The key to lead generation and sales? Creating engaging, compelling content
B2B marketers often turn to content marketing for lead generation and prospect nurture throughout the lengthy sales process. An August 2012 study from Holger Shulze, author of the blog Everything Marketing Technology, pointed to a growing number of worldwide B2B technology marketers turning to content marketing for more brand-based goals, namely boosting thought leadership and brand awareness.
Findings from BtoB Magazine echoed Holger Shulze’s top three objectives and also identified additional content marketing objectives commonly pursued by US B2B marketing professionals: Sales and customer acquisition were each cited by 29% of respondents.