Conversation Intelligence to Create Deal-Closing Content

The content marketers develop should help sellers close deals, but without the proper insight, it misses the mark. This article highlights how CI can help bridge the insight gap and provide marketers with the information needed to create deal-winning content. Marketers need a way to hear the exact messaging from reps that can inform the content they produce. That’s where Conversation Intelligence comes into play. 

A Marketer’s Secret Weapon: Conversation Intelligence

Conversation Intelligence (CI) — artificial intelligence-powered technology that records, transcribes and analyzes sales calls — is the solution marketers need to create deal-closing content. In addition to helping sales managers coach their teams, marketers get an inside look into rep and buyer conversations. There, they learn vital insights, such as the exact language buyers use and pain points they face, how reps describe the company’s value proposition and how they handle objections.

The Misalignment Between Sales and Marketing - Content misalignment continues to be an issue for sales and marketing teams. According to Allego research, marketers create about four pieces of content for sales reps per month, but 62% of reps say they need more. Additionally, in a study conducted by the Content Marketing Institute, only 39% of respondents agreed that their sales teams use the right content at the right stages in the buyer’s journey. 

The content that marketers produce is essential to sales teams. But misalignment between both groups threatens its impact in multiple ways, including the content itself. CI is a marketing professional’s best bet for creating content that hits the mark with sellers.  Once sellers have valuable content, they’ll be better prepared to keep closing deals, and marketers will know they’ve developed deal-winning assets. 

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