So you’re a sales leader or account executive at a system integration company in A/V or electronic security and you’ve been told “content marketing is important”. But let’s be honest most content feels like fluff that doesn’t actually help close opportunities.
At Vector Firm we work with system integrators every day to create content that helps moves the needle. Not just content for SEO or branding but strategic content that arms your sales team with the tools they need to get meetings, handle objections and build trust with buyers.
Below are five specific types of content marketing assets that are proven to help sales conversations complete with examples tailored for the A/V and security integration industry.
1. The “What to Expect” Buyer’s Guide
Use it when: A prospect is in early consideration and unsure of the process, pricing or timeline.
Why it works: It positions your company as transparent and consultative while helping the buyer self-educate (which they’re doing anyway).
Example Title:
“What to Expect When Upgrading Your Access Control System: A Guide for Facilities Managers”
What to include:
- Typical project timelines
- Cost ranges and factors that affect pricing
- Questions to ask a vendor
- Common mistakes to avoid
Sales Enablement Tip: Use this during early discovery or send it as a follow-up after an intro meeting. It helps build trust and eliminates surprises that might kill an opportunity later.
2. Sales Battle Card with ROI Stats and Talking Points
Use it when: Your reps are in competitive sales situations and need quick, credible points to differentiate your solution.
Why it works: Buyers often hear similar pitches from multiple integrators. A well designed sales battle card helps your reps clearly articulate your unique value and back it up with numbers.
Example Title:
“Why Our Remote Video Monitoring Solution Saves Clients $60K Annually Compared to On-Site Guards”
What to include:
- ROI comparison (manual vs. automated)
- Use cases from real clients
- Key differentiators vs. competitors
- Quick rebuttals to common objections
Sales Enablement Tip: Equip reps with a printable or digital version to use during presentations or pricing discussions.
3. Customer Success Story in Video Format
Use it when: A buyer is on the fence and needs social proof or industry relevance.
Why it works: Video testimonials and case studies build credibility fast, especially when the customer on screen matches your target vertical.
Example Title:
“How ABC Logistics Reduced Shrinkage by 30% with a Cloud-Based Camera System”
What to include:
- Problem → Solution → Result structure
- Real footage of the system in use (if possible)
- Customer quote or on-camera testimonial
- KPIs showing before and after
Sales Enablement Tip: Use video case studies in follow-up emails or demo prep, especially when the prospect is in a similar industry or role.
4. Pre-Built Slide Deck or Infographic for Common Objections
Use it when: Reps keep hearing the same objections like “We already have a system,” “It’s not in the budget,” “We’re not ready.”
Why it works: These objections are often rooted in misunderstanding or lack of urgency. A visual tool gives the rep an easy way to reframe the objection without sounding defensive.
Example Title:
“Still Using Your 10-Year-Old Surveillance System? Here’s Why That’s Risky (and Expensive)”
What to include:
- Side-by-side comparison of old vs. modern system costs
- Security gaps created by outdated tech
- Real incident examples (e.g. footage was lost or unusable)
- Total cost of ownership over time
Sales Enablement Tip: Turn this into a slide deck or leave-behind PDF that reps can walk through on a sales call or Zoom meeting.
5. Interactive Needs Assessment or Solution Builder
Use it when: Buyers don’t fully understand what they need and your sales team spends too much time “educating” rather than selling.
Why it works: Interactive content helps the buyer self-diagnose their needs, which creates clarity and urgency before the rep ever picks up the phone.
Example Title:
“Build Your Ideal A/V Collaboration System in 5 Minutes”
What to include:
- Checklist of problems or goals
- Drop-downs or sliders for system size, budget, users
- Smart output: recommended systems or next steps
- Lead capture form at the end
Sales-First Content Wins
Most content is created to generate leads. But if your content isn’t also helping your sales team close those leads, you’re leaving money on the table.
If you’re a system integrator in A/V or security, consider this a wake-up call:
Your salespeople need content that works for them, not just for your marketing team to check off a box or for KPIs.
At Vector Firm, we help system integrators bridge the gap between sales and marketing. Ready to start creating content that helps your salespeople sell?
