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Key Points You Need to Know About Sales Enablement

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Key Points You Need to Know About Sales Enablement

Some companies believe that sales reps need nothing besides proper sales tactics and sales skills to effectively sell products or services.

The truth is that sales reps need way more in order to achieve great results – training materials, tools, and resources. Sales enablement is exactly what they actually need to walk leads through the buyer’s journey successfully.

Yet, what is sales enablement, exactly? What about the sales enablement strategy? Why should you implement it into your selling strategy and how can sales enablement impact your business and revenue positively? We’ve answered all of these questions below!

What Is Sales Enablement?

Sales enablement makes it a breeze for salespeople (the ones that are remote selling in the first place) to connect with prospects and help them close more deals. It equips them with the right knowledge, content, and information and engages and empowers them to hit their quota.

In other words, sales enablement is the key to selling more effectively and, more importantly, the key to your company’s growth.

It is also kind of a mindset thing. Shifting the existing beliefs and patterns of thinking can help your sales representatives start believing that they can develop basic abilities and become more successful at selling and establishing long-term relationships with customers.

Now that we’ve mentioned customers, keep in mind that sales enablement doesn’t only benefit sales reps and your company but your customers as well since it ensures better customer experiences, too!

Thus, salespeople should get plenty of resources and information to learn from that will help them be better at what they do. Yet, all this can be in vain if the appropriate training on how to use these resources and how to improve sales skills is provided.

Finally, once a sales rep has gotten all the possible support on how to engage, attract, and satisfy the customer, the company should track how they are using this knowledge. Keep an eye on the metrics and results for sales representatives – what’s their average deal size, are they achieving their quota, etc.

6 Benefits of Sales Enablement

There is a plethora of benefits sales engagement provides and these are the main ones:

  • It provides a strict and easy-to-follow framework to all salespeople in your company so that even the lowest-performing people can start delivering significantly better results,
  • It increases predictability and helps with optimizing your sales funnel, which, ultimately, results in closing more deals and establishing stronger customer relationships,
  • It enables collecting more valuable data salespeople can use to convince prospects to make a purchase without coming across as pushy,
  • It boosts the quality of sales conversions,
  • It aligns marketing and sales teams on the tactics and goals since both marketing and sales own sales enablement and impact the sales enablement strategy.

What Is a Sales Enablement Strategy?

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A sales enablement strategy is a pretty much self-explanatory thing. It’s basically a strategy you plan to implement to help salespeople in your organization sell more effectively and efficiently.

There is no such thing as one-size-fits-all and you need to tailor the strategy to the needs of your sales team and customers. We’ve already mentioned some of the elements of a sales enablement strategy throughout the text but here’s the complete list:

  • Resources and materials or, in short, content (blogs, case studies, podcasts, webinars),
  • Sales coaching and sales performance coaching (it teaches salespeople how to use the resources provided),
  • Sales enablement and analysis/reporting tools and software.

Why Do You Need a Sales Enablement Strategy?

You probably already know that industries are evolving fast and new sales models, tools, and products emerge on a constant basis. This can get overwhelming for most salespeople, make them lose confidence, and sometimes can even lead to burnout.

Having a group of people that are working on the sales enablement strategy and sales enablement initiatives can help your sales reps keep their sanity, remain focused, and provide consistent results.

A sales enablement strategy can also reduce the tension between sales and marketing directors and make these two departments work almost as a whole. After all, the sales team will do their part instead of losing time on content creation while marketing teams can focus their efforts on producing content and safeguarding your brand standards.

1662926753 932 Key Points You Need to Know About Sales Enablement

This way, salespeople will be able to answer client questions without a second thought by simply sending over a flyer, a tailored sales deck template, or links to blogs and webinars.

Ultimately, providing clients with a stream of resources and information will boost confidence and instill trust in your products or services and make them more likely to buy.

How to Develop a Sales Enablement Strategy?

1. Organize Sales Content

If you already have a bunch of sales content, all that you should do is organize and categorize it. For instance, you can create content libraries consisting of:

  • Lead generation content,
  • Content for sales conversion,
  • Customer retention content,
  • Content for internal sales support.

And then, we can split this into:

  • Whitepapers,
  • eBooks,
  • Case studies,
  • Video materials,
  • Pricing and discount information.

We also suggest creating several customizable cold email templates and using these when reaching out to prospects.

If you’ve launched a new product or feature recently, write a case study and explain the challenges it solves. Publishing customer success stories speaks for itself and makes products and services that you sell appear more valuable in the eye of a prospect. Do this every couple of months to make it clear to your target audience that you can solve the problems they are dealing with.

Ideally, create and publish high-quality case study videos. Customers are 4 times more likely to buy after watching a good explanation video than they are after simply reading content.

2. Do the Necessary Reporting and Analysis

1662926754 47 Key Points You Need to Know About Sales Enablement

Boosting conversions would be a mission impossible without valuable data. On the other hand, tons of data can, again, overwhelm salespeople and affect their productivity in a negative manner.

Here’s how to collect data and what to do with it afterward:

  • Generate multiple reports (number of demo calls scheduled, number of leads generated, deals won and lost),
  • Investigate sales processes to discover areas that would need improvement (for instance, if your team is booking a bunch of calls every month but the number of deals closed is drastically lower),
  • Implement a lead scoring system so that high-quality leads are instantly directed to sales representatives and everyone else is moved to a customer management system where salespeople can easily find them once they have some free time.

