Content may be king but are you using it successfully for lead generation? This presentation gives 5 keys for generating leads with your content.

1. 5 Keys to Using
Content for Effective
Lead Generation

2. Polling Question
Are you currently using content
to generate leads?
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3. Polling Question
What is your biggest challenge in
using content for lead
generation?
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4. Biggest Content Marketing Challenge
Source: “B2B Content Marketing:2010 Benchmarks, Budgets and Trends” by MarketingProfs and Junta42
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5. Buyers find relevant online content
only 42% of the time.
Source:“Technology vendors may be losing close to 50% of their potential sales due to inadequate online
information,” IDG Communications, 2008
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6. Fewer than 1 in 3 people
trust marketing messages.
Source: Edelman Digital’s 2010 Trust Barometer,
http://www.edelman.com/trust/2010/docs/2010_Trust_Barometer_Executive_Summary.pdf
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7. 95% of B2B buyers chose a solution
provider for a recent purchase who:
“provided them with ample content to help
navigate through each stage of the buying
process.”
Source: “Inside the Mind of the B2B Buyer,” DemandGen and Genius.com, March 2010
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8. The New Sales Process
Source: Ardath Albee, “eMarketing Strategies for the Complex Sale”
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9. Benefits of Using Content
• Lower cost of sales
• Shorter sales cycles
• Better qualified leads
• Builds relationships
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10. The 5 Keys
1. Understand your buyers
2. Ask how you can help
3. Actively nurture leads
4. Create outstanding content frequently
5. Manage expectations
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11. Key #1
Understand your buyers
(Really, really well)
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12. Get out of the
office and talk
to them.
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13. Questions to Ask
1. What are their most important responsibilities?
2. What are their top obstacles/problems?
3. Why haven’t they considered a product like yours?
4. What alternatives do they believe will help?
5. How does their boss measure their success?
6. Where do they look for new information?
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14. Key #1 How to do it
1. Interview your buyers
• Phone or in-person
2. Ask questions to understand their buying
criteria
3. Do it regularly (3-5x/quarter)
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15. Key #2
Ask
“How can we help you?”
vs.
“What can we sell you?”
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16. Don’t be this guy
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17. Adopt a helpfulness mindset
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18. Key #2 How to do it
1. Freely give away great content
that addresses your buyer’s
concerns.
2. Resist “selling.” Think “educate.”
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19. Key #3
Actively nurture leads
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20. 73%
of leads aren’t sales ready
Source: “The Complex Sale: Lead Scoring Effort Increases
Conversion 79%,” Marketing Sherpa, Jan. 25, 2012
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21. Build a Content Path
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22. Buyer/Context Matrix
Download your copy from www.kimgusta.com/webinar
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23. Key #3 How to do it
1. Determine what content your buyers
want at each sales cycle stage
2. Use the Buyer/Content Matrix* to
map content to buyers and sales
stages
* Download from www.kimgusta.com/webinar
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24. Key #4
Create outstanding
content frequently
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25. Avoid content
creation overwhelm
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26. Content Audit Tracker
Download your copy from www.kimgusta.com/webinar
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27. Think Economies of Scale
From one “how-to”webinar:
• Blog posts
• Article series
• Video snippets
• White paper
• Best practices cheat sheet
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28. Key #4
How to do it
1. Do a content audit to document
what you already have
2. Before creating anything new, ask
what are 5 ways you can re-purpose
it?
3. Ensure all content is part of your
larger strategy.
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29. Key #5
Manage expectations
(others and your own)
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30. Key #5
How to do it
• Expect incremental buyer
movement
• Set expectations with Sales and
Senior Management
• Resist pressure for quantity over
quality
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31. How Do I Get
Started?
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32. Your 60 Day Plan to More Leads
1. Interview 3 buyers.
2. Inventory your existing content.*
3. Develop preliminary content mapping plan.*
4. Determine gaps between what you have and
what you need.
5. Pick two pressing pieces of content
to create (re-create existing content if possible).
*Download templates from www.kimgusta.com/webinar
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33. Continue the Conversation
For templates & content marketing
resources, visit www.kimgusta.com/webinar
Kim Gusta
kim@kimgusta.com
www.kimgusta.com
Blog: kimgusta.com/blog
Twitter: kimgusta
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