{"id":13444,"date":"2024-10-15T22:40:04","date_gmt":"2024-10-15T20:40:04","guid":{"rendered":"https:\/\/www.infopro-digital-media.fr\/dossier-les-cles-pour-creer-et-diffuser-des-contenus-leadgen-qui-convertissent-en-b2b\/"},"modified":"2024-10-18T15:47:13","modified_gmt":"2024-10-18T13:47:13","slug":"feature-keys-for-creating-and-distributing-leadgen-content-that-converts-to-b2b","status":"publish","type":"post","link":"https:\/\/www.infopro-digital-media.fr\/en\/feature-keys-for-creating-and-distributing-leadgen-content-that-converts-to-b2b\/","title":{"rendered":"[Feature] Keys to creating and distributing LeadGen content that converts in B2B"},"content":{"rendered":"\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-bleu-color\"><strong><span style=\"box-sizing: border-box; margin: 0px; padding: 0px;\">In<\/span> 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), <a href=\"https:\/\/www.infopro-digital-media.fr\/en\/barometer-of-b2b-lead-french-companies-reorganise-to-perform\/\">according to the 6th B2B Lead Benchmark.<\/a><br><\/strong><\/mark><\/p>\n\n\n\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-bleu-color\"><strong>In B2B, where purchase decisions are rarely impulsive, lead generation must involve a well-crafted content strategy based on:<\/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>Clear, relevant and dynamic <em>Buyer Persona<\/em> ;<\/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>Content with strong LeadGen potential: well-calibrated level of expertise, premium quality, SEO performance and logical link with the product to be promoted;<\/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>Channels that make content visible to the target audience;<\/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><em>Nurturing<\/em> campaigns that accelerate the pipeline and shorten the sales cycle.<\/strong><\/mark><\/li>\n<\/ul>\n\n\n\n<p class=\"has-bleu-color has-electric-background-color has-text-color has-background\">\ud83d\udc49 In this report, we give you the keys to mastering the different variables in the LeadGen equation\u00a0:<br><strong>Episode 1 &#8211; <\/strong>The three characteristics of LeadGen content that converts<br><strong>Episode 2 &#8211; <\/strong>Which formats and channels generate qualified leads?<br><strong>Episode 3 &#8211; <\/strong>Nurturing: how do you move B2B leads through the funnel?<br><strong>Expert Interview &#8211; <\/strong>How to generate B2B leads with content on social networks\u2026<\/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-the-3-characteristics-of-leadgen-content-that-converts\">The 3 characteristics of LeadGen content that converts<\/h2>\n\n\n\n<p>To maximize the conversion potential of your LeadGen content, you&#8217;ll need to <strong>tick three boxes<\/strong>: find the right level of expertise, cover the various quality criteria, and have a perfectly calibrated <em>tone of voice.<\/em><\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" width=\"600\" height=\"400\" src=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/10\/AdobeStock_640570840_600.jpg\" alt=\"\" class=\"wp-image-13390\" srcset=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/10\/AdobeStock_640570840_600.jpg 600w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/10\/AdobeStock_640570840_600-300x200.jpg 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/figure>\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-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-8-1024x925.png\" alt=\"\" class=\"wp-image-13110\" width=\"42\" height=\"37\" srcset=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-1024x925.png 1024w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-300x271.png 300w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-768x694.png 768w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-1536x1388.png 1536w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-2048x1850.png 2048w\" sizes=\"(max-width: 42px) 100vw, 42px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column 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>The expertise level of LeadGen content <\/strong><\/mark><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-gris-color\">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.<\/mark><br>This accuracy can be achieved by analyzing the LinkedIn profiles of the target audience, examining interactions with existing content, <strong>and directly involving sales teams <\/strong>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.<\/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-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-8-1024x925.png\" alt=\"\" class=\"wp-image-13110\" width=\"42\" height=\"37\" srcset=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-1024x925.png 1024w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-300x271.png 300w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-768x694.png 768w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-1536x1388.png 1536w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-2048x1850.png 2048w\" sizes=\"(max-width: 42px) 100vw, 42px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column 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\">La \u00ab\u00a0qualit\u00e9\u00a0premium \u00bb<\/mark><\/strong> s a subjective criterion, but it can be understood through three variables: originality (<a href=\"https:\/\/www.infopro-digital-media.fr\/en\/decision-makers-find-your-market-for-reliable-contextualized-and-immediately-actionable-information\/\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-bleu-color\">such as unique data from a study or a case study<\/mark><\/a>), SEO performance (ensuring the content is visible on search engines), and the ability to create a logical connection with the promoted offer.<\/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-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-8-1024x925.png\" alt=\"\" class=\"wp-image-13110\" width=\"42\" height=\"37\" srcset=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-1024x925.png 1024w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-300x271.png 300w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-768x694.png 768w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-1536x1388.png 1536w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-2048x1850.png 2048w\" sizes=\"(max-width: 42px) 100vw, 42px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p>Finally, <mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-bleu-clair-color\"><strong>the right tone of voice<\/strong> <\/mark>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.