Ebooks have been identified as the go-to content medium for B2B marketers looking to generate leads and boost sales. According to Netline’s 2024 Content Consumption Report, ebooks are still the most popular type of B2B content, with a 34.5% increase in registrations year-over-year. David Fortino, NetLine’s chief strategy officer, notes that ebooks make up 39.5% of demand and consistently show strong performance.
Ebooks are versatile tools that can be used across the entire sales funnel. For the top of the funnel, or TOFU, ebooks are designed to establish trust and showcase expertise on high-level topics such as industry trends, beginners’ guides, and best practices. These ebooks aim to engage prospects and lay the foundation for turning them into warm leads.
Moving down the funnel, middle-of-the-funnel (MOFU) ebooks serve as guides to help prospects navigate their options and understand how a product or service can meet their needs. These ebooks typically include case studies, comparison guides, and deep dives into specific features and benefits. Finally, bottom-of-the-funnel (BOFU) ebooks provide detailed, step-by-step guidance and answers to prospects’ remaining questions or hesitations to empower them to make the decision to choose a solution.
An effective ebook is one that is engaging, readable, and provides valuable content in an easy-to-comprehend format. Subheads, bullets, charts, and visuals should break up the text, and key takeaways should be easily accessible. The New B2B Marketing Manifesto from Velocity Partners is cited as an example of a well-executed ebook that delivers its message clearly and engagingly in a concise format.
After the ebook is created, it can be used strategically to support sales efforts across the funnel. For top-of-funnel activities, ebooks can be gated behind lead gen forms and promoted through social media, newsletters, and ads to attract leads. Middle-of-funnel ebooks can be sent to interested prospects by sales reps and incorporated into sales presentations. Bottom-of-funnel ebooks can serve as leave-behinds after sales calls and product demos, providing prospects with additional information to reinforce the value of the solution.
Incorporating ebooks into the sales process provides additional touchpoints to engage buyers, showcase value, and ultimately close more deals. The key takeaway is to take action and begin creating ebooks to support your demand generation and sales teams. By leveraging the power of well-designed and well-written ebooks, marketers can effectively attract and convert prospects while providing valuable content at each stage of the buyer’s journey.
