Recognizing and integrating altered 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 approaching 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 require and enabling them to identify information 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 accordingly of great signifiance.
Sales can provide Marketing with a lot of insights in regards to 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.