Trading an ebook for a prospect’s contact information is among the purest forms of content marketing. It’s an effective way for B2B sellers to find their next customer. B2B companies supply the products that ecommerce and omnichannel sellers retail to the general public. I was recently reminded how a simple ebook can be an excellent B2B customer acquisition tool when I downloaded one from Affirm, the installment loan company, in exchange for my LinkedIn profile information and email address. Here are some of the insights I drew from Affirm’s ebook. This screen capture is from the cover page of Affirm’s ebook. The bright and colorful image was also featured in the LinkedIn ad. Using an Ebook for B2B Lead Generation 1. Capture a lead. Affirm’s ebook was presumably developed as a lead capture device. Consider the evidence. It was featured in an ad on LinkedIn. Its title, “5 customer acquisition tactics you might be missing,” takes advantage of the fear of missing out. Lists attract clicks; listicles are sometimes considered link bait. The ad was almost certainly aimed at me because of my ecommerce work. The fifth tactic in Affirm’s ebook is its own service. It prepares the reader for…
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Using an Ebook for B2B Lead Generation
