In this article, we’ll tackle five key steps: create, personalize, publish, analyze, and optimize. Each step represents how your content can evolve with Turtl, delivering additional benefits and value. How far you go and which steps you focus on will depend on your objectives and internal processes. Consider this a starting point to get inspired and see what’s possible!
Who is this article for: Are you responsible for creating content that enables and supports your sales team to close more business? This article is for you.
Sales Enablement without Turtl
Sales Enablement with Turtl
Create
Plan and develop content
Once you’ve identified the needs of your sales team, it’s time to create content in Turtl to support your sales enablement initiatives. Whether it’s a case study, product overview, proposal, or presentation, you can create something for every stage of the sales process.
No matter what you create, your colors, logos, fonts, and styles are locked within your Brand Theme on Turtl. Every piece of content a prospect receives will look and feel consistent, regardless of who created it.
To accelerate the creation process you can import an existing PDF or choose from ready-made templates. Keep your audience reading for longer with interactive elements, such as live charts, videos, and polls. The longer your reader engages with your content, the greater the propensity to buy (and you’ll gather more data!).
To ensure your Doc is optimized for engagement, you can use the content score tool to get pointers before publishing.
Value delivered: Replace dry, static content with interactive content
Personalize
Note: This feature is available if you have purchased the Personalization module and are on a Professional or Unlimited plan.
Pre-personalize content for known prospects
Hyper-personalized content is key to demonstrating your understanding of top prospects. Empower your sales team to personalize content in seconds using Turtl’s Personalization Engine.
Whether it’s a proposal, presentation, or product overview, you define the elements that can be personalized such as text, images, pages, and chapters. Once you’ve set up your Doc for personalization (we call this the Master Doc), your salespeople fill in a simple form to create a personalized version. This keeps things easy for them and ensures content is always consistent and on-brand. (They’ll need Personalizer access to Turtl to do this).
Any personalizations created are tied to the Master Doc. Your personalized Docs will update automatically when you publish any changes or updates made to the Master Doc.
Value delivered:
No wasted time, no "Frankendecks"
Improve relevance of content to deliver up to 85% more engagement
Publish
Distribute content to sales
Once you’ve created your content, it’s time to share it and start gathering performance data. Turtl automatically generates ready-made sharing assets for key channels to make distribution simple and easy. If your salespeople have personalized content, each Turtl Doc also has sharing assets for email (an easy-to-copy GIF) and social media for 1:1 distribution.
You can make edits at any time to your Master Doc. When you’re ready to re-publish, any amendments appear instantly on the same URL. Any personalized versions of the Doc will automatically update too, giving your team the confidence that they’re working with the latest and greatest.
You may choose to surface your Turtl content on other Sales Enablement platforms, such as Highspot, to keep key resources all in one place.
Value delivered:
Leverage optimized sharing assets for each channel
"Instant updates" through re-publishing mean an end to out-of-date content
Analyze
Note: Custom Behavioral Events are included with the Unlimited plan and available at an extra charge with the Professional plan.
1. Capture usage and engagement insights
You can start analyzing content performance as soon as you get your first Read (this declares your Doc "Active"). Use the Doc Dashboard to dig into the performance of a specific piece of content.
As a starting point, you may want to review the bounce rate, sources, page performance, and interactions. These insights can then be used to make tweaks and improvements to your Doc. Each time you republish we’ll timestamp the analytics so you can compare performance before and after tweaks.
Value delivered:
Know how content is performing beyond clicks and opens
Make changes to content and re-publish instantly on the same URL
2. See engagement data for each personalized Doc
If your salespeople are creating personalized versions of content, they can review the performance of each specific personalization when they login to Turtl.
This granular engagement data gives them a strong indication of the intent of particular contacts or accounts, helping to prioritize follow-up activities. Sales teams can also personalize their follow-up conversations based on the topics, features, or challenges readers have engaged the most within the Doc.
Value delivered: Identify high-intent contacts ripe for follow-up
3. Pass reader engagement data to other systems
You can pass reader engagement data from Turtl into other platforms such as a CRM platform so it’s centralized in one place. For example, you might want to export the data of your most highly engaged readers and upload it into a CRM platform to help focus your team’s outreach.
You can manually export performance data from Turtl at any time or you can automatically sync data to certain platforms such as Hubspot, Marketo, and Google. For some platforms, we can enhance the data that’s sent to include ‘custom behavioral events’ specific to Turtl. E.g. when a reader responds to a poll or reads for a certain period of time.
Value delivered: Start to centralize engagement data
Optimize
Note: This feature is available on our Professional and Unlimited plans. Please contact your Renewals Manager / Account Director if you want to upgrade your plan.
1. Compare performance vs benchmarks
Once you’ve gathered enough data on your content, consider how it compares to benchmarks.
You might have internal benchmarks for things like bounce rate or conversion rate you want to compare against or you can use Turtl’s Benchmark Dashboard to understand how a Doc is performing against the rest of your Docs, your industry, or globally (meaning all Turtl Docs created). Consider picking out some areas for improvement from benchmark data and either update your existing content or take these recommendations forward for future content pieces.
Value delivered: Understand how you compare to the wider Turtl community
2. Use performance trends and patterns to optimize content and channels
Once you’ve built up a bank of Sales Enablement content, you can review performance trends and patterns at a higher level using our Engagement Radar (currently in pilot). The Engagement Radar analyzes all your content and makes recommendations on what’s working best to drive engagement, including content topics, word count, design decisions, and distribution channels.
You can make the information within the Engagement Radar more useful by adding Labels to your content. This allows you to slice and dice performance trends and patterns in different ways e.g. by campaign name or content type.
Note: Speak to our support team or your CSM to get involved in the Engagement Radar pilot.
Value delivered: Create the right content that’s optimized for sales enablement, based on data
3. Incorporate engagement data into existing Sales Enablement campaigns
If you’re passing reader engagement data back into other systems, such as your CRM, you can feed that data into your lead nurturing processes. By closing this gap, sales and marketing teams can better align and focus their efforts in the right place.
The options are endless but here are some common ways the data can be used:
Tailor follow-up conversations: If your sales team works primarily from your CRM, you can allow them to see what Turtl Docs a contact has consumed or engaged with prior to reaching out. Increasing the relevance of conversations with buyers promotes brand advocacy.
Feed into lead scoring initiatives: If a contact has engaged deeply with your content, you may want to score them higher in your database. This will help sales to identify high-intent leads and focus on who to follow up with.
Group leads who fit certain criteria: Rather than providing your sales team with a list of leads who’ve simply downloaded a guide, create a more tailored list of leads. Go further and rank these leads based on certain actions they’ve taken e.g. more than 5 minutes spent reading.
Trigger nurture content: You may want to trigger an email with additional content or relevant information for contacts who have read particular Turtl Docs or taken a specific action e.g. clicked a link.
Value delivered:
Sales and marketing are working together effectively to drive the pipeline
Sales enablement content delivers more ROI
Where next
For more information on sales enablement and examples of how our customers are seeing success, head over to our website.
