--- title: How Content Can Provide Qualified Leads to Your Sales Team description: "Utilizing your industry expertise to answer the questions that your buyer persona has your website can be your #1 salesperson!" image: https://www.trendingupstrategy.com/hubfs/Images/Featured%20Images/How%20Content%20Can%20Provide%20Qualified%20Leads%20to%20Your%20Sales%20Team.jpg --- [Skip to the main content.](https://www.trendingupstrategy.com/manufacturing-blog/how-content-can-provide-qualified-leads-to-your-manufacturing-companys-sales-team#main-content) [![Trending Up - Logo - Horizontal - Color - Inverted copy](https://www.trendingupstrategy.com/hs-fs/hubfs/logos/Trending%20Up%20-%20Logo%20-%20Horizontal%20-%20Color%20-%20Inverted%20copy.png?width=400&height=133&name=Trending%20Up%20-%20Logo%20-%20Horizontal%20-%20Color%20-%20Inverted%20copy.png "Trending Up - Logo - Horizontal - Color - Inverted copy")](http://trendingupstrategy.com) [![Trending Up - Logo - Horizontal - Color](https://www.trendingupstrategy.com/hs-fs/hubfs/logos/Trending%20Up%20-%20Logo%20-%20Horizontal%20-%20Color.png?width=400&height=133&name=Trending%20Up%20-%20Logo%20-%20Horizontal%20-%20Color.png "Trending Up - Logo - Horizontal - Color")](http://trendingupstrategy.com) - [SALES-READY WEBSITES](https://www.trendingupstrategy.com/automated-sales-machine) - [SALES & MARKETING STRATEGY](https://www.trendingupstrategy.com/marketing-strategy-for-specialty-manufacturers) - RESOURCES - [BLOG](https://www.trendingupstrategy.com/manufacturing-blog) - [FREE RESOURCES](https://www.trendingupstrategy.com/manufacturing-marketing-resource-center) - [MARKETING ROI CALCULATOR](https://www.trendingupstrategy.com/roi-calculator) - [CASE STUDY](https://www.trendingupstrategy.com/conveyor-system-manufacturer-case-study) - CONTACT - [CONTACT US](https://www.trendingupstrategy.com/contact) - [CAREER CENTER](https://www.trendingupstrategy.com/career-center) - [FREE MARKETING ANALYSIS](https://www.trendingupstrategy.com/personalized-marketing-analysis-video) Search Toggle Menu Search Toggle Menu - [SALES-READY WEBSITES](https://www.trendingupstrategy.com/automated-sales-machine) - [SALES & MARKETING STRATEGY](https://www.trendingupstrategy.com/marketing-strategy-for-specialty-manufacturers) - RESOURCES - [BLOG](https://www.trendingupstrategy.com/manufacturing-blog) - [FREE RESOURCES](https://www.trendingupstrategy.com/manufacturing-marketing-resource-center) - [MARKETING ROI CALCULATOR](https://www.trendingupstrategy.com/roi-calculator) - [CASE STUDY](https://www.trendingupstrategy.com/conveyor-system-manufacturer-case-study) - CONTACT - [CONTACT US](https://www.trendingupstrategy.com/contact) - [CAREER CENTER](https://www.trendingupstrategy.com/career-center) - [FREE MARKETING ANALYSIS](https://www.trendingupstrategy.com/personalized-marketing-analysis-video) [Facebook](https://www.facebook.com/227608167419927) [Linkedin](https://www.linkedin.com/company/16181944) [X](https://twitter.com/trendupstrategy) [YouTube](https://www.youtube.com/channel/UCcscfDHxjYP3OP5lVb6hTjA) 2 min read # How Content Can Provide Qualified Leads to Your Sales Team [![Picture of Jenna Orrock](https://www.trendingupstrategy.com/hubfs/IMG_1160%20square.jpg) Jenna Orrock](https://www.trendingupstrategy.com/manufacturing-blog/author/jenna-orrock) Oct 09, 2019 [Manufacturing Blogs](https://www.trendingupstrategy.com/manufacturing-blog/tag/manufacturing-blogs) [Marketing Strategy](https://www.trendingupstrategy.com/manufacturing-blog/tag/marketing-strategy) [quality leads](https://www.trendingupstrategy.com/manufacturing-blog/tag/quality-leads) [Expertise Marketing](https://www.trendingupstrategy.com/manufacturing-blog/tag/expertise-marketing) ![How Content Can Provide Qualified Leads to Your Sales Team](https://www.trendingupstrategy.com/hubfs/Images/Featured%20Images/How%20Content%20Can%20Provide%20Qualified%20Leads%20to%20Your%20Sales%20Team.jpg) Alright, first of all, get on board with “[expertise marketing](https://www.trendingupstrategy.com/marketing-for-manufacturing)”. Don’t