As content marketing becomes more and more popular, it can be hard to differentiate which content is appropriate for which audience. Prospects who have just heard of your business have different needs than prospects who have been engaging with your brand for several months.
Think of your prospects as students. If they’ve just arrived for their first day of school, they’re probably not ready to be tested on advanced material, right? So what are they ready for?
Introducing the guide to “Schooling Your Leads,” an infographic designed by Pardot’s Matt Wesson to help B2B marketers learn how to nurture their leads to a sales-ready state. Prospects are categorized by where they fall in the “education system,” from freshman year to senior year. Each year is accompanied by the content that would be most relevant to that category, like introductory emails for freshmen prospects and video content or infographics for those hard-to-reach sophomores. If you’ve been in a content slump, this guide can help you find relevant content for every stage of the lead nurturing cycle. Check it out below!
Even though thinking about school can bring back memories of bad cafeteria lunches and unfortunate hairstyles, using this analogy can be helpful when it comes to nurturing leads with different needs. And providing leads with the right content at the right time can help to shorten your sales cycle and close more deals!
What content have you found works best for your freshman prospects? What about your sophomores, juniors, and seniors? We’d love to hear your thoughts!
Download this infographic.