Struggling with Lead Generation? You're Not Alone

BY Rachel Cagle
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If your client has been struggling with lead generation this year, don’t worry, they are not alone. According to a recent study by Ascend2, 50% of marketing professionals say that generating enough leads is their toughest challenge when building relationships for lead conversion. You just need to take a look at your client’s strategy to find a solution.

Digital Lead Generation

Not surprisingly, due to the COVID-​19 pandemic’s effect on what seems to be the entirety of 2020, marketers are readjusting their lead generation budgets to focus on digital outreach. This year’s top areas with the highest budgets in this field include:

  • Social Media: 54%
  • Website/​Search Engine Optimization Improvements: 51%
  • Email/​Automation: 44%
  • Content Marketing: 40%

Why are these areas the most popular categories for lead generation budget bumps? Because each of them has proven to be among the most successful tactics for building relationships that turn prospects into customers. Social media (55%), website/​search engine optimization (43%), email/​automation (42%) and content marketing (37%) have each proven their worth to marketers time and time again. Social media had the highest percentages in both surveys because it’s, “a channel that allows marketers to reach new leads and build trust with existing prospects and customers,” reports Ascend2.

No matter which lead generation format your client chooses to go with, they need to know which content formats are the most effective at building relationships that generate leads. Ascend2 found that the most effective content formats for this task are:

  • Video: 41%
  • Webinars: 36%
  • Original Research/​Data: 36%
  • Blog Posts: 34%

AudienceSCAN on AdMall by SalesFuel offers more in-​depth research into audience action based on these content forms. You can offer your client information based on these audiences’ demographic, marketing, and purchase intent data. Or, look up their target audience’s audience profile on AudienceSCAN to see which types of marketing content had the highest influence percentage on that audience, both last month and last year. Lead generation strategies begin with reliable data. Make sure your next pitch suggesting a lead generation revamp includes data that will make your idea impossible to overlook.