You have a fish on the line, a big one. You also know that there's a decision to be made. Complicating factors include competitors, internal dissent, pricing and general uncertainty. At the bottom of the sales funnel your sales team should be fully engaged working their magic to close the sale, but they could use some help from marketing. Why? Because your prospect is still struggling, remember? They could use some additional content to help get them over the hump, but what kind of content?
Your goal is to reinforce the messages of your sales team in tangible form. Chances are, they have already passed along brochures, spec sheets etc. Don't repeat that effort. Don't overwhelm your customers—nurture them. Here are some things you can throw in that may not have been covered by sales and may provide support for a buy decision from you:
You never know what will make the difference in a sale, but you can be pretty sure that your prospects will be looking at every detail and comparing your delivery to your competitor's. This is one place where professional design can be your ace-in-the-hole. Make sure that every piece of e-collateral you send via lead nurturing (or otherwise) is clean, professional and consistently branded. Your prospects will get the right impression and have confidence that you will provide the same attention to detail in your products and services.
The moment a sales lead becomes an opportunity for your sales team, you're on the clock and everything you do going forward is part of your sales pitch. If you want to win, you must make sure that your sales and marketing teams are on the same page with content and message. Even a shred of difference between your marketing and sales message and delivery can be a fatal flaw. In terms of content, make sure:
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