{"id":13099,"date":"2024-09-24T21:48:50","date_gmt":"2024-09-24T19:48:50","guid":{"rendered":"https:\/\/www.infopro-digital-media.fr\/quels-formats-de-contenus-et-quels-canaux-pour-generer-des-leads-qualifies-en-b2b\/"},"modified":"2024-09-25T11:11:02","modified_gmt":"2024-09-25T09:11:02","slug":"which-content-formats-and-which-channels-generate-qualified-leads-in-b2b","status":"publish","type":"post","link":"https:\/\/www.infopro-digital-media.fr\/en\/which-content-formats-and-which-channels-generate-qualified-leads-in-b2b\/","title":{"rendered":"What content formats and channels are needed to generate qualified B2B leads?"},"content":{"rendered":"\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-bleu-color\"><strong>In the LeadGen equation, three variables work in synergy to achieve conversion:<\/strong><\/mark><\/p>\n\n\n\n<ul>\n<li><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-bleu-color\"><strong>The content reflects the brand&#8217;s expertise, know-how and\/or identity and provides the right level of information.<\/strong><\/mark><\/li>\n\n\n\n<li><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-bleu-color\"><strong>Distribution channels share this content to make it visible to the target audience.<\/strong><\/mark><\/li>\n\n\n\n<li><strong><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-bleu-color\"><strong>Calls to Action (CTAs) convert the reader&#8217;s interest into a business opportunity.&#8221;<\/strong><\/mark><\/strong><\/li>\n<\/ul>\n\n\n\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-bleu-color\"><strong>In the <\/strong><\/mark><strong><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-indigo-color\"><a href=\"https:\/\/www.infopro-digital-media.fr\/en\/three-essential-pillars-for-effective-b2b-leadgen-content\/\">first episode of this series<\/a><\/mark><\/strong><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-bleu-color\"><strong>, we explored the best practices for creating and utilizing LeadGen-oriented content. Today, we will review the most relevant formats and distribution channels for generating B2B leads.<\/strong><\/mark><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\" id=\"h-1-the-blog-post-the-must-have-at-the-top-of-the-funnel\">#1 The blog post, the must-have at the top of the funnel<\/h2>\n\n\n\n<figure class=\"wp-block-image alignwide size-full\"><img decoding=\"async\" width=\"960\" height=\"289\" src=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/contenus_leadgen_art2_1.png\" alt=\"\" class=\"wp-image-13021\" srcset=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/contenus_leadgen_art2_1.png 960w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/contenus_leadgen_art2_1-300x90.png 300w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/contenus_leadgen_art2_1-768x231.png 768w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/figure>\n\n\n\n<p>More than 9 out of 10 B2B companies engage in blogging, 76% of B2B marketers claim to generate leads from their blog, and companies with an active blog generate 67% more leads than others<a id=\"_ednref1\" href=\"#_edn1\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-bleu-color\">[i]<\/mark><\/a>.<br>Even though the blog faces increasing competition from more dynamic channels like social media and email marketing, it remains a cornerstone in companies&#8217; LeadGen strategies, both for <strong>SEO reasons<\/strong> (a site without traffic cannot generate leads, by definition) and for <strong>broader marketing considerations<\/strong>.<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-3 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:5%\">\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-7-1024x925.png\" alt=\"\" class=\"wp-image-12956\" width=\"42\" height=\"37\" srcset=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-7-1024x925.png 1024w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-7-300x271.png 300w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-7-768x694.png 768w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-7-1536x1388.png 1536w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-7-2048x1850.png 2048w\" sizes=\"(max-width: 42px) 100vw, 42px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n<p><strong><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-bleu-clair-color\">On the SEO side<\/mark>,<\/strong> a website with a regularly updated blog will have more pages indexed on Google, cover a broader range of keywords related to its core business, and send a <em>freshness signal<\/em> to search engines.