Optimizing B2B-Demand Generation

  |  March 16, 2007   |  Comments

Fishing for B2B leads with a free download? Here's how to optimize the offer.

Are you a business-to-business (B2B) marketer fishing for leads? Chances are, you bait many of your online hooks with some sort of digital download.

This very page may have a hook with a nice PDF document dangling from it, waiting for some business fish to eyeball the banner, click, fill out the form, and finally hit "download now."

Let's scope some advertisers and see if we can't learn some B2B optimization lessons.

Lead Quality Starts With Quality Personas

Everyone's feeling the pinch of traffic cost inflation. Many marketers are faced with weighty pressures to increase ROI (define) by decreasing cost per lead. Old-school demographic targeting has done some of the legwork, but it will only take you so far.

Demographic data provides a fine starting place. It will tell you where the leads are, but this info can't reveal how and why people buy. Looking for Internet marketers? It makes sense that you'd find them here at ClickZ. This is a first step toward increasing your efficiency in lead generation.

Creating personas of your prospects pours a foundation for maximum optimization. But you'll have to do more than create two-dimensional demographic profiles. Probe deep into your prospects' psychographics and understand their personal and business motivations to more accurately determine their buying processes and to speak to them relevantly throughout the sales process.

Turbo-Charge Driving Points

Now that you know who your prospects are and how and why they buy, you can craft creative that will drive traffic to your offer (driving points). In this case, we're talking banner ads. You may not be able to reach all the personas with one ad; you may need to present different bait for different people. Don't just settle for the one banner ad with the highest CTR (define). The goal is to increase leads and decrease lead cost. It's possible to have a banner ad with a low CTR and a high conversion rate. Speak to all your personas with your banners. Leave no one behind.

If you speak your customer's language, from banner ad to sales call, you'll have a better chance of closing that prospect, lowering the marketing cost per transaction.

It's all about creating and optimizing an entire persuasion scenario.

Product Presentation

Let's talk about those digital morsels you're offering and how you are offering them.

If you're reading this, chances are you're a qualified lead for at least one of these advertisers. Looking at the following document offers, what's your preference?

Bottom line: If you offer a free e-book, whitepaper, case study, or paper book, don't treat it as if it's free. It obviously has value, so present it like you would a product, not a freebie.

A/B test your offer by presenting it in different ways:

  • No cover

  • Title and cover

  • Table of contents

  • Page images


Don't just sit at the shore with a couple hooks in the water, waiting for bites. Weave a net of persuasion scenarios and pull in a boatload of leads.

Share your B2B lead successes or challenges. Let me know what you've tested.

Meet Bryan at Search Engine Strategies April 10-13 at the Hilton New York in New York City.


Bryan Eisenberg

Bryan Eisenberg is co-founder and chief marketing officer (CMO) of IdealSpot. He is co-author of the Wall Street Journal, Amazon, BusinessWeek, and New York Times best-selling books Call to Action, Waiting For Your Cat to Bark?, and Always Be Testing, and Buyer Legends. Bryan is a keynote speaker and has keynoted conferences globally such as Gultaggen, Shop.org, Direct Marketing Association, MarketingSherpa, Econsultancy, Webcom, the Canadian Marketing Association, and others for the past 10 years. Bryan was named a winner of the Marketing Edge's Rising Stars Awards, recognized by eConsultancy members as one of the top 10 User Experience Gurus, selected as one of the inaugural iMedia Top 25 Marketers, and has been recognized as most influential in PPC, Social Selling, OmniChannel Retail. Bryan serves as an advisory board member of several venture capital backed companies such as Sightly, UserTesting, Monetate, ChatID, Nomi, and BazaarVoice. He works with his co-author and brother Jeffrey Eisenberg. You can find them at BryanEisenberg.com.

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