B2B Marketing: Content strategy

Content build in the right place and with the right strategy provides a fresh feed of leads.

The Sales team knows that generating all the leads, qualifying them, managing the relationship, and managing the end-to-end content experience is very productive but time-consuming.

But many sales teams seem to spend most of their time doing just that to find prospective clients!  Each sales member is researching, posting, and managing their own profile on LinkedIn, Facebook, Twitter, and others. As you can guess a good content strategy for sales pushes qualified leads their way.

As you can guess a good content strategy for sales pushes qualified leads their way. It brands a community on each of the social platforms. Provides a link to the right prospects and pushes them to the top of the sales funnel.

Building these communities requires a single strategy for both marketing and sales efforts.

Social Fresh Feed builds communities that have a preference for a product, brand or cause. Each community has a difference audience segment.  It’s like the efforts that your sales team uses on each of the social platforms but branded for more effectiveness. 

This is the way to help your sales team have a fresh list of prospects to close all the time or when they need it. Each sales team member or donor advocate or board member can rely on this to provide the right experience for their target audience.

Here is more on why.

If marketing focuses building content to provide excellent prospects to the development or sales teams, it means that they have more time for presentations and closing instead generating and qualifying leads.

From MarketingSherpa’s by Kayla Cobb, Reporter:

SUMMARY: “Without good content, you don’t get anybody in the hopper,” Matthew Lacroix, Director of Brand Marketing, Newell Rubbermaid (LENOX), said. 

The LENOX team faced a challenge many B2Bs have — too much of Sales’ time was being spent finding and chasing leads. To remedy the situation, the marketing team launched a content-fueled strategy that allowed Marketing to track the effectiveness of its content. Learn how this effort increased Marketing’s contribution to the Sales’ pipeline and resulted in 50% of qualified leads being traced to inbound.

Lennox’s Mathew Lacroix, “You can do as much email blasting as you want or blogging as you want or advertising, but if you don’t have the content to support it, you’re not going to get people consuming it.”

Get the rest of the story here:

Source: B2B Marketing: Content strategy results in 50% of qualified leads being inbound | MarketingSherpa

Author: @denal1221

Acquisition and conversion strategist

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