feel bad if you don’t know what that is – cause we kinda made it up. Basically, it’s marketing that utilizes your industry expertise on your specific product or service. You use that sought after knowledge and organized it into content that is on your site to attract your ideal buyer by answering their common questions, or triggers. The best thing about this (besides the fact that you are attracting exactly the kind of person that you want to your business) is that all the while, you are fueling and empowering your website for now and years to come. **Fueled by relevant content for your ideal customer, your website should be your #1, round-the-clock, best salesperson!**   **![Automated Sales Process - Funnel](https://www.trendingupstrategy.com/hs-fs/hubfs/Infographics_and_Offers/Automated%20Sales%20Process%20-%20Funnel.png?width=2290&name=Automated%20Sales%20Process%20-%20Funnel.png)**   ### Effective content marketing begins with an understanding of your target persona’s triggers   If you have a solid understanding of your buyer persona, or ideal customer, then you can make sure that you are focusing your content directly to them and their needs.   [![Related Blog - How Buyer Personas Ensure a Smart Marketing Investment for Manufacturing Companies](https://www.trendingupstrategy.com/hs-fs/hubfs/CTAs/Related%20Blog%20-%20How%20Buyer%20Personas%20Ensure%20a%20Smart%20Marketing%20Investment%20for%20Manufacturing%20Companies.png?width=936&name=Related%20Blog%20-%20How%20Buyer%20Personas%20Ensure%20a%20Smart%20Marketing%20Investment%20for%20Manufacturing%20Companies.png)](https://www.trendingupstrategy.com/manufacturing-blog/how-buyer-personas-ensure-a-smart-marketing-investment-for-manufacturing-companies)   A “marketing trigger” is an event, or set of events, that cause a buyer persona to become aware of their problem or a goal they need to achieve.  Effective marketing begins with an understanding of these triggers and the various questions a buyer persona will need to answer to accomplish their goals.    **Here is an example of a buyer persona’s triggers and goals:** **![Trigger and Goals](https://www.trendingupstrategy.com/hs-fs/hubfs/Infographics_and_Offers/Trigger%20and%20Goals.jpg?width=2550&name=Trigger%20and%20Goals.jpg)**   Once your triggers and goals are confirmed, we recommend to our clients that they turn each of these primary pain points into mini-strategies that we call “campaigns”.   For our clients, each campaign takes 1 month to execute.  So, from a management perspective, they are able to approve a clear 3-month road map that all key members of their team have bought into. Everyone is aligned and everyone knows what is going to be executed in a 3-month time period.    Take some time and see if you can narrow down your target persona’s potential triggers and goals.  It is a crucial step in building your marketing strategy.  If this is something that you want help with, [feel free to reach out](https://www.trendingupstrategy.com/contact-us).     ### OK, You know who you want and you know what they want   Now, content based on the stages of the buyer’s journey and off of your target persona’s triggers can guide these website visitors that you have attracted through the funnel until they are ready to talk to sales.   To make sure that you are bridging the gap between your marketing and sales teams I recommend reading this blog:   [![Related Blog - Sales and Marketing Alignment](https://www.trendingupstrategy.com/hs-fs/hubfs/CTAs/Related%20Blog%20-%20Sales%20and%20Marketing%20Alignment.png?width=936&name=Related%20Blog%20-%20Sales%20and%20Marketing%20Alignment.png)](https://www.trendingupstrategy.com/manufacturing-blog/sales-and-marketing-alignment)     Let’s consider a buyer’s journey related to the manufacturing industry and potential content offers that are relevant to each stage:  ## Discovery and Awareness: Using informative, benefits-focused giveaway, such as an ebook, the prospect learns more about the impact of your service without being compelled to make decisions. By downloading this ebook, the prospect becomes a lead that is "information-qualified." If the lead has given information that makes them *qualified* - matching interest levels, budget, location, and other demographics needed - they may move on to the marketing qualified lead status next.   ## Consideration: A differentiation-focused offer should be given at the consideration stage. For example, “A 7-Step Checklist for Choosing a Six Sigma Vendor.” This aids the selection process and allows you to position your expertise, but should be truthful and still purely informative; no selling! ## **Decision:** At this stage, content should require the prospect to take action like, a call-to-action: “Request a Quote” or “Free Consultation”. A decision-stage offer should have very specific content geared toward selecting a vendor that looks like you - and differentiate you even more from competitors.     At this point, because of your utilization of your industry expertise to answer the questions that your buyer persona has, your website has walked this person down a valuable, educational path (all while building trust in your company) and teed them up perfectly for your sales team. **Now close that sale!**   [![TU - eBook CTA - Marketing Strategy](https://www.trendingupstrategy.com/hs-fs/hubfs/CTAs/TU%20-%20eBook%20CTA%20-%20%20Marketing%20Strategy.png?width=800&height=200&name=TU%20-%20eBook%20CTA%20-%20%20Marketing%20Strategy.png)](https://www.trendingupstrategy.com/building-a-marketing-strategy-that-empowers-your-manufacturing-companys-website) - [Tweet](https://twitter.com/share) [![How Buyer Personas Ensure a Smart Marketing Investment for Manufacturing Companies](https://www.trendingupstrategy.com/hubfs/Social/Do%20you%20know%20exactly%20who%20you%20are%20marketing%20to%3F.jpg)](https://www.trendingupstrategy.com/manufacturing-blog/how-buyer-personas-ensure-a-smart-marketing-investment-for-manufacturing-companies) #### [How Buyer Personas Ensure a Smart Marketing Investment for Manufacturing Companies](https://www.trendingupstrategy.com/manufacturing-blog/how-buyer-personas-ensure-a-smart-marketing-investment-for-manufacturing-companies) ![Picture of Brian Bzdawka](https://www.trendingupstrategy.com/hs-fs/hubfs/44179875_10156868119424595_6988195911268564992_n.jpg?width=30&name=44179875_10156868119424595_6988195911268564992_n.jpg) [Brian Bzdawka](https://www.trendingupstrategy.com/manufacturing-blog/author/brian-bzdawka) : May 14, 2019 I am sure that there are a ton of people thinking… what the hell is a buyer persona and why is this important to me? Well, honestly, those are great... [Buyer Personas](https://www.trendingupstrategy.com/manufacturing-blog/tag/buyer-personas) [Marketing for B2B](https://www.trendingupstrategy.com/manufacturing-blog/tag/marketing-for-b2b) [Manufacturing Blogs](https://www.trendingupstrategy.com/manufacturing-blog/tag/manufacturing-blogs) [Personalization](https://www.trendingupstrategy.com/manufacturing-blog/tag/personalization) [Marketing Strategy](https://www.trendingupstrategy.com/manufacturing-blog/tag/marketing-strategy) [quality leads](https://www.trendingupstrategy.com/manufacturing-blog/tag/quality-leads) [SEO](https://www.trendingupstrategy.com/manufacturing-blog/tag/seo) [Read More](https://www.trendingupstrategy.com/manufacturing-blog/how-buyer-personas-ensure-a-smart-marketing-investment-for-manufacturing-companies) [![What Executives of Specialty Manufacturers Need to Know About Marketing and Sales Technology](https://www.trendingupstrategy.com/hubfs/Blog/TU%20-%20MFG%20blog%202.jpg)](https://www.trendingupstrategy.com/manufacturing-blog/what-executives-of-specialty-manufacturers-need-to-know-about-marketing-and-sales-technology) #### [What Executives of Specialty Manufacturers Need to Know About Marketing and Sales Technology](https://www.trendingupstrategy.com/manufacturing-blog/what-executives-of-specialty-manufacturers-need-to-know-about-marketing-and-sales-technology) ![Picture