It's just not about selling any longer. Digital relationships of relevance are the key now.
What is relevant to your prospects is simple that which they value most, or that which is on the top of the minds most often. In order to get through the top of the experience funnel, you will need to content that is relevant to them. In today's attention economy, people only pay attention to content that is: a. essential; b. beneficial; c. useful. If you don't fit into one of those three categories, you'll not get into their world.
There are three different orders of relevance, and it's your job to weave a plan that incorporates all three orders of relevance.
Your objective is to create an on-going relationship build on experiences and engagements that are valuable and relevant to your prospect, customer, audience, etc.