You’ve got leads, now what? This is an all-too-familiar question for some B2B marketers. Lead lists are easy to come by, but converting those leads isn’t guaranteed. How do you increase your overall lead conversion? The answer lies solely within understanding your audience and how to optimize your follow-up. Anyone can deliver leads, but what you do during follow-up will greatly impact the final outcome you’re hoping to achieve.

In today’s crowded market, creating compelling content is vital. Once you truly understand how your audience finds and engages with your content, you can formulate your follow-up experience to push leads closer to converting. If the content you create isn’t enabling buyers, you need to ask yourself where the value in it is.