Both B2B and B2C marketing relies heavily on generating leads. This is the first (and possibly the most important) step in the sales funnel.
However, with so many platforms and tools available, it can often seem overwhelming and complicated – and many businesses still struggle to get it right.
The world of lead generation is constantly evolving. There’s certainly no shortage of new marketing tools and trends available. This means it’s more important than ever to stay up-to-date with the latest trends. Using the latest strategies, you can drive high-quality leads to your business.
What Is Lead Generation in Marketing?
The practice of drawing the interest of potential clients in your products or services to improve future sales is known as lead generation. It is an essential aspect of many firms’ sales processes and a quintessential part of marketing trends in 2023.
A lead is someone who has expressed interest in a company’s products or services but is not yet a qualified customer. They’re potential consumers with whom a company hasn’t done business but has reason to assume they will in the future.
What Is the Future of Lead Generation?
Marketers are gaining access to new tools and technologies to streamline the lead generation process and make it more effective.
These tools allow sales professionals and marketers to personalize advertising so that potential clients can be recognized with extreme precision. We expect this to increase the quantity and quality of leads generated by a company.
Furthermore, if companies desire leads, they will need to focus more on the incentives they provide. Longer-term “lead insight” will also be sought by businesses. Businesses will utilize various promotions, incentives, and trackable behaviors over time to refine their lists, rather than providing a single giveaway and gathering emails.
Personalization and social selling are the future of lead generation. According to the Lead Forensics blog, as consumers become more immune to retargeted advertising, canned emails, branded pop-ups, account-based marketing, and social proof will become more valuable.
As organizations seek more targeted ways to reach leads, mobile marketing and influencer marketing trends will also expand. Personal relationships and word-of-mouth referrals, on the other hand, will never go out of style.
Currently, 50% of sales time is spent on prospects who will never convert to a sale. The capacity of all firms to grasp the uniqueness of each candidate and use customized approaches to convert them into qualified leads is rapidly becoming democratized, thanks to AI’s power.
Companies will soon anticipate lead conversion rates to be ten times higher than now. Cohort vintage analysis and other analytical decision-making tools will soon dominate how firms acquire, nurture, and analyze the quality of their leads.
Owned lead generation properties will receive a more significant percentage of brand budgets. Vendors will be able to shift away from forms as technology advances, allowing them to use match back and tracking. ‘Try before you buy’ situations will grow more popular and successful as more services migrate to cloud-based models.
Why Do Lead Generation Marketing Trends Matter Now?
Lead generation has altered dramatically in recent years. Following the COVID-19 epidemic, the quick move to digital modes of engagement enhanced buyer awareness. It enabled decision-makers to explore for answers without having to contact salespeople.
B2B consumers choose digital service tools over traditional ones because they are more comfortable with remote buying and expect to get the most out of the product or service they buy. New lead generation trends have arisen as a result of these situations.
Top 6 Trends for Leads Generation Marketing
As you know, finding the most dynamic tools is key to improving your lead generation outcomes. But, with so many to choose from, where do you start?
We’re going to be looking at key trends marketers should pay attention to. By doing this, you can stay ahead of the competition and achieve the best results.
Here are the top 6 trends for leads generation marketing:
Automation has been a trend in lead generation for the last few years. And it shows no sign of slowing down.
Automation software uses technology to help you target the right audience with the best content. It also saves time and money, as it helps organize potential leads effectively and allows processes and workflows to run effortlessly.
By cutting the time you spend on mundane or repetitive tasks, you can spend additional time focusing on growing your business.
The key areas for automation are:
LinkedIn is the largest professional network, that makes it the best platform for generating leads, especially for B2B marketers.
Related article: Why You Should Use LinkedIn For B2B Marketing
In fact, in a recent survey, 79% of B2B marketers said LinkedIn is an “effective source for generating leads.” Additionally, a HubSpot study found LinkedIn to be 277% more effective for lead generation than Facebook and Twitter.
The best LinkedIn lead generation tools can help you drive performance on LinkedIn and reach more high-quality leads faster. It allows you to put lead generation on autopilot, so you can have more sales conversions.
With Dripify LinkedIn automation tool, you can use customized sales funnels to automate sales prospecting on LinkedIn and convert leads into customers. Simply choose your target audience and create your funnel, complete with automated actions, delays, and conditions.
Then, you can easily track your results by viewing your daily activity and stats, and campaign conversion rates.
