As marketers, we have gone through numerous transitions over the past decades. The rapid and disruptive innovation of digital marketing is only the tip of the iceberg. With such changes, however, these resulted to different challenges that must be resolved to dynamically produce revenue-generating lead generation efforts.
In 2017, numbers have shown challenges defined by the different areas in a marketing team.
- 63% of marketers identify traffic and leads generation as their top challenges. (Hubspot)
- For marketing analytics, 40% struggle to establish attribution when it comes to their marketing activities and the equivalent ROI produced. (Hubspot)
- 54% of email marketers mention increased engagement rates as their top priority. (Ascend2)
- In a broader sense, 34.1% of business do not utilize any attribution model to measure marketing performance. (Bizible)
- There are 38% of unaccepted leads. Causes include invalid phone numbers, incorrect email addresses and fake names. (Convertr)
Given these valuable statistics in mind, focusing on what matters most for your chosen market would be the first way to go.
Develop a viable customer experience strategy
EConsultancy’s Digital Marketing Trends named customer experience as the most exciting trend for 2018, with content marketing and mobile as the runners-up.
Customer experience is putting customers at the forefront of your campaigns and getting feedback a priority. More than knowing who your target audience is, customer experience is about building meaningful relationships with your customers from the time before they even make a purchase.
Both the marketing and sales teams, together with the stakeholders involved, must join forces to create a streamlined customer journey that is data and customer driven.
Publish quality content across channels
When reaching prospects and customers, marketers often miss the opportunities of publishing well-researched and fresh content. More importantly, as Content Marketing Institute highlights, an effective content marketing strategy delivers six times more conversion rate than other approaches. Plus, the repercussions of being branded irrelevant and annoying to your prospects’ businesses can be impactful.
From videos, social media posts to blogs, emails and web pages, formulating content that is both relevant and timely requires significant amount of research time. Depending on the digital marketing channel, the content must be consistently be up-to-date, grammatical error-free and impactful. Repurposing content that sticks to your company’s brand and is carefully crafted based on the distribution channel is also a powerful tool to your lead generation efforts.
Be available on mobile
Of the most evident digital evolutions, the continuous surge of mobile users is one of them, and no way that it is stopping soon:
- Statista’s 2018 year-to-date analysis states that 52.2% of all worldwide online traffic was generated through mobile phones.
- In 2017, Google cites that 89% of people are likely to recommend a brand after a positive brand experience on mobile.
A B2B company’s availability on mobile provide prospective customers an avenue to easily connect with them; and mobile responsive design that incorporates thorough user interface design creates a better customer experience.
In a research conducted by Marketo, 84% of marketing automation users are able to achieve their annual revenue plan. Marketing automation encompasses email marketing, omnchannel marketing campaigns, lead generation and nurturing, segmentation, cross-selling and retention, among others.
Utilizing a marketing automation platform provides valuable lead generation insights for both marketers and sales teams. With such capability, campaigns can be made more targeted among possible segments – industries, job titles and country – paving ways for content marketing to be dynamically repurposed among marketing channels. Moreover, marketing automation enables the storage of both digital and non-digital lead generation data in one place.
Invest on closed-loop reporting
With only a successful 21% of B2B marketers being able to perform closed-loop reporting, a major challenge marketing teams has today is having the capability to have a view on how their campaigns performed in relation to sales activities – “how many leads have converted to sales?” and “which ones need to still be nurtured?”
Knowing your audience’s digital footprints, assessing your goals per funnel stage and allocating the marketing budget efficiently are the top-of-mind benefits of incorporating closed-loop reporting to your lead generation efforts. In addition, this will also help the sales and marketing teams have an overview on real-time data to strategize on how to create demand for the prospects and to make the sales cycle shorter.
With such powerful techniques at hand, effective lead generation campaigns root from understanding the customers and becoming top-of-mind for them. Furthermore, content marketers have the power to influence a resounding message of the company brand that will reach both prospects and the customers. Then again, there is a no one size fits all approach to formulating content. Marketers have to consider essential segment information, such as industry and demographics, in order make repurposing content possible. Knowing these, lead generation does not start with people filling out forms, giving their addresses, but it goes far as much as the start of the buying process – from the time that they searched online about the company or a solution. Although lead generation campaigns may encounter a number of caveats along the way, realizing the impact these do to the sales team efforts present an opportunity to look for more feasible channels or an outsourced agency with a proven expertise on lead and demand generation.
For a free consultation with one of our IT lead generation experts, Call us at 1-888.257.9162 or email us at firstname.lastname@example.org.