Seven Things B2B Marketers
Need To Know About Lead
Generation
Douglas Burdett
Tom Pick
With:
Moderated by:
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About Douglas Burdett
Host of The Marketing Book Podcast; Founder/Principal of ARTILLERY
Douglas Burdett is the principal and founder of Artillery, a business-to-business marketing. He is also the host of The
Marketing Book Podcast, a weekly interview with bestselling authors of marketing and sales books to help listeners
keep up with the smartest thinking in the quickly changing field of modern marketing and sales.
About Tom Pick
Digital Marketing Consultant, co-founder B2B Marketing Zone
Tom Pick is a digital marketing consultant who's helped dozens of B2B clients improve their business results online. A
co-founder of the B2B Marketing Zone, Tom has been named a Top 50 B2B Marketing Influencer and blogs at
Webbiquity.com.

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Seven Things B2B Marketers Need To
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MarketingBookPodcast.com
@MarketingBook

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What is Lead Generation?
Seven Things B2B Marketers Need To
Know About Lead Generation
“In marketing, lead generation is the initiation of consumer interest or
enquiry into products or services of a business.” ~Wikipedia
“Lead generation describes the marketing process of stimulating and
capturing interest in a product or service for the purpose of developing a
sales pipeline.” ~Marketo
“Lead generation is the process of attracting and converting strangers
and prospects into someone who has indicated interest in your
company's product or service.” ~HubSpot

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#1: The Way Your Customers Buy
Has Changed
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Seven Things B2B Marketers Need To
Know About Lead Generation
“In an information-rich world,
the wealth of information means
a dearth of something else: a
scarcity of whatever it is that
information consumes. What
information consumes is rather
obvious: it consumes the
attention of its recipients.”

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#2: Generating Your Own Leads
Is Better Than Buying Leads
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Qualification & Awareness
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#3: Your Website
Should Play A Major Role
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#4: Buyer Personas = The Secret
Ingredient for Better Lead Generation
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Buyer Personas
“In the simplest terms, buyer
personas are examples or
archetypes of real buyers that
allow marketers to craft
strategies to promote products
and services to the people who
might buy them.” - Adele Revella
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The Five Rings of Insight™”
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#5: For Lead Generation Success,
Align Your Sales and Marketing
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Benefits of Sales and Marketing Alignment
• 19% Faster Growth
• 15% Higher Profitability
Seven Things B2B Marketers Need To
Know About Lead Generation
Source: Sirius Decisions

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For Sales & Marketing Alignment
• Speak the Same Language
• Use Closed-Loop Reporting
• Establish a Service Level Agreement
• Maintain Communication
• Rely On Data, Not Emotion
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Speak The Same Language
• What is your company or division's revenue goal?
• What is your average deal size (current revenue/current customers)?
• How many customers do you need? (revenue goal/average deal
size)?
• What is your lead to conversion rate (current customers/current
leads)?
• Calculate the number of leads needed (customers needed/average
lead to customer)
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Is It A Sales Ready Lead?
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For Sales & Marketing Alignment
• Speak the Same Language
• Use Closed-Loop Reporting
• Establish a Service Level Agreement
• Maintain Communication
• Rely On Data, Not Emotion
Seven Things B2B Marketers Need To
Know About Lead Generation

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For Sales & Marketing Alignment
• Speak the Same Language
• Use Closed-Loop Reporting
• Establish a Service Level Agreement
• Maintain Communication
• Rely On Data, Not Emotion
Seven Things B2B Marketers Need To
Know About Lead Generation

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For Sales & Marketing Alignment
• Speak the Same Language
• Use Closed-Loop Reporting
• Establish a Service Level Agreement
• Maintain Communication
• Rely On Data, Not Emotion
Seven Things B2B Marketers Need To
Know About Lead Generation

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For Sales & Marketing Alignment
• Speak the Same Language
• Use Closed-Loop Reporting
• Establish a Service Level Agreement
• Maintain Communication
• Rely On Data, Not Emotion
Seven Things B2B Marketers Need To
Know About Lead Generation

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#6: Lead Generation Without Content
Is Like Fishing Without Bait
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Content Marketing
“The marketing technique of
creating and distributing relevant
and valuable content to attract,
acquire, and engage a clearly
defined and understood target with
the objective of driving profitable
customer action.”
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Content Marketing Benefits
• Helps fuel SEO
• Increased brand awareness
• Helps build preference
• Fuels social media and inbound links
• Generates quality leads for less
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Content Comes in All Forms
Seven Things B2B Marketers Need To
Know About Lead Generation
Articles
Email
Templates
Blog Posts
Infographics
Videos
Case Studies
Podcasts
Visual Content
Cheat Sheets
Reference Guides
Webinars
Checklists
SlideShare Decks
Whitepapers
Ebooks
Surveys
Workbooks

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#7: Market Your Marketing
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Market Your Marketing
• Email
• Sponsored Newsletters
• Social media advertising
• Search engine ads (PPC)
• Content Syndication
• Direct Mail
• Events
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Recap
1. The Way Your Customers Buy Has Changed
2. Generating Your Own Leads Is Better Than Buying Leads
3. Your Website Should Play A Major Role
4. Buyer Personas = The Secret Ingredient
5. Align Your Sales and Marketing
6. Create and Use Content
7. Market Your Marketing
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Q&A
Host of The Marketing Book Podcast & Founder/
Principal of ARTILLERY
Linkedin page: linkedin.com/in/douglasburdett/
Twitter ID: @MarketingBook
Website: https://www.artillerymarketing.com/
Digital Marketing Consultant, co-founder
B2B Marketing Zone
Linkedin page: linkedin.com/in/tompick/
Twitter ID: @Webbiquity
Website: https://webbiquity.com/
Douglas Burdett
With:
Tom Pick
Moderated by:
www.b2bmarketingzone.com/webinar-series/lead-generation