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B2B Guaranteed Lead Programs: A Primer


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Sales and marketing are struggling to fill their pipelines with quality leads. A Guaranteed Lead Program is a strategic way to distribute content and deliver qualified leads into your pipeline. This primer teaches you how.

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B2B Guaranteed Lead Programs: A Primer

  1. 1. How to Leverage Content to Acquire Qualified Leads 4340 Redwood Hwy, Suite B52 San Rafael, CA 94903 415.507.9060 ©2015 Goodman Marketing Partners, Inc. May 2015
  2. 2. What is Content? • Content is information that has a perceived value to an audience – Research – Points-of-View – Case Studies – Instructional Guides • Content marketing is the way in which you distribute that content in order to achieve key business objectives – Retain existing customers by adding value – Acquire new sales leads by demonstrating thought/category leadership • Content can take many forms: – Printed/paper documents – Digital documents (PDFs, PPTs) – Video – Blogs ©2015 Goodman Marketing Partners, Inc. 2
  3. 3. New Content Distribution Channel • Typically, content is distributed on a proprietary company website • Links to PDFs • Woven into blog topics • In 2005, a new channel emerged: Business-to-business networks – They serve as a community forum, where people of like mind/business need gather to find research, information from peers, get educated on a topic • Reminiscent of the first user groups on Yahoo in 1999 • Extremely popular among the high tech sector where: – Sales cycles are long – Lots of competition – Everyone was thinking about how to penetrate verticals • Networks were looking for custom content to keep drawing subscribers to their site – Advertisers leveraged the publisher as a way to distribute content through a credible 3rd party source ©2015 Goodman Marketing Partners, Inc. 3
  4. 4. Guaranteed Lead Programs • Now B2B publishers offers content / whitepapers to a select, highly targeted audience through 3rd party sites and “sell” the information about those that download, to clients – Created a “Guaranteed Lead Program” – you only pay for the names/titles/company/contact information from those who downloaded your content • Audience “types” to target include: – Information Technology – Engineering – Manufacturing – Construction – Occupational Health and Safety – Financial Services – HR Management ©2015 Goodman Marketing Partners, Inc. 4
  5. 5. Sites and blogs Newsletters Social media groups Mobile apps RSS feeds CONTENT IS CREATED: •eBooks •White papers •Analyst reports •Research •Case Studies TARGETED DISTRIBUTION: Publishers network is broken down into 300+ industries; They distribute content only to contextually relevant subscribers. FILTERING & SCRUBBING: Leads pass a stringent scrubbing process that removes leads with invalid data before being provided. Contextually relevant users CONTENT IS MARKETED THROUGH VARIOUS CHANNELS Content Distribution: GLP Program Prospects who download content Prospects who meet your filters and pass scrubbing process CONTENT IS SHARED 3rd party publishers post content to their site and start marketing it to their subscribers QUALIFIED LEADS: Pay only for leads that meet filter criteria (geo, co. size, job level, industry, etc. ©2015 Goodman Marketing Partners, Inc. 5
  6. 6. Case Study: Tandberg ©2015 Goodman Marketing Partners, Inc.
  7. 7. Case Study: Tandberg • Divided targets into 4 key vertical segments: – Financial Services – Utilities – Healthcare – Manufacturing • Targeted multiple executives within each organization: CEO, CFO and CTO through a complex data validation and merge/purge process – Conducted outbound telemarketing research to identify pain points within each segment – Created whitepapers and case studies specific to each vertical that wove in pain points and created them as digital assets available on a micro-site • Placed a digital Leaderboard on the IT Toolbox website to attract attention and drive key IT executives to a micro-site to learn more • Placed assets on various publication sites within Tech Web to drive interest for industry whitepapers ©2015 Goodman Marketing Partners, Inc. 7
  8. 8. Case Study: Tandberg ©2015 Goodman Marketing Partners, Inc. 8 Example of content when placed on a publishers site:
  9. 9. Case Study: Tandberg ©2015 Goodman Marketing Partners, Inc. 9 Example of content written and designed based on best practices
  10. 10. Case Study: Tandberg • Results: • Responding companies included: – Lockheed Martin, Black & Decker, Caterpillar Inc., Georgia Pacific, Apria Healthcare, IBM, Baxter Healthcare • Their titles: – Technical Specialist, Purchasing Manager, Operations Manager, Supply Chain Consultant, Sales Manager, Director of Business Planning 10 ©2015 Goodman Marketing Partners, Inc.
  11. 11. To learn more about Guaranteed Lead Programs , see more case study examples and discuss how they might work for your lead generation needs, contact: Want to learn more? 11 ©2015 Goodman Marketing Partners, Inc. Denise Williams, Director of Strategic Marketing Goodman Marketing Partners Phone: 610.913.0445 Toll-free: 877.586.6466 Email: Web: