👋 Hello, I’m Andrew, and welcome to my newsletter. Each week I tackle reader questions about go-to-market strategies, growth, working with humans, and building online. 📩 Reply to this email 📩 and in return, I’ll humbly offer actionable real-talk advice (and tell you if I have no clue).

How sales can create content to drive pipeline

A lot of us have been there. The company asking us to create more pipeline. To figure it out.

We do a bunch of activities, hoping to get that meeting. Nothing seems to work.

You then fall back to marketing to get you leads. 💁‍♀️

Marketing is amazing. However, your sales team knows your customers best. They have the most conversations. They are closest to the customer on a daily basis.

Your reps have the power to create valuable content to drive pipeline. 💪

Here are 3 ways reps can deploy a content-driven pipeline strategy:

• LinkedIn Posting

• Personal Newsletters

• Sequence Content Optimization

1/ LinkedIn Posting 💻

This is the biggest bang for your buck 🤑🤑🤑

The reach you get on LinkedIn is crazy right now.

But, you can't just say "hey people, start posting on Linkedin". Here's why:

• Reps don't think they have anything to say

• Reps are scared of what people will think of them

• Reps are scared they are not very good writers

And that's ok 🟢

To solve this and get everyone on board, here's what you can do:

• Ask which of your reps would be interested in building their brand online.

• Create an accountability group for those that are.

• Give the people that said "YES!" a prompt every day for 30 days

No how does this help build pipeline? Your reps will be seen as industry experts. Potential prospects will reach out asking for additional details.

They'll start conversations due to their content 💯

👉 The goal of all this: to create conversations.

Personally, I get anywhere from 2-3 people per day reaching out and asking me about Outreach. Some of these folks I pass along to other reps. And some of these LinkedIn conversations turn into actual opportunities.

Big Picture: Consistency is key. Get your reps posting every business day for the next 30 days. The pipeline will come.

2/ Personal Newsletters 📰

Of course, reps want to be industry experts, the trusted advisor, etc. 💯

They need to provide their perspective on topics in your industry.

I'm not saying post your company's latest blog post on LinkedIn 🚫

Rather, have reps create a personal newsletter on their unique perspective 🔥

Here's how they can gather content ideas for their newsletter:

• Summarize the latest company blog post. Share their perspective.

• Get a list of the most common "how-to" questions from your support tickets.

• Summarize the latest company podcast.

• Re-purpose emails to customers on strategy questions.

The takeaway is having them leverage information that's already been produced or asked 🕵

Big Picture: Reps can filter prospects to their newsletter and truly be seen as the industry experts. 🏋

3/ Sequence Content 📩

No one wants to give you 15 minutes 🤚

No one wants to tell a random person all of their baggage 🙈

No one has a clean inbox that’s empty waiting to take another meeting 🥵

Yet, when we create sequences we think this is the case.

The goal of the content in your email sequences is to educate or "leave deposits". Not to ask for time, but to start a conversation. 🗣️

So here's what to do:

• Pick the 5 most utilized sequences.

• Create a quick "sequence audit" meeting with 3 reps.

• Optimize your content to talk about problem & solution.

• Re-write any emails that these 3 reps wouldn't even respond to.

The takeaway: Audit your sequences and remove any emails that you yourself wouldn't even respond to 🤔

5 High-level Takeaways 🖐

1. Don't rely on marketing for great content. The best content comes from the customers' mouths. Your reps are closest to it.

2. Have your reps put out content. To make a massive impact, consistency is king.

3. Make it easy for reps to create content. Give them prompts, incentives, or run contests.

4. People love content that educational and entertaining. Allow your team to express their personality through their content.

5. Most importantly, just get started. It'll be odd getting away from relying on cold emails and cold calls. If you aren't having success there, switch up your tactics - get started with content-driven pipeline.

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No Bad Days,

Andrew Mewborn 👋