How to Enhance Your Sales Team’s Digital Communication with Media Channels and Content

How can sales teams leverage the right content to accelerate the sales process while ensuring engagement? The answer is content, but what that content is and its intent are evolving.

Discussing this shift and “new” media channels, Community Reengaged host Daniel Litwin spoke with MarketScale Digital Media Strategist Shannon Maverick.

B2B sales teams had unique struggles in 2020, but there was already a transformation happening. For example, salespeople no longer had in-person meetings or events to rely on, so it took different approaches to keep stakeholders engaged. A sale in B2B typically means convincing multiple decision-makers.

“Keeping all parties engaged in the conversation is difficult. Marketing helps sales team create engaging content tailored to all those people,” Maverick explained.

Channels that were once critical, like trade shows, are now legacy; however, this facilitated opportunity. “It opened the idea of media content. Creating channels that allow customers to join a community of peeps means they’ll think of you when a problem you can solve arises,” Maverick explained.

The vehicle for this media content isn’t new. Podcasts, webinars and live virtual events aren’t novel. Maverick argued that it’s the intent behind the content that represents the change. “It’s more about creating a community (so) that your buyer almost has FOMO. It’s not a sale pitch but rather a keynote about the industry.”

An additional struggle that organizations face is sales-marketing alignment. These teams often sit in silos or have friction between them. Maverick noted that she preferred the concept of “revenue teams” versus “sales and marketing teams,” something she learned from a guest on her podcast Maverick of Marketing.

Lastly, Maverick urged salespeople to “break away from hiding behind their brand.” She continued, saying, “They need to invent their own brand, strategy and network.”

Follow us on social media for the latest updates in B2B!

Twitter – @MarketScale
Facebook –
LinkedIn –

Follow us on social media for the latest updates in B2B!



energy infrastructure
New Energy Infrastructure Vs. Extending Fossil Fuel Plants: How Should the Energy Industry Tackle Aging Power-Generation Assets?
February 28, 2024

If the expected surge in power demand is anything to go by, the U.S. power grid could be in trouble. Fueled by clean energy projects and a massive shift towards electric vehicles by 2030, it’s clear the grid could face major strain — and even blackouts. Unfortunately, the U.S. has already faced such disasters: […]

Read More
Dr. Christopher King Georgetown's inaugural Dean of Health
The Visionary Work That Led Dr. Christopher King to Becoming Georgetown’s Inaugural Dean of Health
February 28, 2024

Currently, the healthcare system is grappling with issues of equity, access, and the integration of social determinants of health. As a result, the conversation around transformative leadership in healthcare education has never been more crucial. Amidst a backdrop of systemic challenges, including structural racism and socioeconomic disparities, the role of education in shaping the […]

Read More
diversity equity
The Key to Increasing Profits? Integrating Diversity and Equity into Recruitments, Promotions and Retention
February 27, 2024

How can organizations truly integrate diversity, equity, inclusion, and belonging (DEIB) into their core operations to not only foster a sense of community but also enhance performance and profitability? Geoffrey M. Roche, Director of Workforce Development (North America) at Siemens Healthineers, brings a wealth of experience in leadership, education, culture, and workforce transformation, emphasizing […]

Read More
Risk management and employee well-being
Merging Risk Management with Employee Well-Being is the Secret to Unlocking Workplace Potential
February 27, 2024

In today’s rapidly evolving business landscape, the convergence of risk management, business insurance, and employee benefits has emerged as a critical focal point for organizations aiming to foster a resilient and thriving workforce. This intersection of risk management and employee well-being addresses not just the physical assets of a company but extends to the […]

Read More