What's damaging your lead generation efforts?
The rising competition between businesses and the changing media landscape means traditional marketing methods that businesses have long relied on are not nearly as effective.
In a data-driven market, traditional content assets fail to fulfil the needs of both buyers and businesses.
With that in mind, it’s safe to state that understanding the needs of your buyer must have the highest priority in order to maximize your ROI on lead generation.
You depend on data to continually optimize your lead generation efforts.
The inability to qualify leads based on their engagement after downloading your content leaves you blind and spending money in the wrong places.
Imagine separating hot leads from cold ones based on engagement inside your gated white papers and eBooks, and automatically sending the highly engaged ones directly to your sales team.
In order to analyze what’s damaging your lead generation efforts, you should also understand the needs from the business and marketer’s perspective.
In the matrix below we have highlighted the current trends in the ever changing B2B landscape.
Higher Expectations, Personalization
Lack of Trust, Skeptical by Default, Show Vs. Tell
Purchase Based on Experiences, rather than product/price
Mobile-First, Micro-Moments, On-the-Go, Multi-Channel, Content
Snackable, Visual, Rich-Media
Content Overwhelm, Low Attention Spans & Less Time
Access to Info, Prefer Self-Diagnosis
& 3rd Party Research prior
Digital Transformation & CX
Shift from Business-Centric
More Members of the Buying Committee
Longer Sales Cycles due to Accountability & Budgets
Misalignment b/w Marketing
Marketing Bottlenecks: Strategists, Creatives & Developers
Big Data, Little Insight: Analysis Paralysis & Lack of Actionable
Growing Scope, Channels & Functional Responsibility
Demand for Impact, Transparency & Accountability
Tightened Budgets & Scarce resources-Forced to do more with less
Tactical Overload: Shiny Object Syndrome Hacks & ‘Best Practices’
Record Levels for In-Demand, High-Performing Content
Operational Challenges with Scaling Results, Quantity & Quality
Measurement, ROI & Attribution in a multi-touch, multi-channel world