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Crafting Content for Effective Client Engagement

Ed Marsh digs into types of content and how to manage it all for maximum sales success.

Recent research reveals key insights into buyer behavior: 71% of buyers ultimately choose the vendor that initially topped their evaluation shortlist, 86% used their shortlist based on familiarity before conducting further research, and 50% rely on peer conversations to identify preferred vendors.

This indicates that the prevalent marketing content focusing on the “decision stage” of the buying journey might not deserve the disproportionate emphasis it currently receives. Instead, creating content that addresses buyers at earlier stages—pre-awareness, awareness, and consideration—can significantly impact their journey. To achieve this, businesses must generate creative ideas and thoughtful perspectives that resonate with potential buyers even before a need arises, ensuring they are top of mind during peer discussions and initial brainstorming.

Additionally, it’s crucial to develop “success content” that supports post-sale success, fostering long-term customer satisfaction and loyalty.

In this episode of Straight Talk, Ed Marsh, the founder and principal of Consilium Global Business Advisors, digs into the types of content and how to manage it all for maximum sales success.


Jeff Cross

ISSA Media Director

Jeff Cross is the ISSA media director, with publications that include Cleaning & Maintenance Management, ISSA Today, and Cleanfax magazines. He is the previous owner of a successful cleaning and restoration firm. He also works as a trainer and consultant for business owners, managers, and front-line technicians. He can be reached at [email protected].

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Crafting Content for Effective Client Engagement
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