Purpose:
Content Cards help your reps easily access information live on calls that keep sales conversations moving forward. This article is designed to help you build the best possible content cards. For information on how to create Content Cards, check out the How to Create Content Cards article.
Intended Audience:
- Outreach Users
Notes:
- You must have both Edit and Create profile settings set to 'Enabled' in order to create Content Cards.
- There are 4 different types of content cards; Competitor, Product, Integration, Pricing. This document will help you create best-in-class versions of each of these types of cards.
Getting Started
- We recommend setting a goal of 3-5 quality content cards to start, then build from there.
- Gather feedback early and often. It’s important to talk to your reps to understand if your cards are providing value and are being triggered at the right times, so plan to consistently gather feedback in the early stages of your rollout.
- Use content from resources you’ve already created such as Snippets, Templates, Sequences, internal slide decks, or pages from your website.
- Most customers will have more Product/Feature cards and Competitor cards than Integration and Pricing cards, so don’t worry if you only end up having only one Pricing card and ten or more Product cards.
Title:
- The title is used when reps manually look up cards, so choose something obvious. It’s also displayed at the top of the card when it appears during a call.
- When defining card titles, make sure to use words that are likely to be searched.
- For example, instead of naming a card “Pricing” try “Outreach Pricing / Seat Cost” as a rep might search for keywords such as “pricing” or “seats” or “cost”.
Key Points:
- Two ways to think about organizing the body of content cards:
- Summarized content that reps can paraphrase
- A short script that reps follow verbatim
- Use common language and stay away from marketing jargon
- Use ALL CAPS and special characters for important points
EXAMPLE KEY POINTS:
- [VALUE] Real-time AI Assistant that provides in-the-moment enablement when it matters most - live with customers.
- [FEATURE] Real-time action items, notes, bookmarks, content cards & call recording, post-meeting email summary & follow-up.
- [STORY] Acme Corp saw a 14% increase in discovery call conversion rates.
Reference Link & Display Name:
- Include “External” or “Internal” in the display name. This will quickly inform reps whether they can share these links externally or not.
Triggers:
- Make sure to include common variations of the phrases. Think of the words that buyers would say, not internal employees or marketing.
- As an example, “Outreach Voice” could also be “Dialer,” “Phone,” or “Telephony.”
- Be careful not to use the same trigger words across too many cards, otherwise, cards will over fire which will overwhelm your reps.
IDEAS FOR CONTENT CARDS
Here are a few ideas for content cards you may consider creating. This is by no means an exhaustive list, but it will hopefully help you start thinking about some cards your team should create as you get started.
New Product Releases - Whenever you release a new product or feature, consider creating a content card for it.
Updated pricing or new SKUs - Have you changed your pricing recently? Make sure to update your pricing cards.
Key Product Features - What are your top selling features or products? Make a card for each one.
Confusing or complex product features or integrations- Are your reps constantly confused or asking questions internally about certain features or integrations? Create cards for these.
Top competitors - Do you always go head to head with the same competitors? Create a card for each.
EXAMPLE CARDS
Competitor
Card Content
Title: Outreach vs. {{Competitor Name}}
Key Points: Include the 3 most important differentiators. Include how your product or service is different and why that matters to your buyer.
Reference Link: Add a link to internal compete information.
Display Name: Make sure to include “Internal” or “External” if the link can be shared.
Triggers
Name of your Product: Just include the name of your product, service, or company.
Name of Competitor Product: Include all variations of the name of the product
Example:
Product/Feature
Card Content
Title: Name of Product or Feature
Key Points: Ideally, include at least one bullet that lists why the feature is valuable. Include the text [VALUE] at the beginning. Include another bullet point that lists the features if there are multiple features as part of the product. This will help reps remember everything included in the product offering. Include the text [FEATURE] at the beginning. Finally, add a section for [STORY] that includes the success that a customer was able to achieve with this feature/product. If the card is for only one feature and it doesn’t make sense to include a bullet listing the features, then simply add another value point. Same for story. If you do not have a compelling customer story, add another value point.
Reference Link: Preferably add a link that can shared externally because these can be directly shared with customers or prospects.
Display Name: Make sure to include “Internal” or “External” if the link can be shared.
Triggers
Name of your Product: Include the most common names for the product or feature; this includes industry terms or any other names that a prospect or rep might use to describe the product or feature. You may also include sub-features within the broader product or feature.
Example:
Integration
Card Content
Title: “XYZ” Integration
Key Points: Consider answering the following questions in your key points:
- Is this an official integration that your team supports or is it an externally managed integration?
- How does the integration work?
- Why is this integration valuable to customers?
Reference Link: Preferably add a link that can shared externally because these can be directly shared with customers or prospects.
Display Name: Make sure to include “Internal” or “External” if the link can be shared.
Triggers
Name of your Product: Just include the name of your product, service, or company.
Name of the product integrating with: Include all variations of the name of the product or service.
Example:
Pricing
Card Content
Title: Name of Product or Feature (e.g. “Outreach Pricing / Seat Cost”)
Key Points: Here are a few questions to consider answering that will inform how you write your card:
- Are there certain licenses or products you want your reps to lead with?
- Do you want reps to just provide pricing whenever a prospect asks or should they withhold pricing until later in the sales process?
- Are there additional questions you want your reps to ask prospects when pricing is brought up?
Your answers to the above questions should determine how you fill out the key points for your pricing cards.
Reference Link: Preferably, include a link to the internal pricing guide unless there is a public-facing version that prospects/customers will ask you to send them.
Display name: Make sure to include “Internal” or “External” if the link can be shared.
Triggers
Name of your product or service: Make sure to include the non-common ways of asking for pricing (e.g. licenses, seats, subscription, costs, pricing, list price, etc.)
Example:
Additional Resources:
Outreach University - Outreach Kaia for Users
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