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The New Rules of B2B Engagement: Building Content Capital

The old ways of B2B are out.

Lead generation is dying, and buyers don’t like and trust you.

Or worse still, they’ve never even heard of you…

Your current revenue generation has become akin to the guy walking down 1000 doors trying to sell suits.

Doors are getting slammed in your face.

Attempts at

• email

• SMS

• paid acquisition

• LinkedIn outreach

have left you with diminishing returns and the proverbial door slammed in your face.

A new buyer paradigm began in 2024.

Now more than ever, your buyers hold the power.

With buyers now being 70% of the way through their purchasing process before they even reach out to sales (Keenan, 2024), new rules of engagement apply for your company to maintain its revenue generation edge.

This requires you to build “Content Capital.”

Content Capital is your ability to influence the market in your vertical with your content.

THEN leverage content-led outbound to reach potential buyers who already know about YOU & YOUR business.

Some of LinkedIn’s most successful lean & mean companies have applied this with ruthless efficiency:

• Adam Robinson (RB2B)

• Chris Walker (Refine Labs)

• Justin Welsh

They understand that a different age requires a different strategy.

What worked yesterday won’t work today.

And it definitely won’t work tomorrow.

With an effective content strategy, you can generate 10-20 qualified leads per month.

This approach leverages the presence of your content online - giving you an advantage in the market.

Executives don’t care about LinkedIn or X…they care whether it’s going to help them solve their problems.

They don’t want to waste time not getting in front of target buyers.

Channels have dwindling effectiveness, so setting your brand apart in the marketplace through content is essential.

Surprise:

You don’t need a huge sales team to achieve this.

60-70% of sales reps meet their quota.

That’s 40% not hitting their targets.

With just one daily LinkedIn post and an optimized profile, you can start conversations and really build a brand.

As a company, we’ve generated more qualified leads than the last mid-sized company I worked for, which had 8 reps.

The cost savings are huge!

Using a content-led outbound strategy can result in a 30% savings over expanding your sales team.

This is how they want to buy: efficiently and quickly.

They’re already ready when they reach out to you in your inbox.

Traditional lead generation methods are on a sinking ship.

Ready to build content capital and experience the lift of content-led outbound?

Send me a message with “CC” for more details to find out how we can help you install a client acquisition funnel in your business from LinkedIn.