When a prospect makes the first contact with your company, they’re not necessarily in the mood to buy. It’s likely that they’re gathering information. Inbound marketing automation software helps you identify prospects that are in the latter stage (information-gathering) and differentiates them from prospects who are further down the sales funnel. With marketing automation software, you can segregate customers so that each receives a different set of communication. For example, prospects who are in the information-gathering part of the funnel might receive an e-newsletter that shares blog posts and e-books that talk about the overall benefits of your product or service. Prospects further down the sales funnel would receive e-newsletters along with blog posts and e-books that talk about your product pricing & the return-on-investment that your product can provide them.
Prospects look for general information at the top of the sales funnel. At the bottom, they require more specific information.