Should You Rely on a Gated Landing Page? Everything You Need to Know

gated landing page

From a B2B marketing perspective, gating a landing page is the only choice that makes sense, right?

You don’t want website visitors to slip through the cracks and get lost forever in the massive internet void like an interesting Facebook post after your newsfeed refreshes.

You want to collect email addresses and follow up with leads.

The truth is, however, if all your content sits behind a form, there’s a good chance that you also struggle with massive data problems (both massive problems and problems with massive amounts of data).

60% of businesses say that their data is unreliable and 40% of their leads have bad data.

That’s what happens when you require an email address from everyone that steps foot into your website.

So, what’s a B2B marketer to do? Is a gated landing page the answer? It’s not that simple. Let’s weigh the pros and cons.

Pros of Choosing a Gated Landing Page

Keep in mind that gated content doesn’t exist in a void. It’s a part of your general strategy.

Here are the top benefits of choosing a gated landing page to connect with leads.

It Increases the Value of Your Content

When you put content behind a form, people tend to assume that the information must be valuable and thus, your brand value increases.

In our society, everything has a price including necessities like water and food. As a result, when you give something away for free, the perceived value drops.

It Helps You Collect Vital Information About Your Audience for Segmentation

Once a visitor converts into a lead, you want to offer them highly personalized content.

By gating your content, you can figure out which lead magnet sparked their interest enough to hand over their email address.

You can also learn more information about them through your form. Data like this is important for creating segmented email campaigns which can deliver 760% more revenue than generic campaigns.

It’s Easier to Track Your Marketing Strategy Performance

Gating your content can help you nail down your target audience and KPIs and track the success of your lead magnets and overall marketing strategy.

If people aren’t filling out the form to access your content, you know the problem isn’t the content copy itself.

You can also use a gated landing page to run vital A/B tests on specific elements.

Cons of Choosing a Gated Landing Page

A gated landing page isn’t without its own massive drawbacks.

You Risk Giving Your Leads “Form Rage” from an Unfriendly Mobile Experience

Do you like filling out forms on your phone? Well, your B2Bs don’t either.

According to Google, 70% of all business searches will come from mobile devices by 2020 with buyers spending an average of three hours each day on their phone.

You’ll Suffer from Bogus Data or Data Overload

Not only do 40% of leads supply poor data, but 65% of job titles and functions change every year.

Gating all your content puts you at risk for collecting fake email addresses, collecting more data than you can effectively use, and wasting resources on “leads” who aren’t even part of your target audience.

It Interferes with Your Sales Funnel

Adding a form – no matter how optimized for user experience – creates room for problems to arise.

Anything that interferes with your sales funnel is no good and forms are at the top of the list (especially for mobile users).

Think with Google

Source: Think with Google

Pros of Choosing Ungated Content

If the downsides to choosing a fully gated landing page strategy have turned you off on the idea, you may be wondering if completely unhindered content is the answer. Let’s weigh the benefits and cons.

Completely ungated content is the right choice for many industries, but what about B2Bs in your industry?

It Helps You Create a Seamless User Experience:

Google says that mobile searches influence 40% of all B2B revenue. Even if you’re not in the e-commerce biz, decision-makers are conducting research from their smartphone.

Dropping forms from that gated landing page is the best thing to do if you want to create a mobile-friendly experience and start the relationship with a good first impression.

Ungated Content is Useful for Brand Awareness and Engagement

Do you like sharing gated content on your social media accounts?

For many people, it can feel kind of dirty – like sharing clickbait or blatant promotional material.

Keeping your content barrier-free means that more people will share it, and you’ll get more website traffic.

Your Leads Can Nurture Themselves (and Speed Up the Buying Cycle)

When potential leads have unlimited access to your content, they can educate themselves at their own pace in a process called self-nurturing.

By the time they decide to contact you or supply their email address, they’re further along in the sales funnel.

Cons of Choosing Ungated Content

Completely ungated content is a scary thought for many B2Bs – and for good reason.

Barrier-Free Content Makes It Difficult to Track and Test Your Strategy

Is your marketing strategy working or are you missing out on valuable leads? Hard to tell. Your options for A/B testing are also limited because you won’t have much information to compare with your results.

You’ll Lack Information About Your Leads

Without any form, you’re at the mercy of Google Analytics or third-party software to tell you who’s visiting your website.

When a lead gives you their email address, you won’t know which topic sparked their interest enough to want more content.

Ungated Content Leads are Often Lower Quality

If anyone can access your content, you won’t know which leads and visitors are serious buyers so your retargeting campaigns on social media will suffer.

On the other hand, you may also fail to collect vital information from the most qualified leads.

So, What’s the Right Choice for Generating High Quality Leads?

Hushly can help you strike the perfect balance between an ungated and gated landing page. With features like content bingeing, self-nurturing landing pages, and lead verification systems, you can skyrocket leads by 51% almost instantly and ensure that you’re only collecting the highest quality leads.

Want to learn more about the halfway point between gated and ungated content? Check out the Hushly eBook here.

Why Do B2Bs Need Self-Nurturing Landing Pages to Turbocharge Leads?

