Using Blogs and Other Content to Drive Sales
To many sales reps, content creation is a marketing tactic that can't be tracked and has only a questionable connection to lead generation. But those who take this view of content are ignoring one of the most valuable weapons at their disposal.
The internet and social media have led to a more educated and empowered class of consumer. By the time prospects engage with sales reps, it is far later in the sales cycle and consumers prefer companies where they have an established a relationship. This means salespeople have to provide real value to prospects.
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