Sales Enablement

What Is a Sales Content Hub? Why Every Sales B2B Rep Needs One

May 5, 2023

Whether you're just starting out or a scaling B2B brand, setting yourself up with a sales content hub is crucial. A well-organized hub enables you to control your content and support the growth of your organization. By having your assets readily available and easily distributable, a sales content hub can improve your sales team’s productivity and efficiency.

In this article, we will explore the reasons why your brand needs a sales content hub and outline the steps to take to create a successful sales content hub that aligns with your business goals and meets the needs of your b2b sales team.

What is a sales content hub?

A sales content hub is a centralized platform where a company can store, organize, and distribute its sales and marketing materials. It typically includes a range of content types such as product brochures, case studies, white papers, and presentations, among others. The purpose of a sales content hub is to make it easy for sales teams to access and use these materials in their sales efforts, ensuring they have the right content available at the right time to engage and educate potential customers.  

Rev Up Your B2B Sales Strategy: 3 Reasons to Implement a Sales Content Hub Today

Efficient Content Management: How many times have you had someone in your organization ask for a file, only to realize it's on Dropbox or buried in a folder somewhere? Not only is this frustrating, but it's also a waste of time and resources. With a sales content hub, you can eliminate these headaches by providing a single source to store and manage all of your sales and marketing information. This gives your sales reps a centralized hub to access this content with a click of a button, without having to constantly ask where the latest file is located. 

Improved Sales Productivity: One major issue that sales and marketing leaders often overlook is the cost of a disorganized sales content hub. When sales reps are forced to search for content, or even create their own because they can't find approved materials, it wastes valuable time creating presentations - even just an hour or two per week can add up to thousands of dollars over the course of a month, especially when multiplied across a large sales team. The reality is, we hired our sales reps to sell, not to create or search for content. That's why it's essential to provide them with the tools they need to quickly access the content necessary for their job. By doing so, we can improve their productivity, which ultimately leads to increased sales. 

Better Content ROI: In today's content-driven marketing landscape, creating content without a clear understanding of its impact can be a costly mistake. That's why it's crucial to create content that is not only engaging and informative but also produces results. By choosing the right platform for your sales content hub, you can gain access to tracking and analytics capabilities that allow you to analyze the performance of each piece of content. You can see how it's being used across your organization and who is accessing it, enabling you to optimize your content and marketing strategies for better ROI and revenue. 

What to Look for in a Sales Content Management Platform: 4 Tips for Building and Maintaining a Scalable Hub

When building a sales content hub, it's essential to consider the future rather than just the present. As your business grows and evolves, your sales content needs will change as well. Therefore, it's crucial to have a long-term vision for your company and build a content hub that can adapt to meet your future needs.

To ensure that your sales content hub can scale and support your business growth, you need to carefully select a sales content management platform that meets your organization's unique needs. Here are four key things to look for when choosing a platform to build your sales content hub:

1. Organization

To ensure that your sales content hub is organized and scalable, it's important to take a step back and assess your current content and future content plans. Before building out the hierarchy for your sales content hub, gather key members from your sales and marketing teams to analyze all of your existing sales content and anticipate future needs. This will help you develop an organizational flow chart that accommodates the needs of both sides of the business, and ensure that the organizational structure of your content hub is rock solid.

While a simple folder system may seem like a good starting point, it can quickly become unwieldy as your business grows and the amount of content you produce and manage increases. Instead, look for sales enablement platforms that support tagging systems. A tagging system will allow you to create a tag hierarchy and apply tags to your content as it's imported into your system. As your content library grows, you can simply search or distribute content by tag types.

In addition to being organized with how you manage your content, it's crucial that you have a dedicated manager on your side to oversee your sales content hub and its content. The moment that you give away the keys to multiple members of your organization is when you run the risk of losing control of your sales content. 

2. Control

After organizing your sales content hub, it's crucial to establish the appropriate permissions and controls around your content. This requires finding a sales enablement platform that offers a high level of control, as opposed to a simple repository that can be accessed by everyone. This is particularly crucial for businesses in highly regulated industries, such as medical device sales or pharma-surgical sales, where content regulation is necessary to ensure proper distribution. It's essential to prevent your sales team from altering your sales content or presentation in a way that goes against company guidelines or federal and state regulations.

