B2B Guaranteed Lead Programs: A Primer

How to Leverage Content to Acquire Qualified Leads

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©2015 Goodman Marketing Partners, Inc.

May 2015

What is Content?• Content is information that has a perceived value to an audience

– Research– Points-of-View– Case Studies– Instructional Guides

• Content marketing is the way in which you distribute that content in order to achieve key business objectives– Retain existing customers by adding value– Acquire new sales leads by demonstrating thought/category

leadership• Content can take many forms:

– Printed/paper documents– Digital documents (PDFs, PPTs)– Video– Blogs


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New Content Distribution Channel• Typically, content is distributed on a proprietary company website

• Links to PDFs• Woven into blog topics

• In 2005, a new channel emerged: Business-to-business networks– They serve as a community forum, where people of like mind/business need

gather to find research, information from peers, get educated on a topic• Reminiscent of the first user groups on Yahoo in 1999

• Extremely popular among the high tech sector where:– Sales cycles are long– Lots of competition– Everyone was thinking about how to penetrate verticals

• Networks were looking for custom content to keep drawing subscribers to their site– Advertisers leveraged the publisher as a way to distribute content through a

credible 3rd party source


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Guaranteed Lead Programs• Now B2B publishers offers content / whitepapers to a select, highly targeted

audience through 3rd party sites and “sell” the information about those that download, to clients– Created a “Guaranteed Lead Program” – you only pay for the

names/titles/company/contact information from those who downloaded your content

• Audience “types” to target include:– Information Technology– Engineering– Manufacturing– Construction– Occupational Health and Safety– Financial Services– HR Management


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Sites and blogs

Newsletters

Social media groups

Mobile apps

RSS feeds

CONTENT IS CREATED:•eBooks•White papers•Analyst reports•Research•Case Studies

TARGETED DISTRIBUTION: Publishers network is broken down into 300+ industries; They distribute content only to contextually relevant subscribers.

FILTERING & SCRUBBING:

Leads pass a stringent scrubbing process that removes leads with invalid data before being provided.

Contextually relevant users

CONTENT IS MARKETED THROUGH VARIOUS CHANNELS

Content Distribution: GLP Program

Prospects who download content

Prospects who meet your filters and pass scrubbing process

CONTENT IS SHARED

3rd party publishers post content to their site and start marketing it to their subscribers

QUALIFIED LEADS:

Pay only for leads that meet filter criteria (geo, co. size, job level, industry, etc.


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Case Study: Tandberg


Case Study: Tandberg• Divided targets into 4 key vertical segments:

– Financial Services – Utilities– Healthcare– Manufacturing

• Targeted multiple executives within each organization: CEO, CFO and CTO through a complex data validation and merge/purge process– Conducted outbound telemarketing research to identify pain points

within each segment– Created whitepapers and case studies specific to each vertical that wove

in pain points and created them as digital assets available on a micro-site• Placed a digital Leaderboard on the IT Toolbox website to attract attention

and drive key IT executives to a micro-site to learn more• Placed assets on various publication sites within Tech Web to drive interest

for industry whitepapers


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Example of content when placed on a publishers site:



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Example of content written and designed based on best practices

Case Study: Tandberg• Results:

• Responding companies included:– Lockheed Martin, Black & Decker, Caterpillar Inc., Georgia Pacific,

Apria Healthcare, IBM, Baxter Healthcare• Their titles:

– Technical Specialist, Purchasing Manager, Operations Manager, Supply Chain Consultant, Sales Manager, Director of Business Planning

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To learn more about Guaranteed Lead Programs , see more case study examples and discuss how they might work for your lead generation needs, contact:

Want to learn more? 11


Denise Williams, Director of Strategic Marketing

Goodman Marketing Partners

Phone: 610.913.0445

Toll-free: 877.586.6466

Email: [email protected]

Web: www.goodmanmarketing.com

mailto:[email protected]?subject=Guaranteed%20Lead%20Program%20Follow%20Up

http://www.goodmanmarketing.com/