The document outlines strategies for B2B companies to leverage content marketing for generating qualified leads online, emphasizing various content types such as blogs, videos, and infographics. It discusses the B2B purchase process, customer search behavior, and the importance of answering customer questions through content. Additionally, it highlights case studies demonstrating successful content marketing implementation and the significance of strategic SEO and analytics in improving lead generation and marketing effectiveness.

1. Impression-Marketing.com
July 2015
Content Marketing
for B2B Companies

2. Impression-Marketing.com
What we do

3. Impression-Marketing.com
What we do
In short, we are in business to get you
more qualified leads online

4. Impression-Marketing.com
What is Content Marketing?
• Blog posts
• Social media posts
• Whitepapers
• Infographics
• Email/newsletters
• Videos
• Webinars/Events
• E-books
• Press Releases
• Mobile Apps
• Websites

5. Impression-Marketing.com
The B2B Purchase Process
That's how far the average B2B buyer is through
the purchase decision process before engaging
a supplier sales rep

6. Impression-Marketing.com
How Does Search Work?

7. Impression-Marketing.com
How Does Search Work?
How do you
shop?

8. Impression-Marketing.com
How Do People Search?
1. Problems/Solutions
2. Cost
3. Versus/Compare
4. Reviews
5. Best
*From the Sales Lion

9. Impression-Marketing.com
Content Marketing
Your customers are
asking questions.
Are you answering?

10. Impression-Marketing.com
Marcus Sheridan Interview

11. Answer Questions in Blog Posts

14. B2B Success Story

15. B2B Initial Results
MACC’s traffic has been on the up-and-up since the launch in February
2015

16. B2B Search

18. B2B First Week Results

19. B2B First Week Results
• They’ve closed $35,000 from a website lead,
which has a phase II component that will result
in additional revenue
• Two leads have come in related to church
facilities
• One lead came in from a military base in DC
• Several tech-support forms filled out and a
field installer application

20. Impression-Marketing.com
Social Media Advertising

21. Impression-Marketing.com
Blogging

22. Impression-Marketing.com
Website Sales Funnel

23. Impression-Marketing.com
Website Design & Development

24. Impression-Marketing.com
Website Design & Development

25. Case Studies Very Effective for B2B

26. NSK, a B2B IT Consulting Firm
NSK’s goals when beginning with HubSpot and content
marketing were to:
• Acquire qualified leads for their sales department
• Extend their brand’s reach in the Boston area
Impression-Marketing.com
B2B Case Study

27. • Lack of Strategic SEO
• Too Much Reliance on Paid Advertising
• Cold Calling for Leads
• A Static Website
Impression-Marketing.com
Challenges

28. Impression-Marketing.com
Content Marketing Funnel

29. Blog Post

30. Landing Page

31. Inbound Marketing Results
Increase in client
revenue
Increase in lead
volume
Decrease in paid
marketing spend

32. Impression-Marketing.com
Blog Strategy Funnel
Brainstorm Write CTA* Publish Track

33. Impression-Marketing.com
Where to promote B2B?

34. Impression-Marketing.com
Success Metrics

35. It all Starts with Gap Analysis
• Website review & recommendations
• Social Media review & recommendations
• Competitive Analysis (What are your
vendors/competitors doing?)
• Recommended next steps
Impression-Marketing.com

36. Typical Monthly
• $3.5-$6k per month for IM Services (may
include a new website)
• $<1k for HubSpot
• IM Services Can Include: Strategy, Execution,
Content Marketing, Social Media, Training,
Analytics, Paid Advertising, Client Meetings.
Impression-Marketing.com

37. Impression-Marketing.com
Expert Analysis

38. Impression-Marketing.com
Website as a Sales Tool

39. Impression-Marketing.com
Website as a Sales Tool