In B2B marketing, lead generation campaigns are the holy grail for any business striving for growth and expansion. The average valuation of the content marketing industry is expected to be $600 billion in 2024. After all, sales are a business’s lifeline, and having a healthy pipeline is necessary.

However, amid the meticulous planning of marketing campaigns, including defining the target audience, key messaging, and creative development, little time is often spent thinking about the right-fit lead-gen asset. The asset will either make or break your campaign, so putting effort and energy into ensuring you have the right asset in the first place is critical. If you don’t have the asset already developed, you must be prepared to invest in creating it.  According to data, 58% of B2B marketers reported increased sales and revenue in 2023 thanks to content marketing.

Consider this: the person engaging with your campaign, a potential customer, will probably be handing you their personal details. But what are they getting in return? In today’s marketing landscape, asking for further information without offering meaningful and relevant content in return is no longer acceptable. This value exchange prompts you, the reader, to fill in a lead-gen form and provide your email details and telephone number, even in a world where digital fatigue is prevalent.

The ‘big rock’ asset is not just filler material but the essence of engagement and conversion. It serves as the bridge between your offering and your audience, providing them with valuable insights, ideas, and solutions to their most pressing problems. Yet, companies often overlook this crucial aspect, a missed opportunity for engagement and conversion. We see this time and time again, emphasising the need to prioritise these assets in your marketing strategy.

So, to get your next B2B marketing campaign hitting the right notes, here are five examples of effective lead generation assets that we recommend you explore:

Thought leadership reports fuelled by data

The age-old adage is that content is king, but so is data! And when you highlight data and trends in your content, that is a massive win for any B2B marketing campaign. In the B2B world, sales cycles are typically long, and you need to work hard to earn the trust of your customers and prospects. They want to know that you know what you are talking about and are sharing helpful information to help them in their day-to-day roles as a leader in your field. Your content needs to be thoughtful, considerate, relevant, and valuable. The best way to achieve this is by incorporating data from your research or summarising trends you observe and witness.

Ebooks and Guides

Comprehensive eBooks or guides that delve deep into a specific topic relevant to your industry can also be content “gems” for potential customers. This content asset type is more practical than a thought leadership report, providing in-depth insights, tips, solutions, and strategies, positioning your company as an authority.

Assessments and Diagnostics

Interactive quizzes, diagnostics, or assessments can be engaging ways to capture potential customers’ attention while gathering valuable data about their preferences, needs, or pain points. By tailoring the quiz results to provide personalised recommendations or insights, you provide them with valuable and relevant takeaways. You can also nurture these leads based on their specific interests or requirements.

Webinars and Workshops

Inviting existing and future customers to interactive webinars or workshops allows them to engage with your business in real time while gaining valuable knowledge or skills. By providing actionable takeaways, addressing common challenges your audience faces, and pointing out what is coming down the line from a trend perspective, you can generate interest and develop a connection that can be further nurtured and explored. For a B2B audience, roundtables are a great forum to achieve this – and they provide another opportunity to generate content following the event to target a wider audience.

Checklists and Templates

Practical resources such as checklists, templates, or toolkits offer immediate value to prospects by helping them streamline processes, organise tasks, or solve everyday problems. These resources are often highly shareable and can serve as valuable lead magnets to attract individuals seeking practical solutions to their challenges.

Ultimately, the best asset for your lead-generation campaign will depend on your target audience, industry, and specific campaign objectives. It is essential to start by understanding your audience’s needs and preferences and creating content that resonates with them while aligning with your overall marketing goals.

At Manning & Co., we understand the pivotal role that content plays in lead generation. With our expertise in strategic marketing and content creation, particularly big rock assets and thought leadership, we can help you develop a comprehensive content strategy that aligns with your business goals and drives tangible results. From award-winning industry reports to crafting compelling blog posts and whitepapers to producing engaging videos and social media content, we have a track record with thought leadership content. Please have a look at some of our projects here.

Contact us today to learn how Manning & Co. can help you create content that resonates with your audience, builds trust, and drives conversions.