Most B2B marketers are well aware that they cannot have different approaches for demand generation and brand building. To be able to generate leads you have to continuously build awareness and credibility for your brand. This will help to refill the top of the B2B lead generation funnel. Although brand building and B2B lead generation are inevitably linked they have their own objectives and need to have subtle differences when it comes to the approach that you have for both. real estate
It is very important that companies realize where it is that brand building ends and lead generation begins when they are approaching these aspects of the business. Depending on which level of the funnel the marketer is targeting they have to make changes in their strategy and have a vast mix of content that can be delivered in different ways. Depending on the role that this content has to play in the funnel its effectiveness can be measured. Understandably, brand building and brand awareness takes a back seat as B2B marketers have to pay attention to various KPI’s such as the conversion rate of the lead, the number of leads generated and the rate of conversion of the lead and the amount of time that is needed for a lead to get converted into a customer. However, this neglect is the reason why the long-term effectiveness of generating and converting leads gets affected.
There are four main areas in which the B2B marketer has to be able to clearly differentiate between brand building and B2B lead generation. It is also important that the B2B marketer tailor their branding and lead generation approach in such a way that it can match the objective.
Objective and the Type of Content
The type of content that you create for your website has to be in tune with what you want to achieve from the content. In terms of content for B2B lead generation, the objective is very clear, you have to be able to convert a potential interest into a definite lead and have to create content that is valuable enough so that the viewers are willing to exchange contact information for it.
A potential customer is much more inclined to read the content and give their contact information if they are aware of your company and this is where brand building is of uttermost importance. Addressing current topics that can grab the attention of the viewer is the best approach to increase brand awareness. The goal of content for brand building is to initiate a conversation and demonstrate the value that you can add by providing your service.