Strategies for Aligning Content with Lead Generation in B2B Marketing

Look Left’s Bryan Scanlon and Matt Raven explore ways B2B companies can ensure their content attracts potential customers.

One of the primary objectives of a B2B content marketing program is to attract the attention and interest of potential customers. There are a lot of factors to be considered—after all, certain content may be more effective with prospects at different points in the sales process.   

In this episode of the Look Left @ Marketing podcast, the fifth in our content marketing series, Bryan Scanlon and Matt Raven provide insight and suggestions for B2B companies looking to properly produce content that supports lead generation. 

00:51 - A look at the classic marketing funnel

01:30 - The role of search and science in identifying customer interest

03:46 - Understanding the B2B audience

05:49 - How to plan for search when your emerging tech isn’t well known yet

07:59 - Appealing to “top of the funnel” prospects

09:41 - Companies that don’t fit in well-defined categories need to explore a variety of places

12:32 - Consideration and evaluation in the middle of the funnel, where comparison-based content works well 

15:07 - The value of product reviews has changed in recent years

b2b marketing
b2b content

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