It’s time for demand marketers to evolve. Here’s how.
Traditional lead generation tactics are losing their potency, market demands are shifting, and a new generation of empowered and informed customers understand the value of their traffic, data, and attention.
This surge of change has left demand marketers asking several big, strategic questions:
How can we gather more high-quality leads today?
Should we be gating our content, or making it open to access?
What can we do to get closer to our audience and deliver what they really want?
How can we work together with sales to evolve how we attract and convert customers?
In this guide, we’ll dive into each of those questions, sharing strategies and tips to help modern demand marketers nurture and qualify strong leads, and ultimately build a valuable, high-velocity pipeline.
81% of B2B buyers drop off when they hit an up-front content form
61% of marketers consider generating traffic and leads to be their biggest challenge
73% of B2B leads are not sales-ready
Getting our campaigns to deliver
Balancing gated versus ungated
Bringing in the leads we need
Improving lead quality
Collaborating with sales
Psychology and behavioral science are a window into how our prospects really want to engage with us. A psychology-led approach to content can significantly boost the performance of your campaign content.
Develop material that is interactive and convenient for a comprehensive range of distribution channels and customer desires. Engagement is a two-way process, and interactivity gives your audience the ability to engage with your content on an entirely new level.
Lead with value and add gates where there is an opportunity for additional value to users. Additionally, a chatbot or soft pop-up gate can offer extra value by suggesting relevant lead magnets for a user's journey (i.e. newsletters, webinars, related content).
Quality content should support and optimize the entire buyer journey throughout the attraction, conversion, fulfilment, and loyalty stages.
Accessibility - make it easier for buyers to find and understand your business
Adaptability - avoid leads dropping off or receiving outdated information
Interactivity - encourage engagement and gain precious intent data
Agility - break out of linear production by innovating the creation and analysis tools and integrations used and setting up an evergreen, data-driven ecosystem
Kantar was creating a wealth of high-quality blog articles and thought-leadership content. The problem was that it was impossible to trace these back to lead generation without content metrics, making it hard to prove marketing ROI. Since they were unable to gain insight into who their readers were, and what they were interested in, it was difficult to move their content strategy forward.
With business-wide, collaborative projects on the horizon, Kantar needed a platform that would deliver on metrics and collaboration - on a large scale.
Kantar switched to using interactive content for their demand campaigns. In four months, Kantar's content created in Turtl saw:
6,000 marketing qualified leads/sign-ups
43,000 reads from over 31,000 different readers
6 minutes average document read time
187 days total content read time
17% bounce rate
Try Turtl for free
A Lumen Research study found the Turtl content format receives 10x more engagement than traditional formats like PDFs. They also discovered impact on:
Readers' brand perception
Mobile engagement with content
Higher accuracy in messaging recall
Accessibility and visual standards
