As a responsible B2B Marketer, you need to know exactly where your leads are coming from and how they are generated.
Suppose you're managing content syndication campaigns across multiple channels and platforms. In that case, you'll want to know how your leads are generated for each activity. One of the most significant factors to consider with any lead generation campaign is the quality of your data and ensuring that your leads explicitly opt-in to hear from your company directly.
For example, if you're running a whitepaper download campaign on LinkedIn, you'll probably have a good sight of the exact source of your leads.
However, let's say you are increasingly frustrated with the high costs of LinkedIn or with all the personal email addresses you keep receiving (instead of business emails). So you decide to look at working with a 3rd party supplier for your content syndication lead generation. Perhaps you have chosen to investigate promoting content with a publisher or a lead generation specialist. However, with some suppliers, you may face less transparency over where your content is being hosted and, ultimately, where your downloads and leads have come from.
Therefore, it's essential to choose a lead generation specialist who is transparent about how they syndicate your content and generate your leads.
How to Generate High-Quality Leads
You must ask several questions of any lead gen provider using content syndication, as the quality of leads can vary significantly.
For example, you need to ask how and when your leads interacted with your content, who owns the data and seek proof of consent and data validation.
Download our comprehensive checklist of questions to help you when researching potential lead generation suppliers. Any reputable supplier should be able to answer every question, and you should only choose a lead generation supplier you can trust.
Want to know more? Our quality lead generation checklist is taken from our annual Complete Guide to B2B Lead Generation for Technology Companies in 2022, which you may also find helpful.