It’s a common misconception that marketing stops and sales starts when a lead is generated. This is a huge mistake, particularly in the field of B2B technology marketing, where prospects may need to be nurtured over a sales cycle that could take months or even years.
The generation of high-quality content that addresses the needs of prospects at each stage of the sales funnel is an essential part of all marketing campaigns, and something we’ve been working on with clients for many years. However we still get asked questions about the relationship between marketing and prospects who are at different stages in the sales cycle, so we’ve produced a tip sheet about PR, Content Marketing and the Sales Funnel. You can find this, and our other tip sheets in the best practice section of the Napier website.