your audience to a T: their goals, needs, and challenges. Once you have that, planning your content around the sales funnel and each stage of the buyer’s journey — awareness, consideration, and decision — is key. For example, with the help of Fortune Brand Studio, Salesforce created content that won the Content Marketing Project of the Year. Why? It was topical, interesting, and unique — and it didn’t focus on the company or its offerings. Instead, it spoke to prospects’ interests and elevated the Salesforce brand.
Keep in mind it’s often not possible to know everything This process starts with knowing america phone number list about your audience in advance. I don’t know every single pain point for each of the prospects I’m nurturing because that’s not scalable. But it’s certainly doable to spend some time on their LinkedIn page, look at their company’s website, and do a quick search to see what kind of news has been written about them lately. There are also plenty of services out there that can, using AI, give you a better picture of a lead.
2. Engage and nurture leads
Once an inbound sales lead is put into the sales platform, it’s up to you to engage that person and close the deal. This starts with personalized content that addresses any concerns or questions they may have. A timely follow-up with sales sheets, case studies, documentation, and even customer referrals emailed or delivered in person is key.