of Jenna Orrock](https://www.trendingupstrategy.com/hs-fs/hubfs/IMG_1160%20square.jpg?width=30&name=IMG_1160%20square.jpg) [Jenna Orrock](https://www.trendingupstrategy.com/manufacturing-blog/author/jenna-orrock) : Sep 17, 2019 As I go around speakingattending conferences, and working with our manufacturing clients, I’m often asked questions about what marketing technology... [Website Development](https://www.trendingupstrategy.com/manufacturing-blog/tag/website-development) [Improving Close Ratio](https://www.trendingupstrategy.com/manufacturing-blog/tag/improving-close-ratio) [Marketing Strategy](https://www.trendingupstrategy.com/manufacturing-blog/tag/marketing-strategy) [Expertise Marketing](https://www.trendingupstrategy.com/manufacturing-blog/tag/expertise-marketing) [Read More](https://www.trendingupstrategy.com/manufacturing-blog/what-executives-of-specialty-manufacturers-need-to-know-about-marketing-and-sales-technology) [![Manufacturers, Your Website Is Still Your Most Valuable Marketing Asset](https://www.trendingupstrategy.com/hubfs/Images/Featured%20Images/Manufacturers,%20Your%20Website%20Is%20Still%20Your%20Most%20Valuable%20Marketing%20Asset.jpg)](https://www.trendingupstrategy.com/manufacturing-blog/manufacturers-your-website-is-still-your-most-valuable-marketing-sales-asset) #### [Manufacturers, Your Website Is Still Your Most Valuable Marketing Asset](https://www.trendingupstrategy.com/manufacturing-blog/manufacturers-your-website-is-still-your-most-valuable-marketing-sales-asset) ![Picture of Jenna Orrock](https://www.trendingupstrategy.com/hs-fs/hubfs/IMG_1160%20square.jpg?width=30&name=IMG_1160%20square.jpg) [Jenna Orrock](https://www.trendingupstrategy.com/manufacturing-blog/author/jenna-orrock) : Oct 24, 2019 With the rise (and domination) of social media, your website has not lost importance, it has gained it. Manufacturing CEO’s, the goal of your social... [Website Development](https://www.trendingupstrategy.com/manufacturing-blog/tag/website-development) [Marketing Strategy](https://www.trendingupstrategy.com/manufacturing-blog/tag/marketing-strategy) [Expertise Marketing](https://www.trendingupstrategy.com/manufacturing-blog/tag/expertise-marketing) [Read More](https://www.trendingupstrategy.com/manufacturing-blog/manufacturers-your-website-is-still-your-most-valuable-marketing-sales-asset) ##### CONTACT CONTACT 1870 THE EXCHANGE SUITE 200 #357 ATLANTA, GA 30339-2021 720.213.8437 INFO@TRENDINGUPSTRATEGY.COM ##### MOST RECENT BLOG MOST RECENT BLOG ###### [Video testimonial from one of our specialty manufacturing clients](https://www.trendingupstrategy.com/manufacturing-blog/video-testimonial-from-one-of-our-specialty-manufacturing-clients) One of our clients, Glide-Line, manufactures the World's most flexible conveyor systems. Here at... ##### Newsletter Newsletter ![gold-horizontal-white](https://www.trendingupstrategy.com/hubfs/gold-horizontal-white.png) - [Privacy Policy](https://www.trendingupstrategy.com/privacy-policy) - [Terms and Conditions](https://www.trendingupstrategy.com/terms-and-conditions) © 2026 TRENDING UP STRATEGY [Facebook](https://www.facebook.com/227608167419927)[X](https://twitter.com/trendupstrategy)[Linkedin](https://www.linkedin.com/company/16181944)[YouTube](https://www.youtube.com/channel/UCcscfDHxjYP3OP5lVb6hTjA) Return to top ```json { "@context" : "https://schema.org", "@type" : "VideoObject", "contentUrl" : "https://404404.fs1.hubspotusercontent-na1.net/hubfs/404404/Trending%20Up%20Testimonial%20-%20Glide-Line.mp4", "dateModified" : "2024-10-28T19:52:02.255Z", "description" : "Testimonial from a specialty manufacturer - Glide-Line", "duration" : "PT1M38.032S", "height" : 1080, "name" : "Testimonial from a specialty manufacturer - Glide-Line", "thumbnailUrl" : "https://404404.fs1.hubspotusercontent-na1.net/hubfs/404404/Trending%20Up%20Testimonial%20-%20Glide-Line.mp4/medium.jpg?t=1730145122255", "uploadDate" : "2024-04-22T18:42:49.014Z", "width" : 1920 } ```