This page is under construction as we build the series. Several complete episodes are listed below.
You don’t need more channels.
You need better content!
From sales playbooks to one-pagers to case studies and beyond, this free video series breaks down every type of B2B sales asset, explains where it fits in the funnel, and shows how to build content that shortens cycles instead of slowing them down.
From BetterSalesContent.com.
Don’t let bad sales content stall good deals.
Build the right assets to move prospects forward.
Sales content is the difference between a buyer who feels informed and confident, and one who ghosts you after the second call. This video series walks through the most important types of B2B sales content, explains where each fits in the sales cycle, and shows you how to create materials that answer questions before they become objections.
Whether you’re missing case studies, struggling to explain technical value, or relying on outdated one-pagers, this series gives you a framework to fix the gaps and keep your deals moving.
Who’s this series for?
Heads of sales who want to shorten long technical sales cycles
Marketing leaders looking to arm their sales teams with better tools
Revenue leaders tired of seeing deals stall because the right content wasn’t ready
What you’ll learn
Why different stages of the funnel need different content
The specific sales assets that actually matter (and which ones don’t)
How to create case studies, one-pagers, and white papers that move deals forward
Why technical buyers judge you by your documentation
How to spot gaps in your sales content before your buyers do
Learn from someone who’s been on both sides of the deal
I’ve been the technical buyer making decisions on million-dollar contracts, and I’ve been the sales guy trying to close them. In this series, I’ll show you how buyers actually evaluate sales content, what makes them stop and reconsider, and how to build a library of assets that gives your team an edge every time.
Ep. 1: Your sales team doesn't understand what they're selling (and it's costing you deals)
If your sales team is improvising every call, you’re slowing down deals.
In this episode, we dig into why most teams rely on scattered slides, tribal knowledge, and last-minute notes—and why that’s a problem for consistency and scale.
A real sales playbook gives your reps the tools, messaging, and content they need at every stage of the buyer journey. From discovery questions to competitive positioning to what asset to send after the call, the right playbook keeps your team aligned and your prospects moving forward.
Ep. 2: How a 30-page PDF can close $24 million deals (white paper breakdown)
White papers aren’t meant to be blog posts in disguise or sales decks dressed up in prose.
In this episode, we dig into why white papers still matter in B2B sales—and how to write them so they actually influence buyers. A strong white paper educates, frames the problem in your terms, and arms your champions inside the prospect’s org with arguments they can take to the C-suite. Think less “thought leadership,” more “decision-making toolkit.”
Ep. 3: How case studies create mental movies your prospects can't resist
Case studies are supposed to win trust, but too many read like they were ghostwritten by your PR team.
In this episode, I’ll show you how to turn case studies into deal-closing assets instead of vanity projects. That means moving past the fluff and showcasing the gritty details that matter: measurable results, before-and-after impact, and a customer story your prospect can see themselves in. Done right, a case study isn’t just marketing—it’s ammunition your sales team will use every day.
Ep. 4: Ebooks
The wonderful (and frustrating) thing about B2B sales is that everything keeps shifting—new regulations, new competitors, new buyer priorities.
That’s where ebooks shine. In this episode, we cover how ebooks let you package up a timely point of view, go deeper than a blog post, and still be accessible to a broad audience. Done right, they give your sales team a flexible resource to answer the “what’s changed?” questions that buyers are always asking.
Read the blog
Ep. 5: 1-pagers
One-pagers are the espresso shot of B2B sales content—fast, concentrated, and designed to hit when it matters most.
In this episode, we dig into what makes a one-pager actually useful in a sales cycle, why so many of them miss the mark, and how to create one that arms your reps with exactly what buyers need to keep the conversation moving.
Read the blog
Ep. 6: Product documentation
Product documentation might not sound flashy, but it’s one of the strongest signals that your product is real, supportable, and built to last.
In this episode, we cover why up-to-date docs are a critical piece of B2B sales content, how they reassure prospects about life after the contract is signed, and what good documentation says about your company’s discipline and respect for the end user.
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Ep. 7: Competitive analysis
A few years back, a $250M tech company asked me to write a competitive analysis piece. I went overboard — 3,000 words comparing features, costs, even developer sentiment. My client worried it was too long, but they published it anyway. And it turned into their most successful sales content of the year.
Why? Because it was honest. We didn’t just highlight their strengths, we admitted where the competition was better. Developers noticed. Prospects trusted it. And the company won new business directly from those guides. Eventually, they asked me to go longer — 5,000 words — and those posts even ranked #1 on Google for “Competitor vs. Us” searches.
In this episode, we talk about why competitive analysis is such a powerful sales tool, how honesty can actually work in your favor, and why the best bottom-of-funnel content helps buyers make a decision rather than just bragging about how great you are.
Read the blog
Ep. 8: Social media & blog articles
Most people think of blogs and social as top-of-funnel fluff. But when done right, they’re the connective tissue that keeps your brand in front of prospects long before and long after a sales conversation.
A blog post can be where a buyer first stumbles across you on Google. Or it can be where an internal champion grabs a quick link to share with their team when someone asks, “Who are these guys again?” Social posts work the same way — they keep your ideas circulating in a lightweight, low-commitment format that buyers can pass around without scheduling another 30-minute meeting.
The trick is consistency and relevance. Blogs and social shouldn’t just regurgitate press releases or post conference photos. They should extend your sales content — case studies, product docs, one-pagers — into bite-sized pieces that pull people back into the deeper assets.
In this episode, we talk about how blogs and social media support your sales cycle, why they matter even in long B2B deals, and how to make them work as part of a cohesive content ecosystem.
Read the blog
Tired of empty pipelines and useless sales content?
When sales content doesn’t match the buyer journey, deals stall, reps get frustrated, and marketing assets go unused. This series breaks down the core types of B2B sales content—playbooks, case studies, one-pagers, and more—and shows you how to make each one actually useful in the sales cycle.
Whether you’re building pipeline, leading a revenue team, or trying to get more value from your content investments, these videos will help you spot weak points and strengthen them. Clear examples, practical advice, and zero fluff.