Question 1
We accept that our buyers have changed. They spend more time researching their purchasing decision on their own before engaging with someone in sales. That means our marketing and customer service departments have just as much, if not more, impact on the actual sale than the sales department itself.


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Question 2
Although we are unique — in our industry, processes, and people — we accept that we are a business built on trust. Therefore, we realize that our business is NOT exempt from sharing what buyers want to know (pricing, options, competition, etc.) before they’re ready to buy from us, no matter how “different” we are as a company or industry.


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Question 3
We have a sizable and documented list of all the top questions -- at least 25 -- our customers ask before buying a product or service like ours.


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Question 4
We openly address the common, yet uncomfortable questions our potential customers ask, such as:

"How much do your products or services cost?"
"How do your products/services compare to the competition?"
"What competitors might you recommend?"

...in an honest and straightforward way on our website.


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Question 5
We openly discuss on our website who our products and/or services are and are not a good fit for.


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Question 6
Content that answers the majority of the questions our potential customers ask -- especially about pricing -- is easy to find on our website. We include it in our navigation and have made it quickly accessible from any page on our website.


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Question 7
Our website has self-selection and self-configuration tools, which enable an interactive, front-end sales experience, so potential customers can make smart purchasing decisions for their specific needs on their own. Examples may include pricing calculators, “build it” or “self-design” tools, and/or guided onboarding.


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Question 8
When it comes to trying new things on our website, our company is pretty _________.





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Question 9
We have a content mission statement.



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Question 10
We have published approximately ___ new pieces of sales and/or marketing content on our website in the past 12 months. Examples of sales and marketing content include educational blog articles, whitepapers, case studies, downloadable guides and templates, reports, and pricing guides.





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Question 11
We actively use an SEO tool (e.g., SEMRush) to perform keyword research and competitive analysis. We then use insights to guide and support our editorial calendar decisions.


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Question 12
We have a person on staff whose primary responsibility is to manage our content marketing efforts. They do not wear multiple hats or are forced to deprioritize these efforts due to competing priorities or distractions.


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Question 13
It’s ______ that our company will be increasing our investment (time, effort, energy) in inbound and/or content marketing within the next 12 months.


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Question 14
Our company has published approximately ____ videos on our website in the last 12 months.




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Question 15
We have videos on _____ of our most important website pages, including all service and product pages, as well as landing pages.



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Question 16
We have at least one video on our website that answers the top five to 10 questions potential customers ask before buying from us.



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Question 17
We put videos next to forms on landing pages and website pages to help visitors feel more secure in their decision to submit their contact information to us and to better understand what to expect next.


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Question 18
We have a videographer on staff.



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Question 19
When it comes to using the content and videos published on our website to close deals, our sales reps _______________.





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Question 20
Our sales reps are _______ using video during the sales process, e.g., video chat for meetings (instead of over the phone), personalized videos in follow-up emails, and bio videos in email signatures.



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Question 21
Approximately ____ pages on our website generate more than 100 page views per month from traffic via search engines.




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Question 22
Our sales team, leaders, and content contributors are very aware of the ongoing content that is being produced, how it integrates into the sales process, and the results we’re seeing from that content across three distinct categories -- traffic, leads, and sales.


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Question 23
Our sales reps have access to detailed analytics or contact records that show the entire history of a potential customer’s interaction with our website and online marketing content. Specifically, how they interacted with marketing emails, how many times they visited our website, which pages they viewed, how many articles they read, and what videos they watched.



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Question 24
When it comes to tracking the financial ROI of our digital sales and marketing efforts, we ________.



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