Sales cycles in B2B, they’re anywhere from 3 or 12 months or more, sometimes years.

So during that process, it’s so important that your prospects are being educated by your content, by your videos, by your thought leadership.

So on that initial sales call, your sales team would have explained your products and services, and they would have explained buying options.

So when it comes to your content, during layer 3, you want to be focused on testimonials and case studies from other clients, benefits of your service and even unique features that your competitors can’t compete with.