How to make E-book content that drives B2B sales

If a potential client clicks on a white paper or eBook from us…

What’s the next step?

Here’s why I don’t just think of this content as a “free gift.”

It’s something that should be valuable to them because it’s related to your product.

Like an extension of your product.

In my mind, this eBook or piece of content should have two factors:

1) Is it interesting to the decision-maker you’re trying to reach?

2) Is it directly related to your product?

Then, as for how you follow up with that content…

Timeliness is key.

My rule: if they don’t look at your content in the first 12-24 hours, they never will.

Automate a nurture email or something that can go out immediately.

If you have a sales team, reach out to them with an initial contact.

“Hey, I saw you’re interested in that, here’s a little bit more…”

Start that nurturing relationship.

The keys are to do it quickly and to get them to do something with your company.

Do something, read something, respond to something.

You don’t want them to forget you exist.

It’s very low touch to get them to sign up for something this way.

Most of the work is done before they reach in-person interactions with your sales team.

---> How do you keep customers hooked?