campaign creates a win-win situation: Your sales team comes away equipped with the tools it needs to sell more of your product or service. You come away confident in the utility of your own marketing content. Both scenarios are likely to improve sales performance, customer outreach, and company morale. What’s not to love?  

Let’s take a look at what goes into a successful sales enablement nurturing campaign, including the resources you have at your disposal to enable your sales team.

Use Sales Enablement Nurturing Campaigns

A sales enablement campaign nurtures your internal sales team with consistent, useful content. It can be launched at any time. Plus, it can rely on many of the same automation tools you use in customer-facing lead nurturing campaigns. 

The key to sales enablement nurturing is high-value content. Something that is high-value for your prospects and customers may not necessarily be high-value for your sales team, and vice versa. So what marketing content is likely to be valuable to your internal sales team?

Think of any content that can help your sales team do their jobs better. This can include educational content about best practices for selling your company’s latest product, breakdowns of competitor services, or target audience demographics. Such content can come in the form of helpful one-sheeters, digital guides, data sheets, video clips, or newsletters. As long as this content is directly benefiting your sales team, you can run a promising sales enablement campaign.

The rules of lead nurturing still apply here. Be careful not to spam your sales team’s inboxes or add unncessarily to their already packed to-do lists. Your task with internal nurturing is to empower and enable, not irritate. One way to avoid this risk is to give your sales team the chance to opt-in to receiving high-value marketing content, exactly as you give prospects the chance to opt-in to receiving communications about your product or service. This positions your campaign as a mutual dialogue, a critical step in cultivating lasting in-house relationships.