Today in B2B sales, content is the new marketing currency. Early and middle stage buyers want to be educated, not sold. This education comes in the form of content and there is no substitute. For your content to be effective (attract buyers) it must be relevant to the problem they are trying to solve. Your content can come in a variety of compelling formats, including:
Having great content will feed demand for your products and services. Driving prospects to your content is critical to attracting buyers. The advent of the Internet has changed how buyers locate your content. Internet-based content is served up using three general mechanisms.
There are two principle factors that influence whether the potential buyer will be directed down the grey track or the green track as shown in the following diagram.
Getting someone interested in our content is the first win - getting to know who they are defines successful demand generation. This gives us the ability to do everything else required to convert them into a sales-ready lead. This topic is covered in detail under the Convert Visitors to Leads section.