Optimize 3.0 Inbound Marketing Blog

If you want better lead nurture content, don’t start with a blank page. Start with your sales team.

They already know what prospects care about. They hear the same questions, hesitations, and comparisons over and over again. The problem? That knowledge stays in their heads — and never makes it into your emails, blogs, or campaigns.

This post shows you how to fix that.

Why Your Sales Team Is the Best Content Source You’re Not Using

Marketing guesses. Sales knows.

Your reps talk to real prospects every day. They know the questions that matter. They hear the objections that kill deals. And they’ve got real-world answers that actually work.

So instead of creating content in a vacuum, start by capturing the insights sales reps already have.

Ask These 7 Questions to Unlock Better Content

Here’s what you want to ask during your sales rep interview:

1. What Questions Do Prospects Ask Most?

• What are the 5–10 questions you get on nearly every call?
• Which ones come up right before someone is ready to buy?
• Are there “buying signal” questions that mean someone’s serious?

2. What Objections Slow Down Deals?

• Common hesitations around price, internal bandwidth, or ROI
• How do you usually handle those?
• Which ones tend to kill momentum?

3. How Do They Compare You to Competitors?

• Who do they mention?
• What are the biggest comparison questions?
• How do you position against them?

4. What Do They Ask About Pricing and ROI?

• What pricing questions come up?
• How do you explain the value of what we offer?
• What helps justify the budget?

5. What Do They Ask About Onboarding or Delivery?

• Are they nervous about timelines or complexity?
• Do they ask who’s involved or how long it takes?

6. What Results Do They Want?

• Do they ask about outcomes, case studies, or examples?
• What kind of success are they hoping for?

7. What Are They NOT Asking (But Should Be)?

• What do you wish they asked — because you have a killer answer?
• What do most buyers miss that would help them decide faster?

How to Interview Your Sales Reps Step-by-Step

1. Book a 30–45 Minute Call
   • Block off time with a top-performing rep. Let them know it’s not a performance review — you’re here to document what they already know.
2. Use the Questions Above as Your Guide
   • You don’t need to stick to a script. Just use these categories to guide the conversation naturally.
3. Record and Transcribe the Conversation
   • Use Zoom, Otter.ai, or whatever tool you like. You’re not looking for polish — you’re after raw, unfiltered insights.

Use This Prompt to Turn the Transcript Into Emails and Blogs

Now that you have a transcript, you’re sitting on gold. Use this prompt in ChatGPT to turn that conversation into actual content:

You are a content marketer. I’m going to share a transcript from a 30-minute interview with a sales rep. Please do the following:

Prompt:

1. Summarize the 5–7 most common questions and objections mentioned by the rep.
   
   
2. For each question or objection, write a short blog-style summary that includes:
   • A clear title
   • 3 bullet point takeaways
   • A simple CTA to book a meeting or learn more

3. Then, write a 5-email nurture sequence using the summaries above. Each email should include:
   • A subject line
   • A short paragraph referencing the question
   • 3 bullets or insights
   • A CTA (book a call or read the full blog)

Use a conversational, helpful tone. Keep it simple and direct. Don’t overthink it.

Now you’ve got:

• 5 blog-ready posts

• 5 nurture emails

• A lead-nurture sequence grounded in real sales conversations

What to Do With the Output

• Create Blog Posts Based on Real Buyer Questions — Take each summary and format it as a 400–600 word blog post. Use bullets. Keep it skimmable. Add a clear CTA to read more or book a meeting.
• Build a Nurture Sequence in HubSpot — Load the emails into HubSpot as a sequence or workflow. Space them out over 7–10 days. Link each one to the related blog post.
• Automate Based on Lead Stage or Behavior — Trigger the nurture based on form submissions, lifecycle stage (MQL), or activity like pricing page views. Keep it relevant.

Conclusion: Your Best Content Is Already in the Room

Stop brainstorming in isolation. Your sales team already has the words your buyers need to hear. Your job is to capture, format, and automate.

One conversation = one month of content.

And when you build your nurture flow on the questions buyers actually ask — your leads stay warm, move faster, and convert more often.

FAQs

• How do I create sales-driven content that ranks on Google?

  • Turn real sales questions into blog posts using keywords your buyers actually search. This strategy bridges SEO and sales enablement for content that performs and converts.

• What are the best ways to use sales insights for lead nurturing?

  • Repurpose sales call takeaways into nurture sequences that match real objections and questions, increasing engagement and pipeline progression.

• Can I automate lead nurturing with HubSpot based on sales questions?

  • Yes — HubSpot workflows can trigger emails based on lifecycle stage, lead score, or page views, using messaging straight from sales conversations.

• How do I write nurture emails from sales rep conversations?
  • Use each common question or objection as a theme for an email, then link to a blog post that dives deeper — all structured around sales-ready topics.
    
    
• Should I include pricing questions in my marketing content?

  • Yes. Addressing price (even with ranges) builds trust and attracts buyers with high intent who are searching for transparency.

• What kind of blog content converts B2B leads?

  • Content that answers specific sales questions, compares your product to competitors, or explains ROI is what actually moves leads forward.