How do you spend your free time away from work?

If you’re like most people, you enjoy watching your favorite Netflix or Hulu shows, listening to your favorite curated Spotify playlists, scrolling through Facebook, and shopping through your favorite app.

Top apps like these all have one key feature in common: endless streams of personalized content.

I’m willing to bet that when you visit a new website, you feel frustrated if it doesn’t live up to the UX and personalization standards set by tech giants like Amazon, Ali Express, and Facebook – even if you don’t realize it.

Well, your B2B buyers feel the same way about your website.

According to the latest research, 62% of businesses will consider switching vendors if a brand doesn’t even try to personalize its communication.

Self-nurturing landing pages are the answer to generating more (and higher quality) leads while meeting buyer expectations.

Why Your Form is Outdated

According to research from Google, 50% of B2Bs conduct searches from their smartphone with the average buyer spending an average of three hours each day on their mobile device.

By next year, this figure will skyrocket to over 70%.

self-nurturing

Source: Google

Your website might be optimized for mobile browsing with a responsive design, but what about your lead magnets and landing pages?

If you’re nodding your head “yes” but still using forms, your website isn’t completely mobile-friendly. Let’s get real: no one likes filling out forms—least of all B2B buyers on their phones. It’s just not a fun experience.

Sure, if there’s an emergency like time-sensitive concert tickets or event registrations, you’ll race through the form – but that’s the exception to the rule.

I promise that no B2B buyer is arriving at your eBook, report, or authoritative blog post and thinking “Awesome! I’m so glad I can give another company my email address, job title, and name just to access this piece of content!”

Forms are holding you back. Self-nurturing landing pages are the future.

Self-Nurturing Landing Pages: Your Roadmap to Generating Leads

Ditching forms needs to be part of a broader personalization strategy.

By implementing the following strategies, you can generate not only more leads but higher quality ones.

Boosting access to your content means that people won’t hand over their email address unless they’re 100% confident that they genuinely want to stay in contact with you.

Personalize Their Route Based on Weather Conditions

B2B marketers across the board say they struggle to leverage data across multiple sources.

That’s really the first step to creating a personalized self-nurturing strategy: getting your data in order.

With Hushly, for example, we can personalize content as soon as someone visits your website based on data from various sources. By showing them the best topics and types of content, they’ll stay on your website longer which instantly improves your brand awareness.

Let’s say a buyer visits your website and based on data from other sources, we can tell that they work for an NGO. Your website would then continue showing them similar content that other NGO workers may find interesting, for example.

Drop Dead Ends with Content Bingeing

When someone gets to the end of your eBook or case study, what happens?

If it just ends without other personalized content offerings, you need a new solution. Self-nurturing content bingeing features can help you clean up dead-end landing pages.

Why is this important?

B2B decision-makers like to educate themselves at their own pace and 78% say they consume at least three pieces of relevant authoritative content before committing to a vendor.

Are you allowing buyers to consume content at their leisure – or rationing it?

Put yourself in their shoes: would you rather browse and research an endless stream of relevant content or read one blog post, sign up for a mailing list, and receive content stretched out over an email sequence?

Probably the former.

self-nurturing

Source: Hushly

Supply a Few Route Options – But Avoid Roundabouts of Endless Choices

Roundabouts can help keep traffic flowing but when a city first constructs one, people initially hate it.

Why? Because it supplies too many options and drivers don’t know how to use it.

How would you feel if Netflix or Facebook started showing you random topics that you’ve never expressed interest in? You’d get angry. You may even take a screenshot and share your frustration with friends.

Choices are good. Too many choices aren’t.

By properly categorizing content and employing data-driven personalization tactics, you can create a mini-Netflix on your own B2B website.

Get Them Off the Expressway at the Perfect Time

The average office worker receives 121 emails every day.

The last thing your buyers want is more newsletters in their inbox that they know they’ll unsubscribe from later or just never open.

People don’t mind handing over their email address, but they need to be in control. Let your content speak for itself and let buyers give you their contact information when they’re comfortable.

Instead of using popups, use widgets and other tools that aren’t intrusive and don’t get in the way of accessing most of the content.

Skip the Toll Roads (Fully Gated Content with Forms)

If you haven’t noticed, forms are not enjoyable experiences on mobile devices – yes, even with Google’s autofill feature.

When you do attempt to ask for an email from your self-nurturing landing page, make sure you’re sticking with the bare necessities. At Hushly, we recommend only asking for an email address and country location – that’s it.

You wouldn’t tell personal info to someone you just met on a dating app, right? Let your buyers get to know you a bit before asking for more information.

Generate More (and Higher Quality) Leads Now

Beyond the strategies above, it’s also important to thoroughly vet your leads. Eliminating forms means that you’ll already deal with less fake email addresses, but human verification is also important to prevent non-business emails from slipping through.

Hushly can help you increase your lead conversions by 51% – guaranteed. See it in action now!

5 Reasons You Need a B2B Adaptive Content Hub to Nurture Leads

Adaptive Content Hub

You spend a lot of time and energy developing high-quality content to educate, inform, and guide your leads towards conversion.

