What we learned from analyzing 34 million content interactions

It’s widely acknowledged that sales enablement content plays a pivotal role in the buyer’s journey. But do you know how your content actually stacks up?

Companies spend over $12 billion annually on sales enablement tools. And sales enablement professionals, tasked with optimizing how companies do business, have become strategic players on many sales teams.

Problem is, despite the investments being made, few organizations have clear expectations for the impact or success of their sales enablement initiatives. The result? Time and  money wasted.

When it comes to sales enablement content, the cost of misaligned objectives starts in the millions. For mid-market and enterprise companies, it’s estimated that unused or underused B2B content costs roughly $2 million to $2.3 million annually per company.

So, what can businesses do?

While the problem may be costly, the solution is relatively simple. It starts with aligning sales and marketing around the buyer’s journey and sales content performance. By defining benchmarks for success and implementing the methods needed to track it, sales and marketing teams can get and stay on the same page and build rapport with prospects.

“The fact is, the B2B buyer wants to self-educate on their own time. This puts a heavy onus on a thoughtful, ‘full-funnel’ content approach that can influence a purchase decision,” explains Clari’s Chief Marketing Officer, Dave Karel.

Today’s high-growth organizations drive results by tracking prospect engagement with sales collateral throughout the funnel and aligning it with clear sales content benchmarks. Collecting this type of actionable intelligence translates to higher efficiency, and fewer resources wasted generating content that’s never used.  

In our new report, we delve into the sales content benchmarks every business needs.

Grab your free copy to read the full report.

Insights from over 34 million content interactions

There’s no magic formula for sales enablement content. But, it turns out there are data-driven insights we can glean about developing that content.

In order to create high-performing sales content, marketers and sellers need to understand how their content measures up. They need benchmarks for prospect engagement.

Our new report, From Strategy to Execution, 6 Sales Content Benchmarks Every Business Needs, digs into over 34 million  interactions with sales content on the DocSend platform. Taken in aggregate, these 34 million interactions paint a detailed portrait of when, where, and how prospects consume content during the sales process.

We focus on what the data can tell us about practical, measurable strategies for increasing sales efficiency. And we distill our findings into six sales content benchmarks that every organization can use to start optimizing their content.

Here’s a preview of the first two benchmarks:

Prospects spend less than 3 minutes, on average, on sales content.

sales content benchmarks avg time spent

While 3 minutes may not seem like very much time, prospects often make important judgments about your product as soon they start reading. Track the average viewing time across your content to identify collateral that’s effectively capturing prospects’ attention and collateral that might need to be reworked or shelved.

If you practice account-based selling, dig deeper into how prospects consume your content using page-by-page analytics. Oftentimes, you can figure out what topics matter most to your accounts just by seeing where prospects spend their time.

Over 80% of visits to sales content happen on desktop, not mobile.

sales content benchmarks desktop visits

While mobile may dominate the top of the funnel prospect engagement, the vast majority of prospects at the middle view sales content on desktop. And it makes sense. Prospects involved in important purchasing decisions are likely doing their research during work hours.

What does that mean for content creators? You can stop optimizing every piece of content for all devices and screen sizes. Focus on crafting content that performs well on desktop, and use the extra real estate to make your content easy to digest.

But wait, there’s more.

In this report, we examine all six sales content benchmarks in detail, including the two we called out above. We explain the importance of each benchmark to the sales process, and identify key takeaways for creating, sharing, and measuring sales enablement content.

Additional topics covered in the report include:

  • When should you optimize sales content for mobile?
  • What are the best times to share sales content?
  • What types of sales content perform best?
  • What’s the optimal length for sales content?

sales content benchmarks report 2017

Curious how you can optimize your content performance? With DocSend, you’ll be able to share sensitive materials with external business partners while getting real-time, actionable, feedback on document engagement, so you can be in full control of your business outcome. Say goodbye to email attachments once and for all, and click here to get started with a free trial of DocSend!