<\/p>\n<\/div>\n<\/div>\n\n\n\n<p class=\"has-white-color has-indigo-background-color has-text-color has-background\">\ud83d\udd17 <a href=\"https:\/\/www.infopro-digital-media.fr\/en\/three-essential-pillars-for-effective-b2b-leadgen-content\/\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-electric-color\">In the first episode<\/mark><\/a> of this report, we detail the three pillars that distinguish B2B content that generates leads from content that is quickly forgotten upon publication.<\/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-quels-formats-et-quels-canaux-pour-generer-des-leads-qualifies\">Quels formats et quels canaux pour g\u00e9n\u00e9rer des leads qualifi\u00e9s ?<\/h2>\n\n\n\n<p>Converting B2B prospects into qualified leads is a three-way equation:<br><strong>content that reflects the brand&#8217;s expertise<\/strong>, know-how and identity; <strong>distribution channels that make this content visible <\/strong>to the target audience; <strong>Calls to Action (CTAs)<\/strong> that turn reader interest into a business opportunity.<br>In terms of formats, the best performers include :<\/p>\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-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-8-1024x925.png\" alt=\"\" class=\"wp-image-13110\" width=\"42\" height=\"37\" srcset=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-1024x925.png 1024w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-300x271.png 300w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-768x694.png 768w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-1536x1388.png 1536w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-2048x1850.png 2048w\" sizes=\"(max-width: 42px) 100vw, 42px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column 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>The blog post feeds the top of the funnel<\/strong><\/mark> 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].<\/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-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-8-1024x925.png\" alt=\"\" class=\"wp-image-13110\" width=\"42\" height=\"37\" srcset=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-1024x925.png 1024w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-300x271.png 300w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-768x694.png 768w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-1536x1388.png 1536w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-2048x1850.png 2048w\" sizes=\"(max-width: 42px) 100vw, 42px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p>By creating exclusive data derived directly from the field, <strong><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-bleu-clair-color\">studies serve as excellent Lead Magnets.<\/mark><\/strong> 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.).<\/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-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-8-1024x925.png\" alt=\"\" class=\"wp-image-13110\" width=\"42\" height=\"37\" srcset=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-1024x925.png 1024w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-300x271.png 300w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-768x694.png 768w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-1536x1388.png 1536w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-2048x1850.png 2048w\" sizes=\"(max-width: 42px) 100vw, 42px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p>On its part, <strong><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-bleu-clair-color\">the white paper serves as a medium for expertise<\/mark><\/strong>. 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.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-21 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column 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-8-1024x925.png\" alt=\"\" class=\"wp-image-13110\" width=\"42\" height=\"37\" srcset=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-1024x925.png 1024w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-300x271.png 300w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-768x694.png 768w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-1536x1388.png 1536w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-2048x1850.png 2048w\" sizes=\"(max-width: 42px) 100vw, 42px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column 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\">Video formats, <\/mark><\/strong><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-gris-color\">particularly<\/mark> <a href=\"https:\/\/www.infopro-digital-media.fr\/en\/guide-to-web-tv-impact-on-b2b-and-revenue-and-our-7-practical-advices\/\">webinars <\/a>and <a href=\"https:\/\/www.infopro-digital-media.fr\/en\/interview-the-short-video-and-posts-sponsored-the-combo-winner-for-generating-business-on-social-networks\/\">short clips<\/a>, are also relevant formats that excite millennial buyers, who are now the majority in the workforce.<\/p>\n<\/div>\n<\/div>\n\n\n\n<p>This diversity of formats and the imperative of quality demand talent, expertise, and resources.<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-24 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"has-text-align-right is-style-default has-white-background-color has-background\">\ud83d\udca1To keep the budget under control and make your content strategy economically viable, <strong>you will need to maximize the lifecycle of your content and master repurposing methods. <\/strong>We\u2019ve summarized all of this in an infographic.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image aligncenter size-full\"><a href=\"https:\/\/www.infopro-digital-media.fr\/ressource\/reemploi-comment-reutiliser-vos-contenus-btob-pour-generer-plus-de-leads\/\" target=\"_blank\" rel=\"noreferrer noopener\"><img decoding=\"async\" width=\"600\" height=\"400\" src=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/10\/Infographie_reemploi_600.jpg\" alt=\"\" class=\"wp-image-13340\" srcset=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/10\/Infographie_reemploi_600.jpg 600w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/10\/Infographie_reemploi_600-300x200.jpg 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/a><\/figure>\n<\/div>\n<\/div>\n\n\n\n<p class=\"has-white-color has-indigo-background-color has-text-color has-background\">\ud83d\udd17<a href=\"https:\/\/www.infopro-digital-media.fr\/en\/which-content-formats-and-which-channels-generate-qualified-leads-in-b2b\/\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-electric-color\">In this episode<\/mark><\/a> 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.