2. Invest in content marketing

According to research from Another advantage to content marketing is that you’ll make your prospect or reader more savvy to the problems you solve. And if you’re really good, you’ll convince prospects that the solution to the problem was their idea the whole time, and you just happen to sell it.

A good rule of thumb is if your sales department finds you’re spending a large portion of calls educating a lead on why their problem is actually a problem, you might want to pump up content marketing to educate prospects automatically, freeing up sales calls for selling and conversion. If you’re stuck on what content to create, consider crafting something that answers one of these four questions that your prospect will inevitably have as they consider you: