What kind of sales enablement content should you be creating in 2025 … and what modern design tools and data should you be drawing on?
You want your team to close more deals, which means making sure they have all the enablement content they need to get prospects to buy. But things that were working a few years ago may simply not cut it now.
Here’s what you need to know about sales enablement content in 2025 (and beyond).
The new buyer mindset: what’s changed?
In 2025, business customers are well-informed … and discerning. They expect a seamless digital experience, not a drawn-out buying process.
Your customers expect:
- A frictionless buying experience with easy-to-use digital interfaces and a seamless transition between online self-service research and direct engagement with sales reps.
- Data-driven personalization, with tailored recommendations that suit their industry, company size, and specific challenges, instead of a “one size fits all” approach.
- Transparency and trust, with buyers increasingly relying on case studies, testimonials, trustworthy reviews, and peer recommendations.
- Multi-channel engagement, with buyers engaging through several different touchpoints (e.g. websites, webinars, LinkedIn, industry forums).
- Thought leadership and education, with buyers looking for companies that have shown themselves to be industry experts.
A shifting buyers' mindset requires sales enablement content that helps reps stay two steps ahead.
AI & automation: The future of sales enablement
Most sales teams are already using AI-powered tools to help close deals. There are all kinds of ways you might use these to do things like tackle repetitive tasks, personalize at scale, and win over prospects.
A few tools to look into, if you’re not already using them, are:
AI Chatbots
In addition to handling common customer service issues, AI chatbots can help with sales enablement. They can chat with prospects, handle complex questions, and qualify leads—all before a sales rep needs to get involved.
Predictive analytics
AI can analyze historical data and current prospect/customer behavior to figure out what leads are most likely to convert. That way, your team will know which prospects to focus on.
Automated follow-ups
AI never forgets! With AI tools, you can send automated, personalized follow-ups based on customers’ interactions and their engagement with you and your content.
AI sales coaching
AI can suggest specific pieces of enablement content and offer tips and insights during calls to help out your reps: it’s like having a sales coach for every person on your team.
AI virtual assistants
AI can tackle tasks like note-taking, CRM updates, scheduling, and setting reminders for your reps—just like a human assistant would.
Important: Don’t get too carried away with AI and automation. There are some areas where it’s definitely best to use a professional instead, especially if you have any concerns about data security (e.g. for contact management).
Data-driven sales enablement content: making smarter decisions
In 2025, sales enablement is about far more than handing your reps a bunch of resources—it’s about using data to fine-tune every part of the sales process.
CRMs can now use advanced lead scoring to help your team focus on the right prospects. These tools analyze engagement patterns, website activity, and even social media interactions to show which leads are most likely to convert.
See: What is content intelligence, and why does it matter?
Real-time analytics dashboards take it further by giving you a clear picture of team performance. This helps you figure out exactly where you might need to give reps extra coaching, or where a strategy needs tweaking.
Personalization is another huge win for data-driven sales. Instead of sending generic outreach messages, your reps can craft hyper-relevant emails and pitches that speak directly to a prospect’s industry, needs, and challenges. A/B testing different approaches also helps teams refine their messaging and see what actually works.
Content that closes: What sales reps need in 2025
You don’t want to just pump out more and more sales collateral—instead, you want to think through the most impactful pieces of content that will help reps to close.
That means thinking about content like:
Sales playbooks
Your team needs a top-notch sales playbook that standardizes the sales process, giving them a clear roadmap to follow. This means that new reps can jump in and start making sales quickly, and experienced reps can keep up high standards, call after call.
Your sales playbook needs to be kept up-to-date, reflecting the actual market conditions (for 2025 and beyond).
Product comparison guides
How does your product stack up against the competition? A product comparison guide lets your team quickly assess the difference between your product and a competitor’s product that a prospect is considering (or even already using).
A strong product comparison guide lets your reps easily position your offering against competitors, highlighting key differentiators.
Sales battlecards
Your prospects don’t want to hang around. Make sure your reps have key details at their fingertips in a sales battlecard, with insight into buyer personas and common sales scenarios—plus data-driven rebuttals and key proof points to help build trust and credibility.
