- Lead generation techniques evolved with the help of technologies that refined lead-capturing ways in 2023.
- Marketers will plan for more strategic moves by integrating more tech tools to drive high-quality leads.
Lead generation processes have undergone major shifts in 2023 due to customer expectations, data usage, technology, and sales strategy developments.
Going forward, companies must create a future-forward lead generation plan while entering 2024.
So, to get started, why not use 2023’s strategies as a base to scale up leads in 2024?
Since 2023 created a forward-thinking approach among companies to lead their digital marketing operations, it will be easy for them to modify their lead generation process by integrating other advanced tools.
So, here are some effective ways marketers can execute lead-generation strategies in 2024.
Engaging in Account-Based Marketing
The switch to account-based marketing (ABM) was an important step for companies to drive lead generation in 2023.
ABM has aligned marketing and sales teams to focus on relevant accounts.
Gartner’s Must-Know Account-Based Marketing Trends That Will Rule in 2024 study reveals that ABM will uplift several key sales metrics, including a 28% increase in account engagement, 25% increase in the marketing-qualified lead (MQL) and sales-accepted lead (SAL) conversion rates.
These aspects will impact the lead generation process since marketers and sales teams have reaped the advantage of ABM in 2023.
While marketing has become competitive, marketers should fuel their lead-generation strategies using intent data to target relevant accounts.
Intent data will boost visibility into preferable leads during different marketing funnel stages. It will give marketers insights into their purchasing activities. So, by using intent data, marketers can keep an eye on potential leads to target and convert.
Another essential way to generate leads is using ABM’s capability to build hyper-personalization for lead strategies.
Marketers can use AI tools to automate data collection, segregate lead data relevant to business, and identify their patterns to drive lead generation campaigns.
AI tools help with predictive lead scoring, which gives marketers insights into leads’ behavior patterns.
This, in turn, will help in creating hyper-personalized messages, social media content, emails, ads, and other marketing efforts to attract and convert leads into customers.
Integration of Automated Platforms
In 2023, automated platforms effectively cleared the brawl of repetitive and mundane leads and focused on generating valuable leads. In 2024, automated platforms like AI and ML will expand in several ways.
Here’s what the lead generation process will look like with the integration of automated platforms:
Predictive analytics:
AI tools integrated into platforms will predict leads that will likely convert. Marketers can use such analytics to prioritize their efforts to get and convert leads.
Predictive analytics will also provide insights into the buying and behavior patterns of leads, giving visibility into their demand.
Generative AI:
The tools can help boost email marketing campaigns to generate leads. It can create content to attract new leads and nurture leads in the pipeline.
Most interestingly, the tool can initiate personalized email content as it continuously reads data.
Backlinko’s Email Outreach Study finds that personalized subject lines increase response rates by 32.7%.
This suggests that personalizing subject lines greatly impacts outreach campaign results. And gen AI tools can do it effectively.
SGE Targeting:
Google’s SGE is an AI-generated feature that boosts search results. Through the searching activities, marketers can find relevant and valuable leads.
To generate leads using this automation method, marketers will need to optimize all types of content to rank and reach specific leads. This way, they will also get clicks on the company’s page.
Engaging Digital Content
High-quality digital content will make lead generation more successful. This will include creating personalized content for various mediums like chatbots.
Lead-generation chatbots use a conversational approach to gather customer information, guide them throughout their buying journey, and deliver quality leads.
The AI-generated content directly gives solutions that the prospectors were searching for since it relates to their pain points.
Some benefits of using chatbots for marketers are:
- Better understands, and segments leads
- Takes over tedious lead qualifying process
- Excel the ways of lead nurturing
- Allows marketers to gain leads from different channels, like social media apps, instant messaging platforms, and text messages
Captivating content has been one of the best ways to attract leads, and this strategy has shown success throughout the year.
Notably, such content aligns with every stage of consumers’ journey, which is again a way forward to do lead generation successfully.
This isn’t a new trend but will continue to be one of the key factors for CMOs aiming for lead generation in 2024.
Conclusion
The modern lead generation processes will fuel the evolving digital marketing landscape.
However, marketing leaders should have a clear vision while building new plans to lead their lead generation process.
Including the above-stated ways will help their ROI grow faster and double-digitally. In addition, companies will be able to develop a quality customer base.