You should consider two levels of permissions:

  • Which teams or team members should be able to view specific content? Depending on the size of your business, specialized sales teams selling specific products or services should not have access to the entire sales content repository. Alternatively, certain sensitive information may only be relevant to senior executives rather than the entire organization.
  • Who should be permitted to edit the content? In the case of regulatory compliance, it's important to provide your team with content that aids in sales, but it's equally important to limit the ability to modify that content. Only specific team members should have the appropriate rights and permissions to modify content.

Implementing a sales enablement platform with detailed control over permissions is essential for any B2B brand looking to scale and should be a key factor in your purchasing decisions.

3. Delivery

The standard approach we're all familiar with is receiving a Dropbox link with a long extension that leads to a file for viewing or downloading. But is this the best way to present your content to potential clients, particularly in a competitive B2B landscape? In our opinion, it’s a big mistake for your sales presentations. Your goal is to showcase your sales content in the best possible light. Therefore, when choosing a sales enablement platform, it's essential to ensure that the delivery of your content is more than a copy-and-paste link function.

A good platform should achieve three key objectives:

  1. A personalized viewing experience for your prospective clients that is branded for them and gives the impression of a unique experience, not just a generic content dump.
  2. A way for your potential and existing clients to easily sort and navigate through the content you're providing. It should be visually appealing and well-organized to save their time and energy.
  3. Full mobile responsiveness. This is often overlooked but it's essential to assume that viewers are not limited to desktop computers. They may be on the move and using a mobile device, so it’s crucial that your presentations are optimized for mobile devices.

4. Analytics

If you're not using a sales enablement platform that offers rich analytics, you're missing out on valuable insights. While most modern sales enablement platforms come equipped with analytics, it's important to allocate the necessary time to properly analyze your content. Sales content is expensive and time-consuming to create, so quarterly reviews with your team are essential to ensure that your content is performing effectively.

Leveraging rich analytics allows you to measure your presentation's success and make educated decisions about your overall content strategy. You'll gain insight into what kind of content is resonating with your sales team and clients, and what's not. This information is critical in determining where to focus your efforts to better support your team and clients. You can also track engagement with specific pieces of content to see which assets are generating the most interest and conversions.

Moreover, analytics can help you identify gaps in your content library, allowing you to create more targeted content that addresses specific pain points and objections. This helps ensure that your sales team is equipped with the right content at the right time, ultimately leading to better outcomes for your business.

Elevating Your Sales Hub Through High-Quality Content

Now that your sales content hub is up and running, with proper organization and security measures in place, the focus must shift to the content itself. The success of your sales content hub hinges on the quality of the content that you provide to your sales team and prospective clients.

Depending on the size of your organization, you may have an in-house creative team that is responsible for creating your sales content. However, if you need to rely on external partners, it’s best to work with teams that have a deep understanding of the B2B sales landscape. Not all creative studios are created equal, so it's important to ask the right questions to ensure that you're partnering with a team that specializes in product visualizations.

It's also essential to think outside the box when it comes to your content. In today's digital landscape, you need to find ways to stand out from your competition. Consider unique formats such as interactive videos, 3D product renderings, or digital one-sheets instead of traditional videos or brochures. First impressions matter so make sure your content showcases your brand in the best light possible.

Regularly evaluate your sales content strategy to determine what's working and what's not. This data will help you make informed decisions about the content you need to create to support your sales team and existing clients. Remember, your sales content hub is only as good as the content it holds, so prioritize creating high-quality content to achieve your sales goals.

Discover Nuvue: The Tag-Based Sales Content Hub and B2B Sales Content Expertise Combined

If you're searching for a sales content hub that goes beyond the standard sales enablement platforms, Nuvue is the answer. Nuvue is a unique hybrid company that seamlessly blends technology and creativity to provide a tag-based sales content platform that allows you to efficiently organize, secure, and deliver your sales content in a professional manner.

Nuvue's creative studio specializes in producing compelling content for all stages of your sales cycle. They can create anything from sizzle videos to product renderings, brochure design, and interactive digital experiences. When you combine their creative storytelling and content with a sales content hub designed to scale, you'll see significant sales success.

Don't miss out on the opportunity to take your B2B sales to the next level. Schedule a call with Nuvue today and discover how they're helping other top B2B brands succeed.