CHAPTER 2

Escorting Prospects with Frame-of-Mind Connections

We see our customers as invited guests to a party, and we are the hosts. It’s our job to make every important aspect of the customer experience a little bit better.

—Jeff Bezos, founder and CEO of Amazon.com

Now that our content has been planned to meet the format objectives and pain points of our targeted personas, it has to fit your prospect’s frame of mind. If done correctly, we could let our content do our talking in a less intrusive way than how it has been done traditionally. This more permissive way of marketing especially suits today’s B2B buyer who is estimated to be two-thirds to 80 percent of the way to a buying decision before they reach out to a sales person.

Historically, ...

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