Lead generation has evolved dramatically in recent years, especially after the COVID-19 epidemic. The quick change to digital forms of engagement has enhanced buyer awareness and enabled decision-makers to hunt for answers without contacting salespeople. B2B clients prefer digital service tools to traditional ones, are happy with distant selling, and expect to get the most out of the product or services they purchase.
New lead generation techniques have arisen as a result of these situations. Data-driven approaches, multichannel outreach, and automation tools have become the new normal in B2B sales. Let’s take a look at the top lead generation trends to watch this year.
What is Lead Generation?
Lead generation is the process of locating individuals who may be engaged in the service and contacting them to connect further and convert them. It corresponds to the first stage of the buyer’s journey, the awareness stage.
The Past vs. Future of Lead Generation
Historically, lead generation was done by word-of-mouth. The press took the lead as time as technology developed, followed by radio and television. The internet has revolutionized lead generation. Marketers now employ email campaigns, blogs, or content on social media to reach a worldwide audience at a fraction of the expense of traditional advertising.
While digital lead creation is affordable and provides many alternatives, it is not easy to perfect. The sheer number of accessible techniques and platforms would be more of a nuisance than a benefit to an untrained digital marketer. Moreover, these issues have ushered in an era for lead generation firms like HubSpot and Marketo to provide automation for most of the lead creation process.
Five Key Lead Generation Trends
Here are the top five key generation trends expected to be witnessed in the future.
- Use of social media for Lead Generation
Without social media, no lead-generating plan is complete. Social media platforms provide some of the finest opportunities for businesses to get information from potential clients who are already looking for or engaged in their products. For example, most marketers utilize LinkedIn for lead generation services.
- Email Lead Generation
In this day and age of instant texting and smartphone apps, email is archaic. But don’t strike it from the lead-generating strategy list just yet because the number of worldwide email subscribers is expected to increase. This implies that email will continue to be an important aspect of digital life, prompting many more businesses to depend on email marketing solutions.
- Use of Video Conferencing and Live Chat
As the prevalence of remote work has grown in the last two years, so has the use of video conferencing and live chat services. At first, businesses may have hesitated to shift their workforce online and fully utilize digital technologies. Nonetheless, the positive results have undoubtedly persuaded many to embrace a world with fewer phone conversations and much more online engagement with video.
- AI for Lead Generation
AI assists in customer and B2B lead generation service in various ways. This includes customer behavior analysis, market analysis, offer to score, and automation. AI may also scan photographs and comments from individuals to determine their hobbies, interests, and other characteristics to create better suggestions and deliver a more customized customer journey.
- Value-based Selling is the New Standard
Value-based selling is a rising lead-generating tactic in 2022 that may be used to prioritize the customer’s benefit through sales over transactions. Marketers and sales teams may outline exactly why their service or product can assist their clients by concentrating on the demands of each lead and learning more about the business pain points by utilizing real-time data.
Remember that lead creation is not a one-size-fits-all strategy. To achieve success, you must first demonstrate what works and then push more of it. This is a critical component in corporate development. The key, though, is constancy. Businesses cannot focus just on generating new leads because lead nurturing has been proven to enhance revenue and strengthen customer-brand ties.