Note that we avoid any abstract industry jargon of suspects, prospects, marketing qualified leads, sales qualified leads, etc. Simple plain English is easier to understand.
Obviously, you cannot instantaneously convert an unaware buyer into a customer. Nor should you assume that they are ready to buy simply because they visited your website and filled out a form. Cold calling or emailing such visitors gets no response. You need to progressively engage and nurture the buyers by offering relevant content until they are ready to buy.
Learning from the successful customer engagement best practices of some of the world’s leading sales organizations, we have developed an effective content marketing framework that matches the right content type to each customer stage. As shown in the table below, this content strategy will deliver relevant content at each stage and nurture them to the next stage.