B2B Marketing: Content strategy

In the right place and with the right strategy your content pushes a fresh feed of leads to your sales team.

The Sales team knows that generating leads, qualifying them, managing the relationship, and managing the end-to-end engagement experience is productive but time-consuming.

But many sales teams seem to spend most of their time finding prospective clients!  Each sales member is researching, posting, and managing their own profile on LinkedIn, Facebook, Twitter, and others. As you can guess good content pushes qualified leads their way.

Each sales team member creates a community and sometimes they’re using social platforms. Most of the time it’s a community that lives only in their contact list though. They may even request links to the right content to help attract prospects to the top of the sales funnel.

But there is a more efficient way for these communities to grow faster and with more return on investment. It requires a single strategy to help combine both the marketing and sales efforts.

Social Fresh Feed builds communities that have a preference for a product, brand, or cause. Each community can be a difference audience segment.  It’s like the efforts that your sales team uses it can be transformed to social platforms but branded and automated for more effectiveness. 

This is the way to help your sales have a fresh list of prospects to close all the time or when they need it. Each sales team member can rely on this to provide the right experience for their target audience.

Here is more on why.

If marketing focuses on building content camps to provide excellent prospects to sales teams, sales has more time for presentations and closing instead generating and qualifying leads.

From MarketingSherpa’s by Kayla Cobb, Reporter:

SUMMARY: “Without good content, you don’t get anybody in the hopper,” Matthew Lacroix, Director of Brand Marketing, Newell Rubbermaid (LENOX), said. 

The LENOX team faced a challenge many B2Bs have — too much of Sales’ time was being spent finding and chasing leads. To remedy the situation, the marketing team launched a content-fueled strategy that allowed Marketing to track the effectiveness of its content. Learn how this effort increased Marketing’s contribution to the Sales’ pipeline and resulted in 50% of qualified leads being traced to inbound.

Lennox’s Mathew Lacroix, “You can do as much email blasting as you want or blogging as you want or advertising, but if you don’t have the content to support it, you’re not going to get people consuming it.”

Get the rest of the story here:

Source: B2B Marketing: Content strategy results in 50% of qualified leads being inbound | MarketingSherpa

The process that take your B2B marketing team from running campaigns for events to transform into content marketing? Creating relevant targeted content all the time!

And although it’s not an easy transition the effort pays off with leads that are ready to close. If you do it right a well implemented content inbound lead acquisition strategy is profit maker!

Call or fill out the form for a free hour assessment to see what it will take to get your company is ready to provide leads to your sales team!



Obviously, this is not another big data blog post!

Okay, it is about data but not how to get it but why you need it.

First, some context, I argue that it is more important than anything else to make sure the authenticity of your company comes across to the twenty-somethings.  With that in mind and companies like Burt’s Bees and Levi’s as your guide, read on!

Your social feed is full of cat or dog videos and political messages, so now what do you think gets ignored? Your sales pitch! It is hard to make an old fashion sales pitch in that context.  It appears out of place. In fact, with the new data issues and privacy issues that have come to light on Facebook, brands don’t stand a chance of getting in front of their audience. But you can still make it work for your brand. It just takes the best story told by you about what your brand is and also targeted to the right audience.

Social media’s tone and consumer-driven content make social content seem like a dud for driving revenue, but I believe it’s the best place to enforce the authority of your brand’s message.

To establish consumers’ confidence in your brand, a prospect has to feel that what they are buying will perform as promised, and then your sales funnel has to have no friction. But first, they need to trust your brand!

Doing all that… Shouldn’t you also find out where your consumers are living online and hanging out in the real world? Building this placement or what I call a sound social strategy is where the data comes in handy.

Four points to consider to establish an authentic presence in your message.

Where:  Find out where your audiences are living online and off to make sure you’re telling your story in the right channels.  The demographics of your different segments should help you find their favorite social platform and real-world routines.

Each platform or place has a tone of voice you need to use.  Is it pictures, or is it video, and is the tone advice versus just showing results?  Is it sponsorship or supporting a cause? Is a lifestyle image and giving them a great experience just like while they experience your company?

What to say: Social media is a perfect place for helping remove any doubt that might hinder the sales conversions later.  Be patient and realize that the platform drives the context. You’re not making the sale here but setting a preference for a frictionless sale for later. Here is your Why you do what you do and the “better than the competition” story you tell goes.  The story sets expectations and has to be true. It is also about making the best of what a platform that rewards good brands, transparent brands, or, as I said before, the authentic presence of the true self of the brand happens. Does that sound too trendy? Well, just call it the reason for the companies existence. And know that the post was written in 2015 and only slightly updated for 2020! So things are relevant because they are the bedrock of how consumers and businesses produce real relationships online.

 Example from “How Levi’s Built the Most Authentic Clothing Brand.”

Conversion: the buying process has to be easy, or the trust goes right out the window! The buying experience cannot have any hidden or extra effort, risk, or costs. But it won’t because you already made sure of that in all the stories you’ve told. You do have to worry about the way it loads and if the technology supports the effort, but that’s almost not as important as the attitude the buyer has when they start the journey. I’ve seen bad experiences produce results because the company was so well-liked…

Back to the beginning: what they’re friends say about the decision to buy your product is enormous.  If your buyers share their purchase experience with friends, you’re a trusted brand.  Making sure you’re asking to be shared, shows confidence in that interaction.  The story gets told.

So what about the data? The data is always what is turning the wheels.

Starting with the data, determine the who, what, where, and why our audience segments message performs and use the learnings to guide optimization of message and platform use.

Reputation, buying experience, knowing your customer’s price sensitivity, transparency, and reviews of the product are all places that have to display your brand’s integrity. Data can tell you what you need to know about each of those items.

Great example: It used to be that only specific audiences were on mobile. So when you looked at google analytics, you could look at the % split between mobile and desktop or tablets and ad the age of each of those and see that you had to design a site for the younger audience on mobile-first. Today, that’s all changed, now you need to create your experience like a mobile app even if it’s not an app.


I believe that if you strive for a data-driven content strategy, social becomes the best tool you can add to your sales toolbox.

So you know your audience, and you know where they are living online, and you have content to create, but what is the data saying that might well produce the content? Look at what has been the posts that have the most engagement.

Look at how many bookmarks, saves, likes, shares, and comments you’ve received on any post. Is it a video about the outcome after the product has been used, or is it product benefits? Which one drove more conversions, and what is the lifetime value of the conversions it drove?  Now take the best conversions with the highest lifetime value and look at that content and do more of that.

But not only that, know what your audience likes besides you. Get a look at what they’re interests are and how much they spend doing whatever it is they do. What are they’re top priorities, and so on?

Here is an excellent example of content and how to be authentic in your founding story. This resonates with the audience that most likely to use the natural product. Founding story

How about managing your content to optimize KPIs and helps you decide how to create the best experience in social for your prospects?

Empathy is the new customer service strategy here, and the data enables it.