Video Transcript

Hi. I’m Dustin Clark, the Senior Director of Strategy here at Element Three. I want to talk a little bit more about pre-qualification and how your content can help your sales team get to better leads faster. It also helps your leads better understand what you do and whether you’re a good fit for them as you’re looking to see if they’re a good fit for your organization. So when you have good content on your website that covers a breadth and a depth of not just what you do, but how you do it, the industries you serve.

That type of information is great for helping someone self-identify that they want to work with you, but that can also be really great for your sales team to learn that this prospect that might be contacting you for the first time, whether that’s from a lead form or from a phone call, if they can see that that contact has visited certain things on your website, they’ve looked at industry-specific content or services-specific content, or even pain and problem-specific content that can help your sales staff understand that this prospect is in this industry.

They’re looking for this service. They’re looking to solve these problems. You can also use some of that information to help gamify the system a little bit to say get someone in on a first conversion, a form conversion for a whitepaper, for a webinar or something like that. But as you lead nurture them and use your automation system, you should be able to ask them questions and serve up: Are you interested in this type of content or this type of content?

And they will start to self-identify by picking specific industry based content or specific services based content. And having that ecosphere is really kind of the bread and butter for when we go into a tool like, say, HubSpot or any of the other marketing automation platforms, that content is what really gives fuel to that fire to be able to layer in email lead nurturing, to be able to layer in information gathering and getting that first party data so that when a lead is warm and it needs to go over to sales, it’s carrying with it a lot of information that really informs that sales staff as to what this prospective customer is really looking for, both from an industry and a services perspective.