The B2B buying process is notoriously long and requires a lot of time and effort — shouldn’t your website do most of the work?

Sure, emails and following up are both relevant, but an adaptive content hub can literally educate visitors and make money by letting leads self-nurture while you sleep.

What Is an Adaptive Content Hub?

Think about all the in-depth content you create to deploy throughout your lead nurturing process: eBooks, whitepapers, tutorials, case studies, industry news, authority blog posts, podcasts, videos, social posts.

Now, imagine you have all of that information in one convenient, well-organized, and user-friendly location on your website where visitors and leads can educate themselves and binge on personalized content.

Amazon’s Alexa, for example, offers a marketing resource center filled with valuable information about content marketing, SEO, and other relevant topics.

How Can an Adaptive Content Hub Help You Nurture Leads?

When you use an adaptive content hub to its full potential, your leads can nurture themselves with personalized content streams and personalized content tracks.

1. It Provides Social Proof

Your adaptive content hub is a great place to highlight detailed case studies. After all, 41% of businesses say that evaluating case studies is an integral part of their buying process.

With so much at stake, buyers need to know they’re making the right choice. They need to see other people – just like them – using your product and seeing a benefit.

With personalization you can increase that engagement and content consumption by offering relevant content to those visitors based on their intent signal, industry, vertical, size of company, etc. Leave the guess work of hunting around for content they like and start offering what they want.

Even if you don’t have a detailed case study with all the bells and whistles typed out for each example, you can still provide a list of brands that work with you and offer some quick stats, features, benefits or graphs.

2. An Adaptive Content Hub Can Help You Connect with Leads

If you have a sizable audience and client base, your content hub could include a forum or message board for leads and current clients to connect.

WordPress is an excellent example. Their comprehensive support forums make it easy to contact plugin or theme developers and communicate with other end-users to solve problems in the most convenient way possible. Plus, everything is extremely well-organized by topic.

You can also use a content hub to connect with leads who ask questions or have problems. Include a live chat or a single field for a business email where visitors can submit request for demos, etc.

3. It Offers an Incentive for Leads to Convert

An adaptive content hub is a valuable asset to potential buyers in itself.

First, it provides a solution. Leads can get relevant information up front at every stage whether they are doing research or at the point of making a decision. More often than not they want to get this information without having to talk to someone or send an email. Your adaptive content hub can solve most of their problems.

However, it also shows leads that you understand who they are by providing personalized content results. Keeping not only your brand and products more relevant to them but showing that you understand them.

Look at Sage Intacct, for example. The Sage Intacct Adaptive Content Hub provides templates and how to guides for small business, enterprise companies and has personalized content streams that offer personalized content based on where a visitor is coming from such as a non-profit, software company, etc. Everything from ebooks, guides, video’s are all there and can be dynamically rendered based on who you are.

4. It Demonstrates Your Brand’s Authority

A resource center takes time, energy, and knowledge to create. Today’s web visitors don’t want a static resource center they want adaptive content hubs that can adapt to who they are and what they care about. When you start presenting value to your visitors it shows that you’re genuinely invested in an industry as well as your lead’s success.

With eBooks, PDF files, and other in-depth content, you can really start to throw your knowledge and thought leadership potential around.

Taking the time to develop a user-friendly adaptive content hubs sends a message that you’re highly educated and capable of solving your lead’s problems.

5. An Adaptive Content Hub Keeps Visitors on Your Website

When you stumble across a brand’s content hub that interests you, it’s pretty exciting. You could literally spend hours reading and bingeing on content if the subject interests you enough.

Providing a wide-range of highly-personalized content will keep visitors on your website. Not only that, but it will encourage leads to return to your website for more information.

Connect with Your Leads on a New Level

To develop an adaptive content hub, you’ll want to gain a comprehensive understanding of your audience segments and personas. Start compiling resources based on data you’ve collected like problems your clients face, unique features of your service, and anything else you think people would find useful.

Personalization is the key behind all content marketing – including your adaptive content hub – learn how Hushly can help skyrocket your conversions by 51% with the power of personalization.

4 Organizing Techniques to Leverage Marketing Data Analysis

accountant calculating on data spreadsheets for research quality of company

It’s a problem that marketers are all too familiar with—keeping massive amounts of data organized.

You already have to manage data on countless people that you’ve collected from multiple sources. How can you leverage your personalization effort to its full potential if you don’t stay organized?

A few marketing data analysis strategies can help you stay organized, keep your leads’ data safe, and personalize the experience of every lead.

Why Keep Your Data Organized?

Keeping your stored data organized isn’t just crucial for marketing data analysis purposes; it’s the right thing to do. Here’s why it’s good for your brand, leads, and clients.

It’s Good for Building and Maintaining Trust

96% of people across all generations value data privacy. Remember that your leads are still human – ever email address is attached to a real person who cares about how their data is stored and used.

Good data organization keeps your leads’ information safe, which helps build trust in your brand and avoid security mishaps.

It Keeps Your Company Compliant

With B2B marketing and data analysis, the line starts to blur between personal and business data. Technology grows at a rapid rate, and privacy laws are typically passed retroactively.

