What's important to know is that buyers say that at least 25% of the content they use during issue evaluation comes from vendors. And, 46% of them search for this information on a weekly basis. Why? So glad you asked.Buyers look for information as it fits their evaluation needs during different stages of their buying process. Problem is that only 38% of marketers create content specifically geared for their buyers' stages of consideration.
This presents a huge opportunity for marketing to improve and tune their nurturing processes so they never waste another lead.Your sales team doesn't have time to pursue leads who aren't actively considering a purchase decision within a short time frame. This means that those lead generation programs marketing creates may be generating worthwhile leads, but your company may never know unless marketing picks up the nurturing gauntlet. It's not enough to be satisfied by measuring the number of registrations an emarketing campaign achieves.
Marketing needs to reach farther and begin measuring contribution to revenues.After all, sales is responsible for closing deals. Marketing is responsible for the groundwork that creates those opportunities. Seems like the two should be a seamless process, doesn't it?Eventually your leads are going to buy. Why shouldn't they buy from you? I mean, if you're going to spend the money to catch their interest, why not catapult that initial engagement into a trusted relationship built upon high-quality, relevant content?
Your company is an expert at what you do. But you're going to have to prove it to get to the next step with your leads. Information is available from a growing pool of online sources. Why not ensure that your company becomes the preferred content provider for information about solving the problems your products address?It's called competitive differentiation. If you're not nurturing longer-term leads, why even generate them in the first place?**NOTE: The series of 3 reports titled Connecting Through Content is available with free registration from www.knowledgestorm.com. Unfortunately they don't provide an easy way for me to link to them.
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