EBlog

Giving up content to get leads

October 30, 2007 | Posted by: Lee

Imagine if your sales team received a call from a prospect and before answering any questions or giving out any information they required the caller to provide their name, title, company, address, phone number, email, department, industry, how they heard about you...well you get the point. That would be totally unacceptable and likely end the conversation.

Your web site acts as your front-line sales exec, so don’t let it treat your prospects that way either. The time has past when you can hold back content and demand registration before giving anything up. The internet is all about access to information. As more information becomes available from other sources, visitors to your site will be less likely to give you their valuable personal information to get a peak at what you have to offer. So how do you balance your need to capture leads with their need for info?

Like a good sales exec, your site needs to educate your prospect and help them feel more confident that your solution is the right one. To do that, you need to give away enough to convince prospects that you have something of value.

So give them a taste for free - yes for free. Let them read the executive summaries for all your white papers and case studies. Give them access to archived eNewsletters. Let them download a featured webinar or podcast. Then, when they want more ask for their info. Use your site to convince prospects that you're worth it.