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-6 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:5%\">\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-7-1024x925.png\" alt=\"\" class=\"wp-image-12956\" width=\"42\" height=\"37\" srcset=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-7-1024x925.png 1024w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-7-300x271.png 300w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-7-768x694.png 768w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-7-1536x1388.png 1536w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-7-2048x1850.png 2048w\" sizes=\"(max-width: 42px) 100vw, 42px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-bleu-clair-color\"><strong>From a marketing perspective<\/strong>,<\/mark> the blog post feeds the top of the funnel to guide the target audience towards more in-depth content (access to which is typically conditioned on completing a LeadGen form).<br>But this is not its only benefit:<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-9 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:5%\"><\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\">\n<ul>\n<li>Because it is easy to implement (compared to a white paper or video), it is the ideal format to respond to current events in your industry.<\/li>\n\n\n\n<li>After publication, the article can be regularly updated to become the most comprehensive content on the web regarding the topic.<\/li>\n\n\n\n<li>The blog serves as the foundation of a cross-channel strategy as it feeds your other communication channels (social media, newsletters, etc.).<\/li>\n<\/ul>\n<\/div>\n<\/div>\n\n\n\n<p class=\"has-bleu-color has-electric-background-color has-text-color has-background\">\ud83d\udc49 <strong>The distribution channels for this format include<\/strong> blog, LinkedIn, Twitter for certain sectors (particularly tech, finance, and digital marketing), and email marketing.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\" id=\"h-2-studies-or-the-unique-lead-magnet\">#2 Studies, or the unique Lead Magnet<\/h2>\n\n\n\n<figure class=\"wp-block-image alignwide size-full\"><img decoding=\"async\" width=\"960\" height=\"289\" src=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/contenus_leadgen_art2_2.png\" alt=\"\" class=\"wp-image-13023\" srcset=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/contenus_leadgen_art2_2.png 960w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/contenus_leadgen_art2_2-300x90.png 300w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/contenus_leadgen_art2_2-768x231.png 768w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/figure>\n\n\n\n<p>Feeding decision-making with reliable, relevant, and contextualized data. <strong>This is the challenge that over 70% of leaders struggle to meet<\/strong><a id=\"_ednref1\" href=\"#_edn1\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-bleu-color\">[ii]<\/mark><\/a>.<br>By regularly offering unique studies to your target audience, you address a real and clearly expressed pain point.<\/p>\n\n\n\n<p>Studies allow you to create first-hand data that won&#8217;t be found with your competitors (by definition). This exclusivity is <strong>inherently valuable for your brand.<\/strong><br>Moreover, if you can make the<strong> numbers speak<\/strong> to derive actionable <em>insights<\/em>, you will likely achieve an excellent marketing ROI from your study (in terms of LeadGen, but also brand awareness, SEO through generated external links, brand perception, etc.)<br>More indirectly, studies open up interesting PR opportunities, as specialized media are always on the lookout for quantitative data to support their articles. This exposure can drive traffic to your website\/blog and potentially generate new leads.<\/p>\n\n\n\n<p class=\"has-bleu-color has-electric-background-color has-text-color has-background\">\ud83d\udc49 <strong>The distribution channels for this format include <\/strong>landing page, blog (teaser article and CTAs in articles), email marketing, email signature, LinkedIn (posts and InMail), distribution by sales representatives during interactions with prospects, during webinars (as supplementary resources), and PR\u2026<\/p>\n\n\n\n<p class=\"has-white-color has-indigo-background-color has-text-color has-background\">\ud83d\udca1<strong>Conduct your first study<\/strong><br>\u200bConcept testing, brand awareness study, satisfaction survey, barometer, pre or post-advertising test\u2026 The Infopro Digital Research Institute relies on an expert team from the leading research institutes to offer services that combine methodological accuracy and media power. Backed by the Infopro Digital group, the institute has the most comprehensive B2B database in France, with 4 million active professional contacts that comply with GDPR.