It’s much easier to stay GDPR-compliant and prepared for any significant legislative changes in the countries you operate if you keep your data organized.

It Helps You Create Personalized Content

Finally, good data organization hygiene helps you use your data to its full potential. When you store data across multiple platforms, it’s difficult to cross-reference that information and create the most personalized content.

Did a lead visit your website this week? Click your email links? Engage with your company on social media? Keeping your data organized helps you understand your leads’ behavior in real-time or as close to real-time as you can get.

4 Techniques to Leverage Your Marketing Data Analysis

Much of your data organization strategy will depend on your specific audiences, company, and other unique factors. However, you can follow the tips below to get started.

1. Consider “Smart” Solutions Like Airtable

Yes, Excel is a wonderful tool. However, every marketer should at least familiarize themselves with Airtable as well.

Airtable offers a “smarter” solution because it’s specifically designed for content and digital marketing, rather than financial spreadsheets.

With Airtable, you can create interactive and customizable spreadsheets. Their templates are designed for specific types of content like blog posts, tags, and keywords, too. Plus, the platform is collaboration-friendly and integrates well with all of your favorite marketing and social media platforms.

2. Create a Private API (Or Take Advantage of the Ones Available)

If you have an experienced programmer at your disposal, it may be worthwhile to create a private API. By developing your company’s own private API, you can easily integrate your data across multiple platforms.

If not, that’s fine. You can still take advantage of public APIs available through your current marketing tools and social media networks. Google Analytics is a great place to get started.

Bonus: Depending on the product or service you provide, you could later open a public API to encourage people to use your platform, too.

3. Nail Down Your Key Performance Indicators

If you manage large amounts of data, you probably feel overwhelmed. Narrow your concentration down to KPIs and move the rest of your data somewhere else.

Focusing on one or two specific metrics like conversion rates and website visits will give you a great starting point to browse other data, identify trends, and make decisions.

4. Segment Your Data

You can also organize your data based on information you know about your leads.

  • Location, time zone, and language
  • Job titles and buying power
  • Company size
  • Stage of the buying process
  • Engagement
  • Traffic source
  • Favorite social media accounts

Segmenting your leads will help you stay laser-focused when you create content. These groups are a great starting place for improving personalization before branching into behavioral data.

Make the Most of Your Marketing Data Analysis

Collecting data is one thing. Using it to its full potential is another. If you aren’t creating personalized content to nurture your leads, you’re not taking full advantage of all the data at your disposal.

The truth is, all people expect personalized content in 2019. 65% of businesses say that if a brand doesn’t personalize communication and content, they’ll look for a competitor. Hushly can help you use personalization to skyrocket your conversions by 51% and improve lead quality by 59%.

Learn how our insights and marketing data analysis can help you make informed marketing decisions and integrate your campaigns for maximum results!

4 Bulletproof B2B Lead Generation Ideas to Prepare for 2020

business, people and technology concept - businessman in virtual reality headset with charts on screen projection over futuristic server room background

Yes, there are still a few months left in 2019, but it’s always a good idea to stay ahead of the game, right?

The truth is, the B2B marketing landscape is changing at a rapid pace. Your B2B leads and clients expect high-level personalization in email, social media, and on your website.

You’ve already segmented your email list, and you’re using data to create personalized content across multiple channels – what else is left to do?

Well, quite a bit! Even if you can’t implement all of them right away, keep these lead generation ideas on your mind as you tweak and build your marketing strategy.

4 Fresh Lead Generation Ideas to Prepare for 2020

Your B2B prospects and clients are exposed to personalized and automated content everywhere they go online. From Facebook to Amazon, everything is personalized just for them.

Even if your competitors aren’t employing high-level personalization tactics, you still should.

Data shows that 75% of all businesses expect brands to anticipate their needs and offer relevant suggestions going into 2020. Once you incorporate personalization into the lead generation ideas below, the sky is the limit.

1. Virtual Reality

Go ahead and laugh. Airbus, Siemens, and GE definitely aren’t laughing – they’ve all incorporated some kind of virtual reality into their marketing strategies.

Amazon has already started including virtual reality in its B2C product pages. You hold your phone’s camera at an empty space, and Amazon’s app will position that organizer you’re browsing directly onto your desk.

The trick here is for B2B marketers not to decide whether or not they’ll use virtual reality (because at some point, it will be the new normal) but how. Without cutting-edge design, user consideration, and comprehensive testing, virtual reality can go tacky or wrong in the blink of an eye – and that’s not how you want leads to remember you.

2. Content Bingeing

Your B2B leads aren’t businesses personified. They’re real humans who go home and binge episodes of Stranger Things on Netflix.

No, they probably won’t spend four hours bingeing your content – but they might. Wouldn’t it be nice to give them at least the option?

With content bingeing, you can do exactly that. People don’t have short attention spans. They spend plenty of time consuming interesting content when it’s in front of them. Media outlets like Vice understand content bingeing and have introduced indefinite scroll features on their landing pages.

Content bingeing allows your leads to educate themselves and self-nurture at their own pace. Yes, following up with email campaigns is essential, but with the right technology, your website can do a lot of the work for you.

