Creating quality content from lead gen to close

This is a very cool infographic linking technology to the sales process. Not only does it provide the who’s who of software companies that deliver apps for prospecting, qualifying, nurturing, and closing, underneath the covers it reveals what every marketing person have some level of focus on…content.

All to often, we think the role of content is at the top of the funnel: lead generation, and that is where we place a majority of the emphasis, and rightfully so, because without leads, the rest of the enablement process falls apart.  But, in addition to lead gen, content plays a critical role from nurturing & prospecting to qualifying and closing . At each stage, the difference between success and failure lies in creating quality content to one, meet the needs of the customer, and two, meet the needs of sales as they navigate through the sales process.

When I look at this process, I see opportunities to learn what makes quality content.  I ask myself the following questions:

  • What content is driving the most web traffic & creating the most leads?
  • How can that content be leveraged into a sales script for prospecting?
  • What questions are potential customers asking and how do we use content to best address those concerns ahead of time?
  • How do potential customers engage for more information?  Is it via webinars, online forms, social media?
  • What does the art of negotiation look like? Are there consistent “asks” that could point to something marketing could address through programs?
  • How happy is the customer? How has our solution benefited them?  Is there a case study opportunity here?

Of course, there are more questions that arise than simply the ones listed above, but these are the most common. By working with sales through the process, marketers can get a better grasp of the needs of the customer. The more intelligence collected, the greater the opportunity to create the right content.

And the right content just might speed this entire process along.

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