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Creating Content for BDRs: SEO/PPC Keywords, Pain Points & Blog Topics

B2B Persona Research

Business Development Representatives (BDRs) are the frontline sales professionals. They hold a crucial influence in companies by driving new business and generating revenue. Their responsibilities entail prospecting, qualifying leads, a critical step towards sustainable growth, and facilitating the arrangement of sales meetings for Account Executives. All indispensable tasks that propel an organization’s financial success.

To excel as a BDR, you must craft compelling content. It should attract and nurture potential customers. We’ll delve into the critical aspects of BDR content, their interests, pain points, and platforms that help make their job easy. We’ll also supply a strategy to create useful templates to guide your content creation. Use this guide to help your target BDR audience succeed in their career and drive more leads to your business.

Table of Contents

As always, if you’re looking for keywords that interest sales reps, try our free tool.

Business Development Rep Content Interests, Topics, & Keywords

Understanding what content BDRs are most interested in consuming is the research backing to help create content that resonates. Here are the top content categories that BDRs will find interesting.

1. Lead Generation

Content to help in their career, such as generating and qualifying marketing leads is highly valued by BDRs. Specific topics for lead gen include cold calling, lead nurturing, and lead scoring provide tactical advice for converting leads into sales.

  • Lead Generation Strategies
  • Lead Qualification
  • Lead Nurturing
  • Lead Conversion
  • Cold Calling

2. Sales Strategies

Other popular content categories include sales strategies and processes. Writing about sales methodology, developing sales pipelines, creating sales funnels, and tips for closing deals is also topics that can help BDR’s career trajectories.

  • Sales Funnel
  • Sales Process
  • Sales Tactics
  • Sales Pipeline
  • Sales Automation

3. Networking

Networking is a salesperson’s bread and butter, holding their network for an entire career and helping with lead generation and referral opportunities. Content on networking strategies helps BDRs identify events, groups, and approaches to build relationships and make connections.

  • Networking Events
  • Networking Strategies
  • Networking Opportunities
  • Networking Tips
  • Networking Groups

4. Prospecting

Prospecting includes providing outreach to current customers for expansion or new customers. There are many different philosophies that can be turned into an entire blog all on its own. It’s a deep category with many sub-topics to explore. This is a very key component to BDR success.

  • Prospecting Techniques
  • Prospecting Tools
  • Prospecting Strategies
  • Prospecting Software
  • Prospecting Ideas

5. Cold Calling

Cold calling will help BDRs improve their cold outreach results. A BDR that can generate leads through cold outbound shows that she can generate business on her own without having to rely solely on inbound leads. Success in this area can be very visible to sales management and help a BDR get promoted sooner.

  • Cold Calling Scripts
  • Cold Calling Tips
  • Cold Calling Techniques
  • Cold Calling Objections
  • Cold Calling Best Practices

BDR Pain Points, Common Tasks, & Challenges

Knowing exactly what challenges BDRs face in their day-to-day work is key for creating helpful, relevant content, ad campaigns or products. Here are some common BDR pain points that the entire persona faces regularly.

1. Prospecting

  • Lack of quality leads makes outbound prospecting difficult. Less inbound leads means more reliance, and skill, to generate outbound leads.
  • Identifying and contacting decision makers is time consuming. Trying to solid leads on LinkedIn, Zoominfo or other prospecting software, that matches the ideal customer profile, can take hours every week.

2. Lead Generation

  • Getting prospects to respond to email or phone outreach is challenging.
  • Creating compelling outreach content is difficult and time consuming.
  • Tracking and scoring leads is complex. This can be a shared activity between marketing and sales, but can be difficult to implement.

3. Cold Calling

  • Getting prospects to engage on cold calls is difficult. Who wants to take a phone call these days?
  • Establishing a connection quickly on calls is hard, you have 5 seconds to impress.
  • Explaining unfamiliar products is tough. It’s very difficult to understand the product, target audience and customer pain points.

