Content & Inbound

Publish material that demonstrates judgment and creates relevant sales conversations.

Use four content types:

Type	Example
Teach	When a workflow needs AI versus deterministic automation
Point of view	Why most AI strategies should start with one operational workflow
Evidence	An anonymised or illustrative before/after workflow
Method	How you scope, diagnose, validate and prioritise

Avoid generic tool lists and broad AI commentary that a buyer can generate themselves.

Use content to start conversations: publish → engage with relevant buyers/partners → notice problem signals → start a contextual conversation → feed objections back into future content.

Track qualified conversations and opportunities rather than impressions alone.