<br><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-electric-color\"><a href=\"https:\/\/www.infopro-digital-media.fr\/en\/solution\/studies\">Discover our solutions and launch your study<\/a><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-bleu-color\"><\/mark><\/mark><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\" id=\"h-3-the-white-paper-a-guarantee-of-expertise\">#3 The white paper, a guarantee of expertise<\/h2>\n\n\n\n<figure class=\"wp-block-image alignwide size-full\"><img decoding=\"async\" width=\"960\" height=\"289\" src=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/contenus_leadgen_art2_3.png\" alt=\"\" class=\"wp-image-13025\" srcset=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/contenus_leadgen_art2_3.png 960w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/contenus_leadgen_art2_3-300x90.png 300w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/contenus_leadgen_art2_3-768x231.png 768w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/figure>\n\n\n\n<p>While the blog post is primarily a good SEO format, <strong>the white paper serves as a support for expertise.<\/strong> It is in this 6 to 20-page document that you can present a structured argument, demonstrate your know-how, and build your credibility in your field.<\/p>\n\n\n\n<p>This format allows you to <strong>break down a complex issue<\/strong>, present exclusive data from your studies, share client case studies, detail a new approach, or educate your market on emerging concepts.<br>In the middle of the funnel, the white paper engages your prospects while confirming your expertise. It is also <strong>an excellent lead qualification tool<\/strong>, as prospects who invest time in reading this in-depth document are generally more qualified and further along in their purchasing consideration.<br>Unlike ephemeral formats (LinkedIn posts and email marketing), the <strong>white paper has longevity:<\/strong> it continues to generate leads long after its publication and can be adapted into several more digestible formats to minimize content creation costs<\/p>\n\n\n\n<p class=\"has-bleu-color has-electric-background-color has-text-color has-background\">\ud83d\udc49 <strong>The distribution channels for this format include<\/strong> landing page, email marketing, email signature, LinkedIn (posts and InMail), distribution by sales representatives during interactions with prospects, blog (CTAs in articles), and during webinars.<\/p>\n\n\n\n<p class=\"has-white-color has-indigo-background-color has-text-color has-background\">\ud83d\udca1<strong>Did you know:<\/strong> 67% of the most successful B2B companies regularly produce white papers and ebooks<a id=\"_ednref1\" href=\"#_edn1\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-electric-color\">[iii]<\/mark><\/a>.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\" id=\"h-4-video-formats-from-webtv-to-short-clips\">#4 Video Formats: From WebTV to Short Clips<\/h2>\n\n\n\n<figure class=\"wp-block-image alignwide size-full\"><img decoding=\"async\" width=\"960\" height=\"289\" src=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/contenus_leadgen_art2_4.png\" alt=\"\" class=\"wp-image-13027\" srcset=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/contenus_leadgen_art2_4.png 960w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/contenus_leadgen_art2_4-300x90.png 300w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/contenus_leadgen_art2_4-768x231.png 768w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/figure>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-12 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:5%\">\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-7-1024x925.png\" alt=\"\" class=\"wp-image-12956\" width=\"42\" height=\"37\" srcset=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-7-1024x925.png 1024w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-7-300x271.png 300w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-7-768x694.png 768w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-7-1536x1388.png 1536w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-7-2048x1850.png 2048w\" sizes=\"(max-width: 42px) 100vw, 42px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n<p><strong><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-bleu-clair-color\">WebTV <\/mark><\/strong>addresses most of the challenges faced by B2B sales and marketing departments, starting with LeadGen. In 2023, the average webinar recorded 457 registrants, <strong>with a conversion rate of 6% to 50%<\/strong>, resulting in between 27 to 228 leads generated per session.