Ask your marketer. What kind of lead generation content actually works for agencies?

On the other hand, thinking about best practices is never static. A certain era of new businessmen will focus on converting all leads. Next time I’ll take a softer approach. So: what? actually Are you currently working as a marketer? How are new businesspeople able to view all the content and connect with potential customers? We spoke to six leading experts from The Drum Network. .

Stuart Roberts, Head of Content Strategy, Outbound: “Brand: “It turns out we can solve this big challenge that we’re presented with by giving us money.”

“I don’t think there will be any readers who will say, “That’s not true.” Please tell me more about how wonderful you are.”

“This is a little boring, but the type of lead generation content that is working in B2B today is an asset that helps solve a specific problem that your audience has, or at least provides unique insights that are useful in their daily lives. We provide… The format is just a delivery mechanism. Saying “podcasts are more effective than white papers” misses the point. First, you need to have a clear idea of ​​the value your audience will get from your content. You should focus on their problems.

“Unless your business is at the forefront of B2B innovation or changing the very structure of your industry, don’t pretend your sales pitch is thought leadership. Inform and entertain. , inspire and educate. Stop talking about yourself and understand your audience better.”

Wes Morton, CEO and Founder of Creativ Strategies, said: “The best content for lead generation provides value to prospects instead of requesting information. For video games, this could be in-game rewards or free season passes for download. B2B For company leads, a good research report that provides insight into a specific industry is always a hit. For publishers, entering your information to attend a panel, webinar, or special event can lead to new newsletters and subscriptions. You’ll get leads and your audience will grow. To get something, first give something.”

Francesca Bennett, Director of Business Development and Marketing, Radley Yeldar said: “There’s a lot of noise in the market, and if we’re honest with ourselves, there’s a lot of the same. But every now and then, long-form content pops over the battlements and really breaks through. We For us, the most successful example of this is our report Words that Work. We find that equity sustainability remains pervasive, and that the majority of brand sustainability communication is banal and therefore less impactful. What we found missing: Why did it work? Reciprocity. This report ends with 10 pointers to stand out from other reports. Importantly, it does not include RY sales materials That’s it.”

Ryan Dunlop, Strategic Partner, Jack Ryan: “In a shift from traditional business marketing tactics, we have adopted a more personal approach, with an emphasis on face-to-face interaction and the exchange of ideas. Brands are increasingly responding to direct sales pitches. Recognizing the need for caution, we have had success hosting workshops and idea-sharing sessions directly from our offices. It’s clear from the deepening and growing interest in our team. I think being directly involved with our team and our ideas has differentiated us and led to more meaningful and productive collaborations.”

Carly Pring, Redpill Marketing Manager: “LinkedIn remains the social media powerhouse for lead generation, with some agencies attributing up to 80% of their B2B leads to the platform. LinkedIn lead gen forms that help you generate more leads. Unlike enhanced organic content, these include CTAs that drive conversation and track your cost per lead. We use creative messaging and content to A/B test and create content that captures your audience’s attention and ultimately increases your impact (and the intent to fill out lead generation forms). Understand your audience, budget appropriately, create engaging content, build relationships with leads, and consider post-campaign strategies to convert leads into briefs and follow up quickly. It is important to do so.”

Polly Astill, Head of Marketing, Thoughts: “For lead generation content to work, the value it provides to your audience needs to be clear, unique, and relevant. We survey 1,000 marketers at the end of every year. to understand what the marketing landscape will look like in the year ahead.Responses are collected from a variety of seniority levels, sectors, and business sizes.The resulting gated report shows the Our most downloaded assets. Popular because they provide reassurance that others are facing similar challenges and provide new opportunities for exploration. We add context and provide advice to help marketers understand what the findings mean and what next steps to take.”