Content-based Prospecting
Content-based prospecting can be used to create interest with new accounts OR develop interest with existing accounts.
In this approach, we curate and create content around pain, impact and critical event.
The prospect who experiences the pain is expected to engage with the content as organic or paid search points them to the content. Sales Development is no longer sets up meetings but distributes content where these leads can find them. In effect, content is used as the “outbound” call.
The development rep monitors those that engage with the content before reaching out.
Most relevant during:
PMF phase
GTM Fit phase
Scale phase
Most relevant for:
ACVs > $50K
