B2B Marketing Tip of the WeekEver casually inquire at a tradeshow booth or click “I’m interested” on a company website, only to receive every piece of company literature created in the last decade? Information overload kills far more sales than it generates. Savvy buyers expect tailored followup.

Get smart about your fulfillment by sequencing your followup with your customer’s purchase process. Use telephone sales reps, web forms and tradeshow lead forms to pinpoint which questions your prospect has right now. Then send your answers one piece at a time. Trading “question-answer” over time builds a relationship of trust and gives your team plenty of opportunity for sales conversations.

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