4. Networking

  • Building authentic professional relationships takes time, especially when you’re just starting out.
  • Lack of industry experience makes networking events difficult. Zoom is even more difficult.
  • Finding the right contacts and referrals is tricky.

5. Market Research

  • Getting accurate data on customers and competitors is difficult. This should be shared with marketing, but there’s a lot you still have to dig into that marketing won’t provide.
  • Understanding customer pain points and needs requires extensive research. This takes a lot of research and hundreds of calls.
  • Staying on top of industry trends and developments takes constant effort. With AI, industries are changing every day. It can be difficult to see who exactly you’re competing against.

Sales reps use these types of software platforms and tools to help them with their work:

1. CRM Software

Salesforce, HubSpot CRM, and Zoho are used to organize pipelines, track prospects from lead to close, and manage accounts in an organized database. An organized BDR is an efficient one. That leads to more calls, emails and general activity.

2. Lead Generation Software

Tools like LeadFuze, Leadfeeder, and LeadGrabber automate the process of identifying and capturing leads through inbound and outbound tactics. They also help qualify and score leads.

3. Email Marketing Software

Solutions like MailChimp, Constant Contact, Outreach, Groove, and SendinBlue help build email nurturing campaigns and sequences to engage prospects. Once you’re able to set up a great template, save this for your next role. Awesome email templates can mean higher conversion rates and more opportunities.

4. Social Media Management

BDRs use platforms like Hootsuite, Sprout Social, and Buffer to identify prospects, engage with them, and monitor brand mentions on social networks. While sales typically doesn’t lead the way here, sales can comment or spread to their audience as an “in” to a new business conversation.

Providing BDRs with templates for common tasks helps improve efficiency and allows them to fight any learning curve they may be facing. Here are examples of useful BDR templates:

1. Cold Email Outreach Templates

  • Intro Email: A quick email to introduce yourself and your company to a prospect.
  • Follow-up Email: Check-in email to continue the conversation with a prospect.
  • Meeting Request Email: Email asking a prospect to schedule a call to discuss the company’s offerings.

2. Lead Gen Templates

  • Lead Score: Excel template to quantify and rank incoming leads. More like a calculator to prioritize who to reach out to first.
  • Lead Nurturing Email: Email series focused on educating and engaging prospects.
  • Lead Qualification Questionnaire: Word doc to profile leads and assess fit.

3. Networking Templates

  • LinkedIn Invite: Message to connect with a prospect on LinkedIn. Showing value here instead of the default messaging can be very helpful in terms of actually connecting.
  • Referral Request Email: Email asking for an introduction to a contact. Referrals are much easier to close than cold leads.

4. Prospecting Templates

  • Prospecting Email: Initial outreach email to introduce your solution to cold users or current customers to expand.
  • Prospecting Follow-up Email: Check-in email after a call with a prospect that keeps the user engaged after a meeting.
  • Referral Request Email: An email asking for a referral to a potential prospect that your lead may have a connection with.

5. Sales Templates

  • Sales Proposal: Customizable PDF or PowerPoint to pitch your product/service.
  • Sales Thank You Email: Thank you and recap email after a sales meeting. If you’re handing off to an Account Executive, that handoff process can feel tedious or helpful to the prospect.
  • Contract: Editable sales agreement document to close a deal.

Takeaways

To enhance engagement and conversion for your campaigns targeted at Business Development Representatives (BDRs), strive to create content that appeals to their interests, addresses their pain points, and is compatible with the platforms they frequent. Focus your content on relevant topics such as lead generation, prospecting, cold calling, and address the common challenges BDRs encounter in these areas.

You can attract BDR interest through provision of tactical templates and tools that will save them much-needed time and effort. Leverage these insights into the BDR buyer persona, construct compelling content and messaging.

Get Free Sales Keyword Research (with Stats & Rankings)

Hopefully, this research helps you get closer to your target audience and helps you empathize with this group’s problems. To further your research, create a content strategy for sales reps in minutes by using our free AI keyword research tool. It will help you gather more sales-driven keywords, stats and will even let you track keywords you rank for.