3. Dabble in B2C Exposure

If your leads and clients sell to consumers, it’s in your best interest to educate yourself on their market.

One recent study shows that by fully engaging with end-market consumers, B2Bs can improve innovation and develop partnerships as opposed to vendor relationships with their B2B clients who sell to consumers.

The trick here is to do so in a way that doesn’t encroach on your B2B’s space in the market and create competition. How B2Bs approach this strategy would look different between every business.

Take this plant-based food startup, for example. Perfect Day recently launched a line of dairy-free ice cream, but after it runs out, they’re not selling anymore. Instead, they’re using this ice cream to market their dairy-free formula to businesses.

4. Video (Including Personalized Video)

Think B2Bs don’t watch videos? Think again. 49% of buyers watch videos as part of their buying process, and most of them watch a single video for at least 5 minutes.

In other words, marketers should start creating longer videos and more of them.

However, creating videos isn’t enough (it’s 2020, after all). You also need to create personalized videos.

Now, maybe you don’t have the budget or technology to include personal names or get that specific yet. You can, however, create videos for buyers of different job roles.

Since several people of varying roles are involved in the buying process, it only makes sense to create personalized content for each group.

Start Generating More High-Quality Leads Today

Lead generation ideas can help boost numbers, but you also want to focus on quality. Take steps like human verification to ensure that all of the emails you collect are for real people.

Avoid including gated content or including too many forms on your website if you want to capture high-quality leads and avoid abandonment at the same time.

Hushly can help you skyrocket conversions by 51%! Take our Content Bingeing feature for a spin.

The Remarkable Secrets to Finding B2B Sales Leads on Twitter

Are you one of the many B2B marketers who hates using Twitter for lead generation?

No one’s blaming you. Twitter’s stock price continuously struggles to stay afloat, and many would argue that this is likely due to their poor reputation as an advertising platform for businesses.

The truth is, you don’t need to pay for sponsored posts on Twitter to find B2B sales leads. You really just need to understand how to use the platform to its full potential.

How to Find B2B Sales Leads on Twitter

In many ways, Twitter is arguably a better platform than LinkedIn for collecting data because it’s less formal. On Twitter, conversations happen in real-time and – while remaining professional for the most part – the conversations can be much more casual and honest.

Engaging with businesses and employees on Twitter is crucial for not only improving brand awareness but connecting with your audience.

Optimize Your Profile Pages

The first thing every B2B marketer should do is optimize their business profile page and the profile page of everyone at the company.

  • Photos: Use high-quality custom cover photos in the right dimensions (currently, 1500 x 500). Keep in mind that your profile picture will take up a portion of the cover photo. Choose a cover photo that relies heavily on branding.
  • Links: Many businesses and individuals link to their company’s homepage. That’s great, but in many cases, homepages aren’t designed to capture leads. Instead, link to a blog or landing page you’ve optimized to generate leads.

Track Your Links

Of course, you want to add links to your Tweets and pages. However, it’s also essential to use a shortener like Bitly.

For one thing, shorter links help you squeeze the most space out of your character count and, according to Bitly, they can increase clicks by 34%.

Link shorteners also have another amazing feature: they allow you to track clicks and engagement. Even free versions of Bitly let you track clicks. With paid or enterprise services, you can integrate your Bitly account with other marketing tools and analyze your data in one place.

Use the Advanced Search Feature

Every marketer should familiarize themselves with Twitter’s Advanced Search if they want to generate high-quality B2B sales leads.

Honestly, it’s a much more pleasant experience than Facebook’s search, which makes it difficult to find what you need. On Twitter, you can search just as you would with any other marketing tool or search engine.

Search by date, name, location, and more. You can also include or exclude hashtags, phrases, and languages.

Stay Updated on Competitors

A lot of B2B marketers use Twitter to find leads by following accounts of people who follow their competitors (yes, quite a mouthful) – but you shouldn’t stop there.

No, you don’t need to put on a fake front and pretend to be their friend. You could, however, engage with some of their content professionally.

It’s also a good idea to use the Advanced Search feature to see what people are saying about your competitors and see how that compares to your company’s mentions.

Grab Content Ideas

Conversations happen on Twitter. They’re not always productive, but you can still find some great content ideas.

As you scour through your Advanced Search results – or even your regular feed – analyze conversations with a marketing-focused mind.

What types of questions are people asking your competitors? What problems do people face? Use this information to create your own nuanced content and stay ahead on marketing trends.

Integrate Your Data

Most social media platforms, including Twitter, make it easy to integrate your contacts and some data from other sources. However, you can also export your contacts from Twitter and integrate that data with other platforms and tools.

Use this information to your advantage on other channels like Facebook, LinkedIn, Hushly, and your email service provider. Look for any gaps in information that each platform can help fill as you build lead profiles and narrow your audience segments.

Start Generating More Leads Today

You only have 24 hours in the day. Shouldn’t your website do most of your lead generation and nurturing work for you? When leads visit your website from Twitter, provide them with valuable content, they can binge. Make it easy for them to consume information about your brand and industry and their own pace and provide their contact information when they’re ready.

