This document discusses how companies can leverage content marketing to acquire qualified sales leads. It explains that content can take many forms and be distributed through various channels, including business-to-business networks. These networks offer guaranteed lead programs that distribute a company's content to relevant audiences and provide contact information for those who download the content. The document provides an example of a company that created targeted content for different industries and verticals and was able to generate qualified leads through a guaranteed lead program with titles such as Technical Specialist and Director of Business Planning.

1. How to Leverage Content to
Acquire Qualified Leads
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©2015 Goodman Marketing Partners, Inc.
May 2015

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
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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
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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.
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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.
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6. Case Study: Tandberg
©2015 Goodman Marketing Partners, Inc.

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
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8. Case Study: Tandberg
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Example of content when placed on a publishers site:

9. Case Study: Tandberg
©2015 Goodman Marketing Partners, Inc.
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Example of content written and designed based on best practices

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
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©2015 Goodman Marketing Partners, Inc.

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: dwilliams@goodmanmarketing.com
Web: www.goodmanmarketing.com