{"id":22247,"date":"2020-08-05T00:45:02","date_gmt":"2020-08-04T17:45:02","guid":{"rendered":"https:\/\/gudjob.net\/?p=22247"},"modified":"2020-08-05T00:45:02","modified_gmt":"2020-08-04T17:45:02","slug":"don-dau-8-xu-huong-lead-generation-hieu-qua-nhat-thoi-diem-nay","status":"publish","type":"post","link":"https:\/\/gudjob.net\/en\/blog\/don-dau-8-xu-huong-lead-generation-hieu-qua-nhat-thoi-diem-nay\/","title":{"rendered":"Get ahead of the 8 most effective Lead Generation trends at this time"},"content":{"rendered":"

<\/p>\n

If you look back at the past decade of marketing, you can see how fast things are moving now.<\/p>\n

In this article, the lead generation trends that are really important for now and even in the coming years will be listed and there will be absolutely no mention that this year is going to be a successful year for voice search, VR marketing or chatbots.<\/p>\n

So which new lead generation trends will be important?<\/h2>\n

Even though trends have shorter lifespans every year, a positive sign is that fake trends are exposed sooner and hyped things fade faster.<\/p>\n

Lead generation strategies will actually have a positive impact on the quantity and quality of leads you can source.<\/p>\n

Articles about marketing trends will be based on the technology available today, how users actually use the technology, and what problems this combination can solve.<\/p>\n

For example: If people aren't using voice search to buy products in significant numbers, there's no way for tech giants like Google to successfully deploy ads, and users can't view images or compare prices, voice search is clearly not poised to change the way people shop online.<\/p>\n

So, let's look at the list of the most prominent lead gen trends of 2020 below:<\/p>\n

1. Account-based marketing (ABM) is the new normal for B2B brands<\/h2>\n

According to the 2019 ABM Benchmark Survey Report, 94% of B2B marketers polled in the survey said they have adopted ABM, an increase of about 47% compared to 2016 of the same report.<\/p>\n

\"|\"<\/picture><\/figure>\n

Half of respondents said their AMB strategies have been in place for more than a year while another 25% have been implementing ABM for about 6-12 months.<\/p>\n

Interestingly, 46% of respondents to the survey said they were confident that they had identified their target customer persona while they admitted that there was still room for improvement, especially in terms of coverage.<\/p>\n

These statistics indicate that ABM is the new normal for B2B brands.<\/p>\n

So do B2B brands really trust ABM?<\/p>\n

According to HubSpot, ABM is a focused growth strategy in which Marketing and Sales work together to create personalized buying experiences for a set of high-value customers.<\/p>\n

The key phrases in that definition are growth, marketing and sales, personalized experiences, and high-value customers.<\/p>\n

B2B businesses have a long history of casting wide nets with their marketing efforts, launching campaigns with broad audiences and then simply passing on lists of leads to the sales team.<\/p>\n

There are several problems with this:<\/p>\n

    \n
  • Lead quality is unstable<\/li>\n
  • Customer value is also uneven<\/li>\n
  • Your marketing and sales goals are misaligned<\/li>\n
  • The sales team has to work hard to close the deal<\/li>\n
  • Investing a lot in leads and getting nothing in return<\/li>\n
  • Some customers, even though they closed, did not generate enough ROI (return on investment).<\/li>\n<\/ul>\n

    With ABM, you identify a list of target customers and their profiles, based on the value they will bring to your business.<\/p>\n

    By targeting high-value leads, your marketing and sales teams are both working toward the same goal: ensuring your customers generate the most profit for your business.<\/p>\n

    Best of all, you've qualified your sales team to only put resources into leads that are truly worth the investment.<\/p>\n

    2. Super-personalized customer experience<\/h2>\n

    Turning to B2C marketing for a moment, one of the most important trends gaining traction right now is hyper-personalization.<\/p>\n

    See how marketers prioritize their hyper-personalization strategies and the concepts of customer-centric marketing (ABM), customer experience (CX), and effective lead nurturing.<\/p>\n

    Examples of B2C hyper-personalization range from apps like Stitch Fix, which offer personalized clothing and outfit bundles to customers based on their style preferences, to software platforms like Spotify that not only provide personal recommendations but also encourage account customization to retain users.<\/p>\n

    Last year, a report from SmarterHQ revealed that 72% of consumers now only pay attention to marketing messages that are personalized to their interests.<\/p>\n

    Previous studies have also found that, despite security concerns, people are willing to exchange their personal data for personalized products and services.<\/p>\n

    Hyper-personalization provides a truly personalized experience that improves as users provide more of their behavioral data.<\/p>\n

    In the case of a brand like Stitch Fix, users receive a 100% personalized experience, and they understand all the data they submit contributes to improving the experience.<\/p>\n

    Software brands can also learn a lot from Spotify, which encourages account customization to a degree that's hard to imagine.<\/p>\n

    Conversely, it's easy to skip a Netflix subscription because you've invested hours customizing the platform.<\/p>\n

    3. On-page lead quality management<\/h2>\n

    Going back to a concept we covered in this first part, marketing strategies always generate a percentage of leads that don't have any value to your business.<\/p>\n

