Lead Generation for B2B Strategies. Success is getting content in front of the right person, at the right time, in the right format, via the right channel.

1. Lead Generation Strategies for B2B
Content is King:
The right content
At the right time
At the right place
In the right format
For the right person
And in video
Please
= lead

2. The Process of Selling Hasn’t Changed…

3. The Process of Buying Has…

4. A monumental
power shift
from sellers
to buyers

5. Creates Opportunities for Marketers
Put the
right content
in front of the right person
at the right time
in the right format:
FTL (for the lead)

6. Prospects want content

7. Prospects but Marketers
Want Give
 Case Studies  Product Updates
 Industry News  New strategies
 How to Guides  Industry news
 Top 10 lists  Merger / Acquisition news
 Interviews

8. Prospects what:
Case Studies
 Industry News
 How to Guides
 Top 10 lists
 Interviews

9. Marketers push the wrong content!
 Product Updates
 New strategies
 Industry news
 M/A

10. Marketers are publishing / pushing the
wrong content!

11. Still 80% of customers find the Vendor!

12. Did you find the Vendor?
80% found the vendor!
 Thank your Inbound Marketing
team for that!

13. Great News for Business
that are using Inbound
Marketing

14. Effective Marketing Tactics:
 Tradeshows
 Content Marketing Difficulty
 Search Engine Optimization and
 Webinars Effectiveness
But have a high degree of difficulty:

15. Difficulty
and
Effectiveness

16. More Effective Marketing Tactics
Website
SEO
Email Marketing
Webinars
Tradeshows
These are Inbound
Marketing Strategies

17. What challenges are Increasing?
High quality leads
Getting enough leads
Delivering value from benefits
Multi-channel lead generation
Brand Awareness

18. What part of the Funnel is most challenging?
Converting Leads into Customer
Lead generation / nurturing
Brand Building / Awareness
Lead Scoring / Hand-Off

19. Half of businesses believe a high
quality lead can cost less than
$50. True?

21. Video as a B2B
Lead Generation tool
Video Drives Action

22. 83%! of B2B
Executives
watch more
work-related
videos today
then last year
= 83%

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

24. Exec. Watch the Video, then
65% of Visit your website
53% search for product information
Make a purchase
Phone the vendor
Contact vendor after seeing ad in video
Contact vendor after a YouTube ad

25. Video Content Exec. like is:
Business News
Business Insight / Expert Advice
Speeches, events, discussions
Case Studies
Product Reviews
How-To tutorials

26. 83% of Exec. want Videos to be:
1-5 min long
= 83%

27. “Videos drives
Executives down the
purchase path!”

28. The Hierarchy
of
B2B Needs

29. The Executive mind works worries like this
1 - Avoid risk
2- Avoid hassle
3 - Gain praise
4 - Gain power
5 - Have fun
6- Make a profit

30. So what does B2B Lead Generation Strategy
Look Like?
Marketing Persona(s)
Content
Marketing Channels
Landing Pages

31. 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

33. 2 – Content
for multiple personas /channels
•Map content to the funnel to persona(s)
to the channels
Remember Prospects want this content:
•Case Studies
•Industry News
•How – to guides
•Top 10 lists
•Interviews with analysts / executives
•Video any of these

34. Marketing Channels
See what your Persona(s) favourite is
•Videos
•Webinars
•Blogs
•Podcasts
•LinkedIn
•Quora

35. Landing Pages
The tool to capture leads
Use for:
•Webinar registration
•White paper downloads
•Email newsletters
•Case-Study access
•How-to guide download

36. Lead Generation Strategies for B2B
Content is King
Thanks for reading
Question/comments direct here: @urbanrenstrom
www.vikingmarketingsolutions.ie/blog