Hushly can help you deliver highly personalized content for your B2B sales leads at the perfect time. Learn how our platform can help you skyrocket new lead conversions by 51% and lead quality by 59%.

The Pros and Cons of Content Syndication Every Marketer Needs to Know

Hand of businessman in suit on dark digital background using wireless computer mouse

Content syndication can work wonders for your B2B marketing.

When executed with careful consideration, you can generate more leads than you’ll know what to do with and turn yourself into a mini-celebrity.

However, there’s also a dark side to syndication. With higher stakes in B2B, you also run a higher risk of damaging your credibility – and even visibility.

The Pros of Content Syndication for B2B

Some B2Bs may not feel comfortable with other media outlets “taking” the content they worked so hard to produce. The truth is, all marketers can benefit from a well-integrated content strategy. Here’s how syndication can help.

Develop New Audiences

Think you’ve already nailed down your target audience? Think again.

While it’s good to focus on a niche, it’s also essential to keep in mind that your industry and market are in a constant state of evolution. New corners pop-up and people discover new problems they need solved.

Syndicating your content lets, you throw a wide net.

Reach Influencer Status

Every industry – no matter how mundane it may seem – has its own mini-celebrities and influencers.

You know them when you see them: they write guest blogs on your favorite websites and always float to the top of your Twitter feed.

If you put special care into your syndicated content and develop a personal thought leadership style, people will start seeking out your writing everywhere they can find it.

Your retweets and mentions will grow, and the leads and conversions will follow.

Generate Leads

With content syndication, you can catch prospects when they have their guard down. Since you’re focusing on spreading knowledge rather than promoting products, readers won’t feel like they’re being “sold to.”

By choosing the right outlet, carefully crafting a piece of content, and optimizing your bio and links, you can generate countless leads over an extended period.

The Cons of Content Syndication for B2B

Fortunately, you can easily avoid (or at least minimize) most of the downsides to content syndication by following a few good practices.

Possible Low-Quality Leads

How many times have you heard, “quality over quality” in regards to generating leads?

Well, it’s true. Low-quality leads who aren’t anywhere near a purchase decision can skew your data and pull time away from other leads who really deserve your attention.

You can minimize low-quality leads by creating and syndicating content for specific audiences.

It’s also a good idea to avoid gating content on your website. By making your blog posts and PDFs accessible to everyone, people will only hand over their email when they truly want to stay in contact with you.

Even if low-quality leads slip through, hope isn’t lost. Planting a seed and creating brand awareness is always a good thing.

SEO Police

If you care about SEO (who doesn’t?), you’ll want to pay special attention here. Duplicate content online can damage rankings.

It’s not necessarily a violation. However, when the Google bots see multiple pieces of content coming from different places, they don’t know which one is the most important.

In most cases, this damages the ranking of both websites. However, it can also backfire for your website and push the syndication outlet above your original work in the search results. Yikes.

Unfortunately, there isn’t a surefire way to avoid this. Instead, only syndicate your content on websites where the benefit of referral traffic outweighs the risk of a slight SEO hit.

You can also ask your developers to include special pieces of code in your posts that tell the Google bots “hey, this is the original piece” but it’s not a guarantee.

Damage to Credibility

For the most part, this is completely in your realm of control.

First of all, anything you publish for content syndication shouldn’t promote products or talk about your company. Instead, focus on writing something thought-provoking for readers.

However, you also want to pay special attention to outlets before you ask them to publish your content. Follow their social accounts. Read their emails. Do they publish click-bait and spam? Alternatively, do they only provide readers with authoritative content? Do your homework.

Create Content that Matters

Driving traffic and creating brand awareness with syndication isn’t worth a thing if you don’t personalize each experience. 65% of B2Bs say they have no problem switching brands if a company doesn’t personalize its communication with them.

Creating content isn’t enough. Marketers need to create meaningful and interesting content and present it to visitors at the right time with tools like content bingeing. Create a personalized experience for every lead and watch your conversions skyrocket.

Hushly can help. Check out our Content Bingeing feature in action!

5 Best B2B Lead Generation Services to Optimize Rock-Solid Growth

Climber scrambling up by rocky terrain

While generating leads is essential, it’s just one small piece of the puzzle.

Are your B2B leads a good fit for your product or service?

Which competitors are they considering?

What’s their job role and which problems do they face every day?

Without the right B2B lead generation services, you’ll never be able to nurture them at the right time with valuable content. Fortunately, technology has made lead generation easier than ever, but you still need to know how to use it, and part of that is picking the right services.

Personalization: What’s the Big Deal?

Before jumping into the services below, it’s important to point out that personalization is the lynchpin of your success in every lead generation strategy.

Personalization is everywhere: Amazon shopping lists, Netflix suggestions, Facebook feeds, Spotify playlists. Your B2B buyer’s expectation for high-level automation and personalization doesn’t vanish as soon as she sits down at her desk.

65% of B2B buyers say that they would switch brands if a company didn’t personalize its communications. That means if you aren’t personalizing your content, you’re losing potentially more than half of your leads and current customers.

5 Important B2B Lead Generation Services You Need in Your Arsenal

When you incorporate high-level personalization into the B2B lead generation services below, amazing things start happening.