      \n
    • They are not a good fit for any of your target customers.<\/li>\n
    • They don't live in a country where your business operates.<\/li>\n
    • They have no right to make purchasing decisions.<\/li>\n
    • They won't spend enough to generate a reasonable ROI.<\/li>\n
    • They were never interested in buying from you in the first place.<\/li>\n<\/ul>\n

      The list could go on.<\/p>\n

      Lead quality management is the process of checking to determine your potential customer list.<\/p>\n

      Manual lead selection is not feasible, and even when using automated solutions, it is still necessary to collect enough data to make informed decisions.<\/p>\n

      The solution is to create a sign-up process that nudges prospects for more of their information after they sign up.<\/p>\n

      \"|\"<\/picture><\/figure>\n

      Another option is to request the data you need when signing up, knowing that some potential customers will decline to sign up.<\/p>\n

      4. Integrate marketing and sales automation<\/h2>\n

      Returning to the 2o19 ABM Benchmark Survey Report, respondents said their biggest challenge with ABM was aligning their marketing and sales efforts.<\/p>\n

      Of course, this challenge doesn't just affect ABM either.<\/p>\n

      Too many companies never get around to addressing the misalignment between marketing and sales, and one of the benefits of ABM is that it helps bring them together.<\/p>\n

      This means your marketing strategies will generate a higher volume of leads without delivering value, and your sales team will spend significantly more time trying to close the deal.<\/p>\n

      First, you will need a software system that allows you to integrate your marketing and sales processes.<\/p>\n

      5. Community marketing<\/h2>\n

      Community marketing as a concept has been around for many years but very few brands are truly leading the way with this strategy.<\/p>\n

      According to AdRoll, Community Marketing is a brand growth strategy that focuses on connecting customers with each other on a topic linked or directly related to a brand in an engaging and non-intrusive way, putting customers first.<\/p>\n

      So how to implement a community marketing strategy that puts customers first while still putting the brand in an equally influential position?<\/p>\n

      \"|\"<\/picture><\/figure>\n

      SEMrush on Twitter is an example of a company specializing in community marketing.<\/p>\n

      Now, many tweets are superficial mentions of the company's software or its content, and these likes are certainly automated.<\/p>\n

      SEMrush has built its own interactive community on Twitter and the reach is extremely impressive.<\/p>\n

      \"|\"<\/picture><\/figure>\n

      SEMrush feeds this information back to the community, and you can see the results when you host one of its weekly #SEMrushchat sessions on Twitter.<\/p>\n

      Community is clearly a priority and SEMrush works hard to engage with every member, but they also try to focus on their own brand without pushing their products.<\/p>\n

      Everyone knows what the software platform has to offer, and the company simply keeps the product at the forefront of people's minds while providing genuine advice and insights to its community.<\/p>\n

      6. Leading multimedia thinking<\/h2>\n

      According to the 2020 B2B Thought Leadership Impact Study, published by Edelman and LinkedIn, 89% of business decision makers say thought leadership is effective in improving their perception of a brand.<\/p>\n

      90% of respondents said that thought leadership increased their respect for organizations while 89% said their perception of a brand's capabilities increased and 89% also said they trust brands that create persuasive thought-leading content.<\/p>\n

      So, thought leadership is an important strategy in 2020 and a multi-media strategy.<\/p>\n

      Some of the most impressive thought leadership content is currently being published on YouTube, where people like Gary Vaynerchuk and Neil Patel have built their own personal communities.<\/p>\n

      \"|\"<\/picture><\/figure>\n

      Big names like Google and TED also have their own YouTube channels to share insights and thought-leading content.<\/p>\n

      \"|\"<\/picture><\/figure>\n

      Podcasts are gaining a lot of traction right now, with listenership up 51% since 2019 in the US alone.<\/p>\n

      It's important to understand the benefits and limitations of each type of content, and diversify your efforts.<\/p>\n

      At the same time, there are times when simply reading an article is more helpful, or information is easier to scan, reread, and take notes from.<\/p>\n

      7. Page experience makes UX more important<\/h2>\n

      In May 2020, Google announced a new ranking signal called page experience that will launch at some point in 2021. The algorithm update was delayed due to the coronavirus outbreak, and this means businesses have more time to optimize their websites.<\/p>\n

      Page experience is a ranking signal in Google's search algorithm that combines several pre-existing signals related to various UX factors with some recently introduced signals called Core Web Vitals.<\/p>\n

      Essentially, after launching Core Web Vitals in early May, Google had a ton of UX-related signals to consider, and page experience condensed them into one signal, allowing its algorithm to calculate a page experience score for each website.<\/p>\n

      \"|\"<\/picture><\/figure>\n

      The available signals that will be included in the page experience are:<\/p>\n

        \n
      • Mobile-friendliness <\/strong>(mobile friendly)<\/li>\n
      • Safe browsing <\/strong>(safe browsing)<\/li>\n
      • HTTPs<\/strong><\/li>\n
      • Interstitials\/popups <\/strong>(Interstitials \/ popups)<\/li>\n<\/ul>\n

