3
Buyer Engagement Content
As I described in chapter 1, there are two types of buyer engagement content:
• Prospecting: Similar to marketing content, this is designed by marketing for use by sales reps. It is what sales reps use when doing outreach to create awareness, generate buyer interest, and elicit a response.
• Opportunity management: This is designed to meet the buying process exit criteria for your typical buyer personas as they progress through their buying process and your sales process. This collateral engages buyers by answering their questions and clarifying your company, products, and services to so they can make effective buying decisions.
Content types may include:
• Blog posts
• Podcasts
• Self-assessments
• Customer testimonials ...
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