Recognizing and Integrating Changed User Behavior
The focus of the content strategy is not on product or company-specific content, but on articles that pick up on the needs and questions of the target group. This informative content serves the purpose of picking up the potential customer very early in their customer journey, accompanying them step by step and positioning the company as an advisor without the need for direct personal contact.
More than 70% of buyers feel more comfortable gathering information themselves and not contacting sales directly at the beginning of a Customer Journey. Giving users the opportunity to access all the information they need and to be able to find out on their own is therefore also part of sales enablement.
Sales is no longer the only source of information during the customer journey. And yet the sales team knows its own clientele and their concerns in the sales process very well. Close cooperation between marketing and sales is therefore of great importance.
Sales can provide Marketing with a lot of insights into what the target group is concerned about. Marketing, in turn, has the task of processing these inputs into content that can be retrieved at any time