Marketing leaders are slowly shifting away from considering customer form filling and other measurable metrics as the only significant source of lead generation
CMOs say that organizations traditionally considered only measurable factors, gatekeeping content for lead generations, and ensuring clients fill forms as the lead generation’s sole method. They point out that clients and audiences are forced upon with outbound texts, and it’s pretty easy for them to unsubscribe from the interactions.
Marketing leaders believe that it is vital for organizations to tell relevant experiences that clients and customers wish to listen. It’s imperative that organizations need to reduce forcing their clients to go through extreme lengths to attain the required information.
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Organizations acknowledge that while it’s challenging to change, the current business environment is the perfect scenario to shift to the engagement model. It boosts the deal size and sales velocity. They promote focusing on engagement factors like video completion rates, inbound calls, dwell time, etc., instead of counting the number of customer applications.
Lead management has become much simpler due to the presence of marketing automation software. This software makes it easier for marketers to measure each activity. Most of them have targeted leads as the most critical element. They are slowly shifting to teach measures beyond noting the potential client’s email and name to attract more attention.
CMOs say that engagement has become the primary factor in measuring success. It has changed marketing; marketers now focus more if the customer has read the brochure/ white paper rather than just downloading it.
They clarify that the trend didn’t start because of the pandemic; however, the unforeseen circumstances have increased the urgency surrounding the need to convert content into engagement and revenue.
Information overload’s influence on the shift
Marketing leaders say that organizations tend to consider content assets like how-to-guides, webinars, whitepapers, etc., as the lead generation machines. They considered the contact information provided by the audience as the focal point of content.
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Conventionally marketers tend to focus on directing their potential customers to the gated landing page for form filling (often the audience provides fake information in such applications) instead of generating important content that clients can value.
Lead gen outreach tends to be more customized; however, as it’s automated, many messages are generated, which can grow to be overwhelming. Marketers point out that automation on platforms like email (Gmail, yahoo) tends to ask users to unsubscribe from lists that they haven’t opened the last ten emails. Prevalent information overload results in the audience opting out from mailing lists.
CMOs agree that more focus should be on creating captivating content that helps potential customers to realize possible opportunities and ways, in place of gatekeepers to generate leads.
Engagement marketing strategy
Marketing leaders propose an easy way for organizations to shift to engagement marketing by allowing them to have unrestricted access to content. They saw that measuring the dwell time will be a useful metric for customer engagement.
B2B marketers strongly endorse the creation of posts that will increase the client’s productivity and success. Relatable and authentic content and consistent value deliverance and ideas help the audience do their work more efficiently. Podcasts are a popular marketing tool used by marketers in the present scenario.