Instagram is great for lead generation. Figures show it now generates four times more interactions than Facebook, and it helps 80% of users decide to buy a product or service.
Automation tools like Instazood can be used to increase results. This tool helps you get more likes, grow your following, and get genuine engagement from users that are interested in your page.
Did you know, that over 75% of email revenue is generated from personalized campaigns? But, without automation software, it would be impossible to use personalized emails on the scale required to see results.
Automation tool like Dripify.io allow you to put this on autopilot.
Using this type of software is a major lead generation marketing trend, as it allows you to customize your marketing funnel and tailor it to your audience.
Understanding the customer journey and adjusting your processes accordingly and essential in marketing. This can help you grow your conversion rates and ensure subscribers receive relevant and interesting content.
The last automation trend on our list is chatbots. As demands for 24-hour support increases, more and more companies are beginning to adopt this technology – 80% of businesses are now considering using them.
Despite concerns over a lack of human agents, most consumers are open to chatbots and believe they improve their experience due to faster response time and high levels of accuracy.
Influencers are individuals or brands that have a large following and are perceived as an authority in their niche.
Getting an influencer to endorse your product or service – aka influencer marketing – is a great way to increase your reach and engagement. In addition, it can save vast amounts of time, as influencers already have a substantial audience and have already gained their trust.
There are influencers across every platform, which means you can simultaneously generate leads on multiple sites, including Instagram, LinkedIn, Twitter, YouTube, podcasts, and other channels.
Plus, if you’re on a tight budget, there are lots of “micro-influencers” with 1,000 – 100,000 followers. This is a great place to start, as these followers tend to engage more than bigger names and have a powerful influence.
Overall, influencer marketing is a steady, reliable trend with high conversion rates. It gives good ROI, and is highly effective for lead generation.
It’s estimated that, soon 82% of all internet traffic will be video content. And, this year, it’s predicted to be around 75%.
With online video content growing in popularity, video marketing is a growing trend. Companies realize how well it performs in increasing sales and engagement across multiple platforms.
Brands are now using a range of video content, including live streams, short informational videos, webinars, demonstrations, and more.
Traditionally, video marketing has been big on YouTube. But now, its use on other platforms like Facebook, Twitter, Instagram, and LinkedIn is becoming much more popular – and this trend is set to continue, as video views are growing fast!
Right now, the average person spends over 2 hours a day scrolling through social media feeds. This makes it a great way to get more brand recognition, likes and shares, and more leads.
Consumers see more online ads than ever before. So, if you want to stand out, personalization is vital. Your audience expects tailored, personalized messages and content – any less than this and they’re likely to lose interest.
The statistics say that 50% of marketers now feel personalized is a key strategy for leads marketing generation and getting more high-quality leads.
Increase your InMail response rate using personalized and catchy subject line for LinkedIn message.
Personalization makes your audience feel unique and like they have a connection to your brand. You can significantly improve ROI and engagement by creating detailed customer profiles and segmenting and customizing their experience in various ways.
Account-Based Marketing (ABM)
Account-based marketing is a strong and growing trend in lead generation. It allows you to focus on the best prospects.
So, rather than sending out as many messages as possible and hoping for the best, you can focus on the best prospects: quality over quantity. You can then customize your campaigns to maximize effectiveness. This promotes steady business growth.
LinkedIn is an awesome platform for ABM, as it provides a lot of data, as well as numerous tools that make targeting as specific and easy as possible.
The last trend to think about is interactive content. This trend is predicted to have an enormous effect on businesses.
Several studies have shown that, overall, incorporating interactive elements in content can generate a much more positive response, including a 73% higher click rate.
Businesses now use infographics and interactive calculators, quizzes and surveys, polls, interactive emails, and YouTube videos to grab their audience’s attention. This can work very well in boosting engagement and in generating more leads.
The broad adoption of voice search technology has transformed how search marketing experts optimize websites to rank for targeted keywords. It is one of the most significant trends shaping the world of digital marketing today.
Voice search marketing is the practice of using your voice to engage with your audience. It’s when you speak directly to the user to drive engagement and increase conversions.
This is a fascinating way to drive results and improve your brand’s visibility in the digital world. But you can leverage it only if you are aware of its opportunities.
The world of lead generation marketing is moving faster than ever before.
Trends are constantly evolving and changing, and if marketing professionals and companies want the best results, they need to keep up.
These six trends are some of the best for marketing and lead generating. By following them in 2023, you can get more leads, increase cover versions, boost sales, and, in the long-term, ultimately grow your business.