Demand Gen Report

Generating the right content to power the lead funnel was one of the topics discussed during a panel session, titled: Models For Mid Funnel Content Campaigns at the B2B Content2Conversion Conference.

Moderator Clayton Stobbs, Director of Client Experience for Compendium, and panelists Rob Yoegel, Content Marketing Director for Monetate and Thomas Koletas, SVP of Advertising Sales for Madison Logic, shared real-world success stories from lead nurturing campaigns, including warming up stagnant leads and accelerating the conversion rates targeted accounts entering the pipeline.

B2B marketers have been on a content binge of sorts over the past few years, developing all types of campaigns in a variety of formats to bolster their lead generation efforts. But in the past six months or so, observers say that B2B marketers are realizing that for content to truly resonate, they need to make an even more vigorous effort to understand their buyers, and hence the renewed focus on buyer personas.

“Everyone today is a publisher, and B2B marketers are recognizing that the pressure to publish more targeted and relevant content is growing at a rapid pace right now,” said Adele Revella, President of Buyer Persona Institute. “Marketers are driven to produce assets. Developing buyer personas is a new skill for many marketers that requires a cultural shift.”

SalesFUSION, a provider of cloud-based marketing automation software, announced the latest version of its software that features advanced prospect nurturing, sales enablement and event management tools.

SalesFUSION 8.0 includes an advanced designer tool for prospect nurturing, which allows users to build nurture marketing campaigns in a visual flow designer that ties sales and marketing actions together into a single integrated solution. This helps marketers by streamlining the entire lead to sales process and engages sales directly in nurture marketing programs through response alerts and lead follow-up task assignment.

It is hard for busy B2B marketers to make time for lead grading and scoring efforts, but the payoff is worthwhile, according to this infographic from Pardot. This infographic also outlines the difference between grading and scoring prospects.