How to Choose the Right B2B Content Syndication Vendors

Content syndication is a crucial tactic in the B2B marketing mix. In fact, 23% of B2B marketers use a content distribution platform to reach wider audiences.

However, driving qualified leads using B2B content syndication is not as easy as it seems.

To run targeted B2B content syndication campaigns that help you reach and engage relevant prospects for your business growth, you need to partner with the experts! ー Basically, look for reputable B2B content syndication vendors and platforms.

The right syndication vendors, platforms, and networks will help you distribute your content on relevant, premium channels to reach highly-targeted audiences. And, thereby, help boost your conversion rate and revenue.

In this post, we’ll show you how to select the right B2B content syndication company for your business, followed by a list of potential growth partners.

Let’s get started!

7 Key Parameters for Selecting the Right B2B Content Syndication Vendors

Choosing a good B2B content syndication vendor is an important decision, so you should learn what to look for when comparing various options.

Here are seven of the most important factors you should consider:

1. Quality of leads data

The fundamental purpose of B2B content syndication is to generate qualified leads for your business. That’s why the most important selection criterion is the quality and accuracy of a vendor’s data on leads.

Don’t just choose a partner based on how many leads they can help you reach, also consider the kind of leads they deliver and the information you get about them.

Vendors that use AI to frequently update their database typically provide more accurate lead information.

Also, consider the lead filters that a platform offers. More advanced filters will ensure you reach a specific audience and don’t waste your time and effort on irrelevant leads.

Choose a vendor that provides:

• In-depth buyer intent data
• Decisional data
• Technographic data
• Behavior analytics data

Check for such features when you choose a B2B content syndication vendor.

2. Audience segmentation options

As a thumb rule, you should choose B2B content syndication vendors that can help you reach your specific target audience. Vendors that offer advanced segmentation options can help you achieve that.

Of course, you need to have a clear campaign objective and intended customer profiles (ICP) before you start your selection process. Vendors that can help you run targeted campaigns based on these should be your first choice.

Some essential segmentation filters include:

• Firmographics: Targeting accounts based on company-specific data, such as revenue, number of employees, industry, etc.
• Technographics: Targeting companies that use a certain type of technology or platform
• Demographics: Targeting key decision makers within organizations, based on parameters like age, location, position, etc.
• Competitor analysis: Identifying the accounts your competitors are targeting and targeting them with your B2B content syndication campaigns
• Intent signals: Targeting qualified leads with a clear buying intent to move them down the sales funnel

This is something we do best. We at We Sale Leads focus on syndicating your high-value content to reach your niche-specific audiences. This helps us ensure that your message reaches the right buyers at the right time.

3. Previous track record

When selecting B2B content syndication vendors for your business, make sure you check their past track records and client success stories.

Why is this important?

For two reasons:

1. It allows you to verify the claims they make in their marketing materials and website.
2. It gives you the opportunity to see what kind of campaigns they can help you run and the results you can expect.

Vendors that have a lot of positive reviews, client testimonials, and case studies are trustworthy. If they’ve delivered great results in the past, you can expect similar results for your content syndication campaigns.

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4. Criteria for measuring campaign performance

When comparing vendors to hire for B2B content syndication services, assess how they measure campaign performance.

If they track vanity metrics like the number of impressions, the results may look impressive but they are not valuable to your business. When it comes to B2B content syndication, your goal is to generate qualified leads not reach millions of people.

Pick vendors that value metrics like the quality of leads, conversion rate, and revenue growth over impressions and clicks.

Check out this case study by TechTarget, where they measure campaign success in terms of growth in the deal closure rate and an increase in contract values.

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Furthermore, B2B content syndication vendors that can promise to deliver specific results are better than the ones that make vague claims. So, you should choose the ones that offer a clear project scope and guaranteed results.

5. Capability to syndicate multimedia assets

When we talk about B2B content syndication, it doesn’t just refer to sharing articles on multiple channels. In fact, it involves a whole mix of content types from infographics to videos and white papers.

If a B2B content syndication vendor supports only text-based content, then that’s a big limitation. You should look at the range of content types they can syndicate and the range of content syndication networks and platforms they can help you leverage.

6. Ability to support ABM content syndication

Most B2B businesses prefer to target high-priority clients instead of trying to cast a wide net and reach the masses. Account-based marketing (ABM) approach helps achieve just that.

That’s why ABM content syndication is a better approach for B2B marketers. The vendors that follow this approach can help you reach specific accounts or audience segments to generate relevant, top-priority leads.

The key to success is to partner with companies that understand when to stop your efforts on a particular lead.

7. Pricing structure

Lastly, you need to compare pricing plans and structure when comparing various B2B content syndication vendors.

Here are some common pricing structures:

• Cost per lead: You pay a flat fee for every lead they generate for your business.
• Fixed fee: You buy a B2B content syndication package for a fixed fee. This usually involves a commitment from the vendor for a specific number of leads or content placements.
• Subscriptions: Here you pay a recurring monthly, quarterly, or annual fee to keep using a vendor’s B2B content syndication services.
• Custom pricing: Most B2B content syndication vendors offer custom pricing based on your specific needs and goals from syndicating content.

Choose a structure that suits your budget and requirements. The key is to get the best cost-per-lead price along with an assurance of getting leads with higher conversion potential.

3 Top B2B Content Syndication Services to Get You Started

While you’ll need to conduct in-depth research based on your requirements, we’re listing three good options to get you started.

1. NetLine Corporation

NetLine Corporation is a dedicated B2B content syndication and lead generation platform. It not only helps you reach your target audience but also provides you with high-quality buyer intent data.

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It offers three solutions for B2B marketers:

• Content-centric lead generation: This includes a self-service content syndication platform where you can share content and reach specific audiences. It also offers full-service content syndication with expert guidance.
• Account-based marketing (ABM): This involves targeting specific accounts or customer segments to help acquire highly-qualified leads for your business.
• Buyer-level intent data: This gives you access to tons of buyer intent data to find relevant leads for your business.

2. DemandScience

This platform is your one-stop-shop for accessing valuable B2B leads data. It offers various B2B lead generation and demand generation tools to grow your business.

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Here are the key products it offers:

• PureSyndication: This content syndication solution offers ICP-based targeting, 4 layers of intent data, content distribution, and more.
• ABM Display: This is a powerful solution that combines account-based marketing with the power of display advertising.
• PurePush: This solution gives you highly-qualified leads that are at the middle or bottom of the funnel and ready for converting.
• Klarity: This is a Chrome extension for lead prospecting on LinkedIn.
• ReplyForce: This is the perfect solution for automated email outreach.

3. Outbrain

Outbrain is a popular advertising and syndication platform that can help you distribute your content on a variety of channels. It supports multimedia content syndication and is known for its broad reach, with over 55 countries on its network.

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Its proprietary recommendation engine, Smartlogic uses AI and machine learning to help deliver relevant content to each user. This ensures that your content is only seen by users who are genuinely interested in it.

It offers two key solutions:

• Outbrain for Advertisers: This helps you win prospects who are searching for content on the open web through ads.
• Outbrain for Media Owners: This helps you find qualified leads by distributing your content on relevant platforms.

Ready to Find the Right B2B Content Syndication Vendor for Your Business?

Finding and working with the right syndication vendor can determine the success or failure of your campaigns.

A good vendor can help you publish your content on relevant and reputable websites. They can also help you target specific customer segments and generate highly-qualified leads.

Use this post as your guide to choosing the right B2B content syndication vendors for your business. Or, you can directly connect with us for data-driven content syndication services that deliver high-value accounts for your sales pipeline.