The Data Dwell Sales Enablement Iceberg

Everyone is familiar with the typical sales funnel, the four stages of awareness, interest, desire and action. But the typical sales funnel is just like a typical iceberg. You don’t see the full picture. Just the small piece of the sales enablement process that’s above the surface.

It’s just one section of the customer journey that we all focus on – often forgetting about what lies underneath.

To perfect your sales enablement strategy and generate revenue at every opportunity, you need to understand and embrace the sales enablement iceberg model, aligning the right content with the right stage of your customers’ journey.


Click + to reveal the content that supports each stage


Content that attracts

You need content that grabs your prospects’ attention. Content that’s tailored to your target audience, that’s relevant and engaging enough to make them take notice. Your content needs to make sure potential customers know your brand and understand what you do.
  • PPC ads Social posts
  • Print ads
  • Blog posts
  • Articles
  • Infographics
  • Events
  • Podcasts
  • Press releases
The start of any sales funnel is about building awareness and attracting prospects. It’s the tip of the iceberg - the part your prospects will always see first.

Content that educates

The content you share at this stage of the funnel should all be about educating your prospects (and your sales teams). They need to learn about the challenges, the solutions and the products, to consider if you’re the right fit, and you need to qualify your prospects.
  • Ebooks
  • White papers
  • Templates and toolkits
  • Guides
  • Reports
  • Helpful lists
  • Webinars
  • Quizzes and surveys
  • Email drips
Next you need to build on your brand awareness, explore the problems your prospectsmight face and create interest in possible solutions.

Content that inspires

To move your prospect from interest to desire, you need content that gets under their skin. Content that builds a picture of what their business - their life - would be like with your products - and without. You need to inspire them to make the right choice.
  • Case studies
  • Sales letters
  • Landing pages
  • Tailored examples
  • Product information
  • Guided walkthroughs and demos
The next stage of your iceberg should keep building out information, sharing more and more content about your offer to help your prospects want your solution over your competitors.

Content that convinces

Your content here should have one single purpose. To get your prospects past those final purchasing barriers. You’ll need real examples, specific benefit analysis, and incentives to show that there really is no other option - the decision is a no-brainer.
  • Customer stories (preferably videos)
  • Testimonials
  • Competitor comparisons
  • Free trials
  • Free incentives
  • 1-to-1 consultations
  • Discounts and promo codes
  • An irresistible offer
At the bottom of the traditional sales funnel, it’s time to close the deal and encourage those prospects to sign up - before they splash into the ocean and are lost to your sales and marketing teams.
This might be the bottom of the traditional sales funnel - but it’s not the bottom of the sales enablement iceberg. Closing the deal is only touching the surface of possibility. Look below what we usually focus on, and you’ll find an equally, if not more important section of the sales enablement process and customer journey.

Content that onboards

A closed deal doesn’t always mean a converted customer. Buyers demand a seamless onboarding experience if you expect them to stay with your organization. There are always opportunities for them to change their minds, so your content needs to support customers and reinforce the fact they made the right decision.
  • Automated sign up processes
  • Training guides
  • Product and feature walkthroughs
  • Use cases
  • Step by step email campaigns
  • How-to seminars
Your customer journey funnel needs to work equally hard below the surface to make sureyour prospects are onboarded smoothly and efficiently, so they don’t change their mind.

Content that builds loyalty

The content you’ll use to retain your existing customers and earn their trust and loyalty is the same content you used above. You’ll want to add as much value here as possible, to build interest and desire, and then, when they realize they can’t do without your products or services, you can cross-sell or up-sell to your current customers.
  • Email nurture campaigns
  • Ebooks & White papers
  • Product guides
  • Case studies
  • Customer success stories
  • Discounts and promo codes
  • Incentives and rewards
  • Sales letters
  • Landing pages
The biggest section of the iceberg, and arguably the most important part of your funnel. This is your sales process - everything you did above the surface - all over again. And again. Keep engaging to keep your customers.

Content that refers

To turn your customers into advocates, encourage them to reflect on their positive experiences and share their successes. Some of the content you create should be focused on getting content back from your customers - reviews, feedback and case studies. And other content should be tools and resources your customers can share themselves to encourage referrals.
  • Customer reviews
  • Success stories
  • Referral programs
  • Affiliate schemes
  • Case studies
  • Surveys
  • Feedback requests
  • Invite-only events
At the bottom of the sales enablement iceberg - the section that underpins the entire funnel - are your most loyal customers. Those who’ve proven every stage of your customer journey works and will advocate for your organization.

Don’t take what’s in front of you at face value

When thinking about your perfect sales enablement strategy and mapping out the complete customer journey, remember that what you can see isn’t always the full picture. The traditional sales funnel should only be part of your sales enablement process. There’s huge revenue potential sitting under the surface. Dive beneath to see the full scope of your customer journey – the untapped sales that are waiting for you. And use your sales enablement software to align the right content, at the right time, to unlock the revenue that’s hiding here.

Try Data Dwell Today

Make sure you’re aligning your sales enablement content at every stage of the customer journey - above and below the surface - with the right sales enablement software.

Data Dwell can help you build your own sales enablement iceberg to transform your customer journey and increase your revenue.