<\/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-nurturing-how-do-you-feed-b2b-leads-with-content-to-move-them-up-the-funnel\"><em>Nurturing<\/em>: how do you feed B2B leads with content to move them up the funnel? <\/h2>\n\n\n\n<p>Lead nurturing is a marketing process that involves supplying leads with relevant and personalized content throughout their purchasing journey. When executed properly, <strong>it can generate 50% more qualified leads<\/strong> at a 33% lower acquisition cost.<\/p>\n\n\n\n<p>This process relies on a <strong>series of planned interactions<\/strong> through emails, targeted content, and various touchpoints. The goal is to maintain the prospect&#8217;s engagement, strengthen their relationship with the brand, and ultimately reinforce their purchasing decision.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" width=\"600\" height=\"400\" src=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/10\/AdobeStock_762390710_600.jpg\" alt=\"\" class=\"wp-image-13383\" srcset=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/10\/AdobeStock_762390710_600.jpg 600w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/10\/AdobeStock_762390710_600-300x200.jpg 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/figure>\n\n\n\n<p>To develop a winning nurturing strategy, you need to :<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-27 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column 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-8-1024x925.png\" alt=\"\" class=\"wp-image-13110\" width=\"42\" height=\"37\" srcset=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-1024x925.png 1024w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-300x271.png 300w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-768x694.png 768w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-1536x1388.png 1536w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-2048x1850.png 2048w\" sizes=\"(max-width: 42px) 100vw, 42px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column 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>Identify the content <\/strong><\/mark><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-gris-color\">best suited to lead nurturing;<\/mark><\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-30 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column 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-8-1024x925.png\" alt=\"\" class=\"wp-image-13110\" width=\"42\" height=\"37\" srcset=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-1024x925.png 1024w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-300x271.png 300w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-768x694.png 768w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-1536x1388.png 1536w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-2048x1850.png 2048w\" sizes=\"(max-width: 42px) 100vw, 42px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column 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\">Define the best times <\/mark><\/strong><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-gris-color\">for sending ;<\/mark><\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-33 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column 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-8-1024x925.png\" alt=\"\" class=\"wp-image-13110\" width=\"42\" height=\"37\" srcset=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-1024x925.png 1024w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-300x271.png 300w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-768x694.png 768w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-1536x1388.png 1536w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-2048x1850.png 2048w\" sizes=\"(max-width: 42px) 100vw, 42px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column 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\">Articulating the right tools <\/mark><\/strong><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-gris-color\">to implement it (CRM and Marketing Automation)<\/mark><\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-36 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column 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-8-1024x925.png\" alt=\"\" class=\"wp-image-13110\" width=\"42\" height=\"37\" srcset=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-1024x925.png 1024w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-300x271.png 300w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-768x694.png 768w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-1536x1388.png 1536w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-2048x1850.png 2048w\" sizes=\"(max-width: 42px) 100vw, 42px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column 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>Connect the right KPIs <\/strong><\/mark><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-gris-color\">to measure the success of nurturing campaigns.<\/mark><\/p>\n<\/div>\n<\/div>\n\n\n\n<p class=\"has-white-color has-indigo-background-color has-text-color has-background\">\ud83d\udd17 <a href=\"https:\/\/www.infopro-digital-media.fr\/en\/nurturing-how-to-feed-b2b-leads-with-engaging-content-to-move-them-through-the-sales-funnel\/\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-electric-color\">In this episode<\/mark><\/a>, we offer you a practical guide to building and implementing a lead nurturing campaign with a positive ROI. Here\u2019s what\u2019s 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).<\/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\">[Expert Interview] How to generate B2B leads with content on social networks\u2026<\/h2>\n\n\n\n<p>To explore this topic, we asked J\u00e9r\u00f4me Droin, Data Solutions and Leadgen Sales Director at Infopro Digital, to share his expertise.<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-39 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column 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-8-1024x925.png\" alt=\"\" class=\"wp-image-13110\" width=\"42\" height=\"37\" srcset=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-1024x925.png 1024w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-300x271.png 300w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-768x694.png 768w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-1536x1388.png 1536w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-2048x1850.png 2048w\" sizes=\"(max-width: 42px) 100vw, 42px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column 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\">It&#8217;s essential to offer value-added content <\/mark><\/strong><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-gris-color\">that moves away from the traditional sales pitch: white papers, case studies, guides, and webinars\u2026 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.