VP of Sales at enterprise software company generated 12+ qualified calls in Q4 through positioning content that shortened sales cycles and created enterprise conversations.
VP of Sales at enterprise software company selling complex, high-ACV solutions to Fortune 500 companies. Long sales cycles (9-12 months) with multiple stakeholders made pipeline generation slow and resource-intensive.
Traditional outbound wasn't scaling. Cold outreach yielded low response rates. Needed a strategy to pre-educate buyers and establish credibility before first conversation - shortening time from introduction to qualified opportunity.
We built a content engine focused on buyer education - addressing specific objections and questions that typically emerge in weeks 3-8 of the sales process. By answering these questions publicly, we collapsed discovery cycles and created pre-qualified inbound.
The breakthrough was treating content as pre-call discovery. Instead of generic thought leadership, every post addressed specific questions and objections that typically emerge in the sales process.
When prospects arrived at first calls, they'd already consumed 8-12 pieces of content. This dramatically shortened discovery - buyers were pre-educated on implementation requirements, ROI frameworks, and buying process. First meetings focused on fit and next steps, not basic education.
Analyzed 24 months of sales data to identify most common objections and questions at each pipeline stage. Built content calendar addressing these systematically.
Published first 6 posts. Trained sales team on how to share VP's content with prospects as value-add resources. Positioned posts as "something you might find helpful" rather than sales collateral.
First 4 qualified inbound calls from LinkedIn. AEs reported prospects mentioning content in discovery calls: "I saw your post about buying committee alignment - that's exactly our challenge."
8 additional qualified calls. Analysis showed opportunities with content touchpoints moved 38% faster from discovery to qualified. Two deals closed where prospects had consumed 10+ posts before first meeting.
We tracked time-to-close for opportunities with vs. without content touchpoints. Results showed significant acceleration:
"I was skeptical that LinkedIn content could impact enterprise sales cycles. But the data is clear - prospects who consume our content before first meetings close 38% faster. They arrive educated on implementation realities, already thinking through ROI, and prepared to discuss next steps. It's like we get to skip the first 3-4 discovery meetings. Completely changed our outbound strategy."
— VP of Sales, Enterprise Software
Book a 30-minute demo and we'll analyze your sales process, identify key objections to address, and show you how to build a content engine that pre-educates buyers.
Book Your Demo