Generally marketers focus on generating contacts that sit at the top of the sales funnel but smart marketers realise that the more contacts you turn into leads and then prospects by moving them through the various stages of the sales funnel, the more successful your sales efforts will be.
By creating content targeted at the different stages of the sales cycle and promoting to segmented email lists, you are supplying proof points along the journey to illustrate to your prospect why your solution is better or will uniquely meet their needs.
These leads can continue to be nurtured with additional conversions created through email calls to action (CTA’s), they can then be prioritised through a lead scoring system using a combination of information shared through additional activities by prospects as they make their way along the journey coupled with on-line behaviour indicating where they are within the buying cycle.
Content marketing is fundamental to your demand generation initiatives, don’t hang around, get started today
Read the associated ebook: 16 reasons to invest in content marketing