Your potential customers are either “in the market” or “out of the market” when it comes to their considerations about a “purchase.”<\/p>\n
Depending on where they are in the customer journey and their decision-making process, we can simplify it to the essentials. Either they are “in the market” and actively looking for a new solution, new service, new IT system, new supplier, new agency, or something else new. Or they are not at this moment, meaning they are “out of the market.”<\/p>\n
Only when their need shifts from being “out of the market” to “in the market” will you be considered.<\/p>\n
Do you use gated content *<\/span> to collect leads?<\/p>\n The challenge is that leads often fill out a web form even though they are not in the market. They are simply staying informed and may want to read your content to get inspired and educated.<\/p>\n This might explain why the leads you contact are not interested. They are, at this point in time, not “in the market.”<\/p>\n <\/p>\n *<\/span> Gated Content: Requiring users to fill out a web form and provide, for example, their email address to gain access to information \u2013 often a PDF or other material.<\/em><\/p>\n What is the overarching goal? The goal is that when a person or company enters “the market”, they remember your company, products, and services. You need to be in their awareness as the ones to contact on the day they enter “the market”. Create awareness and interest in your products and services, so that knowledge of them remains in the minds of potential customers. By delivering valuable and informative content about challenges and problems, as well as how you solve them, you educate potential customers and draw positive attention to your business.<\/p>\n At For A Fact, we create content about the challenges companies face with digital strategies. This includes the interplay between IT systems and how they work with lead generation, marketing automation, and sales optimisation, as well as how these challenges can be resolved. We specialise in doing this for companies that use Microsoft technology, such as Microsoft Office 365, Dynamics 365, Power Apps, and more.<\/p>\nHow do we influence those who are “out of the market”?<\/h3>\n
\nTherefore, we need a strategy for how you achieve this. This is, among other things, what For A Fact helps you with.<\/p>\nWe often refer to this as “Demand Generation”<\/h5>\n