How to prepare sales and marketing content for Selling Season
Prepare effective sales and marketing content early for a successful Selling Season.
Content strategy and execution
Strong content is essential for a successful Selling Season. Early preparation helps ensure your materials are ready to go at the right time, so you can focus on execution. This guide outlines how to structure your content strategy and engage both sales and marketing audiences to drive results.
Why early preparation matters
Prepping your sales and marketing content before the Selling Season starts allows you to:
- Launch campaigns at the right moment without delays
- Reduce last-minute content bottlenecks
- Review, refine, and align messaging across teams
- Focus on sales conversations and closing during Q4
The more prepared your content is in advance, the more capacity you'll have to act quickly and test what’s working.
Sales-persona vs. marketing-persona outreach considerations
Sales-persona outreach
This type of outreach is driven by your sales team’s 1:1 communication. It includes:
- Personalized email templates
- Targeted pitches
- Prospect-specific follow-ups
Sales outreach is relationship-focused and tailored to each company’s needs and decision-making process.
Marketing-persona outreach
Marketing outreach casts a broader net to generate and nurture leads at scale. It includes:
- Blog posts and newsletters
- Social media campaigns
- Automated email sequences
The goal is to build awareness and educate companies on your value proposition—so they’re warmed up for a direct sales touch.
The power of a Year-End Checklist blog
Publishing a Year-End Checklist blog in early October is a key strategy to get ahead of the market and establish credibility.
Why it works:
- Timeliness: It gives companies a heads-up before year-end payroll deadlines.
- Credibility: A checklist positions you as a helpful, compliant partner.
- Visibility: It’s a shareable, high-value piece that can draw in leads and get referenced throughout Q4.
Tip: Post the checklist in early October, and send a reminder in December. This “bookends” the Selling Season and keeps your messaging top-of-mind as legacy payroll providers push similar content.
Jumpstart your planning with example content
To accelerate your content development, we’ve added a downloadable file with example content. It includes sample email copy, in-app prompt ideas, and blog post frameworks designed specifically for payroll Selling Season. Download example content to guide your thinking and help you hit the ground running.
Last updated on June 30, 2024