When a prospect opens an outbound email to discover a freebie that gives them value, they’re more likely to remember you and engage in the future. When a prospect downloads a freebie from your site? Even better! It opens up the chance to engage them, rather than the other way around. Those leads can then be entered straight into the funnel. This normally starts with drip email marketing (which we’ll get into further down), but to summarise, it’s where your prospect needs more time to get to know you and your product before being sent over to sales. You’ll need to keep them engaged. So you’ll send them emails offering something of value such as a free guide, so when the time comes to make the sale, it’s as easy as pie. “We like to use Cognism’s own story as a successful tech company to relate to prospects. By providing information we know they will find useful we build rapport with the prospect, so when they are called by sales they already know who we are and all about our product.” Liam Bartholomew, Global Head of Demand Generation, Cognism The ANYTHING BUT BASIC guide to email marketing / 22