lead

B2B lead generation strategy.

A planning guide for the overwhelmed marketer.

Are you trying to achieve 15-20% growth for your business, and feeling overwhelmed by the tasks to get there?

You are not alone. Some of the most experienced and capable marketers we know have felt this way. They felt like they were doing all the right things, but never saw the results they were looking for. Why is that? The answers are usually found in the planning stage.

This guide will help you learn how to plan a better B2B lead generation strategy using inbound and outbound marketing tactics. You will learn:

How to find the path of least competitive resistance
How to gain better insights about how your customers make decisions
Apply those insights into a content strategy that attracts leads

We will also highlight critical steps marketers often get wrong, as well as “new” tactics for lead generation, like pillar pages and chatbots.

This guide is for you if:

You are creating content to generate leads, and are frustrated by the lack of ROI
You want customers, but aren’t sure how to get them
You are willing to embrace a different mindset when it comes to selling, based on transparency and teaching

This guide will be a waste of your time if:

You already know everything about lead generation and are just link
Prospecting
You are looking for advertising tips (a different topic for another time)
You are more worried about competitors seeing your content than you are about gaining new customers.

Scroll down to read the guide without having to fill out the form

Or you can also fill out the form for a downloadable PDF version of the guide you can reference later

No time to read the entire guide?

Complete ther form to download a PDF version of the guide you can read later.

img_book_with_dot

Creative Side Marketing needs the information you provide to share information and offer a you a productive experience. For information on how to update your subscription preferences, as well as our privacy practices, check out our Privacy Policy.

Table of contents

Click on any chapter to scroll directly

searching

You can’t put together a productive lead generation strategy without knowing the competitive landscape, especially when it comes to Google.

In most cases we’ve seen, organic search is the highest performing channel for lead generation. Publishing high quality, well-optimized blog content on a regular basis can drastically boost your inbound leads, but first you need a competitive analysis to help you understand how how much resistance you will face in your campaign.

Examine Search Results

Try searching for your ”core product or service” and “blog,” and see the number of results that come up. Sometimes a small variation in the phrasing can have a big impact on results. See a comparison below we did for a client recently:

social-media

Chapter one

Lorem ipsum dolor sit amet, consectetur adipiscing elit.

Sed mollis, turpis ac viverra consectetur, ex nisi convallis ex, eu laoreet sem libero in turpis. Nunc ultrices metus convallis nisi ullamcorper suscipit. In sagittis leo urna, nec dignissim mauris aliquet sed. Aliquam interdum cursus ex quis fringilla.

Notice how the results went from almost 1.1 million results to about 9,100, just by changing the query focus to “luxury product packaging?” So what does this information tell us?

In his book,The Content Code , Mark Schaefer, advises us to look to analytics expert Christopher Penn for insights. Penn has created a tiered system for classifying content saturation that goes something like this:

Less than 10,000 results – This niche is wide open for your brand to claim.

10,000 to 100,000 results – You will run into some barriers while trying to get your content noticed, although you can likely beat them by producing amazing content on a consistent basis.

100,000 to 1 million results – You’ve got a tough road ahead. Producing great content is mandatory, and you will need a smart promotional strategy to get real traction with buyers.

More than 1 million results – This niche has been crushed. You will have to make a significant investment of money and resources, or a very good promotional strategy, if you want any chance of making a dent with an audience.

These are rough numbers, but they offer a baseline to determine what you are up against. For more exact numbers, Schaefer names Sysomos as a great research tool for analyzing trends.

reading

Chapter two

Lorem ipsum dolor sit amet, consectetur adipiscing elit.

Sed mollis, turpis ac viverra consectetur, ex nisi convallis ex, eu laoreet sem libero in turpis. Nunc ultrices metus convallis nisi ullamcorper suscipit. In sagittis leo urna, nec dignissim mauris aliquet sed. Aliquam interdum cursus ex quis fringilla.

Notice how the results went from almost 1.1 million results to about 9,100, just by changing the query focus to “luxury product packaging?” So what does this information tell us?

In his book,The Content Code , Mark Schaefer, advises us to look to analytics expert Christopher Penn for insights. Penn has created a tiered system for classifying content saturation that goes something like this:

Less than 10,000 results – This niche is wide open for your brand to claim.

10,000 to 100,000 results – You will run into some barriers while trying to get your content noticed, although you can likely beat them by producing amazing content on a consistent basis.

100,000 to 1 million results – You’ve got a tough road ahead. Producing great content is mandatory, and you will need a smart promotional strategy to get real traction with buyers.

More than 1 million results – This niche has been crushed. You will have to make a significant investment of money and resources, or a very good promotional strategy, if you want any chance of making a dent with an audience.

These are rough numbers, but they offer a baseline to determine what you are up against. For more exact numbers, Schaefer names Sysomos as a great research tool for analyzing trends.

device

Chapter three

Lorem ipsum dolor sit amet, consectetur adipiscing elit.

Sed mollis, turpis ac viverra consectetur, ex nisi convallis ex, eu laoreet sem libero in turpis. Nunc ultrices metus convallis nisi ullamcorper suscipit. In sagittis leo urna, nec dignissim mauris aliquet sed. Aliquam interdum cursus ex quis fringilla.

Notice how the results went from almost 1.1 million results to about 9,100, just by changing the query focus to “luxury product packaging?” So what does this information tell us?

In his book,The Content Code , Mark Schaefer, advises us to look to analytics expert Christopher Penn for insights. Penn has created a tiered system for classifying content saturation that goes something like this:

Less than 10,000 results – This niche is wide open for your brand to claim.

10,000 to 100,000 results – You will run into some barriers while trying to get your content noticed, although you can likely beat them by producing amazing content on a consistent basis.

100,000 to 1 million results – You’ve got a tough road ahead. Producing great content is mandatory, and you will need a smart promotional strategy to get real traction with buyers.

More than 1 million results – This niche has been crushed. You will have to make a significant investment of money and resources, or a very good promotional strategy, if you want any chance of making a dent with an audience.

These are rough numbers, but they offer a baseline to determine what you are up against. For more exact numbers, Schaefer names Sysomos as a great research tool for analyzing trends.