BtoB Online Goes Interactive with the Lead Generation Guide 2008
The recently released the BtoB Online Lead Generation Guide 2008 provides a comprehensive overview of the B2B lead generation industry's recent innovations and upcoming trends, and is published in an interactive format that puts their own suggestions regarding content usage into action.
The interactive guide has a range of features that allow users to search, bookmark, customize, and generally manipulate their experience with the content within. To explain all of the features, the guide contains a narrated tutorial that points out and explains each of the features available.
The fact that BtoB Online published the guide as more an interactive tool than as a document is interesting, and could signify a change in how content is distributed online. In the past, most similar publications have been offered as PDFs, or made available via a website. In choosing to distribute this guide as a tool however, BtoB Online is signaling the need to produce and distribute content that users can tweak to meet their needs.
By selecting any number of navigation options from the top-of-page navigation bar, users can select exactly how they want to view and use the content. In addition to deciding how I want my pages to appear (thumbnails or full-size viewing, 1-or-2 pages visible), I can select the "Links" option and see a list of all of the URLs on the page or in the guide! The publication also contains a fairly in-depth search feature, the ability to bookmark pages and have the bookmarks appear in my browser bookmarks/favorites, and social networking functionalities.
The inclusion of a "Share" option in the navigation bar is a big step for the B2B crowd which has been slower than the consumer sect in the full adoption of social networking within the industry. By addressing social networking in the very make-up of this guide however, BtoB Online is acknowledging the momentum that social networking has gained in the past year, and invited the use of social networking across the industry.
The guide can be embedded into blogs as a custom widget, shared with friends via an easy-to-use message containing the URL, or submitted to social networking sites such as Stumbledupon, Newsvine, and digg, among others.
In addition to the new interactive format, the guide also contains a host of valuable information for anyone working in the B2B lead generation industry. From advice on lead scoring and lead nurturing to resources for those looking to find out more about lead management vendors or understand the industry through statistics, the guide is packed full of useful tools.