B2B CONTENT FORMATS: S TIER TO D TIER

2 Oct 2026 · 1 min

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1:14

In this concise presentation, Eric Siu evaluates common B2B content formats and assigns them tier rankings (S‑to‑D) based on their lead‑generation and revenue potential. He argues that short‑form video is a D‑tier for B2B because it yields few leads, while LinkedIn carousels can reach A‑tier when used to mine engagement signals and identify Ideal Customer Profile (ICP) prospects for signal‑based selling. Webinars are classified as A‑tier, offering both paid and organic traffic that can translate into significant revenue. Events are A‑tier only when the marketer is intentional—e.g., speaking and hosting a mini‑event—otherwise they fall to D‑tier. Long‑form podcasts are B‑tier when appearing as a guest, but can become A‑tier through strategic sponsorship. PDFs such as case studies earn an S‑tier because they directly address the information needs of ideal clients. Throughout, Siu emphasizes using these formats to grow email lists, capture leads, and drive business growth.

Chapters

Short-form is going to be D-tier. It's great for other channels, but from a B2B standpoint, you're not going to drive a ton of leads from a short-form standpoint. Carousels can be A-tier if you're using it in the right way. So if you use it on LinkedIn and then you can mine all the people that engage with your posts and you can find who all the ICP-fit people are and you can use signal-based selling to reach out to these people, it can become A-tier because you can grow your email list that way and you can even drive leads that way. Webinars are A-tier. Webinars are great from a B2B standpoint. It's a live event that you can drive people to. You can drive paid traffic to it. You can drive organic traffic to it as well. And oftentimes you'll find that you can drive a ton of revenue from it. Events could be A tier as long as you're doing them the right way. So if you're speaking at an event and then you're hosting like a mini event next to it, that can be A tier. But if you're merely just attending event and you're not being intentional about it, it can be D tier. Long-form podcasts, I would say is B tier. So if you get on the right podcast in front of your ICP fit people, then you're going to do a great job there. So one is being on the podcast, guesting on it, probably B tier. But sponsoring the right podcast, getting a good price on it, could probably be A tier. PDFs such as case studies can be S tier because this is the type of content that your ideal client wants to see. Follow for more on AI, business, and marketing.