Good Content Produces Quality Sales Leads

By Gail Bamford, Brand Marketing Manager

In the last nine months, marketing to government has really been turned on its head. The government events we all have all relied on in the past for leads have been canceled or virtual events have taken their place. If we hadn’t taken digital marketing seriously before, we sure are now.

We have been forced to refine how we do inbound and outbound marketing to fill the funnel. Not only is content “king,” it is the incentive for potential buyers to consider and evaluate our capabilities, our products and our services. We need to think hard about the right content for each stage of the funnel. And we need to establish metrics that measure our success.

I’ve been participating in regular calls hosted by Government Marketing University with fellow government marketers for the last couple of months. We’ve discussed all kinds of ways we’ve all been dealing with this abrupt change to support our sales teams. Lots of good topics and advice has been shared.

One of the regular contributors on the calls is Chris Parente, founder of StoryTech Consulting. He and I got to talking about how important it is to not only develop strong content throughout all stages of the funnel but to also make sure we are setting measurable objectives and sharing performance metrics. Read more of this post

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