Setting a Clear Objective for Your Content Marketing Lead Gen Campaign

September 20, 2020

Leads turn into prospects, prospects into opportunities, and opportunities into sales. Every customer transitions through these stages.

Some customers interact with your business only after they already know what they want. These customers turn into an opportunity right away if they are qualified.

But it also means that this exact customer has spent his time as a lead and prospect somewhere else. Nobody wakes up one morning and wants to buy a product they never heard of or even considered.

Consumers don't buy products when called randomly by a salesperson, but they do purchase products from trusted brands. Sales are made by engaging with potential customers, building trust, and exchanging value.

Lead generation tackles this problem by filling your sales funnel with contacts that, over time, become prospects, opportunities, and returning customers.

Continue reading with Part 3 - Closing a deal requires a content marketing funnel

Written by
Alexander Rauser
Alexander Rauser


Alexander Rauser is the author of Boardroom Guide to Digital Accountability and Digital Strategy: A Guide to Digital Business Transformation, and creator of the DSX Program, a digital strategy and transformation program for Enterprises.

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