While they might be similar, and there may be crossovers between the two worlds of collateral, sales enablement content is not marketing content. Sales content or assets are specifically designed to help your sellers convert their prospects into customers and sign up for your product. In this article, we share seven SaaS examples every sales team should use and share in their interactions. We include Walls of Love (reviews and testimonials), customer success stories, battlecards (internal use only), demos, product decks, email signatures, and LinkedIn banners.For each example, we explain what we like and what can be done better. We also share links to super helpful tools, templates, and videos to guide your sales content creation.
#1 Walls of Love
Walls of Love are pages or widgets with your best customer reviews and testimonials. They are one-stop shops showcasing your product and service awesomeness, and they are the perfect sales enablement asset. Testimonials are valuable gems that can be selected, used, and repurposed across various marketing and sales materials, from sales pitches and product decks to social media posts, webinars, and event presentations.
Apollo’s Wall of Love
Our favorite is Apollo’s Wall of Love. Why? Because it has the works.
What we like about this example
Here are some of the reasons we like Apollo’s example:Full-colour—The social proof is in full color when you land on the page. It’s bursting with awards and recognitions from leading software review provider G2 and social media platforms like LinkedIn and X. Authority — The page also displays its 5-star rating and over 6k reviews on G2, which tells the visitor it's a widely used app that many customers are happy with.Personalization — All the testimonials have a date and an accompanying image of the person leaving the review, and most include a title and the company they work at. These details are super important because they make the reviews authentic. They show and tell who your super-satisfied customer is in real life, automatically increasing the credibility of the reviews and the level of trust in your brand and product.
Quality vs. quantity — Some prospects may search for your reviewers on LinkedIn (out of curiosity or to gauge how relevant their opinions are). So, a hundred no-name/title and no-face testimonials are less convincing than ten personalized or verified users. So, keep that in mind when selecting testimonials to showcase on your wall.
What we’d do differently
While Apollo’s Wall of Love is a stellar sales enablement asset that can be included in an email or signature link, first-time website visitors won’t see it unless they intentionally search for it. You need to go to ‘Resources’ and then down to ‘Customer’ before you can hover over ‘Reviews’ to see what customers are saying about Apollo. An easy fix would be to embed it on the homepage and potentially any landing pages or communications the sales team sends to prospects.
Reviewflowz’s testimonial & reviews app for a stellar wall of love
You’ll want to use top-notch reviews and testimonial software like reviewflowz to create and grow your Wall of Love.
With reviewflowz, you can:
- Aggregate your best reviews from every review platform (Capterra, G2, Software Advice, Gartner Peer Reviews, and more)
- Showcase testimonials in eye-appealing, multilingual, dynamic, customizable widgets
- Define, filter, and select by keywords, score, and data quality to display relevant reviews for every context and business case.
- Build review generation campaigns, integrate them with any software, and export them to any data visualization software.
- You can access all of your and your competitors' reviews instantly and monitor reviews on Slack, MS Teams, Zapier, or email.
#2 Customer Success Stories (AKA Case Studies)
Customer success stories or case studies are testimonials on steroids. They showcase super-content customers who have become your best customer advocates. To make your customer stories a key sales enablement piece of content, they must be worth sharing and reading. If you get the content and design right, they will be the first thing your sales and marketing teams want to send to prospects.
Salesforce’s Potent Storytelling
This killer B2B case study example from Salesforce hits the mark with content, design, and shareability.
What we like about this example
Let’s start with the content – the most crucial element of any case study.
- Data — It provides the numbers that matter most in the title and throughout the case study, telling your reader that the product delivers on its promises.
- Challenge/Solution — It discusses several challenges the customer faced that the product has solved. Once again, your reader gets a clear justification for why the product is worth purchasing.
- Video — It features a beautifully produced video with key company figures, including the CEO. This video ‘shows’ the story of the customer partnership and engages the viewer on an emotional level, which the text alone couldn’t do.
- Quotes — Direct quotes from relevant company representatives throughout the case study add credibility, giving readers more reasons to believe the copy. If the person responsible for onboarding the product is willing to talk on the record, it has to be good.
- Products—Finally, the case study showcases the products the customer uses throughout the piece. It also links to the relevant product pages, which feature demos in several locations.
Next is the design – which is just as important. If it isn’t visually appealing, your prospects will leave the page before they get to the content.
- Color — The page has the perfect balance of color. The eye-catching feature image is against a white background, with enough space for easy reading and pull-out quotes to make scrolling engaging. Several colorful graphics also appear.
- Images — This is super important as it breaks up text and tells your story in pictures or graphics that are easy on the eye and more appealing. The case study includes images of all the spokespeople and the company CEO, matching a real-life person with the words.
- Brand logos — Including brand logos is standard practice in case studies because it’s a part of easy brand recognition.
- Table of contents — If the case study is longer, a table of contents helps the customer read what is most important to them.
