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The sales-ready lead you are targeting is often not the sole decision maker in their company. There are other upper-level employees that will have to be convinced. Map out these additional stakeholders, and craft relevant messaging. For example, creating content that helps IT administrators translate your product's value to their bosses.

http://marketinginteractions.com/books-by-ardath-albee/digital-relevance/

Avg ROI: +19%