Now that we mentioned a customer management system, we can move on to the final part…

3. Leverage Technology and Automation

1662926754 364 Key Points You Need to Know About Sales Enablement

Moden sales representatives now enjoy a plethora of benefits of automation. Going 20 years back, their peers were having to handle everything manually. In other words – nowadays, you can make more sales with way less effort and in less time.

First things first – craft email sequences and set them on autopilot. Sales reps send 94 emails (mostly follow-ups) on average per day. Now, just imagine being able to send dozens of follow-ups without actually doing anything. Depending on the program you are using, the bot can use prospect-specific contact and company details and tailor the message so you don’t have to.

Besides that, you can automate scheduling calls by directing prospects to a calendar where they can choose a time and date that works best for them. Or, you can record an on-demand webinar and automatically send out the invites to people on your email list.

There are other benefits of using call center automations, such as pulling-up information about your customers via omnichannel sources. This way, the agents will have a full picture of each client, optimize sales processes and reach conversions faster.

The live chat feature on your website will allow salespeople to interact with prospects while they’re still hot. You can also up this game and use a filter to surface top-notch leads.

Finally, there is a bunch of sales enablement software specifically built to help you manage every step of the way – from content creation to reporting and collaborating. With one of these, you can easily track your sales pipeline, interactions with prospects, optimize your customer lifecycle, and make your sales enablement process as smooth as butter.

Summary

If you want to boost conversions and drive revenue for your business, sales enablement is the way to go! Make sure that the communication between your sales and marketing teams is on point because both parties need to work together to reach more leads successfully and convert them into customers and brand advocates.

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YouTube Ad Specs, Sizes, and Examples [2024 Update]

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YouTube Ad Specs, Sizes, and Examples

Introduction

With billions of users each month, YouTube is the world’s second largest search engine and top website for video content. This makes it a great place for advertising. To succeed, advertisers need to follow the correct YouTube ad specifications. These rules help your ad reach more viewers, increasing the chance of gaining new customers and boosting brand awareness.

Types of YouTube Ads

Video Ads

  • Description: These play before, during, or after a YouTube video on computers or mobile devices.
  • Types:
    • In-stream ads: Can be skippable or non-skippable.
    • Bumper ads: Non-skippable, short ads that play before, during, or after a video.

Display Ads

  • Description: These appear in different spots on YouTube and usually use text or static images.
  • Note: YouTube does not support display image ads directly on its app, but these can be targeted to YouTube.com through Google Display Network (GDN).

Companion Banners

  • Description: Appears to the right of the YouTube player on desktop.
  • Requirement: Must be purchased alongside In-stream ads, Bumper ads, or In-feed ads.

In-feed Ads

  • Description: Resemble videos with images, headlines, and text. They link to a public or unlisted YouTube video.

Outstream Ads

  • Description: Mobile-only video ads that play outside of YouTube, on websites and apps within the Google video partner network.

Masthead Ads

  • Description: Premium, high-visibility banner ads displayed at the top of the YouTube homepage for both desktop and mobile users.

YouTube Ad Specs by Type

Skippable In-stream Video Ads

  • Placement: Before, during, or after a YouTube video.
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Vertical: 9:16
    • Square: 1:1
  • Length:
    • Awareness: 15-20 seconds
    • Consideration: 2-3 minutes
    • Action: 15-20 seconds

Non-skippable In-stream Video Ads

  • Description: Must be watched completely before the main video.
  • Length: 15 seconds (or 20 seconds in certain markets).
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Vertical: 9:16
    • Square: 1:1

Bumper Ads

  • Length: Maximum 6 seconds.
  • File Format: MP4, Quicktime, AVI, ASF, Windows Media, or MPEG.
  • Resolution:
    • Horizontal: 640 x 360px
    • Vertical: 480 x 360px

In-feed Ads

  • Description: Show alongside YouTube content, like search results or the Home feed.
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Square: 1:1
  • Length:
    • Awareness: 15-20 seconds
    • Consideration: 2-3 minutes
  • Headline/Description:
    • Headline: Up to 2 lines, 40 characters per line
    • Description: Up to 2 lines, 35 characters per line

Display Ads

  • Description: Static images or animated media that appear on YouTube next to video suggestions, in search results, or on the homepage.
  • Image Size: 300×60 pixels.
  • File Type: GIF, JPG, PNG.
  • File Size: Max 150KB.
  • Max Animation Length: 30 seconds.

Outstream Ads

  • Description: Mobile-only video ads that appear on websites and apps within the Google video partner network, not on YouTube itself.
  • Logo Specs:
    • Square: 1:1 (200 x 200px).
    • File Type: JPG, GIF, PNG.
    • Max Size: 200KB.

Masthead Ads

  • Description: High-visibility ads at the top of the YouTube homepage.
  • Resolution: 1920 x 1080 or higher.
  • File Type: JPG or PNG (without transparency).

Conclusion

YouTube offers a variety of ad formats to reach audiences effectively in 2024. Whether you want to build brand awareness, drive conversions, or target specific demographics, YouTube provides a dynamic platform for your advertising needs. Always follow Google’s advertising policies and the technical ad specs to ensure your ads perform their best. Ready to start using YouTube ads? Contact us today to get started!

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Why We Are Always ‘Clicking to Buy’, According to Psychologists

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Why We Are Always 'Clicking to Buy', According to Psychologists

Amazon pillows.

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A deeper dive into data, personalization and Copilots

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A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

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