Newsletter | July 21, 2021

07.21.21 -- Following Up With Content Leads? Ask These 4 Questions First

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Marketers often spend so much time and energy creating content that we forget how challenging it is to execute a follow-up plan when buyers engage with that content. This week's featured article spells out four questions you’ll need to answer when creating an effective lead follow up strategy:

  1. What part of the buyer's journey are you trying to impact?
  2. How often can we send truly valuable content to make the buyer’s journey easier?
  3. When should we send outreaches to content leads?
  4. What should we say to our prospective buyers?

Don't send over leads and then leave your sales team staring at a blinking cursor and a blank email. It should be a team effort between sales and marketing to follow up with leads.


Thanks for reading,




Abby Sorensen

Chief Editor | Follow Your Buyer


What To Do With Those Content Marketing Leads

Ask yourself (and your sales team) these 4 questions when formulating a follow-up plan for B2B buyers who engage with your content.

Sales Follow-Up: Where B2B Content Marketing Goes Wrong

A real-life example of how bad sales follow-up can ruin even the best content marketing strategy.

The Best Content Marketing Can’t Outperform Bad Sales Follow-up

A perfectly executed content marketing strategy won’t lead to more revenue unless sales follow-up is existent, effective, and consistent.

B2B Marketing Around The Web
The New Rules of B2B Lead Generation

You heard it from us, and now you're hearing it from the Harvard Business Review: "While the salesperson may be excited for a more aggressive travel schedule as the world shifts to a new normal, it isn’t clear that the clients want them back as much as before or if corporations will allow for vendor visits as much due to legal reasons." The article continues, "Over 70% of B2B decision makers prefer remote human interactions or digital self-service."

Content Strategy Explained In 180 Seconds

"A strategy is a plan to reach a specific goal," says Andy Crestodina. "So content strategy is a plan to use content to reach a specific goal." What a beautifully simple idea. When B2B content marketing starts to feel overwhelming, remember to go back to the basics (which is exactly what the Orbit Media Studios blog does).