Content Design Sales

What I did

As a B2B Sales and Marketing Support Specialist, I developed efficient content creation processes to help Partner Development Managers (PDMs) from Europe, UKI, MEA, APAC, and America easily access information for their prospecting purpose and feel confident and equipped with sales enablement material.

For Whom

In RICS, I assessed each sales region's wants and needs through user-research discipline, identifying gaps within the company's tools and processes.

Finding the right tools to pinpoint emotional and practical aspects of each team's function was done in online meetings across regions, using a priority sheet to determine preferences.

From there, I identified gaps in processes and researched on suitable web-based applications as a sales enablement tool that suited both marketing and sales needs.

^Before

Duplicated files on multiple folders on SharePoint
Under-utilisation of SharePoint System for collaborative work
Collaterals that are misaligned with Branding
Outdated collaterals that are hard to digest

^During

From strategy to execution, I led user study, contextualise information, and considered deliverable production.

Conducted demo calls with several potential vendors and tested existing and potential platforms for content creation.

The focus was on ease of use that supported sales engagement. To ensure the final content created had dynamic digital touchpoints.

A few considerations were prioritised before I presented the most user-friendly and integrated platform choice .

After

The new platform enabled sales and marketers to boost:

Overall content health	Digital innovation
^{Simplified and digestible content that accelerated understanding of complex information for clients}	^{Tracking of click-through source and engagement data for future evaluations}
^{Development of B2B suite of collaterals, to encourage synchronised use of materials}	^{Ease of content creation for new and existing formats and reducing information silos}
^{Interactive and engaging design to stimulate readers' browsing experience}	^{Continuous content refinements are not disruptive to live publication already shared online}

Improvements were made to improve the internal pre-delivery phase of RICS content design and creation.

The initiative influenced teams within RICS, all interested in the execution possibility, efficiency, and integration for their own objectives.

Sales

^{responded positively, sharing content socially, and ideating on further collaborations to improve customer journey}

Marketers

^{expressed interest in receiving training on the platform and utilising the tool for more content creation}

Brand

^{permitted more versatility and flexibility to content release and reconsidered their position in maintaining communications}

Management

^{found the software integral and efficient for consolidating larger group initiatives and expressed similar motivations to architect information within a centralised resource hub}

1625

^{total views since procured for 9 months}

53%

^{unique visits amounting to 853 new visitors.}

+200%

^{increase in overall visitors after 6 months}

65

^{views were directed from Linkedin}

Evaluation

A constant revision approach was taken after initial testing in Q1.
We improved project management and added new processes to refine approvals and SLAs.

Re-defined and cleaned up the SharePoint system to aid collaboration of teams before duplication occurs.

Content design was crucial when creating new digital formats, ensuring branding stays the same. The quality of information improved.

Q2: Content took center stage, focusing on better narrative and nurturing sharing on the new platform. Manual guides and training materialwere s created to onboard marketers.

Q3: A steadier flow of collateral releases allowed, improving the dissemination and communication effort recently to get more noticeability internally.

Q4: Results above.