Content Marketing Key to B2B Sales Funnel

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

eMarketer

With the average cost per lead increasing and marketers competing for buyer attention, traditional lead generation tactics are no longer enough. Business-to-business (B2B) companies are looking to content marketing to boost their lead generation efforts.

“Informative, nonpromotional content in the form of webinars, white papers, videos, blogs and peer recommendations on social networks and forums can attract prospects,” said eMarketer’s Lauren Fisher, author of the new report, “B2B Lead Generation: Using Content to Acquire Customers.” “It can also be used to build and maintain ongoing relationships with potential buyers—a must for remaining top of mind throughout the purchase process.”

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