<\/mark><\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-42 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column 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-8-1024x925.png\" alt=\"\" class=\"wp-image-13110\" width=\"42\" height=\"37\" srcset=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-1024x925.png 1024w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-300x271.png 300w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-768x694.png 768w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-1536x1388.png 1536w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-2048x1850.png 2048w\" sizes=\"(max-width: 42px) 100vw, 42px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column 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-gris-color\">On the networks,<\/mark><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-bleu-clair-color\"><strong> transforming interest in content<\/strong><\/mark><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-gris-color\"> into a qualified lead requires precise targeting or a qualifying form (preferably integrated and pre-filled).<\/mark><\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-45 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column 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-8-1024x925.png\" alt=\"\" class=\"wp-image-13110\" width=\"42\" height=\"37\" srcset=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-1024x925.png 1024w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-300x271.png 300w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-768x694.png 768w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-1536x1388.png 1536w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-2048x1850.png 2048w\" sizes=\"(max-width: 42px) 100vw, 42px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column 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\">As far as campaigns are concerned, <\/mark><\/strong><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-gris-color\">there is no predefined structure, as performance monitoring and testing remain essential to fine-tune the strategy.<\/mark><\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-48 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column 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-8-1024x925.png\" alt=\"\" class=\"wp-image-13110\" width=\"42\" height=\"37\" srcset=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-1024x925.png 1024w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-300x271.png 300w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-768x694.png 768w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-1536x1388.png 1536w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-2048x1850.png 2048w\" sizes=\"(max-width: 42px) 100vw, 42px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column 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\">To reach an affinity audience with the content on offer, <\/mark><\/strong><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-gris-color\">we need to distinguish :<\/mark><\/p>\n\n\n\n<ul>\n<li>cold audiences (targeting by interest or profiles similar to converted Internet users)<\/li>\n\n\n\n<li>Warm audiences (those already committed to the brand).<\/li>\n<\/ul>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-51 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column 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-8-1024x925.png\" alt=\"\" class=\"wp-image-13110\" width=\"42\" height=\"37\" srcset=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-1024x925.png 1024w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-300x271.png 300w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-768x694.png 768w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-1536x1388.png 1536w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-2048x1850.png 2048w\" sizes=\"(max-width: 42px) 100vw, 42px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column 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\">CTA inspires action. <\/mark><\/strong><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-gris-color\">Well-placed and focused on immediate benefits, it can significantly improve conversion rates.<\/mark><\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-54 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column 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-8-1024x925.png\" alt=\"\" class=\"wp-image-13110\" width=\"42\" height=\"37\" srcset=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-1024x925.png 1024w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-300x271.png 300w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-768x694.png 768w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-1536x1388.png 1536w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/AdobeStock_571103156_puce_bleue-8-2048x1850.png 2048w\" sizes=\"(max-width: 42px) 100vw, 42px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column 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\">Finally, tools<\/mark><\/strong><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-gris-color\"> (Google Analytics, Meta Business Suite, LinkedIn Campaign Manager\u2026) are essential for monitoring and optimizing the performance of LeadGen campaigns.<\/mark><\/p>\n<\/div>\n<\/div>\n\n\n\n<p class=\"has-white-color has-indigo-background-color has-text-color has-background\">\ud83d\udd17 To read <a href=\"https:\/\/www.infopro-digital-media.fr\/en\/interview-dexpert-generer-des-leads-b2b-grace-aux-contenus-sur-les-reseaux-sociaux-mode-demploi\/\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-electric-color\">the full article<\/mark><\/a>, click here. <\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p>[i] https:\/\/masterblogging.com\/how-many-businesses-have-a-blog\/#:~:text=Overall%2C%2090%25%20of%20businesses%20use,their%20number%20one%20SEO%20tactic<br>[ii] https:\/\/blog.hubspot.com\/customers\/marketing\/16-automated-lead-nurturing-scenarios<br><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In 2024, LeadGen will be the top priority for 68% of French B2B decision-makers, according [&hellip;]<\/p>\n","protected":false},"author":28,"featured_media":13361,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[93],"tags":[184],"thematique":[192],"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>[Feature] How to create B2B LeadGen content that converts?<\/title>\n<meta name=\"description\" content=\"In B2B, where the decision to buy is rarely impulsive, lead generation necessarily involves a controlled content strategy.\" \/>\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\/feature-keys-for-creating-and-distributing-leadgen-content-that-converts-to-b2b\/\" \/>\n<meta property=\"og:locale\" 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