Lead Generation Trends of 2023


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Lead Generation Trends of 2023

2023 is an exciting time for marketers. Experts predicted that this year would reap good revenue growth, and with the first quarter behind us now, the numbers show that they were right. This is a great time for lead generation, so it’s no wonder we’re seeing some exciting lead generation trends crop up this year. Here are some of the ones you’ll want to follow in order to capitalize on the ripe market of 2023.

#1 – Lead Generation Data

There are so many ways to collect data today, from cookies on your website to surveys to lead generation forms. This data is important when it comes to informing your lead nurturing. It can help you provide more targeted ads and offers, segment your leads more effectively, and better understand your customers needs.

Of course, you’ll need to make sure that your data collection fits within sweeping data regulation policies, such as GDPR, CCPA, and CalOPPA. Even if your business is not located in Europe or California, if you collect data on users from those regions, you will need to adhere to data privacy laws.

#2 – More Personalization

Personalization is a boon in lead generation, and it’s easier than ever with advances in data collection and automation. You can ensure that every email that goes out to a lead addresses them by name, even when you send those emails out en masse. But more than that, you can tailor your emails to your particular lead’s interests and needs.

You can do this by segmenting your leads based on their data. Break them into groups based on interests and demographics, and you can make sure to send only relevant information to each contact. This tailored approach will show your customers that your brand makes sense for them individually, and that you care about them as a person.

#3 – ABM Empowered By Tech

Account-based marketing (ABM) refers to a type of marketing that identifies the most high value leads and provides them targeted content and the best customer experience that the brand can give. It follows the principle of investing your resources in the avenues most likely to pay off. ABM strategies have been on the rise for the past half a decade or more, but most marketers are still looking for a way to fine-tune their ABM tactics. 

Marketing tech is built with ABM in mind these days, including targeted segments, streamlining for executing your marketing campaigns, and AI to better inform personalized marketing experiences. As technology advances, so will ABM strategies for lead generation.

#4 – Lead Qualification For More Effective Results

Lead qualification is the process of vetting your leads to find the leads that actually fit with your brand. For a variety of reasons, all businesses catch some amount of leads that aren’t a good fit, meaning:

  • They downloaded the free content but made no intent to purchase anything
  • They live outside of the range of your business
  • They lack the authority to make a purchase (such as a child living with parents or an employee who doesn’t have any decision-making sway)
  • They aren’t likely to spend enough to justify the investment

Going through leads manually can be time consuming and more trouble than it’s worth. There are automated systems that can sift through your lead options, though they are still prone to error. They may require running through the list to make sure that nothing slipped through the cracks. You can also avoid dead leads by prompting leads to provide more information, either upon signing up or in your first email. Automation is also becoming more precise, which means we may find better solutions there in the future.

#5 – An Increase in Community Marketing

Community marketing aims to draw people to your brand by forming a community around it. This can be done through social media, such as Facebook groups or Twitter hashtag chats. In a weekly chat, you can ask a series of questions attached to a hashtag and other Twitter users can respond with the same hashtag. In browsing the hashtag, they can also make connections with other involved users. 

By making a community for your brand, you aren’t just marketing a product. You’re sparking conversation, engaging with your leads and allowing them to engage with each other. This makes your brand much more personable to your leads, and helps to build their trust in you. Plus, community marketing just fits the communication style of this digital age, with so much social connection happening over social media.

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