Question 5: How much content will I need for lead nurture and marketing automation?

To answer the question of how much content you'll need for lead nurturing and marketing automation, let's look at how you pack for a long weekend of skiing with friends and family at a mountain resort.

You'll certainly ski during the weekend. You'll also dine at the lodge, watch movies with the kids and friends in the living room of your cabin, and possibly hit the hot tub with a drink in hand. So you'll need ski clothes, after-ski clothes, a swimsuit, casual wear, and maybe even a nice pair of PJs.

Immediate Needs Are Drivers

When you need your skis, they'd better be available. Same with your swim suit, multiple pairs of gloves—and a couple of stylish hats. After all, you want to look good and feel good, and you want to be prepared.

Your business prospects are the same. They are driven both by practical and by emotional needs. If you can provide the right content at the right time, they will eat it up like skiers after a long day on the slopes.

Just as you pack for all the varied things you'll do on your weekend away, your prospects go through different stages where their needs change. Within each stage is a "sticking point" that can keep prospects from fulfilling their immediate need. Forgot your skis? That's a sticking point. Left your swimsuit on the bed at home? Another sticking point.

Sticking Points Stall Buying

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Sid Smith is lead copywriter and marketing automation specialist for Albertson Performance Group. Sid has written on topics ranging from flex circuits to motherhood, but gets a real kick out of putting together the puzzle pieces of complex marketing automation strategies. Reach him via