15 Sales Enablement Tools All B2B Engineering And Manufacturing Companies Need

Borrowed Pen
May 4
4 min read

These 15 sales enablement tools help you speak your client's language. They are technical where it counts, clear when it matters, and always on hand to close deals.

Let's be honest. Sometimes, getting sales and marketing to work together is about as easy as aligning tolerances across four production lines during a software update. However, when you do get it right? That's when you really start earning revenue.

Sales enablement isn't just pretty flyers. It's a complex marketing strategy to arm your sales team with the right marketing tools to sell smarter, faster, and with less back-and-forth with key decision-makers.

When it comes to engineering and manufacturing, buyers want proof, not promises. So whether you're quoting a custom part or pitching a complete systems install, these assets help you speak your client's language and close deals with confidence.

Here are 15 marketing assets that will help your sales team close more deals. Make sure to always have these at the ready:

1. Capability Statement

Think of this as your engineering firm's one-page power pitch. It highlights your core services, certifications, key projects, industries you serve, and differentiators. Government contractors and large industrial buyers expect a Capability Statement, so it's often your foot in the door.

2. Technical Case Studies

Case studies break down real-world engineering and manufacturing projects, showing how you solved complex problems. Make sure your case studies include specs, budgets, timelines, and outcomes. Decision-makers want proof that you can deliver under pressure, and their technical teams love the nitty-gritty details.

3. Project Data Sheets

Project data sheets are more detailed than a case study but more focused than a white paper. They give quick, bullet-style insights into past work, including materials used, scope, challenges, and final results. They are ideal for procurement teams and PMs who want fast facts.

4. Sales Battle Cards

Your sales reps aren't always engineers or line experts, but they need to speak like one. Battle cards arm your team with need-to-know details. Battle cards can include ideal client profiles, common objections, competitive advantages, and talking points. Think of them as cheat sheets for client calls.

5. Technical White Papers

White papers are deep dives into specific challenges or solutions in your industry. They build credibility and help your buyers justify the purchase internally, especially to their own engineers and ops teams.

6. Engineering Drawings Or Rendered Visuals

Visuals matter, especially when you are running complex systems. Renderings, 3D models, or even animated walkthroughs can bring your products and processes to life. They're great for presentations, proposals, and RFP responses to help decision-makers better understand what you do and how it can help solve their problems.

7. Video Walkthroughs Or Project Recaps

Video walkthroughs and project recaps give a behind-the-scenes look. They're more than just promotional clips. They show the real people behind the projects and give buyers a clear sense of your capabilities in action. These videos help build trust, demonstrate expertise, and make it easier for decision-makers to choose your team with confidence.

8. Service Line One-Pagers

Create quick-glance PDFs for each specialty or offering (civil, MEP, structural, etc.). These make it easier for buyers to understand what they're getting without reading a whole website. One-pagers are great for courting investors and handing them out at trade shows.

9. Quote Comparison Tools

You can help your clients compare your offer to others with a spreadsheet or calculator that lays out the scope, cost, materials, and timelines. If you're value-engineering a project, show it in numbers, and clients will buy.

10. Engineering Blogs

Produce consistent content that speaks to current trends, regulations, or technology in your niche. Think of this as SEO meets authority-building. It helps get you found online and proves you know your stuff to potential clients. Blogs are great for top-of-the-funnel lead generation.

11. Proposal Templates

Having a sharp, repeatable proposal format with customizable sections helps you move fast without reinventing the wheel. Good ones include built-in win themes and technical validation.

12. ROI Or TCO Calculators

Show the client the long-term value of your solution with a Return on Investment (ROI) or Total Cost of Ownership (TCO) calculator. These are especially useful when you're not the lowest bidder, but you are the smartest.

13. Email Sequences For Nurturing Leads

Don't rely on a single touchpoint. Build automated follow-up sequences that share relevant content through case studies, white papers, and blogs. Email sequences move technical buyers down the sales funnel faster.

14. Client Testimonial Library

Always keep short quotes, longer stories, or even video clips from satisfied clients on hand. In engineering and manufacturing, reputation carries weight. Buyers want to know others have trusted you with similarly complex builds.

15. Interactive Product Or Service Demos

For firms with digital tools, Building Information Modeling (BIM) platforms, or monitoring systems, let prospects explore the tech. You could be a clickable mockup interactive simulation or a live guided demo.

When your sales team has the right tools in hand, everything gets easier, from starting the conversation to sealing the deal. With informative and professional sales enablement assets, you can showcase your engineering and manufacturing strengths clearly and confidently. We're here to help you bring it all together.

Borrowed Pen specializes in creating marketing content that's built for technical buyers and tailored to your unique capabilities. Let's partner up and make the materials you need to sell smarter and grow faster.

borrowed pen

Work With Us