- Formatting — Using various content components makes the case study easy to digest. More and more, standout case studies are starting to reflect the look of high-quality blogs with many features, including graphics, videos, images, and charts.
The example below will help you appreciate the importance of your case study's design elements.
Using color, original images of real customers (rather than stock images), and various content components such as lists, pull-out quotes, and graphics creates a very different customer experience. This can also directly affect your brand’s reputation. So, it's well worth investing the time and money (and you can tell which case studies lend both) to create an impressive and interactive customer story template or hub on your website.
What we’d do differently
There isn’t much we’d do differently with this rock-solid case study example. We would only add a small section on industry, company size, and location, which might interest the customer and help your sales team determine its relevance to their prospect. We’d also include all the essential figures below the title, like this example from Brandfolder by Smartsheet.
Hubspot’s Case Study Creation Kit for customer success storytelling
Hubspot offers a solid, free Case Study Creation Kit to download or store on your Google Drive. The kit includes everything you need to get started, including:
- 3 text-only case study templates to upload to your CMS
- 3 designed case study templates to share with prospects
- 1 data-driven case study template
- 1 product-specific case study template
- 1 general case study template
#3 Sales Battlecards
Battlecards are your sales team’s greatest ammunition when prospects come back at them with competitor features, offers, or pricing you can’t seem to beat. They are dynamic and invaluable documents you’ll need to update and share regularly with your team. Your customers would love to see them firsthand. However, sales battlecards are generally ‘internal use only’ collateral.
Kompyte by Semrush focuses on key selling points
We love this sales battlecard because of its simple format and focus on critical reasons why a prospect should choose Kompyte over the competitor, Hubspot.
What we like about this example
Here are the bits we like:
- Snapshot — We love the snapshot view of this battlecard. It has enough information to explain why Kompyte is a better choice for a prospect.
- Low reviews — We like that it includes the latest ‘low’ reviews gathered from leading review platforms like G2 because this gives prospects social proof of where and why the competitor might not be the best choice.
- ‘Landmines to Lay’ — This section includes key negatives that will automatically dissuade prospects from considering the competitor’s product if they realize their business model or type is not the competitor's ideal customer persona profile. This is a great section to turn to when prospects lean toward the competitor's product.
- Resources — The battlecard includes several links to resources that argue against its competitor’s business case. These links give your sales team more in-depth information to argue your product’s suitability.
What we’d do differently
One key thing missing in this battlecard is a list of features to compare. That’s a key consideration for customers when purchasing software; leaving it out or hiding it in the resources section could be costly. Including a short list of key features would be beneficial, and the option to link to the complete product deck would also be ideal. Software is also a complex product, so developing a one-page document that includes all the key points customers are interested in when comparing providers is challenging. The below template is ideal for covering all the SaaS product bases.
SmartBug’s SaaS Sales Battlecard Template to outshine the competition
Creating sales battlecards can be challenging and time-consuming. To help you get on the right track, download SmartBug’s free SaaS Sales Battlecard Template (in exchange for your name and email).
For more insights on creating effective sales battlecards, check out the below video from Crayon Competitive Intelligence.https://youtu.be/7mKxwU5iY90
#4 Demo Videos
Demo videos are a staple of every sales enablement content toolkit. They provide a visual demonstration of your solution’s capabilities. While demos can be used at various stages of the sales process and across marketing campaigns and materials, they are generally used during prospecting.
Asana’s ace product demo
Asana’s product demo meets most must-have criteria for an ace video asset. It’s concise, clear, and engaging.
What we like about this example
We like how this demo sets the scene and takes the viewer on a journey. It starts with a somber, grey vibe (reflecting customer challenges) and finishes strong, in full color, with key product use cases (solutions). It tells the product’s: Value proposition—Who the product is for, what pain points it solves, and how it improves efficiency, engagement, and productivity for large enterprises.
- Features—The demo addresses challenges enterprises face, such as scalability, security, and reliability.
- Big-name users—Displaying a long list of recognizable brands that use the product provides social proof to eliminate any potential doubts about its capabilities.
What we’d do differently
The only thing missing in this demo example is enough footage of the platform’s user interface (UI), which is an instrumental part of every demo. The viewer wants to get a feel for the product. They want to see and imagine themselves using it. Yet, Asana’s example doesn’t deliver much on this front. The demo includes snippets of UI elements, but not enough for the customer to feel like they have seen a mini-trial of the product in action. However, on Asana’s YouTube channel, within the description of this video, they do include a link to another demo targeting startups, which focuses entirely on the UI.
TK Kader’s 3 principles to follow when making your SaaS product, demo video
Check out this video from TK Kader, the Founder at Unstoppable, Co-Founder at Megaphone, and a top LinkedIn voice. In it, TK shares his first-hand experience selling SaaS products and the three principles he’s discovered for making the best SaaS demo videos.
