Even the most successful and established businesses out there struggle with lead generation. Unfortunately, there is no one thing you can do to guarantee consistent, high-quality leads; but, you can get pretty close. By determining the strategies that work best for your business and staying ahead of current trends, you can successfully generate leads and grow your business.
Looking Back at Lead Generation Trends in 2019
There’s no doubt that 2019 was a pivotal year for lead generation. Inbound and outbound tactics have been used for years, but the way in which businesses are performing lead generation activities is changing. Technology and data have made it possible to get your product or service in front of more qualified leads than ever before.
In today’s world, technology has impacted every part of the way we do business. One of the areas it has affected the most is lead generation. New and emerging technologies are revolutionizing the way organizations both small and large acquire new customers. When it comes to lead generation, technology can help businesses in the following ways:
Messaging Automation—Messaging automation enables marketers to reach a larger audience. Artificial intelligence can automate emails, or, you can have professional writers craft emails so that sales reps can send messages to B2B leads at the click of a button. When salespeople only have to worry about sounding good on the phone, they can close more deals.
Customizing Audiences—Determining your target audiences is essential to lead generation. It makes messaging more specific, effective and helps you to close more deals. Technology like Facebook Custom Audiences allows you to target users similar to your established customers, allowing you to generate higher quality leads and boost your ROI.
Data and technology go hand-in-hand. Intelligent CRM tools are making it possible for organizations to dissect their lead generation programs like never before. Leveraging big data also helps organizations to better understand their target audience and build better relationships with potential customers. In 2020, it’s expected that marketers will incorporate more data analytics tools into their lead generation programs.
Looking Ahead: Lead Generation 2020 Trends
Data and technology were huge in 2019, and they will continue to evolve and make an impact on lead generation in 2020. Here are the lead generation trends we can expect to see this year.
Inbound Lead Generation Strategies
In 2020 and beyond, lead generation is likely to become more omnichannel. In an effort to gain, qualify, and nurture leads, a mix of different marketing strategies will need to be used. From social media marketing to SEO and content marketing, all are important and each one is continuously evolving in an effort to attract more prospects.
Future SEO Trends—As time goes on, more and more is required of businesses if they want to have a high ranking website. Page speed, optimizing your page for rich-featured snippets, and practicing internal and external linking are all factors that play into a high-performing SEO strategy. But, perhaps the most important element is content. SEO in 2020 will place an emphasis on blog posts and other high-quality, custom, useful content. It is absolutely critical in any SEO strategy that quality content is being published on a regular basis.
Social Media Marketing—Social media marketing continues to be on the rise. Your customers are on social media; if you aren’t targeting them there, you are missing out on a huge opportunity. Plus, your business’ social pages are a great place for you to share great content like blogs posts and videos.
Outbound Lead Generation Strategies
Outbound marketing still involves reaching out to potential customers via phone, email, direct mail, and so forth (as opposed to inbound marketing where the customer finds you). The trends we are seeing with outbound marketing are more and more reliance on data analytics, with the introduction of tools like Pardot.
Companies are able to fine-tune emails, see who responds, and cater to subsequent messaging. Since Pardot gives you visibility into who exactly in your pipeline is interacting with emails, you can see what types of emails are working and what types of customers seem to need your product or service the most. From there, you can tweak your program and make improvements.
Conquer Lead Generation in 2020
By utilizing a mix of the right technology tools, analyzing your data, and paying attention to everchanging inbound and outbound trends, you can conquer lead generation in 2020. Stay on top of the latest trends, don’t be afraid to try new things, and remember to use technology and data to your advantage.