How to create calls to action that will lead to sales engagements.

Compelling calls to action are the bridge from your message to the beginning of the sales engagement. They are the links that tie your audience to your product offering, and they’re not one-size-fits-all. This white paper describes three steps designed to help you create compelling BtoB messaging and effective calls to action for your audience segments.

• Identify and prioritize “hot topics”
• Map your message to your audience’s behavioral cues
• Locate and fill content gaps

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