This result is not achieved simply by improving the sales process, which is specific to each company based on the product, type of customer, sales cycle and other factors. Effective improvement can also be generated by adopting an inbound approach to sales . This focuses on providing a personalized and context-based experience for the buyer , with the ultimate goal of increasing sales by improving customer relationships.
Within this overall experience and for a valuable relationship with customers, content plays a central role , serving as a guide and must accompany the buyer throughout the purchasing process.
The Function of Content: Bringing Marketing and Sales Together
At the corporate level, content often turns out to be the fulcrum around canada telegram data which the union between marketing and sales is built , effectively aligning the two functions. To create effective content, it is in fact necessary to deeply understand the reference buyer personas and the path that buyers take within the purchasing process.
Content cannot be created aseptically , otherwise marketing risks developing materials that it considers effective, but that will not respond to the real needs of prospects, which sellers know in detail. They must therefore be built based on a shared identikit of the potential customer, the problems they face and the context in which they find themselves.
The role of content in customer relationships
Therefore, the content, in the relationship with customers, responds to two main objectives: attracting them to the company and subsequently guiding them in the purchasing process .
The foundation of the inbound strategy is based precisely on the creation and distribution of content. In a world where, as marketing guru Seth Godin wrote on his blog back in 2008, “ attention is the most valuable resource a company can have,” if you get it through content, the product will present itself .
From this perspective, if marketing produces informative and educational content that can attract prospects to the company, then sales support will already be in place , and they will be able to exploit this advantage in their relationships with customers.
Content
