In a recent report by Netline, it was revealed that ebooks continue to be the most popular type of B2B content, with a 34.5% increase in registrations year-over-year. David Fortino, NetLine’s chief strategy officer, stated that ebooks represent 39.5% of demand and exhibit strong performance consistently. Ebooks are essential for B2B marketers looking to generate leads and increase sales.
Ebooks can be strategically used across the sales funnel to engage prospects at every stage of their buyer’s journey. Top of the funnel (TOFU) ebooks serve as icebreakers, focusing on building trust and establishing expertise in the field. Middle of the funnel (MOFU) ebooks provide helpful advice and information to nurture prospects and guide them towards a connection. Bottom of the funnel (BOFU) ebooks offer detailed guidance and answers to empower prospects to make a purchasing decision.
Effectively designed ebooks share common qualities such as engaging visuals, easy-to-skim content, and a clear message delivered in straightforward language. An example of a well-executed ebook is The New B2B Marketing Manifesto from Velocity Partners, which delivers its message with clarity and a touch of humor. Creating engaging ebooks does not necessarily mean creating lengthy content; the key is to provide valuable information in an easily digestible format.
Once an ebook is published, it can be leveraged to drive leads down the sales funnel. Strategies for using ebook content to support sales include gating the ebook behind a lead gen form, driving traffic to the ebook through various channels, and analyzing lead data to better understand the audience. Ebooks can also be shared with prospects who express interest, incorporated into sales presentations, and used as leave-behinds after sales calls and demos.
By integrating ebooks into the sales process, marketers can create more touchpoints to engage buyers, demonstrate value, and ultimately close more deals. The key is to get started and take advantage of the tools available to help create compelling ebooks. Whether focusing on generating top-of-funnel leads or providing sales support, well-designed and well-written ebooks can make a significant impact on B2B marketing efforts.
