As you can tell, I have been thinking about content creation a great deal over the past couple of weeks. We are still in the process of implementing marketing automation software and I am getting excited about the prospect of being able to properly nurture, track and score our prospects. The other day, I shared with you my framework for our content creation plan.

Today, I wanted to talk about something else that I have been thinking about: namely, allowing the content medium to impact the lead score. Take this example: Two prospects come to our website. The first prospect downloads a whitepaper entitled, “Creating A Successful Web Seminar Series” and the second prospect signs up for our web seminar entitled the same. Which prospect is closer to a purchase decision? Which prospect can be considered a hotter lead?

I would argue that the participant in the web seminar is most likely closer to a purchase decision. A seminar is not anonymous and by nature is more committing. Researchers wishing to stay anonymous download whitepapers and read blog posts. Researchers approaching a purchase decision will be more willing to engage and lift the veil of anonymity.

Does your company distinguish between content mediums when scoring their leads?

Technorati Tags: B2B, lead scoring, lead nurturing

This entry was posted on Tuesday, July 1st, 2008 at 9:36 am and is filed under Marketing, b2b, lead generation. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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