Here's an article from Bryan Eisenberg, the Persuasion Marketing guru, covering the high points of generating business-to-business (B2B) leads on the web:

Optimizing B2B-Demand Generation
http://www.clickz.com/showPage.html?page=3625240

From these high points, we at The Content Factor can dive deeper into ways you can optimize your content to make lead generation work--and why the content part of the process is so important.

High Point: Know your audience.
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New research by KnowledgeStorm supports what many already knew: vendors are more likely to close new business when they do a good job of educating potential buyers in the earliest stages of the sales cycle.
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Trying to break in to a new market segment? Wanting to make an impression with an audience that doesn’t know your name (yet)? Conducting a survey is an effective and surprisingly easy way to break through. Collect valuable, relevant data from the group you are trying to reach, and then distribute that data to the participants. You provide value and make your first impression as an industry expert—while your new target audience has an interactive and rewarding experience with your company.
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Feeling misunderstood? Do your clients or prospects have a popular misconception about what you deliver…or about what you should deliver? You can jar them out of their confusion—and relieve your frustration—with a snappy article or white paper that brings the misconception into focus. While your competition is doing what’s safe (and sometimes just plain boring), like playing up the company’s strengths, focusing on testimonials, or simply listing obvious benefits—you can be turning a misconception into thought leadership.
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