B2B'de Content is Still King
B2B alıcıların %70'i satış temsilcisiyle konuşmadan önce 3-5 içerik tüketiyor. Doğru content stratejisi, qualified lead'lerin anahtarı.
B2B Content Funnel
- TOFU (Top): Blog posts, infographics, social media
- MOFU (Middle): Whitepapers, case studies, webinars
- BOFU (Bottom): Demo, free trial, consultations
Content Types ve Performance
| Content Type | Lead Quality | Cost per Lead | Conversion Rate |
|---|---|---|---|
| Blog Posts | Medium | $50-100 | %2.5 |
| Whitepapers | High | $150-300 | %5.2 |
| Webinars | Very High | $200-400 | %8.7 |
| Case Studies | Very High | $100-200 | %7.3 |
Distribution Channels
- Owned: Blog, email, website
- Earned: Guest posts, PR, mentions
- Paid: LinkedIn ads, Google ads, sponsorships
- Shared: Social media, communities, forums
Lead Scoring Model
- Content engagement: +10 points per download
- Email opens: +5 points
- Website visits: +3 points per page
- Demo request: +50 points
- MQL threshold: 100 points
Automation ve Tech Stack
CMS: WordPress/HubSpot. Marketing Automation: Marketo/Pardot. Analytics: GA4 + Hotjar. Lead Tracking: Salesforce/HubSpot CRM.