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Oct 05, 2018 Sarah Goodall

Dear Marketing, I Need Content.  Best Regards, Sales

sales and marketing content alignment

Thanks for your email (dated January 2016).  It’s taken me a while to get back to you – apologies for that – but I need your help.

A few months ago, I was given a LinkedIn Sales Navigator license as part of another sales enablement initiative called Social Selling

Heard of it?  Me neither. 

I come from a generation where sales folks like me knock on doors and hit the phones.   This digital stuff doesn’t sit comfortably with me.

That said, I’ve noticed that things have changed these last few years.  Prospects aren’t picking up the phones as much.  Trying to figure out who to talk to isn’t so easy and the competition are all over my accounts like a rash. 

So, I’m open minded to the whole “modern selling” movement and have given it a go – with some success! 

I’m finding people easier than ever before, I’m building a picture of what they care about (before I make a call) and in most cases I know someone who can introduce me to them! Happy days.

But, I have further to go.  I need to get on the radar with my prospect’s way before I (and sometimes they) even realise they have a purchasing need. 


Well, I need to share content that talks to their problems, that educates them and helps me become a trusted advisor to them.

The issue?

Our content is all about product.  I have more data sheets, case studies and product comparison sheets than I can shake a stick at! 

Great content – but not for winning the hearts and minds of our target accounts. 

I need 3 types of content:

  • I need thought leadership content. Content written by us that doesn’t talk about how great we are, or how amazing our products and services are.  Just expert content that talks about the issues our customers face in a non-salesy way (odd coming from a sales person, right?)
  • I also need third party content. Yes, I know that might give you the shivers to think that I’m sharing stuff that will send my followers to another website.  But, I want to build trust with my network and demonstrate I know my industry inside out.
  • Finally, I need agile content. I want to reach out and nurture my prospects using a personalised approach – perhaps for our upcoming event – but I need help crafting it.  Content that I can lift and share so our customers and prospects don’t forget me (for the right reasons!)

Just as an aside, are you purchasing InMails from LinkedIn to support your marketing campaigns?  You may not realise it but I get a set quota of InMails each month with my LinkedIn Sales Navigator license. Save your budget and use my pre-paid quota!

I know it’s been nearly two years since you last wrote.  It may feel a bit like I’m only contacting you now because I need something, but honestly, I think you might be right. 

Now could be the time that we get cosy…around content.   

Best regards,


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About Tribal Impact

Tribal Impact is a B2B Social Selling and Employee Branding Agency.

We're a team of social media strategists, trainers, coaches, content creators and data analysts who are passionate about helping our B2B customers develop and scale their social selling and employee advocacy programs.

Learn more about us here.

Published by Sarah Goodall October 5, 2018
Sarah Goodall