You’ve finally done it.
You created a buyer’s guide. A case study. A pricing explainer. Maybe even a video tour of your facility.
You hand it off to your sales team…
And nothing happens.
It just sits there. In a folder. In an email. Unused.
This isn’t because your sales team doesn’t care. It’s because nobody told them when to use it.
That’s the forgotten step in most manufacturing marketing programs.
It’s not just about creating content. It’s about helping sales know how—and when—it moves the deal forward.
Here’s how to fix that.
Sales Doesn’t Need More Files. They Need Context.
Think about how a shop floor works. You don’t just hand someone a new tool and say “figure it out.” You show them what it’s for, when to use it, and how it fits into the bigger process.
Same goes for sales content.
Your rep doesn’t need a 20-page folder of PDFs.
They need to know:
- When should I send this?
- Who should I send it to?
- What problem does it solve for the buyer?
If you don’t give them that context, even great content gets ignored.
Match Content to the Buying Journey
Here’s a simple way to break it down—no marketing jargon required.
1. Early Stage (Just Browsing / Learning)
Buyers are trying to understand their options and avoid mistakes.
Sales isn’t involved yet—or is just getting looped in.
Use content like:
- Educational blog posts
- Capability explainers
- Application guides
- “What to Consider Before…” articles
Purpose: Build trust. Show you’re the expert.
2. Middle Stage (Evaluating Vendors / Getting Quotes)
Buyers are comparing you to other suppliers. They’re talking with sourcing, quality, engineering. Questions and objections start flying.
Use content like:
- Case studies
- One-pagers that explain your process
- Virtual facility tour videos
- Pricing explainers or ROI discussions
Purpose: Remove doubt. Help them say “yes” internally.
3. Late Stage (Making the Final Decision)
They’re close. But there’s still risk. They want confidence. You need to keep the conversation alive.
Use content like:
- Follow-up emails with links to “how we ensure quality”
- Technical checklists or buyer’s guides
- Customer testimonials or results-driven PDFs
Purpose: Give them the proof. Make it easy to say yes.
Give Sales a Cheat Sheet
Don’t assume they’ll memorize all of this.
Make it dead simple.
Create a 1-page internal doc called “When to Use What”.
List your core content pieces and pair them with real sales scenarios:
- After quoting → Send the pricing explainer
- Before spec review → Send the technical checklist
- When buyer goes quiet → Send a short case study
Better yet—work it into your quoting process, email templates, or CRM so they see it in real time.
Content Doesn’t Win Deals. Sales Does. But It Helps.
Your marketing content isn’t meant to replace a great rep.
It’s meant to equip them.
If you’ve got content sitting unused, it’s not a quality problem.
It’s a delivery problem.
Get it into their hands. Teach them where it fits. Make it easier, not harder, to share.
When you do that, content stops being “just a PDF.”
It becomes a strategic tool that removes friction and keeps the buyer moving.
Want to build a sales content system your team will actually use?
Schedule a discovery session with The Right Horse.
We’ll help you organize your marketing content around the sales process—and give your reps the tools and timing to put it to work.
