So you've developed a groundbreaking inbound content marketing effort that's pulling in prospects in droves! Congratulations! But here's a question: Have you adapted your internal processes to match your prospects' newly acquired expectations?

As Ardath Albee notes in a post at the Marketing Interactions blog, when a clever new outreach effort changes the buying experience, "you need to consider how the underlying processes on your side must change as well." Otherwise, your great new campaign could be a formula for disaster.

Internet marketing's short history is littered with tales of great efforts gone wrong. How might you avoid a similar fate with your content marketing?

According to Albee, "marketers need to think beyond their lead-generation strategy to create a response plan that coordinates with nurturing." Here are four questions to ask yourself to ensure your response meets your prospects' expectations:

  • What process do you have in place to match your response to specific content downloads and lead-gen offers?
  • What conversational prompts will be helpful to ensure relevant follow-up conversations?
  • What questions need to be asked and answered to help you be more relevant as the relationship continues?
  • Should the response to a download be a call? An email? Which track will the prospect find most valuable?

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