From the course: Advanced Lead Generation
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Commercial insights
- [Instructor] The motivation your prospects need to move forward, whether with your demand campaign or with your sales team has less to do with your demo and more to do with their understanding of the impact, meaning, and measure of change. Put another way, their ability to see the future differently and commit to change in pursuit of that positive future is foundational to their commitment to the buying process. And ultimately, the ROI of your marketing efforts. Many companies call these insights or re-frames of a problem a commercial insight. It often comes in the way of research, trend information, early adopted customer success stories, and other angles that help your prospect see the world differently. Whether it's via a whitepaper, a blog post, a webinar, call with your sales team, the goal is to help the prospects see that the way things are happening in their business today isn't cutting it. It isn't working as well…
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