General marketing, content, and advertising are largely focused on top-of-funnel strategies to drive awareness and generate demand. If you’re not simultaneously working on the other stages of your funnel to activate and retain, you’re leaving money on the table.
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Make your website your best salesperson: Craft targeted webpages that speak directly to a specific audience segment and their pain points.
Focus on qualification: Instead of lengthy forms on your landing pages, prioritize gathering information that qualifies leads for your sales team.
Speak their language: Craft clear, concise messaging that resonates with your target audience. Highlight the use case, features, capabilities, and benefits.
