1. Lead Generation: Content, Engagement and Innovation Rory McNeil Marketing Manager, EMEA emedia

2. Setting the stage Creating an effective content marketing strategy The content that’s driving engagement in 2013 The latest challenges and innovations in the space

3. Lead generation & content How do we attract new customers today?

4. No-one would click on this advert. SELL TO ME! But driving leads isn’t easy

5. And even if they do… We can’t just assume this will do the trick.

6. Content is your carrot Lead generation is give and take: We want to know more about the prospect. They want something of value. So give it.

7. The data bit

8. B2B content marketing trends Independent research into UK-based B2B marketers’ plans for lead generation & content marketing. Key findings include: 50% of marketers surveyed said lead generation was the purpose for their content Few have a clear content strategy (26%) Little cohesion to align content to lead generation Assets being produced are suited to converting leads

9. What types of content?

10. Getting together a lead generation strategy

11. Map your buying cycle Map your buying cycle and identify prospects’ positions in it. Target prospects within each zone… plan content production to fulfil stage-specific information needs. Identify need - Realisation Find solutions - Awareness Experience/Repurchase Evaluate solution - Consideration Force them to act - Decision Force them to act - Decision Purchase

12. Best content for lead generation Sells the problem (or opportunity) Proves you know what you’re talking about Shows their problem can be fixed (by you) Displays that you’re credible and different Demonstrates that you’re easy to deal with Secure credibility & acceptance Purchase Force them to act - Decision Force them to act - Decision Identify need - Realisation Find solutions - Awareness Evaluate solution - Consideration

13. Designing your content

14. What is content? Information + Delivery

15. Information for lead generation Has 5 main functions within B2B marketing: Educate and inform your audience Prove capability and status in your field Differentiate from your competitors Provide evidence you’ll fix problems Create confidence in your solution

16. Delivery What collateral types work best for lead generation in your sector? Answer: The one that displays the information in The most engaging, logical manner and at the right time.

17. Asset types that fit your funnel Realisation identify need Awareness seek solutions Consideration evaluate solutions Decision Purchase Case studies Testimonials Press releases Product comparisons Price matrixes How-to guides Whitepapers Webinars & Video Product guides Demonstrations Infographics Articles & newsletters Market guides Blogs

18. It’s not a science Strategic guides - 2 approaches: A summary piece that show’s top-level insights Full-length piece with deep insights and evidence Data - Graphical is better and text should only be used for a bulleted summary. Highlight key findings with a small infographic Advice - blogs and video are a great way of sharing, but a ‘Top- tips’ guide with your key points will work for lead generation Product support - online presentation tools and webinars are a great way to display often dull subject material

19. Planning and producing your assets There are 3 common hurdles to creating great assets: ‘I haven’t got the time or resources.’ ‘I don’t know what to say.’ ‘My website already has enough content.’ Generate ideas, involving those outside your silo Create a structured wireframe plan Amend, share internally and develop Use a trusted writer/producer (internal or beyond) Use creative design to present the information Take a logical path to developing your assets:

20. 7 rules for success or failure Keep it short - or at least break up into manageable sections Keep it fresh - old, outdated content will frustrate the prospect Keep it accessible - free from jargon and convoluted acronyms Mix it up - use all the tactics at your disposal Highlight the benefits - note the features Tell a story - give them something they want to read Killer headline - make it as alluring as possible 7 Do’s Sales-led conversation - a sure- fire way to turn-off your prospect Data-heavy insights - give it some visual representation Dishonesty - always strive to provide what you offered Inconsistency - buyers need a constant, consistent message Dull & un-engaging - get creative and use language that hooks Lack of targeting - map your persona profile and use Visually uninspiring - looks matter, so make it look good 7 Don’ts

21. What content is working in your sector?

22. Who are emedia? A leading global provider of business lead generation services. Strong subscriber engagement to deliver effective, asset- backed lead generation and awareness. 500,000+ business leads for customers each year in the UK. Operating since 1999, providing advertising, content & lead generation services. Reach 800,000+ UK professionals via permission-based subscriptions. We’re global with offices in USA, Australia and Western Europe. Range of tailored services to provide turn-key lead generation.

23. Information in your sector Within every sector there are nuances. People want their information in different formats, delivered on certain topics and at different times. We’re going to look at 4 areas to give you some insights into the trends that we’ve been seeing since the beginning of 2013. IT Marketing HR Business Finance Business Finance

24. IT Amongst IT professionals, the top areas of interest have been: Bring Your Own Device & Mobile Device Management Big Data Cloud IT Top performing assets 9 top reasons for making the move to mobile How is BYOD coping with Cyber Attacks? Report Make BYOD simple & secure - Best Practice Guide Secure your big data in 4 steps How Cloud & Mobile ruined your security plan How Tape & Cloud can work in harmony

25. Marketing Marketers have been increasingly looking at: Social Media Lead Generation Content Marketing Marketing Top performing assets The Magnificent 7 Social Media best practices 8 ways to grow your social eco- system The trends set to shape B2B content marketing in 2013 Essential marketing with Google Analytics & Google Adwords Lead generation with webinars and whitepapers The big potential of Big Data: key marketing trends

26. Business Finance During 2013 in the Finance sector, they’ve been reading: HMRC changes Field Service Solutions Sage Business Finance Business Finance Top performing assets Business Intelligence: Good performance indicators The 8 Attributes of Successful FDs The 7 Secrets of KPIs How Sage 200 helps with sales and marketing How To Help Clients Prepare For Auto Enrolment Preventing the Black Hole of lost data

27. HR HR workers have been interested in: Mobile recruitment & the use of social media Performance Management Payroll HR Top performing assets How to make Social Media & Mobile Recruitment work for you Sourcing talent on the move? Top Mobile Recruitment trends The 5 faces your managers see during performance appraisals Attracting, developing & retaining leaders Free employers guide to Bank Holidays & Payment in Lieu of Notice

28. Similar themes? So have you picked up any themes? Even though these are separate sectors, with little readership cross-over, we can pick up 3 information trends: Broad zeitgeist issues Sector- specific issues Measuring & improving what you’ve got

29. Challenges and innovations

30. Challenges What are the future content challenges? 1 1 Getting it seen 2 2 Personalisation 3 3 Nurturing

31. Innovations Assets for every occasion. Recycling. Marketing Automation.

32. In summary

33. Summary Key takeaways: Content is the catalyst to begin your sales process You need to know your buying cycle to frame your campaign Different assets fit different stages of your funnel Many marketers aren’t making the right sort of content Information that educates and informs is best for lead generation content Getting seen, personalisation & nurturing are the key future challenges Marketing automation - get on-board or outsource now before it’s too late

34. Any questions? We’ve got assets on our website that could help you out: emedia.co.uk/resources - emedia - @emediauk - emedia UK - emedia.UK Follow us!

35. accelerated lead generation emedia is a division of Reed Business Information Limited, part of the Reed Elsevier Group plc. Reed Business Information Limited is a company registered in England & Wales. Quadrant House, The Quadrant, Sutton, Surrey. SM2 5AS. Company Number: 151537 VAT Number: GB 235 7235 65 Contact: www.emedia.co.uk enquiry@emedia.co.uk +44 (0)207 098 2200 Procter House Procter Street London WC1V 6EU