<\/p>\n\n\n\n<p>\ud83d\udd17 To learn more about this format, you can check out our report <a href=\"https:\/\/www.infopro-digital-media.fr\/en\/guide-to-web-tv-impact-on-b2b-and-revenue-and-our-7-practical-advices\/\"><em><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-bleu-color\">&#8220;WebTV in B2B: ROI, Impact on Revenue, and Our 7 Practical Tips<\/mark><\/em><\/a>&#8220;<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-15 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:5%\">\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-7-1024x925.png\" alt=\"\" class=\"wp-image-12956\" width=\"42\" height=\"37\" srcset=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-7-1024x925.png 1024w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-7-300x271.png 300w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-7-768x694.png 768w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-7-1536x1388.png 1536w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-7-2048x1850.png 2048w\" sizes=\"(max-width: 42px) 100vw, 42px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n<p><strong><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-bleu-clair-color\">Short videos, <\/mark><\/strong><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-gris-color\">already essential on mainstream social media, are increasingly making their mark in B2B for several reasons:<\/mark><\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-18 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:5%\"><\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\">\n<ul>\n<li>64% of buyers are millennials or younger.<\/li>\n\n\n\n<li>LinkedIn has launched a news feed consisting of 100% of short videos.<\/li>\n\n\n\n<li>81% of B2B decision-makers prefer to watch a video to understand a product rather than read a brochure.<\/li>\n<\/ul>\n\n\n\n<p>\ud83d\udd17 To learn more about this format, you can check out our report <a href=\"https:\/\/www.infopro-digital-media.fr\/en\/guide-to-web-tv-impact-on-b2b-and-revenue-and-our-7-practical-advices\/\"><em>&#8220;WebTV in B2B: ROI, Impact on Revenue, and Our 7 Practical Tips<\/em><\/a>&#8220;<\/p>\n<\/div>\n<\/div>\n\n\n\n<p class=\"has-white-color has-indigo-background-color has-text-color has-background\">\ud83d\udca1<strong>Infopro Digital Stories expert team to help you with your LeadGen content <\/strong><br>Infopro Digital Stories, our content agency, supports you in the design and implementation of effective and meaningful content strategies to engage your audiences and generate leads. Diversify your content and define the most impactful formats to increase your opportunities for contact with your audiences.<br><a href=\"https:\/\/www.infopro-digital-media.fr\/en\/solution\/contents\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-electric-color\">Discover our services.<\/mark><\/a><br><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-electric-color\"><\/mark><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p><a id=\"_edn1\" href=\"#_ednref1\">[i]<\/a> <a href=\"https:\/\/masterblogging.com\/how-many-businesses-have-a-blog\/#:~:text=Overall%2C%2090%25%20of%20businesses%20use,their%20number%20one%20SEO%20tactic\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/masterblogging.com\/how-many-businesses-have-a-blog\/#:~:text=Overall%2C%2090%25%20of%20businesses%20use,their%20number%20o<\/a><a href=\"https:\/\/masterblogging.com\/how-many-businesses-have-a-blog\/#:~:text=Overall%2C%2090%25%20of%20businesses%20use,their%20number%20one%20SEO%20tactic\">ne%20SEO%20tactic<\/a><\/p>\n\n\n\n<p><a id=\"_edn1\" href=\"#_ednref1\">[ii]<\/a> <a href=\"https:\/\/www.oracle.com\/news\/announcement\/decision-dilemma-2023-04-19\/\">h<\/a><a href=\"https:\/\/www.oracle.com\/news\/announcement\/decision-dilemma-2023-04-19\/\" target=\"_blank\" rel=\"noreferrer