Trends in lead generation that will stand out

The lead generation is the number one concern of most marketers, according to the report 2016 Content Marketing, Benchmarking, Budgets, and Trends.

 

Undoubtedly, it is a very demanding task, which requires a great team effort and a constant updating of strategies because it has to do with people's behavior, and therefore what surely worked well last year to achieve your goals. the company, it probably won't turn out well this year.

That is why every year the marketing market - as well as any global market - starts a discussion about what are the next trends that companies, executives, and consultants should take into account.

 

Obviously, there is no single answer to this. There are a wide variety of trend proposals, and we can also see a significant number of great trends that are mentioned more frequently by companies, consultants, and experts around the world. We propose to take a look at the latter, to have a broader vision of what is happening about lead generation.

 

Let's review below some of the main trends for 2016 that we find on specialized websites.

 

 

Generally speaking, companies are making progress in the conversion process. The B2B News Network explains that “there are two parts to generating leads: driving traffic to the website (or event), and converting that traffic into leads. Companies are focusing on the first part of this recipe. We believe that 2016 will be the year when the focus shifts to the second part, putting more attention on calls to action and other ways to engage visitors. It's often better for companies to spend more of their budget on converting leads than just creating more content to drive traffic to the site. "

 

The blog marketing Trackmaven says that "marketers (marketers) often confuse activity with productivity. While web traffic has historically been the metric to measure the success of content marketing, this year the quality of sales Live transfer leads, sales, and conversion rates will be the main indicators. In fact, more than 80% of B2B marketers ranked these metrics as the most important for their organization. "

 

 

IoT is one of the main trends that is advancing in many industries, not only those based on technology but in any type of modern industry. It's basically about how people can interact with everyday devices thanks to high-speed internet connections, from smartphones, clothes, and glasses to cars and houses.

 

" Wearable technology will see an adoption rate of 28% in 2016 - Hubspot says - Perhaps this means that ads will soon have the ability to identify people based on their movements." For marketers, this means that the data they use will have to be more focused on people's behavior ”, and it also means that business loan leads generation strategies should take this into account and be prepared for it, in terms of generating relevant and appropriate content capable of capturing people's attention not just on one or two platforms, but on all of them.

 

 

B2B News Network foresees that investment in digital marketing will continue to grow, especially on mobile platforms, and that is why inbound marketing strategies will need to be more sophisticated. The web is already full of content and much of it is of poor quality.

 

This is also an opportunity to improve the connection with consumers, "just as the focus is shifting to smaller screens, brands must reach them with a more personalized linking strategy by empowering mobile," says the blog Intelligentsia UK.

 

“The adoption of smartphones globally is not stopping. In fact, close to 2 billion consumers worldwide are expected to own one of these phones in 2016, therefore the opportunities for brands to connect with their consumers and prospects are closer and closer. Responsive design, embedded videos, and other mobile elements will be common and expected by consumers, so make sure your development team is aligned and prepared for success in the mobile world, ”recommends Intelligentsia.

 

 

“The great objective of relationship marketing is to build a strong and permanent loyalty bond with the consumer, instead of those quick and short-term contacts. This type of marketing helps companies develop strong and emotional connections with their customers, in such a way that they promote the brand by word of mouth and thus help generate new leads, ”explains Hubspot.

 

In this way, relationship building is growing as a key objective for long-term business success, which includes inbound marketing strategies and lead generation tactics. The content will be more focused on this task, with transparency and trust as fundamental concepts of the strategies.

 

 

 "Video is already here and is growing rapidly - says Intellegentia - It is estimated that by 2017, the video will represent 69% of everything that people will consume on the Internet (Cisco). The trend shows that users are becoming more receptive to online video, leaving the long format aside. Marketers argue that video has a better impact on conversions than any other type of content (Demand Metric) ”. 

 

Lead generation should develop more audiovisual content to attract visitors more easily. Does this sound like something very expensive for your company? No problem. Intelligentsia maintains that “we have seen a breakthrough in low-budget, user-generated audiovisual content. With high-resolution cameras on smartphones and tablets, we can be professional photographers without having to buy expensive equipment. "

 

 

This is another trend that is commonly mentioned on company websites and expert blogs. Content Standard notes that “just as brands have begun to build surplus content and analyze data, clear patterns emerge that are opportunities to expand on ideas and themes. Sophisticated content marketers see these topics as trends to be explored. In 2016 we will see more business alliances with great storytellers focused on episode content, that is, content divided into chapters that progress from a beginning, a middle and an end ”.