B2B pipeline
B2B Content Syndication Services
CasperB2B's B2B content syndication services put your whitepapers, guides, reports and webinars in front of a targeted business audience, and deliver the people who opt in to get them as verified leads. It is for B2B companies that already have useful content and want it to produce named, consented prospects instead of sitting on a resources page.
What you get
Targeted promotion
Your content is promoted to buyers who match your agreed filters: industry, company size, region and job role.
Opt-in leads with consent
Every lead chose to download or register and agreed to be contacted. We record where and when consent was given.
Verification and quality checks
Each lead is checked against your filters, with bad emails, duplicates, students, competitors and obvious junk removed before delivery.
Nurture handover
Leads arrive with the asset they chose, so your follow-up can pick up the topic they cared about.
How it works
- Pick the asset. We review your content and choose what will attract your buyer. If you don't have a strong piece yet, our content marketing team can build one.
- Set the filters. We agree on target fields, exclusions, and what makes a lead acceptable, in writing.
- Build the landing page and form. Short form, clear consent language, and a thank-you path that offers a next step.
- Promote. We distribute the asset through targeted email, LinkedIn and paid placements aimed at your audience.
- Verify and deliver. Leads pass our checks and are delivered to your CRM or marketing tool on an agreed schedule.
- Nurture. We hand over, or build, a follow-up sequence. See our email marketing service and these email automation examples.
What we need from you
- At least one gated asset worth a buyer's time, or approval for us to create one.
- Your target filters and a list of accounts or domains to exclude.
- A nurture plan, or the go-ahead for us to build one.
- A clear rule for when a syndication lead gets passed to sales.
What to expect from these leads
A syndication lead raised their hand for information, not a sales call. Most are early in their research. Treat them as marketing-qualified and nurture them. The ones who engage further, or who sit inside a target account, can move to sales or to account based marketing plays. Pushing every download straight to a rep usually burns the lead.
When it's the wrong fit
Skip syndication if you have no follow-up process yet (start with why leads go cold), if your content is mostly product brochures, or if you need booked meetings right away. In that last case, appointment setting is a better start.
FAQ
What is B2B content syndication?
It is paid promotion of your gated content to a targeted business audience. People who opt in to get it become leads for your marketing and sales teams.
Are the leads compliant?
Each lead opts in through a form with clear consent language, and we keep the record of that consent. You remain responsible for following up in line with the privacy laws that apply to you.
What happens to leads that don't match my filters?
They are removed before delivery. Your filters are agreed in writing at the start.
Can you syndicate webinars?
Yes. We can promote live registrations or on-demand recordings the same way as written assets.
Have content that should be producing leads? Book a 15-minute fit call and bring your best asset.
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Talk to us
Book a 15-minute fit call
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