How Lead Generation has Changed in 2017
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The document discusses how lead generation has changed in 2017 due to shifts in power between buyers and sellers. It notes that buyers are now more informed due to access to online information, examining over a dozen sources during their purchase process. As a result, marketers now have more information on potential leads from social media. The lead generation process also takes longer, requiring nurturing over numerous touches. The document provides tips on how to effectively generate leads, including utilizing social media like LinkedIn, managing workflows through CRM tools, maintaining a mix of outbound and inbound strategies, updating metrics, automating processes, and following best practices.
How Lead Generation has Changed in 2017
- 1. How Lead Generation has Changed in 2017
- 2. Lead generation is finding someone who might be interested in something you sell…
- 3. But whilst the goal is the same … … the process has changed.
- 4. There has been a shift of power…
- 5. The seller once held all the power. Consumer’s knew nothing about them and they knew nothing about the consumer. But then came the Internet, and with it, information...
- 6. Now buyers are informed. They research, make decisions, and often work through the buying process on their own accord. The Corporate Executive Board estimates buyers examine at least a dozen sources of information on the path to purchase. Only 12% of this information comes from the end organization. We call this the ‘Self-Directed Buyer’.
- 7. However, there is an abundance of information now available to marketers and salespeople. This is thanks to the rise of social networks such as Facebook and LinkedIn.
- 8. This has killed the ‘cold call’. Now you can better identify your leads and why they are a good fit for you, all before even talking to them.
- 9. What does this mean for you?
- 10. You are now able to pinpoint leads who have a greater chance of buying from you based off the amount of information you now have on them.
- 11. But that’s not all that’s changed…
- 12. The lead generation process now also takes longer. It is believed that it can now take 7-13+ touches to deliver a qualified sales lead. This is due to the overwhelming amount of information helping consumers to make their own decision.
- 13. Therefore we now have the concept of ‘Lead Nurturing’. This is the process of building a continual relationship with your leads by listening and responding to their needs across each stage of their ‘buyer journey’. The goal is to work them down the sales funnel until they become sales qualified leads.
- 14. As you can see, lead generation is static. The process is constantly changing. So how can you keep up?
- 15. Utilize Social Media! Social media and LinkedIn in particular have given you access to a powerful database of prospects with all the information you need to qualify them as a lead. Oktopost says 80% of all leads generated on social media were through LinkedIn! Check out our guide to setting up your LinkedIn for social selling!
- 16. Manage Your Workflows You should be using email automation and other CRM tools to build data on how prospects are interacting with you. It is through this data that you can determine how and when to reach out and ‘nurture’ your leads. Ascend2 believes that 82% of all B2B and B2C companies are now using email automation technology. Our guide to running an outbound marketing campaign covers this in more detail.
- 17. Maintain a Mix Whilst inbound marketing has really gained a lot of traction over the last few years, all good marketing managers should maintain a mix of outbound and inbound strategies to generate leads. An effective outbound campaign can push potential leads through the funnel quicker by being more direct.
- 18. Update Your Metrics New lead generation strategies require new ways of measuring their effectiveness. Check out our guide to evaluating your lead strategies campaign and what metrics you should be using to do so.
- 19. Automate! There are a host of programs out there now that can automate the lead generation process for you. This can make the process faster, more efficient and more effective. In fact, 61% of all enterprises are now using these programs. Sella is one of these programs. It finds quality leads for you at a reduced cost, saving you both money and time. Find out more at sella.io
- 20. Following these tips will help you and your business to achieving quality, and efficient lead generation.
- 21. Thanks for tuning in!