Who decides?
The user, the manager, finance, and sometimes procurement. Each needs different information: practical benefit, return, cost, and terms.
Content that builds expertise
- Articles answering real questions in their field.
- Case studies with clients’ consent.
- Clear presentations that can be shared internally.
Channels
- LinkedIn for presence and professional outreach.
- Search ads for services they search by name.
- Professional email for follow-up.
- Industry events and partnerships.
Follow-up
A simple opportunity tracker: stage, person, next step, and date. Deals are usually lost to missing follow-up, not to price.