You might also want to think about types of buyer enablement content, like:
Interactive content
If you can, create tools that let prospects engage, like ROI calculators, self-assessment quizzes, and product demos — interactive content that helps buyers see what they’re getting.
You can tie this into other sales enablement content, like case studies and social proof. For example, you could show different case studies to different prospects, depending on their quiz results.
Discover: 7 Examples of Interactive Content to Help Enable Sales and Close More Deals
Content focused on the decision-maker
Who’s going to be making the decision to buy? That’s the person who your content needs to be focused on.
For instance, if a college or university has a language course for undergrads, their sales materials will be focused on teens and parents who may feel unsure or confident about their language skills.
It’s all about knowing your target audience—and helping them make an informed purchasing decision.
Tech stack optimization: must-have tools for 2025
Is your sales tech stack helping—or hindering?
There are so many different sales enablement tools out there, so you want to make sure you’ve got the best options available in 2025 and beyond.
These are some great ones to consider:
A digital content creation platform, like Foleon. To produce high-quality sales collateral at scale, you need high-quality templates, the option to include multimedia, and the ability to quickly customize proposals for individual prospects. Tools like Foleon make this a breeze.
An AI-powered CRM, like HubSpot or Salesforce. This gives you intelligent lead tracking and automation and serves as the “hub” of your team’s work. Many CRMS can also integrate with your VoIP system for calls.
A sales engagement platform, like Outreach or Salesloft. This offers streamlined prospecting and follow-ups.
Conversational intelligence, like Gong or Chorus.ai. You can use this to analyze sales calls and give your reps data-backed coaching.
Sales enablement hubs, like Seismic or Highspot. This makes sure your reps have everything they need at their fingertips.
You may also want to look into project management tools to help you create a structured sales process with a clear flow of tasks, so that everyone in the team can be on the same page.
Tip: Aim to build a tech stack where all the different pieces work seamlessly together. You can use third-party tools like Zapier to connect different tools together, if the tools you’re using don’t all integrate with one another already.
Sales & marketing alignment
Sales and marketing alignment isn’t just a “nice to have”—it’s essential if you want to keep growing.
Your marketing and sales teams need to work in sync so that each prospect follows a seamless journey from initial lead to happy customer.
Here are some key areas to keep in mind:
Shared goals and KPIs
Your marketing and sales team need to align on key metrics, like lead quality, conversion rates, and revenue targets.
There’s no point in marketing having a goal to send X number of leads per month if most of those leads are completely unqualified.
Collaborative content creation
Marketing and sales teams should work closely together to develop content that effectively addresses customers’ objections and pain points.
By communicating regularly about this, sales teams can be more prepared to answer objections that may come up, based on insights from the marketing team.
Integrated technology
The last thing you want is for your sales team to have to manually enter data or piece together patchy information.
You need your tech stack to enable smooth handoffs of marketing-generated leads to sales reps, without any kep info falling through the cracks.
Future-proofing your sales enablement content strategy
You’re never going to “set it and forget it” with sales enablement content. What buyers want is constantly evolving—and to stay ahead of the game, you need to be flexible and adaptable.
Future-proofing your sales content strategy means adopting a mindset of continuous learning. Keep looking at what’s working and give your sales team ongoing training and development to make sure they’re up to speed with any new tools or techniques you’re introducing.
When it comes to your tech stack, don’t assume that what works one year will be the best option the next. Your tech stack needs to meet the needs of your sales reps and your buyers … and if a better option comes onto the market, you may want to switch.
Of course, everything you do should be driven by customer needs. Be aware of any changing buyer behaviors and preferences, and listen carefully to new pain points or objections that are cropping up.
Final thoughts
Keep experimenting with different types of sales enablement content—and then iterate on what’s working.
The businesses that thrive in 2025, and for the years to come, will be the ones that are willing to shift their approach based on trends in the marketplace. Whether that means using different tools, adopting AI, or producing fresh types of content, you want to be ready to pivot as needed.