noopener\">ttps:\/\/www.oracle.com\/news\/announcement\/decisio<\/a><a href=\"https:\/\/www.oracle.com\/news\/announcement\/decision-dilemma-2023-04-19\/\">n-dilemma-2023-04-19\/<\/a><\/p>\n\n\n\n<p><a id=\"_edn1\" href=\"#_ednref1\">[iii]<\/a> <a href=\"https:\/\/contentmarketinginstitute.com\/articles\/b2b-power-content-marketing-research\/\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/contentmarketinginstitute.com\/articles\/b2b-power-content-marketing-research\/<\/a><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n","protected":false},"excerpt":{"rendered":"<p>In the LeadGen equation, three variables work in synergy to achieve conversion: In the first [&hellip;]<\/p>\n","protected":false},"author":28,"featured_media":13078,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[93],"tags":[209,184],"thematique":[185],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.5 (Yoast SEO v19.10) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What formats and channels are needed to generate qualified B2B leads?<\/title>\n<meta name=\"description\" content=\"Discover the content formats and distribution channels for generating qualified B2B leads.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.infopro-digital-media.fr\/en\/which-content-formats-and-which-channels-generate-qualified-leads-in-b2b\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What content formats and channels are needed to generate qualified B2B leads?\" \/>\n<meta property=\"og:description\" content=\"Discover the content formats and distribution channels for generating qualified B2B leads.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.infopro-digital-media.fr\/en\/which-content-formats-and-which-channels-generate-qualified-leads-in-b2b\/\" \/>\n<meta property=\"og:site_name\" content=\"Infopro Digital Media\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/fr-fr.facebook.com\/infoprodigital\/\" \/>\n<meta property=\"article:published_time\" content=\"2024-09-24T19:48:50+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-09-25T09:11:02+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/MISE_E1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"500\" \/>\n\t<meta property=\"og:image:height\" content=\"500\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"laramaffert\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.infopro-digital-media.fr\/en\/which-content-formats-and-which-channels-generate-qualified-leads-in-b2b\/\",\"url\":\"https:\/\/www.infopro-digital-media.fr\/en\/which-content-formats-and-which-channels-generate-qualified-leads-in-b2b\/\",\"name\":\"What formats and channels are needed to generate qualified B2B leads?\",\"isPartOf\":{\"@id\":\"https:\/\/www.infopro-digital-media.fr\/en\/#website\"},\"datePublished\":\"2024-09-24T19:48:50+00:00\",\"dateModified\":\"2024-09-25T09:11:02+00:00\",\"author\":{\"@id\":\"https:\/\/www.infopro-digital-media.fr\/en\/#\/schema\/person\/457a8cd6bba2117b4096ffe312b9879f\"},\"description\":\"Discover the content formats and distribution channels for generating qualified B2B leads.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.infopro-digital-media.fr\/en\/which-content-formats-and-which-channels-generate-qualified-leads-in-b2b\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.infopro-digital-media.fr\/en\/which-content-formats-and-which-channels-generate-qualified-leads-in-b2b\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.infopro-digital-media.fr\/en\/which-content-formats-and-which-channels-generate-qualified-leads-in-b2b\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.infopro-digital-media.fr\/en\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"What content formats and channels are needed to generate qualified B2B leads?\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.infopro-digital-media.fr\/en\/#website\",\"url\":\"https:\/\/www.infopro-digital-media.fr\/en\/\",\"name\":\"Infopro Digital Media\",\"description\":\"The leading French media brand to boost your image\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.infopro-digital-media.fr\/en\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.infopro-digital-media.fr\/en\/#\/schema\/person\/457a8cd6bba2117b4096ffe312b9879f\",\"name\":\"laramaffert\",\"url\":\"https:\/\/www.infopro-digital-media.fr\/en\/author\/laramaffert\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"What formats and channels are needed to generate qualified B2B leads?","description":"Discover the content formats and distribution channels for generating qualified B2B leads.