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MTOTW #38: Quality content, delivered through lead nurture programs as part of an inbound marketing strategy, can keep prospects engaged until they are ready to buy.
Particularly in B2B and technology-driven industries, customers prefer to do a good deal of research on their own before reaching out to your salespeople. Even when they do reach out, 63% of prospects requesting information will wait at least another 3 months before making a purchase decision. This makes the sales cycle long, but not unmanageable.
Prospects that are in lead nurture programs make 47% larger purchases than those that aren’t. They key is to provide valuable content at each step. Tip sheets are great for customers doing preliminary research, while white papers or webinars might attract more serious prospects. Ultimately, 68% of customers feel more positive about a brand after consuming their content.
So when you’re planning your content marketing strategy and marketing roadmap, make sure you’re accounting for the top, middle and bottom of the funnel.
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