1. Build Engagement
• Getting to know prospects and customers extremely well
2. Create Contagious Content
• to gain the attention of prospects and to help spread your ideas to others who have yet to identify themselves
• focused on your prospect's priorities and perspectives to quickly promote recognistion of value
• Educational content focuses on what buyers need to know
• Expertise content showcases the value your company provides in addition to your product or solution
• Evidence content is the stories of customer successes, media coverage, analyst opinions and, increasingly, word of mouth referrals and social conversational exchanges
3. Evolve Nurturing Programs
• includes a collection of marketing content that is tuned to address the specific problem-to-solution scenarios of each market segment
• buyers choose you over your competitors because they trust you to understand and solve their problems
4. Increase Momentum
5. Empower Sales• step into conversations with qualified sales opportunities in parallel with a buyer's expectations
6. Integrate Social Networks
• social networks help maximize the value of investment while creating inbound demand
• with no participation, you would be forgotten soon
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