Content for the Whole Sales Stage

Name/brand recognition is a Really Good Thing and you want that. However, I see a number of B2B tech companies who concentrate on getting initial recognition with slick online content. And they succeed — but fail to push the prospect into the purchasing stage, because the company lacks end-stage (end-game?) marketing content.

End-stage content isn’t very sexy. It’s white papers, technical briefs, case studies. But you need it, because your prospects want it. Don’t short your content on this sales stage.

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