Twitter is a peculiar platform. For B2B marketers, it doesn’t provide the most functional targeting features. And case studies provide conflicting results on whether B2B lead generation is actually effective on the 284 million strong social network. With the majority of revenue coming from mobile advertising, a channel that leans towards B2C, it’s no wonder B2B marketers look at Twitter lead generation and think: meh...
Content has long been king--but how has content marketing truly changed with the emergence of social media? The real x-factor has been the proven dominance of lead magnets. Creating high quality leads and then placing them exactly where you want in a lead funnel has made lead magnets the "irresistible bribe" that we have always associated with this type of offering.
B2B marketers across all verticals are constantly challenged with driving qualified leads to hand off to Sales, all while making sure that cost per lead (CPL) is optimized – the less the CPL, the better. As a result, an entire ecosystem of tools, strategies and tactics are at marketers’ fingertips today.
Content Marketing for Lead Generation
Content is the foundation of your lead generation efforts. The Content Marketing Institute defines content marketing as “the marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target...
The B2B funnel has constraints as a process of elimination based on the limited set of prospects in your database. A bunch go in at the top and a few come out the bottom. It's like setting yourself up for failure.
Lead nurturing is not an end goal but rather an ongoing tactic that allows you to leverage content to more deeply connect with your target audience, and by doing so, to more efficiently convert leads into customers and brand advocates.
I recently had the pleasure of hosting a webinar on lead generation strategies with the incredibly knowledgeable Tim Paige, Conversion Educator at LeadPages. We got together to share the lead generation strategies we've used to build our companies far quicker than most are able to achieve. Have a look at what LeadPages learned from processing over 4 million opt-ins a month and how WordStream used PPC to increase revenue and clients ten-fold in three years!