Most people would agree that a first date is NOT the ideal time to propose. Why is it then that so many marketers ask prospects to buy before they’ve even had a first date, let alone developed a long term relationship?
It just doesn’t make sense.
To be sure, the “ask” is a necessary part of the sales cycle, and sales related content has its place. Just not at the front of the marketing funnel. Because, no matter how spectacular your product or service, its rare that your sales teams will hear those magic words, “you had me at hello.”
Sales-oriented marketing teams know this. They use the right messaging in the right place at the right time. They leverage lead scoring methodology and marketing automation to pinpoint engagement level, and collaborate with sales to design campaigns and create content that attracts, nurtures, engages, and cultivates prospects through the buy cycle.
Our latest eGuide: Stages of Marketing Engagement: A one size fits all approach doesn’t work for marketing (or dating) addresses this topic, putting emphasis on the types of content needed at each of the following three stages.
- Hunt ( Business Development)
- Close (Opportunity Management)
- Farm ( Account Management)