Marketing Collateral - Syndication Across Relevant Brands
As a B2B technology marketer, you know your prospects are likely to research extensively before they're ready to be contacted. They might have visited competitors' websites, comparison and review sites, and downloaded several pieces of relevant content.
Once you've created your content marketing collateral for your desired target audience, you will want to distribute each piece of relevant content as far as possible.
When deciding on the best B2B lead generation ideas to reach your target audience, using content you've already produced to run a content syndication campaign is a great way to get your content in front of the right people.
Content-Led Marketing Approach
As a responsible marketer, you also need to know exactly where your leads are coming from.
One great way to generate high-quality leads is through content syndication. Content syndication is serving your content, such as an eBook, whitepaper, or video, to your desired target audience, through your lead generation provider on platforms you do not own, to generate high-quality, opted-in prospects.
However, there are several questions you must ask of any lead gen provider using content syndication, as the quality of leads can vary significantly.
For example, at Headley Media, we generate leads for our B2B technology clients using our 100% digital reader journey. In addition, we take a fully transparent content-led marketing approach to our campaigns using content syndication.
We use content syndication to generate high-quality and engaged B2B technology leads via our portfolio of owned media brands – IT Corporate, FinTech Corporate, MarTech Corporate, HRTech Corporate, and Electronic Pro. Our content library websites span 100 sites across 60 countries and 32 languages, helping our clients reach new prospects on a local or global scale, depending on their needs and objectives.
Overall, taking a content-led marketing approach is a great way to reach highly targeted leads.
Fixed Cost Per Lead Approach
A reputable B2B lead generation provider will be able to agree on a fixed cost-per-lead (CPL) with you while preparing your campaign, allowing you to predict your campaign budget's ROI and your results with confidence.
Although it may be tempting to choose the lowest CPL a B2B lead generation supplier can offer, lower-cost leads are a false economy, as inaccurate data and poor-quality leads cost technology companies millions. Whether you use a lead generation provider or employ your own methods, remaining in control of the process is paramount.
Actionable Levels of Data & Insights
By agreeing on a fixed cost-per-lead before your lead generation campaign begins, you will be able to determine the number of leads your budget will provide and a clear ROI during the planning stage.
Not only do you want to generate actionable levels of data with relevant insights when outsourcing your B2B lead generation, but you also need to feel confident in the data quality.
Data quality and levels of compliance, in line with regional regulations based on the country or countries you operate in, are paramount.
Data privacy and consent are critical priorities for marketers everywhere. However, the EU's GDPR is not the only data protection law of its kind. Similar regulations also apply in 13 other countries and jurisdictions worldwide, including Brazil, Thailand, and California.
One key factor is to ensure that each lead generated has agreed to share their information with you via a manual opt-in checkbox. However, some B2B lead gen providers may not use a checkbox within their campaigns if it is not a legal requirement in the territories they are working within.
We only recommend working with specialists that advocate the use of manual opt-in checkboxes. This gives you peace of mind that each lead has consented to share their information. Furthermore, it helps you feel confident in the quality of your data, as only prospects who have actively agreed to hear from your organization directly will be delivered as a lead.
Finally, working with lead gen providers who will amend the consent statement to your required wording will also show that you are working with providers who take data usage and consent seriously.
Where Do You Start With the B2B Lead Generation Process?
As an example, each B2B lead generation campaign at Headley Media begins with the same process. Each campaign starts life as a Single Touch campaign, before being tailored to meet the individual needs of our clients.
A Single Touch campaign involves hosting one piece of your content on the most relevant of our 100 websites, which span 60 countries in 32 languages. The content is then served to your target audience, and readers are given the opportunity to download the piece of content and opt-in to hear from your organization directly.
Only readers who actively agree to hear from your organization directly, via an unchecked tick box, are eligible to be delivered as a lead.
In addition, each potential prospect will go through our dual manual and AI data validation process to ensure the data is up to date and compliant.
Our Lead Generation Process