Those marketers need to master the five pillars of lead followup:
Content. You need a world-class piece of "cornerstone content," such as a white paper, e-book, or cheat sheet you can share with prospects. It must be authoritative and educational, or prospects will conclude "they have nothing to teach me." Case studies also motivate prospects, because they provide "social proof."
Sales deck.Your sales deck arms your people with a structure for pitching prospects. It should be a scaffold, not an edifice. Avoid a lot of background and blue-sky baloney; lean on images to tell your story; and don't cram the deck with copy, or treat is like a script or book: it's an aid for online and face-to-face presentations, not an encyclopedia.
Playbook. Your in-house how-to sales manual should give salespeople enough guidance that they can close any deal that comes down the pike. Include talking points, target persona cheat sheets, industry data sheets, product data sheets, competitive analyses, a glossary of terms, and an inventory of current collateral.
Email. You need an outbound email drip-campaign that runs at a cadence that makes sense both to you and to prospects. Newsletters are a good place to start. Direct-marketing appeals can be sent in between your monthly newsletters. Each email should offer value and foster interest in talking to your salespeople.