An article from eMarketer stresses the value of content marketing as a tool for generating sales leads — see “Content Marketing Key to B2B Sales Funnel.” Content marketing refers to the practice of providing valuable content to attract and serve the company’s target market and get them to identify themselves as prospects. Such content can include web-based articles, white papers, webinars, and email newsletters.
The article quotes Lauren Fisher, author of a new eMarketer study:
Online content is the fuel for the new B2B marketing lead generation engine. In creating informational, educational and actionable content in the form of white papers and webinars, marketers can effectively lure early-stage buyers into their sales pipeline.
By mixing this content with comparative, company-specific and interactive content—and regularly sharing it via email or e-newsletters—marketers can build relationships designed to nurture prospects throughout the sales funnel.
AB — 18 October 2011
Optimization Marketing 