Creating B2B Content Requires A Carefully Developed Sales Funnel

Scott Lambert


A top priority for many companies is ensuring that business leads result in as many conversions as possible. Content marketing plays a crucial role here, with effective strategies requiring people to create compelling content that is easily digestible and provides a way to gain important feedback.

The groundwork has to be done first, of course, and this requires content to be well written and provide businesses with clear reasoning as to why they should buy certain services or products. The traditional sales funnel then needs to be thought about, with the wide end generating leads and the bottom sealing the deals. By utilizing several tactics this funnel can be developed so it not only engages but also creates additional leads.

The first way to ensure content hits the right note with businesses is to consider the point of thought leadership. At the base of the funnel, a company’s voice needs to be highly authoritative and idea-rich. Such content is hard to fake and often requires experts to create it. In no way should this be perceived as a sales pitch, and content has to provide original, expert and comprehensive thoughts if it is to convert views into sales.

Another great way to boost conversion rates and target B2B content correctly is to produce teaser pieces that are easily digestible. On the sales funnel these articles are some of the first points of interest that potential leads will come across and, therefore, they need to be highly engaging. Whether the teasers are small blog posts, tweets, or Facebook content, they have to pique consumers' interest so that people follow up on what a company has to say. Once people are hooked, further teaser content can be provided until consumers land at a company’s expert content and white papers.

Lastly, for the entire time that content is being produced, it is essential for businesses to listen and engage with feedback. Only then will firms be able to increase the quality of their output and ensure that their content marketing strategy is a success. As audiences begin to engage, a lot of questions will be asked and some feedback ‒ possibly not all supportive ‒ will be received. Consumer reactions need to be listened to and discussions can lead to increased content quality and more leads.

Creating great B2B content is not easy and a lot of time and effort needs to be put into strategies so that the business funnel is developed in the right way; however, done correctly, good content can create more leads and business.

Scott Lambert

Written by Scott Lambert

For 35 years, Scott has been at the forefront of digital transformation and how it is effectively applied in businesses and organizations to market, sell, and support customers and members more successfully and cost effectively. Scott is President and Co-Founder of Xcellimark, an award-winning digital marketing agency serving clients throughout the U.S., Canada, Central America, and Germany. Xcellimark helps businesses succeed through the implementation of its unique digital marketing and sales approach specifically designed to meet their specific goals and objectives. Scott’s marketing, sales, and operations experience have included key management positions at industry leaders including AT&T, iXL (now SapientRazorfish), eSchool Solutions (now TalentED), and BellSouth, where he led the product development, marketing efforts, and market launch of BellSouth.net, the second public ISP developed in the U.S. Scott is the author of articles highlighted on leading online publishers such as LinkedIn, Business 2 Community, and he was recently featured by LinkedIn in the Entrepreneur magazine article on “No Time for Marketing? Hire a Freelancer.” His engaging personality and wealth of real-world and business experience make Scott a frequently requested speaker. Some of his engagements include being the featured speaker in a series of Orlando Business Journal seminars on Digital Marketing, speaking at the WSI London conference, and at international conferences in Belize. Scott has a Bachelor’s degree in Accounting from the University of Mississippi and a Master’s of Science in the Management of Technology from the Georgia Institute of Technology (Georgia Tech). Scott has been active in global mission efforts and is a board member of Global Teams, a Christian outreach organization. He lives in Winter Springs, FL with his wife Nancy and dog Sadie.

Topics: Content Marketing

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