Produce relevant content.
On the one hand, company marketing departments are producing more and more content than ever before. It would seem that much of this is ineffective as customers get bombarded, in their ever-crowded inboxes, with irrelevant material.
Companies are creating a lot of noise, but failing to resonate with their customers. Despite the lack of effectiveness, companies continue to waste millions of dollars on creating irrelevant messages and tools, unaware that the consequence is customer detachment.
If you do manage to get through the customer’s door, your job is to show them that you can provide enough value to convince them to make a change. Your biggest competitor is inertia. 58% of deals end up in “no decision” because value was not presented effectively (Qvidian).