IT Lead Generation Tactics That Will No Longer Work
Judy Caroll — February 2, 2020 
The first quarter of the year is generally dedicated to updating and implementing new marketing and more specifically, lead generation strategies. It is also time to reevaluate some strategies that might have already become outdated and ready to be let go.
There are new lead generation tactics and strategies that continuously keep emerging so in order to stay on top of the game, you have to embrace the change.
Of course, growing your customer base is of utmost importance no matter which business you’re operating in. For the IT industry, however, this is easier said than done. In fact, finding qualified leads for your sales team is one of the toughest challenges that you will face. In order to be able to find the right leads, you have to make sure that you use effective tactics as your arsenal.
Let’s have a look at some IT lead generation strategies that are already considered outdated as we start this new decade.
Old-school Email Marketing
Before anything else, email marketing is not dead. Just because you might feel like the click-through-rate is too slow, doesn’t mean it’s not effective anymore. However, that should change is the way you do email marketing.
If this is still the case for you, then it’s time to let go of the old school way of doing email marketing and start integrating marketing automation into your emails. By using marketing automation, it will allow you to create specific marketing campaigns for specific audiences and also help you improve your open and click-through rate metrics as well as the overall quality of your leads.
The key is to segregate your content according to whether they are useful or if they are a relevant offer. Another important thing to do before setting up your automation is to also segment your leads by source and then by their main interests and what they are all expecting from you.
Repetitive Landing pages
Oftentimes when one thinks of “testing” it’s almost synonymous to “boring” because testing would entail “wasting” time testing out different landing pages, CTA buttons, etc.
At first glance, having just one landing page and be done with it might look like the most logical and practical thing to do. The truth is, however, that it’s a major setback.
This practice goes beyond just “testing” your landing page. Being able to catch people’s attention and retaining it has become a craft. Many businesses fail at examining their landing pages which only causes more damage than rake in leads.
As we’re still at the beginning of this year, reevaluate your landing page and CTA’s, experiment with more options and invest in improving and refining the details.
One-size-Fits-All Marketing
Let’s face it, this tactic is dead. While yes, technology, for the most part, is what basically runs modern B2B marketing and lead generation, you cannot deny that the one-size-fits-all mindset doesn’t work anymore in this day and age. Prospects and potential clients crave human interaction. They want to be able to cultivate deeper connections and more meaningful relationships with other brands. A survey showed a statistic of how out of 7,000 consumers. 57% of the respondents said that they are willing to share their data in exchange for personalized offers, 53% for personalized product recommendations, and 52% for customized shopping experiences.
Manual Chat Operations
Yes, we just talked about human interaction is important – and it is. There should always be a balance between the two. For chat options on your website or social media platforms, it’s better and more time-efficient to have an AI chatbot that can autonomously engage your site visitors and automate business transactions with them.
A great example is Hubspot’s chatbots. Hubspot allows you to choose and customize your very own bot to suit any of your specific needs. In addition, you can also personalize each bot action by using logic to create a seamless interactive experience for your site visitors.
By adopting chatbots, it shows your prospects that you are working into their comfort, wanting them to have a seamless interaction with your brand. Moreover, by adding a chatbot into your lead generation strategy, it opens u new avenues for process efficiency and optimization as well as reduce additional operational costs.
Conclusion
With lead generation tactics constantly evolving, it’s easy to feel overwhelmed so as much as possible try to constantly update your knowledge and with it your lead generation tactics. Also, try to experiment with new things on your own. You never know, maybe you’ll discover new ways of doing lead generation. Always take it a step further ahead of the game.
This article was originally posted at The Savvy Marketer.
Business & Finance Articles on Business 2 Community
(19)
