{"id":11878,"date":"2021-08-02T18:03:04","date_gmt":"2021-08-02T18:03:04","guid":{"rendered":"http:\/\/somametrics.com\/clone\/?p=11878"},"modified":"2021-09-15T16:57:05","modified_gmt":"2021-09-15T16:57:05","slug":"the-importance-of-high-quality-leads","status":"publish","type":"post","link":"http:\/\/somametrics.com\/clone\/the-importance-of-high-quality-leads\/","title":{"rendered":"The Importance of High-Quality Leads"},"content":{"rendered":"\n

High-quality leads are crucial to increasing sales growth, which means successful marketers must know how to attract this type of lead through their lead generation strategies and decision-enabling content. <\/p>\n\n\n\n

Why is lead generation so important? In today\u2019s digital-first environment, B2B buyers prefer spending more time researching products<\/a> online and less time speaking with salespeople, which means that they rely more heavily on content to make purchasing decisions. And this isn\u2019t changing anytime soon\u2014only 20% of B2B buyers<\/a> say they hope to return to in-person sales in the future.<\/p>\n\n\n\n

Plus, buyers want to make purchasing decisions based on up-to-date information. One survey reports that 47% of executives recommend that B2B vendors use more data<\/a> and research to support their decision-enabling content.<\/p>\n\n\n\n

For any company to make a lasting impression on prospects in this environment, high-quality decision-enabling content is essential to capturing leads and nurturing them toward making a purchase. Next, we\u2019ll discuss how to create decision-enabling content to accomplish these goals.<\/p>\n\n\n\n

Creating Decision-Enabling Content<\/h1>\n\n\n\n

Decision-enabling content takes two forms: demand generation and lead generation. These two content types work together to form the basis of your digital marketing campaigns. Generally speaking, demand gen sparks a user\u2019s interest, and lead gen makes that interest more concrete.<\/p>\n\n\n\n

Both types of content require in-depth research presented in an engaging style, but each type is designed to appeal to buyers at different phases of their purchasing journey. Below, we\u2019ll discuss the differences between each type of content, and why they\u2019re both important to increasing your company\u2019s sales growth rate.<\/p>\n\n\n\n

Demand Gen Content<\/h2>\n\n\n\n

Demand generation content<\/a> is the first impression your brand will make on new prospects. Its main function is to increase brand awareness, spark interest, and drive users toward sites where they can find out more. <\/p>\n\n\n\n

With these goals in mind, demand gen content<\/a> is designed to grab readers\u2019 attention as they research a topic related to your company and its products or services. So, demand gen content<\/a> must be useful, fresh, and tailored to the needs of your target market at that moment.<\/p>\n\n\n\n

Here are some examples of content that falls into this category:<\/p>\n\n\n\n