If you’re a B2B entrepreneur, you might find sales to be a struggle. In fact, 75% of companies say that closing more deals is their top sales priority. But how do you get your foot in the door and set yourself up for successful sales conversations? By sharing great content.

I use this tactic with every prospect I speak to. My company’s marketing team consistently creates content that speaks on common sales objections or pain points our sales team hears in our conversations, so I have a wealth of helpful resources at my disposal that I can share with leads. Our content is an around-the-clock sales employee, building our credibility before I say one word.

Content is such an effective sales tool because leads aren’t going into sales conversations blindly. Publishing content for leads to find before you even head into your first sales meeting sets the stage for valuable conversations. It allows your leads to learn more about what you do, gather intel into how your services work, and come up with more specific questions. They will feel more informed (and confident) to make the right decision for their companies.

Here are a few ways you can use content to help you win a deal before you even step foot in the sales meeting:

1. Leave a Lasting Impression

When I give talks or workshops, I often follow up with whitepapers, guides, and case studies to educate attendees further. From there, we keep in touch, and many come back a few months later for a sales conversation. Delivering these helpful pieces of content to prospects at the beginning of the relationship leaves a lasting impression.

Great content gives people actionable strategies to take back to their desks and implement now. Sharing valuable content solidifies your position of credibility in their minds and provides them with a tangible asset to help them find you and your company later when they’re ready to talk.

2. Set Clear Expectations Early On

Content can not only help you sell your ideas, but it can also help you set expectations that your client services team will thank you for later.

Throughout sales conversations, share content that touches on your services, processes, and typical client experience (like this blog post my company’s marketing team created). This will give leads an idea of exactly what to expect from you if you team up, and it will help them learn more about your services and ask more informed questions as they’re making purchase decisions.

3. Counteract Objections or Setbacks

In every sales conversation, there are setbacks, questions, or roadblocks. Content helps you anticipate and overcome those roadblocks.

This is dependent upon how effectively you bridge the gap between your marketing and sales efforts. I work very closely with our marketing team to inform them of any pushbacks, points of confusion, or processes that need clarifying during sales calls so the marketing team can use that information to create content that supports my side of the story. In fact, we have a team Slack channel where we can throw in article topic ideas. Members of the marketing team have even sat in on sales calls to hear what prospects are saying. This collaboration been wildly successful because the content has been carefully planned and edited meticulously — it’s like instantly delivering my best counterpoints perfectly every time.

When you arm yourself with content as a tool to prove your points and explain complex strategies, you provide value right off the bat. And because you have acted as an educational resource, your prospect is more likely to naturally come to a moment of realization that his or her company can trust you as a partner.