Video blog: Tailoring content for prospects
To effectively nurture prospects, it’s crucial to provide content that is relevant to them at each stage of the sales cycle. The three phases in the cycle include awareness, evaluation and purchase. Nicole Wojno, director of marketing at Dodge, provides an in-depth explanation of the awareness phase and the types of content to deliver prospects at the top of the funnel. The goal of nurturing prospects in this phase includes providing educational content on their pain points and identifying solutions through content that outlines industry-relevant issues, not your product or company. Once prospects have indicated that they are interested in learning more, they will be transitioned to phase two to continue their journey in the buying cycle.