High-quality leads are crucial to increasing sales growth, which means successful marketers must know how to attract this type of lead through their lead generation strategies and decision-enabling content.
Why is lead generation so important? In today’s digital-first environment, B2B buyers prefer spending more time researching products online and less time speaking with salespeople, which means that they rely more heavily on content to make purchasing decisions. And this isn’t changing anytime soon—only 20% of B2B buyers say they hope to return to in-person sales in the future.
Plus, buyers want to make purchasing decisions based on up-to-date information. One survey reports that 47% of executives recommend that B2B vendors use more data and research to support their decision-enabling content.
For any company to make a lasting impression on prospects in this environment, high-quality decision-enabling content is essential to capturing leads and nurturing them toward making a purchase. Next, we’ll discuss how to create decision-enabling content to accomplish these goals.
Creating Decision-Enabling Content
Decision-enabling content takes two forms: demand generation and lead generation. These two content types work together to form the basis of your digital marketing campaigns. Generally speaking, demand gen sparks a user’s interest, and lead gen makes that interest more concrete.
Both types of content require in-depth research presented in an engaging style, but each type is designed to appeal to buyers at different phases of their purchasing journey. Below, we’ll discuss the differences between each type of content, and why they’re both important to increasing your company’s sales growth rate.
Demand Gen Content
Demand generation content is the first impression your brand will make on new prospects. Its main function is to increase brand awareness, spark interest, and drive users toward sites where they can find out more.
With these goals in mind, demand gen content is designed to grab readers’ attention as they research a topic related to your company and its products or services. So, demand gen content must be useful, fresh, and tailored to the needs of your target market at that moment.
Here are some examples of content that falls into this category:
With these relatively short forms of content, marketers can introduce a useful idea to the reader quickly and engagingly, thus proving their company’s value and piquing the reader’s interest in a short time. The goal is to engage readers enough that they are interested in reading your lead gen content, which brings us to our next section.
Lead Gen Content
After your demand gen efforts have generated interest among potential customers, your lead generation content steps in to seal the deal.
The goal of lead gen content is to capture leads’ contact information for outbound nurturing. This means that lead gen content must be seen as highly valuable, to the point that users are willing to share their contact information to access it.
This is no small feat—many users are protective of their personal information and wary of irrelevant marketing messages clogging their inboxes. With this in mind, it is crucial that lead gen content not only appears useful, but that it delivers on its promise of providing fresh, interesting, and useful information as well.
Here are some examples of lead gen content:
- White papers
- Maturity models
- Solution guides
These types of content are more in-depth than your demand gen content, providing more well-researched and curated decision-enabling information to establish your value to your target market.
Together, these two types of decision-enabling content will draw in more users and generate more high-quality leads to pass along to your sales team. By creating content that is uniquely useful to your target market, you can demonstrate your value to them and encourage them to consider working with you sooner rather than later.
In this blog, we’ve explained why lead generation is key to increasing sales growth, why high-quality leads are crucial to that process, and how to generate high-quality leads through decision-enabling content. We clarified the difference between demand gen and lead gen content and explained why each of these types of content is essential to any marketing campaign.
With this foundation of knowledge, you can increase the number of high-quality leads you generate, which will increase your company’s sales growth rates as well.
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To read more about the impact of high-quality leads on sales growth rates, download this white paper.