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.infopro-digital-media.fr\/en\/which-content-formats-and-which-channels-generate-qualified-leads-in-b2b\/","og_locale":"en_US","og_type":"article","og_title":"What content formats and channels are needed to generate qualified B2B leads?","og_description":"Discover the content formats and distribution channels for generating qualified B2B leads.","og_url":"https:\/\/www.infopro-digital-media.fr\/en\/which-content-formats-and-which-channels-generate-qualified-leads-in-b2b\/","og_site_name":"Infopro Digital Media","article_publisher":"https:\/\/fr-fr.facebook.com\/infoprodigital\/","article_published_time":"2024-09-24T19:48:50+00:00","article_modified_time":"2024-09-25T09:11:02+00:00","og_image":[{"width":500,"height":500,"url":"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/MISE_E1.png","type":"image\/png"}],"author":"laramaffert","twitter_card":"summary_large_image","schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/www.infopro-digital-media.fr\/en\/which-content-formats-and-which-channels-generate-qualified-leads-in-b2b\/","url":"https:\/\/www.infopro-digital-media.fr\/en\/which-content-formats-and-which-channels-generate-qualified-leads-in-b2b\/","name":"What formats and channels are needed to generate qualified B2B leads?","isPartOf":{"@id":"https:\/\/www.infopro-digital-media.fr\/en\/#website"},"datePublished":"2024-09-24T19:48:50+00:00","dateModified":"2024-09-25T09:11:02+00:00","author":{"@id":"https:\/\/www.infopro-digital-media.fr\/en\/#\/schema\/person\/457a8cd6bba2117b4096ffe312b9879f"},"description":"Discover the content formats and distribution channels for generating qualified B2B leads.","breadcrumb":{"@id":"https:\/\/www.infopro-digital-media.fr\/en\/which-content-formats-and-which-channels-generate-qualified-leads-in-b2b\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.infopro-digital-media.fr\/en\/which-content-formats-and-which-channels-generate-qualified-leads-in-b2b\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/www.infopro-digital-media.fr\/en\/which-content-formats-and-which-channels-generate-qualified-leads-in-b2b\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.infopro-digital-media.fr\/en\/"},{"@type":"ListItem","position":2,"name":"What content formats and channels are needed to generate qualified B2B leads?"}]},{"@type":"WebSite","@id":"https:\/\/www.infopro-digital-media.fr\/en\/#website","url":"https:\/\/www.infopro-digital-media.fr\/en\/","name":"Infopro Digital Media","description":"The leading French media brand to boost your image","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.infopro-digital-media.fr\/en\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/www.infopro-digital-media.fr\/en\/#\/schema\/person\/457a8cd6bba2117b4096ffe312b9879f","name":"laramaffert","url":"https:\/\/www.infopro-digital-media.fr\/en\/author\/laramaffert\/"}]}},"_links":{"self":[{"href":"https:\/\/www.infopro-digital-media.fr\/en\/wp-json\/wp\/v2\/posts\/13099"}],"collection":[{"href":"https:\/\/www.infopro-digital-media.fr\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.infopro-digital-media.fr\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.infopro-digital-media.fr\/en\/wp-json\/wp\/v2\/users\/28"}],"replies":[{"embeddable":true,"href":"https:\/\/www.infopro-digital-media.fr\/en\/wp-json\/wp\/v2\/comments?post=13099"}],"version-history":[{"count":3,"href":"https:\/\/www.infopro-digital-media.fr\/en\/wp-json\/wp\/v2\/posts\/13099\/revisions"}],"predecessor-version":[{"id":13107,"href":"https:\/\/www.infopro-digital-media.fr\/en\/wp-json\/wp\/v2\/posts\/13099\/revisions\/13107"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.infopro-digital-media.fr\/en\/wp-json\/wp\/v2\/media\/13078"}],"wp:attachment":[{"href":"https:\/\/www.infopro-digital-media.fr\/en\/wp-json\/wp\/v2\/media?parent=13099"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.infopro-digital-media.fr\/en\/wp-json\/wp\/v2\/categories?post=13099"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.infopro-digital-media.fr\/en\/wp-json\/wp\/v2\/tags?post=13099"},{"taxonomy":"thematique","embeddable":true,"href":"https:\/\/www.infopro-digital-media.fr\/en\/wp-json\/wp\/v2\/thematique?post=13099"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}