An old boss of mine, Rick Rose, coined the acronym "PUI" which stands for Potentially Useful Information. His philosophy was this: if you're a salesperson and you have prospect, always stay in touch with that prospect by delivering to him/her Potentially Useful Information, for one day, that prospect will need that which you are selling, and because you have share of mind, you'll get the call. The PUI that you're sending ostensibly helps the prospect by delivering a constant stream of education, information, updates, etc. related to the industry, category, products, competitors, etc.
PUI is the underlying foundation for our suggested B2B Lead Nurturing construct. With a constant stream of delivered PUI, you're seen as a thought leader in your space PROVIDED that your PUI is just that: PUI.
How does PUI position you as a thought leader? It completely depends on how you want to educate your audience, which depends on the education that they desire. Perhaps it is a stream of summarized updates from a variety of sources, or perhaps it is home-grown knowledge. Whatever the case is, you can believe this: every business professional wants to improve their value to their company, so they strive for information that allows them to grow personally and professionally. Meet this need, and you've started down the path of thought-leadership. BTW: this is not a short path, rather, it takes some time for thought leadership to be established.
What type of PUI? We believe there are three types of PUI that act as the foundation for the B2B Lead Nurturing construct: Deep Content, Light Content, and Response Content. More about this later...
Subscribe to:
Post Comments (Atom)
No comments:
Post a Comment