1. Lauren T. Fisher Writer/Analyst N O V E M B E R 3 0, 2 0 1 1 B2B Lead Generation—Using Content to Acquire New Customers Sponsored by:

3. B2B Content Marketing (A Quick Recap)

4. What B2B marketers are up against :

5. The average cost-per-lead is rising... Inbound leads are significantly cheaper than outbound leads

6. What value does content marketing bring B2B companies? Twitter – #eMwebinar

7. Content marketing is hardly a new concept for B2B companies

9. Step #1: Build it

10. Knowing the audience will shape the content tone and topic selection But it’s not just “who,” it’s “who else”

11. Each stage of the buy cycle has question B2B marketers should look to answer Twitter – #eMwebinar

12. Maria Pergolino, director of marketing, Marketo “ Every message you’re sharing is a form of content.”

13. B2B marketers must decide how to package content Twitter – #eMwebinar

14. Formats such as blog posts, webinars and white papers are ideal for sharing top-funnel content

15. Webinars, white papers, case studies and enewsletters guide buyers down the path toward conversion

16. Brian Kardon, CMO, Eloqua “ People want to say, ‘Hey, a webinar is better than a video or a blog post.’ It’s less about the medium and more about the subject matter and how you execute. It’s what’s inside the vessel, not the vessel itself.” Twitter – #eMwebinar

17. The value of each content format …

18. … is tied to multiple factors, including industry, DM department, job level and the content itself .

19. Creating content can be a shared responsibility

21. Step #2: Gate it

22. There is a limit to how much information prospects will provide in exchange for content

23. Marketers must weigh their data collection wants versus their needs Twitter – #eMwebinar

24. Multistep registration offers a balanced approach to collecting lead information

25. Marketers can also give prospects control to customize future content marketing dialogue

26. Step #3: Promote it

27. Social media is a prime channel for sharing content that B2B decision-makers seek

28. Sharing content on social media sites can help to attract—and convert—leads into customers

29. Maria Pergolino, director of marketing, Marketo “ If somebody is not asking the question, then you shouldn’t be forcing the answer .”

30. Companies that engage in dialogue benefit when it’s decision time

31. Paid media provides additional content promotion

32. Understand where prospects gather online and concentrate on those areas

33. Marketers are already thinking about mobile for lead generation

34. Mobile makes content sharing and viewing easier for busy B2B decision-makers

35. Tablets are great for viewing informational and instructional content

36. Before jumping into a content distribution or promotion strategy, make sure to have the metrics to justify the investment

37. Step #4: Measure it

38. The metrics for measuring content marketing success are straightforward

39. The actual measurement process is a bit more complex Twitter – #eMwebinar

40. The majority of B2B companies worldwide track lead activity with a customer relationship management tool…

41. … But a minority are integrating their CRM system with a marketing automation tool

42. Lisa Horner, director of campaigns, Citrix Online “ When you think about lead nurturing programs, you have to be able to continue the story and the conversation as your prospects and your customers evolve their knowledge .”

43. Without tools to measure the value of each content marketing asset , marketers can’t expect to prioritize their efforts or grow their programs

44. B2B Content Marketing Examples Twitter – #eMwebinar

45. Citrix Systems: GotoWebinar

46. Clean , organized approach to sharing content topics and formats

47. Simple registration that provides the baseline for future dialogue and encourages content share and promotion

48. Promotion via email and earned promotion via social networks

49. IBM

50. Solving problems through education and community interaction

51. Tailoring content for each type of B2B purchase decision-maker

52. Repurposing event presentations into video content

53. American Express OPEN

54. What American Express is selling small businesses:

55. Repackaging content to meet decision makers’ needs

56. Conclusions

58. 2 Minute Case Study: Marketo Jason Miller Content Marketing and Social Media

61. Social Content

64. B2B Lead Generation —Using Content to Acquire New Customers Questions & Answers Registrants will receive an email tomorrow that includes a link to view the deck and webinar recording. For more discussion, please join us after the webinar on Twitter. To learn about eMarketer Total Access please visit www.emarketer.com/products or contact us: (800) 405-0844 or [email_address] Twitter Hashtag: #eMwebinar Sponsored by: Presented by: Lauren Fisher Writer/Analyst, eMarketer, Inc.