Content is a powerful sales tool. 87% of buyers surveyed said that the solution provider they chose provided ample content to help them through each stage of the decision-making process (via DemandGen Report). Are your teams equipped to provide your buyers ample content throughout the decision-making process?
While an automated email campaign can be an efficient means to distribute resources to buyers, a personal email sent from a salesperson is the most impactful. Why? The salesperson is building a relationship with the buyer. Through emails and calls, they’re able to understand the buyer’s business, challenges, and timeframe. That understanding can help the salesperson know what content will be the most helpful for the buyer and how to frame it up.
But that effectiveness comes with a challenge, giving your sales team quick access to the right content. When the inbox is stacking up and there’s a sales call in five minutes, the last thing your sales team wants to be doing is digging around, frantically looking for files.
Set your sales team up for success by providing easy, curated access to valuable sales content with your digital asset management system and Salesforce.
Before you connect Salesforce and DAM
Meet with your sales team and curate your visual content before you connect your systems.
Meet with your sales team
Meet with your sales team to understand what content they need and when. What are the most important triggers for sharing a resource? Hopefully this information was identified during your planning of the content but it doesn’t hurt to have a follow up to make sure marketing and sales are aligned with what content is for what stage of the buyer’s journey.
Ask your sales team about their experience with your DAM system. What’s working for them? What could use improvement? Is there anything they find confusing?
Curate visual content for the sales team
Before linking your DAM system to your Salesforce account, curate your visual content (assets). Pull your most valuable, frequently shared content into a Collection or Portal. Consider including customer success stories, strategy workbooks, ROI documents, product overview sheets, competitor comparison matrices, and other resources that help your buyers solve the problem at hand.
If your teams work with a variety of buyer personas and industries, it might be worth segmenting your content more granularly.
While curating your content, make sure it’s on-brand and up-to-date. It’s critical your sales team can access the resources and share it confidently, without hesitation for being outdated or off-brand. Salesforce integration with your DAM system makes this process more efficient — and more accurate.
Connect your DAM system and Salesforce
Once you’ve curated visual content for your sales team, it’s time to make them accessible in Salesforce. There are several different connection options. Two free ways pair Salesforce’s iframe and link functionality with the DAM system’s ability to distribute content. Both option one and two provide access to assets to be viewed, downloaded and/or shared. The third way uses Widen's instant search connector to embed a little "mini-DAM" within Salesforce standard objects.
Option one: “Custom tab”
In Salesforce, a Custom Web tab displays any external web-based application or webpage in a Salesforce tab. The Salesforce Admin can create a custom tab that links to a web-based DAM Portal or Collection of resources. Once a tab has been created, your sales team can access those resources, grab a share link, and include it in an email without ever leaving their Salesforce window.
How to create a custom tab in Salesforce
- App Setup
- Web Tabs — Click “New”
- Follow steps in Salesforce to use your Portal link or collection share link to populate the tab
How Salesforce users can add the new tab
Once the Salesforce Admin created a custom tab in Salesforce, users can add this tab to their Salesforce navigation.
- Click add tab
- Customize My Tabs
- Move Available Tab to Selected Tab
Since this option puts your assets right into the top navigation for Salesforce, it’s a great spot for your most common, frequently shared assets. These assets will likely last longer than specific campaigns or accounts.
Option two: “Custom link”
The “Custom link” method is built on a Salesforce object level. Objects are database tables that allow you to store data specific to organization in Salesforce. You can assign links to resources for specific objects like accounts, opportunity, contacts, campaigns, and leads.
How to add a custom link as a Salesforce object
- Navigate to the desired object level
- Add link
- Paste Portal or Collection URL
- Add a link name and description
Since this option ties your selection of assets to a specific object, it works best for content that’s more specific to your campaigns and accounts.
Option three: Widen’s Salesforce Connector
If adding share links within Salesforce isn’t enough, we offer the Widen Salesforce Connector. Using Widen’s instant search connector for Salesforce, Sales Cloud users can search, select, and share marketing and sales materials as they work within accounts, contacts, and opportunities.
The connector embeds your searchable asset library in Salesforce instead of a curated selection of resources made available through a Portal or Collection.
To setup the Widen Salesforce Connector
To setup the Widen Salesforce Connector, Widen Collective customers should contact their CXMs. If you’re not a customer, our Advisor team can share more about the Widen Collective and how the Salesforce Connector can support your sales teams.
Whichever option you choose, digital asset management and Salesforce is a powerful combination to get relevant, timely content in-front of your buyers.