The document outlines five key strategies for effective lead generation through content marketing, emphasizing the need to understand buyers, provide helpful content, nurture leads, create outstanding content frequently, and manage expectations. It highlights statistics about buyer behavior, the importance of addressing buyer's needs, and provides practical steps for implementing these strategies. A 60-day plan is suggested to kickstart the lead generation process.

1. 5 Keys to Using
Content for Effective
Lead Generation

2. Polling Question
Are you currently using content
to generate leads?
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3. Polling Question
What is your biggest challenge in
using content for lead
generation?
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4. Biggest Content Marketing Challenge
Source: “B2B Content Marketing:2010 Benchmarks, Budgets and Trends” by MarketingProfs and Junta42
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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
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6. Fewer than 1 in 3 people
trust marketing messages.
Source: Edelman Digital’s 2010 Trust Barometer,
http://www.edelman.com/trust/2010/docs/2010_Trust_Barometer_Executive_Summary.pdf
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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
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8. The New Sales Process
Source: Ardath Albee, “eMarketing Strategies for the Complex Sale”
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9. Benefits of Using Content
• Lower cost of sales
• Shorter sales cycles
• Better qualified leads
• Builds relationships
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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
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11. Key #1
Understand your buyers
(Really, really well)
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12. Get out of the
office and talk
to them.
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13. Questions to Ask
1. 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?
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14. Key #1 How to do it
1. Interview your buyers
• Phone or in-person
2. Ask questions to understand their buying
criteria
3. Do it regularly (3-5x/quarter)
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15. Key #2
Ask
“How can we help you?”
vs.
“What can we sell you?”
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16. Don’t be this guy
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17. Adopt a helpfulness mindset
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18. Key #2 How to do it
1. Freely give away great content
that addresses your buyer’s
concerns.
2. Resist “selling.” Think “educate.”
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19. Key #3
Actively nurture leads
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20. 73%
of leads aren’t sales ready
Source: “The Complex Sale: Lead Scoring Effort Increases
Conversion 79%,” Marketing Sherpa, Jan. 25, 2012
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21. Build a Content Path
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22. Buyer/Context Matrix
Download your copy from www.kimgusta.com/webinar
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23. Key #3 How to do it
1. Determine what content your buyers
want at each sales cycle stage
2. Use the Buyer/Content Matrix* to
map content to buyers and sales
stages
* Download from www.kimgusta.com/webinar
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24. Key #4
Create outstanding
content frequently
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25. Avoid content
creation overwhelm
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26. Content Audit Tracker
Download your copy from www.kimgusta.com/webinar
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27. Think Economies of Scale
From one “how-to”webinar:
• Blog posts
• Article series
• Video snippets
• White paper
• Best practices cheat sheet
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28. Key #4
How to do it
1. Do a content audit to document
what you already have
2. Before creating anything new, ask
what are 5 ways you can re-purpose
it?
3. Ensure all content is part of your
larger strategy.
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29. Key #5
Manage expectations
(others and your own)
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30. Key #5
How to do it
• Expect incremental buyer
movement
• Set expectations with Sales and
Senior Management
• Resist pressure for quantity over
quality
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31. How Do I Get
Started?
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32. Your 60 Day Plan to More Leads
1. 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
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33. Continue the Conversation
For templates & content marketing
resources, visit www.kimgusta.com/webinar
Kim Gusta
kim@kimgusta.com
www.kimgusta.com
Blog: kimgusta.com/blog
Twitter: kimgusta
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