Changes in how traffic and successful leads generation to your site have probably shifted, yet lead generation is still a top priority.
It’s critical to start by understanding that the customer journey has never been more important. Also, be aware that the final stages are where the most failures happen, such as not having your CRM and sales team ready before a campaign launch.
1. The Customer Journey Has Never Been More Important
Understanding customer journeys is crucial for successful lead generation.
Quality content that solves problems and adds value at every stage is the key to engaging and converting users effectively.
2. Generating Quality Leads Takes Quality Content, Which Takes Research, Testing, And Budget
Creating content that converts begins with through audience and market research.
Regular testing, optimization, and diverse formats like blogs, videos, and emails ensure you can reach potential customers via a media channel that appeals to them. It’s not going to be free, so make sure you allocate a content budget when talking to leadership.
3. The Channels Are Working Fine. It’s Your Content And Execution That Are Not Working
Tried-and-true channels still work. It’s just that too many marketers focus on only the bottom of the funnel because it’s easy to track and attribute.
While some leads will convert from a single content piece, you must prepare for those who require more nurturing before they convert. Considering most of the content you create should be top- and mid-funnel, spend time matching the channel with intent.
Email marketing remains a powerful tool for lead generation, especially when focusing on segmentation and personalization. Using internal experts and influencers can build trust and credibility with your audience.
4. “Sweat The Assets!” Meaning Use One To Make Many
Maximizing the value of each piece of content is essential for scaling your efforts. Repurpose and tailor content for different platforms and audiences to ensure it serves multiple purposes.
It’s also important to budget for both content creation and promotion, recognizing that quality content requires investment.
5. You Should Expect To Pay Quality Money For Quality Leads
Investing in quality resources for successful lead generation may mean higher costs, but it can lead to higher quality leads and lower overall Customer Acquisition Costs (CAC). Consider all costs, including advertising and human resources. Optimization and continuous assessment are crucial for optimizing budget spend.
Low-quality leads waste your sales team’s time, which could be better spent on real leads. A good lead-scoring system can help avoid this.
6. The Key Is An Always-On, Full-Funnel Strategy
A common mistake is relying on a single piece of bottom-funnel content for all stages of the buyer’s journey. Brands must engage their audience consistently from awareness to consideration, conversion, and retention to build loyalty and keep the cycle running.
7. Know What Efforts Are Working For Your Goals
Continuous evaluation is key to understanding the effectiveness of your lead generation strategies. However, with these shifts in customer demand and creating more top-of-the-funnel content, Engagement is a key metric that shows if people like your content.
8. Outside Vendors Impact Your Lead Gen Success
Using external resources can boost your lead generation, especially if your team is small. Treat vendors as team extensions, sharing goals and KPIs. Listen to their audience insights. Most importantly, ask if they offer real-time lead delivery to keep leads fresh and your brand top of mind.
9. The Most Important Piece: No Follow-Up = No Leads
Don’t overlook what happens when a lead enters your system. Ensure your customer relationship management (CRM)/customer data platform (CDP)/marketing tech is ready. Set up lead scoring, automation, and dashboards. Prepare your sales teams to smoothly handle new leads, reducing launch day stress for everyone.
It’s All About Building A Customer-Centric Experience
The bottom line is that the way customers want to interact with brands has changed. These strategies outlined above aren’t new. We learned about them in Marketing 101, but they’ve been pushed aside for product-focused marketing over the years.
Customers are really looking for brands who get them, and provide a solution to their pain. Then, they’ll repay you with loyalty.
So, ask yourself – “How is the quality of my leads?” Then, assess how much-focused effort you are putting into their journey.
