View

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

Author
Tags
b2b marketing
b2b content

More Episodes

See all
See all
Deb Radcliff joins Davida Dinerman to explore the latest in cybersecurity and what to expect at RSA 2023.
With more than four decades of writing about technology, Wayne Rash shares his unique insight with Look Left’s Davida Dinerman.
Bryan Scanlon and Matt Raven take a look at pillar pages and the importance of retention after a customer is on board.
Jill Aitoro and Bill Brenner of the CyberRisk Alliance share their expectations for RSA 2022.
Look Left’s Davida Dinerman looks ahead to RSA 2022 with renowned cybersecurity thought leader Mathew Schwartz.
Look Left’s Davida Dinerman takes a look at HIMSS22 and ViVE with two of the most respected voices in Health IT.

Work with us

Shift the spotlight

Look Left helps disruptive tech companies dramatically increase share of voice to grab the attention of the market, buyers, builders and bots.