wiki/knowledge/sales-enablement/asymmetric-content-assets-playbook.md · 814 words · 2026-04-05

Sales Content Assets & Lead Magnets

This article inventories the engagement assets available to BDRs and sales staff for outbound prospecting. These materials are used to provide value during the nurture process, prompt replies from cold prospects, and demonstrate credibility before a formal presentation.

Overview

Asymmetric maintains a small toolkit of reusable content assets that can be deployed at various stages of the outbound funnel. The goal is to give prospects something tangible — a reason to engage — without revealing proprietary methodology. Assets should be matched to the prospect's expressed interest or pain point.

"What you probably need is you need some stuff to throw at people… giving somebody something free oftentimes is a way to get them to engage." — Mark Hope

Asset Inventory

1. "Art of War" E-Book

What it is: A ~50-page guide on applying Sun Tzu's military strategy principles to everyday business decisions.
Format: PDF (downloadable / emailable)
Best used when: Opening a cold conversation; providing value before a call; enrolling a prospect in a ^[1].
Notes: Needs minor polish before wide distribution. Avoid assets that teach prospects how to do what Asymmetric does — this one passes that test.
Status: Available in Google Drive.

2. Mini Portfolio Deck

What it is: A slide deck showcasing Asymmetric client work across branding, websites, social media, advertising, and e-commerce.
Format: Google Slides / PDF
Best used when: A prospect asks "what kind of work do you do?" or "can you show me examples?" Can be sent as a follow-up after an initial conversation.
Sample case studies included:
Branding: Isotropic (brand family, logo system)
Websites: Doodla Farms, Hooper, Advanced Health & Safety, Dirty Ducks, Scallon, and others spanning farms, gyms, schools, health centers, and industrial companies
Social media: Instagram content examples
Advertising: Outdoor and digital ad examples
E-commerce: Bike and product-focused stores
Action item: Melissa is updating and trimming the deck to make it genuinely "mini." Current version is longer than intended. (See ^[2] internal tasks.)
Location: Google Drive → search "mini portfolio" → 2025 editions.
Status: Available but pending update from Melissa.

3. Topic Cluster Links (asymmetric.pro)

What it is: The Asymmetric website organizes its blog content into topic clusters accessible via an HTML sitemap in the site footer.
Format: URL links to topic landing pages
How to access: Go to asymmetric.pro → scroll to footer → click "Powered Map" (HTML sitemap) → navigate to Posts → Topics.
Best used when: A prospect expresses interest in a specific subject area. Instead of sending one article, send the topic page so they can self-select from a full cluster of related content.
Example topics available:
Asymmetric Marketing
Business Wargaming
Competitive Intelligence
Crisis Management
E-Commerce
Growth Marketing
Guerrilla Marketing
Local Marketing
Usage tip: If a prospect says "I'm a small business operating locally," send them the Local Marketing topic page. If they ask about competitive strategy, send the Competitive Intelligence cluster.
Content depth: Average article is ~2,000–2,400 words — substantive, not filler.
Status: Live and ready to use.

4. "Average Marketing Budget by Industry" Article

What it is: A single blog post that breaks down recommended marketing budget ranges by industry.
Format: URL link
Why it matters: This is the most-trafficked article on asymmetric.pro. It is highly relevant for prospects who are uncertain about their budget — a common BANT gap.
Best used when: A prospect says they're unsure what they should be spending on marketing, or when budget is the missing BANT component. Sending this article can help a prospect self-qualify and re-engage.
Status: Live on asymmetric.pro. Find via the HTML sitemap or direct search.

Asset Selection Guide

Prospect Situation	Recommended Asset
Cold / no reply yet	Art of War e-book
Asks "what do you do?"	Mini Portfolio deck
Interested in a specific topic	Topic cluster link (match to topic)
Unsure about budget	"Average Marketing Budget by Industry" article
General nurture (Not Ready drip)	Rotate topic cluster links monthly

Assets to Develop (Future)

The current toolkit is functional but thin. Mark noted the ideal state is 3–5 lead magnets available for different contexts. Candidates to consider:

A marketing ROI calculator
An industry-specific guide (e.g., F&B marketing playbook)
A competitive analysis template

Avoid assets that teach prospects how to replicate Asymmetric's work (e.g., a "how to run Google Ads" guide was explicitly ruled out).

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