Content marketing and product marketing teams properly aligned will be a supercharger for B2B sales teams. Together, they create the sales collateral that enables sales reps with exactly what they need to across the buyer's journey and ultimately win deals.

But what’s the magic behind how they do this? How do they work together when there can be overlap on tasks, projects, and jobs-to-be-done?

Let’s break it down and see why content marketing and product marketing teams are essential to a sales team’s success - and how different organizations leverage these roles.

Why B2B Sales Teams Need Sales Assets (Hint: They’re Deal-Makers!)

In B2B sales, we’re not just talking about a single “perfect pitch.” Sales reps need a whole toolbox filled with persuasive content—often customized for each buyer at every stage of the journey. These sales assets range from introductory decks and case studies to solution-specific one-pagers, brochures, and ROI calculators.

Sales teams aren’t usually the ones building these, though. They rely on content marketing and/or product marketers who understand the brand, product, and market landscape. By creating assets that directly answer buyer questions and showcase unique value, content marketing and product marketing teams become sales’ trusted advisors.

How Product Marketing and Content Marketing Jobs-to-Be-Done Align and Overlap in Sales Enablement

While both teams contribute to sales assets, they usually handle different (but complementary) areas and it certainly varies based on the organization's structure, size, and how they assign jobs-to-be-done.

Product marketing tends to focus on positioning and messaging based on personas and ideal customer profiles that they have researched. Content marketing takes product marketing's deliverables and creates various assets including blog posts, white papers, videos, eBooks, etc. Product marketing tends to be more focused on sales enablement and one-to-one sales assets.

If done properly, all of these assets are developed based on the stage in the buyer's journey that they are optimized for. This is also key in using these assets strategically and instructing sales when and how to use them.

How Content Marketing and Product Marketing Support the Sales Motion

In B2B, the sales cycle can be long, with plenty of twists and turns. Things like overcoming objections and gathering competitive insights is a team sport. That’s where these teams make a difference. Although this is not an exact science and assets can be repurposed at different stages, let’s look at how each stage of the sales motion can get a lift from targeted sales assets:

Awareness: At the awareness stage, it’s all about getting on a buyer’s radar. Relevant assets include educational blog posts, white papers, and infographics to establish expertise and build brand trust. Content marketing will often take the lead on these TOFO assets. Sales reps often use these assets in early outreach to warm up prospects.
Consideration: Once potential buyers know who you are, it’s time to showcase why you’re worth considering. Here, both content and product marketing teams pitch in. Content marketing provides detailed guides, customer success stories, and product comparisons that educate without pushing too hard. Meanwhile, product marketing offers case studies and explainer videos that highlight real-world results.
Decision: Here’s where product marketing shines. They create demos (videos and interactive demos like Navattic or Storylane), ROI calculators, and product sheets or one-pagers that answer the buyer’s final questions and help sales overcome last-minute objections. By the time a buyer hits this stage, they’re usually weighing your solution against a competitor, so these assets are crucial for pushing the decision in your favor.
Success (Post-Purchase): Product marketing and content marketing work together to create training materials, customer newsletters, and onboarding guides (example: Getting Started Guide) to help with adoption, retention, and keep new customers engaged. Keeping customers happy is the key to renewals and expansions, which means product marketing and content marketing’s jobs are far from over once a sale closes.

Asana

Overview: Asana is a robust project management solution designed for team collaboration and task management across various workflows. It offers features like task dependencies, due dates, and multiple project views, which streamline complex projects in teams of all sizes.
Pricing:
- Free: Basic task management and limited views.
- Premium: $10.99 per user/month, offering timeline and calendar views.
- Business: $24.99 per user/month, adding goals tracking, workload management, and reporting.
- Enterprise: Custom pricing with advanced security and support options.
Cool Feature: Asana’s power is in its flexibility for managing interdependent tasks, with visual project timelines and reporting tools that make it especially useful for larger teams with complex workflows.
Slack Integration: Asana’s Slack integration enables users to receive project updates, add tasks, and check task status updates within Slack channels. Learn more about Asana’s Slack integration here.

ClickUp

Overview: ClickUp is an all-in-one project management tool offering extensive customization options across task management, goal tracking, time tracking, and collaboration tools. ClickUp provides multiple views, including List, Board, and Calendar, along with advanced features like real-time reporting.
Pricing:
- Free: Unlimited tasks, members, and one form.
- Unlimited: $5 per user/month, adding unlimited integrations, dashboards, and Gantt charts.
- Business: $12 per user/month with advanced automation and time tracking.
- Enterprise: Custom pricing with tailored onboarding and dedicated support.
Cool Feature: ClickUp's all-in-one design combines various productivity tools in a single platform, making it ideal for teams looking to reduce the number of applications they use.
Slack Integration: ClickUp’s Slack integration allows users to create and update tasks directly in Slack, get notifications, and use commands for quick task management. See ClickUp’s Slack integration here.

Key Takeaways: How This Collaboration Supports Sales

Targeted Content: They work together to develop buyer's journey stage-specific content and assets. These deliverables are then used across the various full-funnel marketing and sales campaigns.
Adaptability: In smaller organizations, product marketing or content marketing might handle it all. As teams grow, product marketing steps in to support sales in a highly specialized way and content marketing focused on non-sales enablement content. Again, this is relative and will vary.
Value Alignment: By aligning on goals and collaborating closely, content marketing and product marketing ensure that sales teams always have what they need to drive conversations forward and close more deals.

In B2B sales, content marketing and product marketing are the powerhouse teams that drive sales forward with strategic, valuable assets. By understanding the sales motion and customizing content to fit each stage in the buyer's journey, they make it possible for sales reps to succeed with confidence and help crush their numbers.

Whether it’s a small startup where product or content marketing wears all the hats or a large enterprise with specialized functions, both product marketing and content marketing teams are crucial to making every sales conversation count.

If you have any questions at all about content marketing, product marketing, AssetMule, or just want to talk sales assets, please reach out to me or my Co-Founder Justin Dorfman!

How Content Marketing and Product Marketing Teams Align to Support B2B Sales with Assets