We will create a sales and marketing funnel that enables the buyer to decide if the product is a good fit for them. Along the way, your buyer will have questions and need certain information to move them closer and closer to a product purchase.
For example, that funnel may consist of freely available content published on a website aimed at the overall pain point a potential customer has. That content then includes a call-to-action to sign up for email for more information. That email list includes a lead nurturing campaign that answers key questions as customers have them, ultimately leading customers to talk to sales reps to answer their most specific and complex questions.
This process often isn’t linear, and you may discover that your product(s) essentially has many funnels, based on different buyer types (e.g., influencer vs. decision maker or healthcare industry customer vs. publishing industry customer).