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Content consumption

  • Go-to-market motion

    Sales-led

  • Signal source

    WebsiteEmail

  • Signal strength

    Low Intent

Why it matters

Blog posts, webinars, emails, you name it—if someone is engaging with your content, there’s a good chance that they’re curious about your products or services.

Time to ride that wave of interest while it’s still fresh.

What to do

Dig into the content the person consumed. Are they binge-reading beginner guides? Watching videos about advanced use cases? Tailor your outreach to the topic at hand.

That said, if the content in question doesn’t require a form fill, don’t spook them by leaning too heavily on activity-tracking. This can be a turnoff for some buyers.

Questions to inform outreach
  • Is the person an existing customer?
  • If the person is a customer, what plan are they on?
  • What pages is the person interacting with on your website or in your product?
  • Has the person interacted with your organization outside of your website or product?
  • Is the person in a role with budget authority?
  • What materials can you share to assist with research and decision-making?

How to do it

Here’s an outbound template to help you get the creative juices flowing:

Outbound template for content consumption

Hi [first name],

Saw you're in [department name] at [company name].

We help [names of current customers in the same industry] [benefit that product unlocks related to content topic].

One example is [drop use case or customer story].

Is this on your radar at all?

[Your name]

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