4 steps to generate B2B leads with the support of content

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Attracting new customers is the path to success for any business, especially in its early stages. But when we talk about the B2B segment (the business model in which one company sells to another company), it is important to use the most efficient content marketing practices to emphasize your differentiators and impact qualified leads.

Turning your prospecting efforts into real opportunities isn’t easy. However, you can combine the right content strategies and digital channels to capture the attention of these leads.

According to a survey by the global agency Bop Design , 65% of companies use c level executive marketing campaigns and almost 50% use content marketing to nurture B2B leads and transform that relationship into conversion.

Check out the four steps below to adopt a good B2B content marketing strategy with the goal of impacting potential customers. Spoiler alert: with attractive content shared with the right people, your chances of success increase significantly.

1. Create a good B2B content marketing strategy
Generating quality content is the basis for adding efficiency and agility to prospecting work, especially in the B2B segment. See how a good B2B content strategy increases the chances of converting potential customers:

Make sure your prospects and your own employees have in-depth knowledge of the product or service you are selling. Content helps you gather good arguments to convince the lead, with the support of multimedia resources.
Select the most appropriate channels to impact and establish dialogue with the prospect. LinkedIn and email marketing are among the most used in the B2B segment.
Expand your strategy for capturing qualified leads via digital marketing, using materials such as e-books, reports and exclusive research, among others.
2. Be clear about your ideal customer profile
Have you thought about that 'dream client'? That ideal profile that would have the characteristics you are most looking for, considering their experience, delivery capacity and potential for results?

Well then. Defining the ideal customer profile, or a group of profiles with the greatest relevance, is essential to direct your digital marketing strategies. By establishing the most sought-after characteristics in the companies you want to do business with, you waste less time with prospects who would not benefit from your offer.

It is worth keeping an eye on factors such as size, revenue, market share, product and service portfolio and location to increase your conversion rates.

3. Target your searches according to the ideal profile
Once the ideal profile has been designed, the next step is to research which companies best fit that target.

How about using LinkedIn, which is aimed at the corporate segment? Many B2B businesses share content on a regular basis and run targeted paid campaigns on this social network, seeking to generate qualified leads.