To get prospects to begin moving toward you, first you need to attract their attention. (Hint: Don’t do it by shouting.)

Let’s say you’re at the zoo with a paper bag full of peanuts. The elephant is looking the other way, oblivious. To capture his attention, all you have to do is rustle the bag.

B2B vendors must offer prospects more relevant content—which makes it better content—than ever before. After all, from the perspective of your prospects, access to useful information and insights from your competitors is just a mouse click away.

If you’re outdated, boring or irrelevant, you’re history. So be fresh, interesting and relevant.

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