Craft content for BoFu marketing efforts

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 30, 2021, 3:06 AM UTC

Eliminate any potential deterrent or friction a lead may come across at the bottom of the sales funnel.

Bottom-of-the- funnel (BoFu) marketing can also be understood as sales enablement and is tasked with converting sales qualified leads or “hot” leads into customers. To help this along, it needs specially crafted decision-based, sales enablement content.

Such content needs to present a product as the unrivalled solution in the market. The content must be direct, informative and benefits-focused. Even in the BoFu stage, brands must be wholly aware of addressing consumer’s main needs and challenges.

Content creation and sales enablement efforts being undertaken by marketing teams must include inputs from the sales team. In particular, BoFu marketing efforts can see counsel from external professionals to fill gaps and help scale efforts.

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