The last couple of years have been tumultuous for many businesses, forcing them to pivot and reinvent their lead generation strategies. While businesses are still leveraging traditional media, like direct mail, to replace in-person interactions, they are also traditional media, like direct mail, to replace in-person interactions. Regardless of how you approach lead generation, certain things remain the same - to remain competitive and convert high-quality leads in a new environment. That being said, let’s take a look at some of the best strategies for lead generation that can drive growth. (Information source: https://www.persuade.co.za/lead-generation/)
1. Using lookalike models:
Marketers use lookalike models to find new prospects. Lookalike models are prepared by using an analysis of your customer data overlaid with third-party data that fills any gaps. By leveraging a robust combination of business and consumer data, a lookalike model can help you identify the most common attributes of your best customer. This assists in creating an accurate profile of your best prospects, which further helps in forming highly targeted campaigns.
2. Leverage intent data
Intent data leverages predictive analytics to assist companies to target prospects who are actively researching products in their category. By using intent data, marketers can predict which of their leads, target accounts or existing clients are in-market. They can then develop lead generation strategies which contain targeted efforts to engage, convert, or upsell with well-timed offers and informative content.
3. Building authentic connections
Another important lead generation strategy is building authentic connections using consumer and business data. As our work and home lives become blended, both B2B and B2C marketing strategies are starting to converge. This makes it more important than ever for businesses to use the right data to understand business contacts as individuals and connect with them on a personal level. Accessing consumer details such as demographics and psychographics in addition to business profiles can help companies get a complete view of their targets.
4. Identifying buying groups
Successful lead generation strategies leverage data to go beyond a single lead and deliver more information on a variety of buying influencers’ behaviours. This lets them understand the buying network and proactively engage with all team members. For this lead generation strategy to become successful, companies should make sure they can identify and respond to individual leads as well as multiple leads at the same time.
5. Building the right content
B2B marketers are aware that they always need an n “always-on” content machine to deliver leads on a consistent basis. By using data to get to know the audience as both consumers and business buyers, companies should strive to create educational, relevant content. They can combine first-party client and prospect data with third-party data to better understand their buyer’s needs.
Conclusion
B2B marketers are bringing in more highly qualified leads these days by approaching strategies for lead generation in a data-savvy way. Providing a robust lead generation program with relevant content is essential for success in the modern marketing landscape.