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In 2024, LeadGen will be the top priority for 68% of French B2B decision-makers, according to our study on marketing investments. In reality, the resources allocated to lead generation are rarely affected by the economic climate, as this lever directly impacts short- and medium-term revenue. In 2023, three out of four companies reported having at least one person responsible for LeadGen (87% if excluding very small enterprises), according to the 6th B2B Lead Benchmark.
In B2B, where purchase decisions are rarely impulsive, lead generation must involve a well-crafted content strategy based on:
- Clear, relevant and dynamic Buyer Persona ;
- Content with strong LeadGen potential: well-calibrated level of expertise, premium quality, SEO performance and logical link with the product to be promoted;
- Channels that make content visible to the target audience;
- Nurturing campaigns that accelerate the pipeline and shorten the sales cycle.
👉 In this report, we give you the keys to mastering the different variables in the LeadGen equation :
Episode 1 – The three characteristics of LeadGen content that converts
Episode 2 – Which formats and channels generate qualified leads?
Episode 3 – Nurturing: how do you move B2B leads through the funnel?
Expert Interview – How to generate B2B leads with content on social networks…
The 3 characteristics of LeadGen content that converts
To maximize the conversion potential of your LeadGen content, you’ll need to tick three boxes: find the right level of expertise, cover the various quality criteria, and have a perfectly calibrated tone of voice.
The expertise level of LeadGen content should aim to be one notch above the average level of the target audience to provide value to the reader and teach them new concepts without overwhelming them with jargon or overly complex ideas.
This accuracy can be achieved by analyzing the LinkedIn profiles of the target audience, examining interactions with existing content, and directly involving sales teams to understand the language used by readers. Content that is too technical may alienate the audience, while content that is too basic will be deemed useless and superficial.
La « qualité premium » s a subjective criterion, but it can be understood through three variables: originality (such as unique data from a study or a case study), SEO performance (ensuring the content is visible on search engines), and the ability to create a logical connection with the promoted offer.
Finally, the right tone of voice is achieved by drawing inspiration from the expressions and jargon used by your audience, allowing you to adopt appropriate linguistic codes while respecting your brand identity and considering the communication channels or media being used.
đź”— In the first episode of this report, we detail the three pillars that distinguish B2B content that generates leads from content that is quickly forgotten upon publication.
Quels formats et quels canaux pour générer des leads qualifiés ?
Converting B2B prospects into qualified leads is a three-way equation:
content that reflects the brand’s expertise, know-how and identity; distribution channels that make this content visible to the target audience; Calls to Action (CTAs) that turn reader interest into a business opportunity.
In terms of formats, the best performers include :
The blog post feeds the top of the funnel and serves as the basis for the cross-channel strategy. More than 9 out of 10 B2B companies publish them regularly, and 76% of B2B marketers claim to generate leads using this format[i].
By creating exclusive data derived directly from the field, studies serve as excellent Lead Magnets. They address a commonly expressed need among executives: to find reliable data that informs decision-making and mitigates the risks associated with their choices (investments, purchases, recruitment, etc.).
On its part, the white paper serves as a medium for expertise. Its length (6 to 25 pages) allows for a structured argumentation and demonstrates your know-how. It plays a role in the middle of the funnel, providing value while reassuring leads about your expertise.
Video formats, particularly webinars and short clips, are also relevant formats that excite millennial buyers, who are now the majority in the workforce.
This diversity of formats and the imperative of quality demand talent, expertise, and resources.
💡To keep the budget under control and make your content strategy economically viable, you will need to maximize the lifecycle of your content and master repurposing methods. We’ve summarized all of this in an infographic.
đź”—In this episode discover the four formats to prioritize in B2B LeadGen, along with the most suitable channels for each format to enhance the visibility of your content.
Nurturing: how do you feed B2B leads with content to move them up the funnel?
Lead nurturing is a marketing process that involves supplying leads with relevant and personalized content throughout their purchasing journey. When executed properly, it can generate 50% more qualified leads at a 33% lower acquisition cost.
This process relies on a series of planned interactions through emails, targeted content, and various touchpoints. The goal is to maintain the prospect’s engagement, strengthen their relationship with the brand, and ultimately reinforce their purchasing decision.
To develop a winning nurturing strategy, you need to :
Identify the content best suited to lead nurturing;
Define the best times for sending ;
Articulating the right tools to implement it (CRM and Marketing Automation)
Connect the right KPIs to measure the success of nurturing campaigns.
🔗 In this episode, we offer you a practical guide to building and implementing a lead nurturing campaign with a positive ROI. Here’s what’s on the agenda: the principle of lead nurturing, the types of content that work best, the necessary tools, the KPIs to measure success, and the 10 steps to execute a campaign (including concrete examples).
[Expert Interview] How to generate B2B leads with content on social networks…
To explore this topic, we asked JĂ©rĂ´me Droin, Data Solutions and Leadgen Sales Director at Infopro Digital, to share his expertise.
It’s essential to offer value-added content that moves away from the traditional sales pitch: white papers, case studies, guides, and webinars… are effective formats that reach audiences at different stages of the buying journey. The appeal of the subject, the angle chosen, the reputation of the sender, the format of the post and the frequency of exposure are also factors to be taken into account.
On the networks, transforming interest in content into a qualified lead requires precise targeting or a qualifying form (preferably integrated and pre-filled).
As far as campaigns are concerned, there is no predefined structure, as performance monitoring and testing remain essential to fine-tune the strategy.
To reach an affinity audience with the content on offer, we need to distinguish :
- cold audiences (targeting by interest or profiles similar to converted Internet users)
- Warm audiences (those already committed to the brand).
CTA inspires action. Well-placed and focused on immediate benefits, it can significantly improve conversion rates.
Finally, tools (Google Analytics, Meta Business Suite, LinkedIn Campaign Manager…) are essential for monitoring and optimizing the performance of LeadGen campaigns.
đź”— To read the full article, click here.
[i] https://masterblogging.com/how-many-businesses-have-a-blog/#:~:text=Overall%2C%2090%25%20of%20businesses%20use,their%20number%20one%20SEO%20tactic
[ii] https://blog.hubspot.com/customers/marketing/16-automated-lead-nurturing-scenarios