More Strategies for Aligning Content with Lead Generation in B2B Marketing

Bryan Scanlon and Matt Raven take a look at pillar pages and the importance of retention after a customer is on board.

Welcome to the second part of our conversation about aligning content with lead generation. In the previous episode, Bryan Scanlon and Matt Raven examined the ways that different types of content appeal to prospects at different stages of the sales funnel. In this episode of the Look Left @ Marketing podcast, the sixth in our content marketing series, Bryan and Matt take a look at pillar pages and the importance of focusing on retention after a customer is on board. Here are a few of the highlights: 

00:41 - The importance of pillar pages

05:01 - Don’t force marketing structures on prospects

08:38 - Delivery and experience are more important later in the funnel

10:31 - The value of complete honesty, even about a product’s weaknesses

16:56 - The sales funnel doesn’t end at conversion. Retention is as important as conversion.

18:30 - Show the ways your product solves real-world problems

b2b content marketing strategy
b2b marketing
lead generation

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