1. An Abandonment Strategy

First, you need to figure out why people are leaving your website. In most cases, you’ll want to improve your user experience.

Click-fatigue is a real thing, and it doesn’t disappear in the B2B world. If visitors have to click through multiple links and fill out forms to access information on your website, they’re going to get tired and leave.

By optimizing your website for user experience, you can slash abandonments. Remember that you have a biased view of your own website, so it’s best to leave this in the hands of professionals.

2. Integrated Retargeting Campaigns

In B2B where the buying process is much longer and higher-stakes, you need a solid retargeting strategy for each lead (and even current clients) at every stage of the cycle.

A sponsored Facebook post for brand awareness here. An educational LinkedIn post there.

Strategically placed and personalized retargeting campaigns can do wonders for keeping your brand on the mind of leads and maintaining loyalty with current clients.

3. Content Bingeing

Let’s get real. We all love bingeing content. (Yes, Netflix, I AM still watching The Office.)

Well, your B2B buyers are human, too. Now, they probably won’t spend an entire Saturday afternoon bingeing content on your website – but shouldn’t you at least give them the option?

Content bingeing and self-nurturing landing pages don’t just allow visitors to “stream” indefinite content; they also let your leads conduct their own research at their own pace.

It’s a myth that attention spans have grown shorter. People will spend plenty of time consuming content they find interesting – when it’s readily accessible.

4. Human Lead Verification

Of all the B2B lead generation services here, this one may just be the most important because it ensures that 1. you’re only contacting high-quality leads and 2. you’re building strategies with high-quality data.

Have you heard of the hidden sales cycle? It happens when website visitors provide false information on forms to access downloadable or gated content.

Do you see where we’re going with this? As it builds up, this fake information can really throw off your data analytics and personalization strategies.

You can easily avoid this with rigorous human lead verification techniques.

5. Comprehensive Data Analysis

You have access to limitless data about your leads and clients – so why not use it properly?

A majority of B2C marketers say they struggle to leverage their data across different platforms in any meaningful way, and it’s safe to say that most B2Bs are in the same boat.

Truthfully, it’s not easy, but it’s also not impossible. How can you track the effects of brand awareness campaigns on social media and combine that with data from website conversions?

Understanding your data is the key to making educated decisions about your marketing campaigns, lead nurturing experience, website user interface, how to maintain clients, and so much more.

Start Personalizing Your Experience Today

To generate leads and eventually convert them into customers, you need a data and personalization strategy. Choosing the right B2B lead generation services and customizing them to meet your specific needs will help you skyrocket those conversions.

Hushly can help you improve lead conversion by 51% – and fast – through high-level personalization.

Find out how. See it in action to get started today!

What Is B2B Marketing in the P2P Era? 5 Key Factors You Need to Know

Young businesswoman sitting on floor looking at her laptop computer. Beautiful woman wearing formal wear using earphones.

When you ponder the question “what is B2B marketing,” what comes to mind?

A stuffy suit behind a Mac in a corporate office with you on the other end trying to get their attention?

 After all, you’re marketing to businesses, not individual people, right?

Not true. At the end of the day, you’re still engaging with real humans.

How do you know your B2B buyer isn’t a digital nomad working in her board shorts at a beach bar in Chiang Mai? The business landscape has changed, and your B2B marketing techniques need to keep up.

Traditional B2B Marketing Vs. Today

In general, you want to keep some B2B marketing standards in mind as you create a strategy.

  • The buying process – and subsequent lead nurturing process – is much longer and drawn out than B2C.
  • Several people of varying roles are usually involved in the buying process.
  • The B2B buyer faces a higher risk and pressure to make the right decision than a consumer.

That’s pretty much it.

While your strategy should accommodate the differences in B2B buying behavior, it doesn’t need to be rigid or hyper-formal. Your audience still expects personalized and interesting content that relates to them on a personal level.

What is B2B Marketing in the P2P Era? 5 Things to Know

P2P is a new concept called people-to-people. Instead of thinking of your B2B leads and customers as businesses, think of them as individual people.

1. Your Buyers Still Watch Stranger Things and Go Hiking on the Weekend

Your buyers are humans with personal interests, values, and hobbies.

Does this mean you should throw a nod to Stranger Things in an email? Maybe not – unless your data shows that it would work with your audience and brand.

The point is, your B2Bs are flooded with personalized and automated content on Amazon, Netflix, and Facebook in their spare time. Their expectation for high-level personalization doesn’t change when they go back to work.

2. Respect the Longer Buying Cycle

Yes, the drawn-out B2B buying process can feel frustrating. Instead, look at it as an opportunity to improve your marketing tactics.

As Justin Shriber, Vice President of Marketing at LinkedIn Marketing and Sales Solutions, says in Harvard Business Review, “They [B2B buyers] have little to no patience for ill-timed, generic pitches.”

Rather than rushing buyers towards a purchase, focus on providing high-quality and personalized content at each stage of the cycle. Use your content marketing to build trust and educate your audience.

3. Do What Your Competitors Aren’t Doing

Here’s a secret: your B2B buyers are bored. It’s just your job to give them something interesting.

