5 Keys to Using Content for Effective Lead Generation


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Content may be king but are you using it successfully for lead generation? This presentation gives 5 keys for generating leads with your content.

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5 Keys to Using Content for Effective Lead Generation

  1. 1. 5 Keys to UsingContent for EffectiveLead Generation
  2. 2. Polling QuestionAre you currently using content to generate leads? 2
  3. 3. Polling QuestionWhat is your biggest challenge in using content for lead generation? 3
  4. 4. Biggest Content Marketing Challenge Source: “B2B Content Marketing:2010 Benchmarks, Budgets and Trends” by MarketingProfs and Junta42 4
  5. 5. Buyers find relevant online content only 42% of the time.Source:“Technology vendors may be losing close to 50% of their potential sales due to inadequate online information,” IDG Communications, 2008 5
  6. 6. Fewer than 1 in 3 peopletrust marketing messages. Source: Edelman Digital’s 2010 Trust Barometer,http://www.edelman.com/trust/2010/docs/2010_Trust_Barometer_Executive_Summary.pdf 6
  7. 7. 95% of B2B buyers chose a solution provider for a recent purchase who:“provided them with ample content to help navigate through each stage of the buying process.” Source: “Inside the Mind of the B2B Buyer,” DemandGen and Genius.com, March 2010 7
  8. 8. The New Sales ProcessSource: Ardath Albee, “eMarketing Strategies for the Complex Sale” 8
  9. 9. Benefits of Using Content• Lower cost of sales• Shorter sales cycles• Better qualified leads• Builds relationships 9
  10. 10. The 5 Keys 1. Understand your buyers 2. Ask how you can help 3. Actively nurture leads 4. Create outstanding content frequently 5. Manage expectations 10
  11. 11. Key #1Understand your buyers (Really, really well) 11
  12. 12. Get out of theoffice and talkto them. 12
  13. 13. Questions to Ask1. What are their most important responsibilities?2. What are their top obstacles/problems?3. Why haven’t they considered a product like yours?4. What alternatives do they believe will help?5. How does their boss measure their success?6. Where do they look for new information? 13
  14. 14. Key #1 How to do it1. Interview your buyers • Phone or in-person2. Ask questions to understand their buying criteria3. Do it regularly (3-5x/quarter) 14
  15. 15. Key #2 Ask“How can we help you?” vs.“What can we sell you?” 15
  16. 16. Don’t be this guy 16
  17. 17. Adopt a helpfulness mindset 17
  18. 18. Key #2 How to do it1. Freely give away great content that addresses your buyer’s concerns.2. Resist “selling.” Think “educate.” 18
  19. 19. Key #3Actively nurture leads 19
  20. 20. 73%of leads aren’t sales ready Source: “The Complex Sale: Lead Scoring Effort Increases Conversion 79%,” Marketing Sherpa, Jan. 25, 2012 20
  21. 21. Build a Content Path 21
  22. 22. Buyer/Context MatrixDownload your copy from www.kimgusta.com/webinar 22
  23. 23. Key #3 How to do it1. Determine what content your buyers want at each sales cycle stage2. Use the Buyer/Content Matrix* to map content to buyers and sales stages* Download from www.kimgusta.com/webinar 23
  24. 24. Key #4Create outstandingcontent frequently 24
  25. 25. Avoid contentcreation overwhelm 25
  26. 26. Content Audit TrackerDownload your copy from www.kimgusta.com/webinar 26
  27. 27. Think Economies of ScaleFrom one “how-to”webinar:• Blog posts• Article series• Video snippets• White paper• Best practices cheat sheet 27
  28. 28. Key #4 How to do it1. Do a content audit to document what you already have2. Before creating anything new, ask what are 5 ways you can re-purpose it?3. Ensure all content is part of your larger strategy. 28
  29. 29. Key #5 Manage expectations(others and your own) 29
  30. 30. Key #5 How to do it• Expect incremental buyer movement• Set expectations with Sales and Senior Management• Resist pressure for quantity over quality 30
  31. 31. How Do I Get Started? 31
  32. 32. Your 60 Day Plan to More Leads1. Interview 3 buyers.2. Inventory your existing content.*3. Develop preliminary content mapping plan.*4. Determine gaps between what you have and what you need.5. Pick two pressing pieces of content to create (re-create existing content if possible). *Download templates from www.kimgusta.com/webinar 32
  33. 33. Continue the Conversation For templates & content marketingresources, visit www.kimgusta.com/webinar Kim Gusta kim@kimgusta.com www.kimgusta.com Blog: kimgusta.com/blog Twitter: kimgusta 33