        In 2018, Google also introduced page speed signals but this is being integrated into Core Web Vitals which includes three main factors:<\/p>\n

          \n
        1. Loading times <\/strong>(Load time): Google sets a benchmark of 2.5 seconds for the largest element in the view to fully load, using a new measurement standard called Largest Contentful Paint (LCP).<\/li>\n
        2. Interactivity <\/strong>(Interactivity): How quickly interactive elements respond to user actions, and Google wants to see a response of 100ms or less, measured by First Input Delay (FID).<\/li>\n
        3. Visual stability <\/strong>(Visual Stability): This determines whether elements on the page move after loading, causing instability and a variety of UX issues, measured using Cumulative Layout Shift (CLS).<\/li>\n<\/ol>\n
          \"|\"<\/picture><\/figure>\n

          As you can see, there are some technical terms thrown in there, and the page experience shows that Google has the most detailed and technical approach to grading the usability of websites.<\/p>\n

          The search giant has confirmed page experience will be one of the most important signals in the algorithm and often acts as a disconnect when content quality is deemed equal.<\/p>\n

          8. Maximize Customer Lifetime Value<\/h2>\n

          One problem with lead generation as a marketing strategy is that it suggests that attracting new leads is the top priority \u2013 or, at least, this seems to be the way most businesses interpret it.<\/p>\n

          And, if you rely on a marketing funnel like the one below, lead generation becomes a linear process that ends once a new lead is onboarded.<\/p>\n

          \"|\"<\/picture><\/figure>\n

          However, we know that the customer journey is not linear and, just as the marketing funnel principle is to visualize the different stages of the buying process, it is not representative of the cyclical customer journey brands should aim for.<\/p>\n

          You don't abandon potential customers when they make a purchase;<\/p>\n

          \"|\"<\/picture><\/figure>\n

          There are plenty of alternatives to the funnel to try to visualize the customer cycle, but honestly, none of them match mapping out the consumer journey \u2013 as long as you understand that customers return to the funnel again after making a purchase.<\/p>\n

          As long as you understand this journey, you have everything you need to run customer retention campaigns through email marketing and other channels to keep your customers engaged, build loyalty, and welcome them back for more when the time is right.<\/p>\n

          Add some quality customer service to your customer retention efforts and you shouldn't have any real problems with maximizing customer lifetime value.<\/p>\n

          Not only that, satisfied customers will help you generate new leads as they leave positive reviews, engage with you on social media, recommend you to their friends and industry sources, and admire you as one of the best brands in your field.<\/p>\n

          Prepare now!<\/h2>\n

          In the midst of an era of technology explosion and uncertainty, businesses that want to achieve the desired amount of leads must make efforts to update trends and come up with changing strategies to survive and develop further.<\/p>\n

          Combine the above Lead Generation trends with the goal of maximizing interaction with customers and creating value for them to accompany your products, services and brand.<\/p>\n

          Attracting potential customers has never been easy, but will you choose to grow your business or accept being left behind?<\/p>\n

          <\/p>","protected":false},"excerpt":{"rendered":"

          N\u1ebfu b\u1ea1n nh\u00ecn l\u1ea1i m\u1ed9t th\u1eadp k\u1ef7 tr\u01b0\u1edbc \u0111\u00e2y c\u1ee7a marketing, b\u1ea1n c\u00f3 th\u1ec3 bi\u1ebft \u0111\u01b0\u1ee3c m\u1ecdi th\u1ee9 \u0111ang di\u1ec5n ra nhanh nh\u01b0 th\u1ebf n\u00e0o \u1edf hi\u1ec7n t\u1ea1i. Xu h\u01b0\u1edbng xu\u1ea5t hi\u1ec7n r\u1ed3i l\u1ea1i bi\u1ebfn m\u1ea5t, m\u1ed9t s\u1ed1 trong s\u1ed1 ch\u00fang \u0111\u00e3 thay \u0111\u1ed5i c\u00e1ch th\u1ee9c ho\u1ea1t \u0111\u1ed9ng c\u1ee7a lead generation (thu th\u1eadp th\u00f4ng tin […]<\/p>\n","protected":false},"author":1,"featured_media":22364,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"wpai_generated_summary":"","footnotes":""},"categories":[173],"tags":[197],"class_list":["post-22247","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mang-xa-hoi","tag-mang-xa-hoi"],"acf":[],"_links":{"self":[{"href":"https:\/\/gudjob.net\/en\/wp-json\/wp\/v2\/posts\/22247","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/gudjob.net\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/gudjob.net\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/gudjob.net\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/gudjob.net\/en\/wp-json\/wp\/v2\/comments?post=22247"}],"version-history":[{"count":0,"href":"https:\/\/gudjob.net\/en\/wp-json\/wp\/v2\/posts\/22247\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/gudjob.net\/en\/wp-json\/wp\/v2\/media\/22364"}],"wp:attachment":[{"href":"https:\/\/gudjob.net\/en\/wp-json\/wp\/v2\/media?parent=22247"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/gudjob.net\/en\/wp-json\/wp\/v2\/categories?post=22247"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/gudjob.net\/en\/wp-json\/wp\/v2\/tags?post=22247"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}