Check out the content your competitors create and look for areas you could improve or add nuance. Analyze your data to identify problems your B2Bs face – or better yet – will face in the future.

By using your research, you can capitalize on upcoming marketing trends and get a leg up on your competition.

4. Create the Types of Content They Actually Consume

Some B2B marketers spend hours creating in-depth, personalized, and authoritative blog posts but still don’t manage to drive leads and conversions. Why?

Well, if your target audience prefers to consume video, but you’ve devoted your time to blog posts, there’s your problem.

49% of B2B buyers consume video during the buying process, for example. They don’t just watch 30-second snippets either: they spend over five minutes engaging with each video, on average.

Does this mean you should stop writing blogs and focus on video? No. However, it does mean that you need to research your own audience and create the type of content they consume, whether it be podcasts, infographics, blog posts, or video.

5. Don’t Forget About Loyalty

You still need to engage your B2B clients with personalized, relevant, and interesting content. If you don’t, someone else will. What is B2B marketing good for if you lose your clients to competitors later?

The key is to adjust your strategy. Focus on personalized event recommendations, industry news, and updates about your company. Make your current clients feel like they’re part of your organization and not just a number.

Create Content They’ll Actually Enjoy

Your B2B leads and clients expect personalized content that solves their problems and sparks their imagination. Once you nail down a personalization strategy for every stage of the sales process, you can watch your leads and ROI soar.

Hushly can help. Our user-friendly platform can help you create personalized content to boost lead generation by 51% and improve your retargeting efforts. Contact us to learn more!

How to Boost Sales and Nurture Loyalty with Big Data Marketing

businessman with virtual chart hologram

While some tried and true marketing methods are still effective, look to the future, and you’ll see nothing but big data marketing.

Unfortunately, many marketers aren’t making the most of their data.

It’s not about having the flashiest tools and most modern automation. It’s about how you harness that data to connect with your buyers.

How to Improve Your Bottom Line with the Power of Big Data Marketing

Big data is here to stay – but that doesn’t mean it isn’t intimidating or frustrating for marketers.

Chinese company Huawei recently revealed a processor chip for servers that manages mass amounts of data from smartphones, video services, and more as part of its intelligence computing product lineup.

Every major technology company understands the value of data for marketing, but what good is all that data if you can’t use it to its full potential? The tips below can help you nail down some big data marketing strategies, so you don’t feel overwhelmed or get left behind.

Start with Specific Goals

Ask any B2B marketer what they’re focused on right now, and they’ll probably tell you “personalization.” That’s a great start. However, broad concepts like “personalization” or “content marketing” aren’t specific enough.

Start by segmenting your audience into different groups based on their locations, company roles, behavior, and buyer stage. Once you nail down some general groups, you can look for weak areas to improve.

For example, you may find that executives make up a large segment of your audience, but you’re currently creating content mostly for sales. Now you have a content marketing goal: create highly personalized and in-depth content for higher-ups.

Before you create the content, you could turn to data for help: should you create videos, podcasts, or authoritative blog posts? What types of content do they consume and how are they finding that content?

Getting hyper-specific like this with goals will help you make sense of your data and how to use it.

Check Your Inbox

You may feel overwhelmed with data already and think you don’t need anymore, but checking your archived emails is a great place to start an investigation and create your own data sets.

One study found that B2Bs can use their inbox to identify business data “clusters” and use the information to identify future trends and develop marketing strategies.

Data from your email inbox takes personalization to a new level because it provides real-life interactions with potential buyers and professionals. Once you cluster some of the information, you can use your intuitive insight to create content that solves buyer problems at every stage of the process and relates to them on a human level.

Expand Your Research

You may not market your product or services to consumers, but many of your B2B buyers may work in B2C. If you want your B2B buyers to think of you as a partner rather than a vendor, you need to familiarize yourself with their market.

One study found that B2Bs who engaged with their prospects’ consumer market (without creating competition) were better at innovating and responding to hot marketing opportunities.

Maybe you don’t feel comfortable or prepared to create a marketing strategy for this right away – that’s totally fine. However, you can still conduct some research on your B2Bs’ market as part of your big data marketing strategy.

Put yourself in their shoes, and your own personalization efforts will improve.

Nail Down Retargeting

B2B lead nurturing is a long and arduous process. How you engage with leads who have dropped off or cooled down makes all the difference.

Look at the data to figure out why your leads have run dry and use that information to create retargeting content. Maybe they switched roles or went with a competitor. Look at your insights and analytics in real-time to create hyper-specific campaigns on social media or in email.

If you find some gaps, surveys are great for nailing down missing data.

Even if they’ve chosen a competitor, this doesn’t mean you can’ provide them with valuable blog posts and emails about relevant industry insights. Use your data to continue creating personalized content while adjusting the CTAs accordingly.

Leverage Big Data Marketing to Its Full Potential

If you can learn how to manage and leverage your data, you can improve each buyer’s experience and see an ROI improvement in no time.

That said, B2B lead generation and nurturing is a long road. Hushly can help you harness data to improve lead generation by 51% and create personalized content at every stage.

Check out our Use Cases to learn how!