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Great post here by David Brock.
I’ve actually wondered about the best messaging to follow up on an ebook download and David makes it very obvious how to do it.
Do Your Sales People Understand The Objective Of Your Content?
The other day, I downloaded an outstanding market research study. It was entitled, 2016, The State Of Marketing. It’s a fascinating piece of work.
The problem was that in downloading the paper, I immediately get emails and phone calls asking my interest in Marketing Automation Solutions — because that’s what this particular company sells.
The problem with much of our prospecting or follow up on “leads,” is that it is completely disconnected from the content that generated the lead. It’s this disconnect, that actually hurts our abilities to prospect and engage the customer. It actually creates a negative reaction with the customer, putting us in a worse position than if we just didn’t call.
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