If you are a new product or service, capturing the attention of potential customers is hard. If you are in this position then it’s important to adopt a digital mindset and lay the marketing groundwork online. Start by considering your current clients to create look-a-like profiles and target them with a brand awareness campaign. An important part of this campaign is highlighting the problems that you can solve for them and backing these claims up with relevant examples from your existing customers. As they become aware of your brand, find ways to add value to their working lives. Providing free information and knowledge will help to establish trust in your brand, making it easier for you to sell to them when the time is right. When you think about how many cold sales emails we receive each day that we ignore and delete, it’s no surprise that prospective customers are more likely to purchase if you slow their journey down and offer plenty of free value towards the start.

As you see prospects start to show intent by engaging with your digital content, however you choose to serve it, then this is your opportunity to start personalising the sales approach to that particular individual. Using the right tools you can see exactly what content a prospect reads on your website or which case studies they are downloading - this then gives you a good idea of what problem they are trying to solve. This gives your sales team the opportunity to pick up the phone and talk with the prospect in a meaningful way by giving them examples of where your company has helped solve similar problems for other customers.