Capturing leads with content placed behind a lead form has become a popular online marketing strategy. However, this tactic must be used strategically to generate leads without putting up barriers to nurturing leads. Let’s look at this further. . .
You’ve come across this yourself, no doubt. You’re browsing through a website and see something of interest. You click the link, and a lead form greets you.
You’re asked to provide your email—and possibly other information—in exchange for the content that caught your attention.
When used well, this method works to build lead lists and generate newsletter subscriptions. However, you need to decide what to put behind an email lead form and what not to.
As an industrial manufacturer, you know that design engineers are among your most common prospects. The chart above breaks out what percentage of engineers will complete a lead form for each type of content.
Keep in mind that 17% of engineers will never complete a lead form. So, if you want them to see your content, you need to keep it openly available.
Also, we know that buyers want to complete most of their buyer journey without having to contact you too early in the process.
Therefore, avoid gating essential content. For example, 73% of engineers found datasheets valuable. That’s why I don’t recommend placing datasheets behind lead forms.
Capturing leads with content makes sense. Just use this tactic wisely and remember to employ marketing automation to nurture those leads!
If you’re looking for personalized recommendations for marketing automation, get in touch.
–parin
Managing Partner
With over two decades of experience, Parin leads an expert demand-generation agency, StratMg, that helps industrial manufacturing clients achieve unambiguous and quantified organic sales growth across the US, EMEA & APAC.
Parin has built & positioned StratMg to be a value-added marketing services provider that strives to create a culture of quantified sales-driven marketing initiatives leading to sustained business growth through channel management, diversification, new customer acquisition and retention strategies and tactical execution.