#5 Product Decks
Product or sales decks are powerful slide presentations and handy sales enablement tools. Their purpose is to convey your offering in an engaging and impactful way. Unlike other sales enablement assets, the sales deck is an all-encompassing piece of collateral that tells your product’s full story. Everything from your company mission and accolades to your product’s use cases, the challenges you solve, competitor comparisons, demo videos, customer testimonials, and case studies.
Softr’s super business case product deck
Our winning example is Softr’s brilliant sales deck. View and use it to guide your next product presentation and sales pitch.
What we like about this example
We love how visually captivating, clear, and comprehensive this sales deck is. It covers all the questions a potential prospect might ask. Some of the things that stand out are:
- Visuals—Instead of long explanations, graphics show a before-and-after product scenario to help the prospect see how the solution eliminates key pain points. The presentation also includes a demo video to give the prospect a feel for the UI.
- Testimonial and success stories - A chunk of the presentation showcases happy customers and how they use the product for different use cases. This ensures the deck appeals to a broad customer range with different needs.
- Snapshot of set up - Many decks go into complex, lengthy, step-by-step guidelines on how to set up the product. This will lose the customer if it comes across as demanding. Softr’s slide on setting up the product has four concise points and one UI graphic displaying those four steps.
- Pricing—Along with company specifics at the end of the deck, Softr shares one of the most important considerations in any customer’s purchasing decision: pricing. Not all decks share this, but we think it's a valuable, must-add.
What we’d do differently
One key thing missing from this sales deck is the potential return on investment (ROI) and any other data that proves the product’s value to the prospect. All customers want to know how much money or time a product will save them, and they want to see actual numbers, preferably from real customers.
Hubspot for Starups Pitch Deck Template
You can find and download a free product deck template from Hubspot. This is an excellent template because you can add or change design elements to reflect your brand. It also guides you on what information to insert, lets you pick and choose what you need, and allows you to reorder the slide pages.
#6 Email signatures
Email signatures are among the most underestimated and underutilized sales enablement assets. They might be a small element at the end of every email you send (and you send many emails in a day), but when done well and updated regularly, they can be a sales-driving force that requires little work. They’re as good as a mini slide deck.
Newoldstamp’s signature creation
The signature example below covers all the basics any prospect wants to see at the end of an email from a product sales team.
What we like about this example
The components will like in this example are:
- Image - including a professional image of the sales team member adds a layer of personalization because prospects like to see who the person behind the words is.
- Schedule a call link—The link to schedule a call makes it easy for the prospect to contact you. Even though you have the standard contact details (phone and email), the link to book a meeting encourages the prospect to click even before they thought they might want to know more.
- Social links—We all do it: Every time someone reaches out to us, we search them on LinkedIn to learn more about who they are and why they are contacting us. The social links make it easy for the prospect to get this information quickly. Also, people have different preferences. While some like to stick to email correspondence, others prefer LinkedIn direct messages.
What we’d do differently
The one thing missing from this signature is the problem the person solves for the prospect. A good marketing graphic with the product’s offer or use cases would be helpful. You can also add links to register for events, webinars, and helpful resources in your signature. As long as all the information and links are displayed clearly and visually appealingly, there is no limit to how you can use your email signature to drive more interactions with prospects.
Wisestamp’s signature creator
There are dozens of online templates and signature generators. We like Wisestamp because it’s quick and easy. You can browse signature examples and templates by profession and select the elements you want to include.
#7 LinkedIn banners
Like email signatures, LinkedIn banners can be an effective sales asset. You can use them to highlight your brand’s value proposition, accolades, customers' proven ROI, and even calls to action (CTA).
Adam Robinson’s value proposition LinkedIn banner
The LinkedIn banner below gets straight to the point.
What we like about this example
What we like most about this LinkedIn banner is the pleasing design and compelling content. It immediately presents the product value proposition and emphasizes a key consideration: the price (100% free).Some other things we like:
- Visual appeal —The profile image is inviting and reflects the tone and feel of the content. The background color against the bold black text makes the claim stand out more.
- Simplicity—The banner has little going on, yet it’s effective. It displays the most important information (the product offer and the challenge it solves), which should sell the product itself.
- Profile title—While the LinkedIn profile tile is not part of the banner, you can use it to echo and provide more context on your product or showcase business wins or accolades.
What we’d do differently
We would add social proof to this example. It could be big-name customers using the product already, leading review platform ratings, or awards and accolades. If this were a banner for a sales team member, you would also add a ‘Book a call’ button in the title section or even a ‘DM me to find out how’ in the banner itself.
Canva’s free 7k-strong LinkedIn banner selection
Like signatures, templates for your LinkedIn profile are readily available across many platforms. We like Canva’s LinkedIn banner templates because it's a familiar name, has over 7k template options, and it’s an easy tool to use.
