Lead Generation Strategies for B2BContent is King:

The right content At the right timeAt the right place

In the right formatFor the right person

And in videoPlease= lead

The Process of Selling Hasn’t Changed…

The Process of Buying Has…

A monumental power shift

from sellers to buyers

Put theright content

in front of the right personat the right time

in the right format:

FTL (for the lead)

Creates Opportunities for Marketers

Prospects want content

Prospects but MarketersWant Give

Product Updates New strategies Industry news Merger / Acquisition news

Case Studies Industry News How to Guides Top 10 lists Interviews

Case Studies

Industry News

How to Guides

Top 10 lists

Interviews

Prospects what:

Product Updates

New strategies

Industry news

M/A

Marketers push the wrong content!

Marketers are publishing / pushing the wrong content!

Still 80% of customers find the Vendor!

Did you find the Vendor?

80% found the vendor!

Thank your Inbound Marketing team for that!

Great News for Business that are using Inbound Marketing

Effective Marketing Tactics:

Tradeshows Content Marketing Search Engine Optimization Webinars

But have a high degree of difficulty:

Difficulty andEffectiveness

Difficulty andEffectiveness

More Effective Marketing Tactics

WebsiteSEOEmail MarketingWebinarsTradeshows

These are Inbound Marketing Strategies

What challenges are Increasing?

High quality leadsGetting enough leadsDelivering value from benefitsMulti-channel lead generationBrand Awareness

What part of the Funnel is most challenging?

Converting Leads into CustomerLead generation / nurturingBrand Building / AwarenessLead Scoring / Hand-Off

Half of businesses believe a high quality lead can cost

less than $50. True?

Video as a B2B Lead Generation tool

Video Drives Action

83%! of B2B Executives watch more work-related videos today then last year

= 83%

Exec. prefer videos on your website!& 87% watch monthly!

Exec. Watch the Video, then

65% of Visit your website53% search for product informationMake a purchase Phone the vendorContact vendor after seeing ad in videoContact vendor after a YouTube ad

Business NewsBusiness Insight / Expert AdviceSpeeches, events, discussionsCase StudiesProduct ReviewsHow-To tutorials

Video Content Exec. like is:

83% of Exec. want Videos to be:

1-5 min long

= 83%

“Videos drives Executives down the

purchase path!”

The Hierarchyof

B2B Needs

1 - Avoid risk2- Avoid hassle

3 - Gain praise4 - Gain power

5 - Have fun6- Make a profit

The Executive mind works worries like this

So what does B2B Lead Generation Strategy Look Like?

Marketing Persona(s)

Content

Marketing Channels

Landing Pages

1 - Marketing Persona(s)•They are a proxy for your target audience

•Personas represent of a real group of users and their:• Goals,• Motivations, • Characteristics,• Behaviour

• All Personas are fictional, but based on fact

2 – Contentfor multiple personas /channels

Remember Prospects want this content:• Case Studies• Industry News• How – to guides• Top 10 lists• Interviews with analysts / executives• Video any of these

•Map content to the funnel to persona(s) to the channels

Marketing ChannelsSee what your Persona(s) favourite is

•Videos•Webinars•Blogs•Podcasts•LinkedIn•Quora

Landing PagesThe tool to capture leads

Use for:•Webinar registration•White paper downloads•Email newsletters•Case-Study access•How-to guide download

Lead Generation Strategies for B2BContent is King

Thanks for reading Question/comments direct here: @urbanrenstromwww.vikingmarketingsolutions.ie/blog