Lead Generation Strategy in 2022

lead generation 2022 guide

The Mach 1 Design recommended marketing mix for 2022? This means it’s time to take stock of the old strategies we used throughout 2022 and weigh them up against new technologies and techniques that have been designed to help our lead generation content clients achieve a competitive edge.

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marketing top challenges

It’s time to determine what lead generation activities have recently worked, which ones have fallen short, and what new ideas could be tried in the coming year. There isn’t exactly a magic formula for generating more leads, and it’s clear that tactics for boosting them can vary between industries; however, it appears that diversifying our efforts in order to attract and convert more customers is absolutely necessary.

That means it’s not just about the local SEO or all about social media. It’s about assessing how today’s most effective lead-generation tools can be effective to improve our team lead generation, conversions, and overall team business.

Our purpose is to strategize for 2022 to adopt the most compelling and dynamic demand generation solutions to generate more leads, and better-quality leads.

Defining and Refining Our Lead Generation Strategies Vision

What’s our vision for lead generation in 2022? Sure, we’ll probably say “more.” Clearly, more leads are a good start, but let’s dig deeper. Let’s shoot for high-quality leads, leads that are more likely to convert purchases. While defining or refining our vision for lead generation, let’s map out a plan.

Let’s define our objectives by asking some pertinent questions, like Who is our exact target audience? What types of marketing campaigns do we envision for the upcoming year, and how can we align our lead generation efforts with those campaigns?

Creating a vision for 2022 means outlining our goals and following up with strategies designed to support them. Boosting lead generation isn’t just about choosing the right tactics; it’s about creating clear and quantifiable goals, making the most of our marketing budget dollars, and directing our staff team and resources in a manner that supports our online lead generation marketing initiatives.

Developing a Strategy for Lead Generation Process Success

Once we’ve arrived at a clear vision for 2022, can strategize to meet our goals. Let’s begin the new year by carefully examining the previous one.

Let’s answer these questions: Where did most of our leads originate from? Do we know? For instance, do we have quantifiable numbers that clearly show where our leads came from the previous year? What measures worked last year? What measures fell short? Obviously, we’ll want to continue what’s worked well and revise what hasn’t in order to get the most from our marketing dollars.

We’ll want to diversify our efforts to generate more leads. Last year, 68% of B2B companies relied on landing pages, but that’s not the only way to win leads.

Barriers to B2B lead generation 1

We should utilize the most effective forms of lead generation and employ more than just one because it’s never a great strategy to put ‘all our eggs in one basket.’ We’ll need to determine which ones are likely to be most effective within our industry and which ones Mach 1 Design can afford to purchase.

Lead-Boosting Lead Generation Strategies

The following measures can help us grow our lead pool and, ultimately, our bottom line. Some of these tactics may work better for us than others, so it’s up to us to carefully compare them in association with the measures we’ve used that have worked well and those that have not. As we choose lead generation process strategies to adopt, let’s consider what works for our industry—even for our competitors. Investing in the right measures can have a positive effect on our ROI.

Email Marketing Lead Generation Marketing

As of this year, there are roughly 5.6 billion active email accounts. Since about “86% of professionals prefer to use email when communicating for business purposes,” it makes sense to include email as a vital part of our marketing campaign. Every $1 spent on email marketing returns $44 in revenue.

Email Marketing Lead Generation

Email marketing is more than two decades old, so it’s stood the test of time. However, today, consider employing email marketing for lead generation with a twist—using automated emails augmented by AI and best personalized through customized workflows is where we need to be.

By adopting email automation tools, we can send highly targeted emails that are personalized for our leads. According to eMarketer, “marketers who connect with customers through automated emails see conversion rates as high as 50%.”

Additionally, automated emails achieve a 119% higher click rate than other emails like broadcast emails. That’s a stat that’s hard to ignore if we’re unsure about automated email. Because personalized emails are known to generate up to six times more revenue than emails that are non-personalized, it makes fiscal sense to rely on automated & personalized emails for enhanced lead generation.

After all, “79% of top-performing companies have been using marketing automation for three or more years.” Mach 1 Design should consider investing in automation processes for our own marketing endeavors. Some great email marketing services are GetResponse, AWeber, and Hubspot — they can help us create the emails and create the best workflows that make sense for us.

Below are some recommendations that must be achieved:

  • List segmentation
  • Build out customized workflows that align with sales initiatives
  • Test different subject lines
  • Tie in with targeted landing pages
  • Use as another avenue to drive engagement both with prospects and customers

SEO Lead Generation Tools

We need to ensure that our search engine optimization is up to snuff. Because more than 90% of online experiences start with a search engine, We need to make sure that it can be found via a search engine.

If we are not on page one of Google’s search results, we are less likely to be found—and possibly less likely to be found than our competitors. SEO is complex and ever-changing, but, it’s essential for Mach 1 Design to consider it when working to attract customers or clients to their business website.

SEO experts work to make sure that Mach 1 Design ranks high in the search engine results. Increased online visibility translates to more leads—and more leads, ideally, lead to more paying customers. I recommend establishing an SEO marketing strategy to help us with our search engine marketing visibility in Google SERPs.

Local SEO

It’s no longer enough just to be SEO friendly in general, we’ve got to be SEO friendly for our local audience. In our market where we work with local businesses, we need to be optimized for our best local audience.

Local SEO

Whether we perform SEO in-house or with the help of contract service, we need to get the local part right so that customers can find us when they search for ‘local businesses near me or for our type of business in Chicago and Illinois, also the surrounding region.

When searching online, more than 80% of people look up a location on Google Maps, but if we’re not optimized for local SEO searches, we might not be found on a map. As part of our plan for SEO in 2022, we need to be sure to optimize our local SEO to effectively target our local email audience.

Optimize for Mobile

According to Forbes, 57% of all online traffic comes from smartphones and other mobile devices. If we aren’t optimized for these mobile devices, we are likely losing leads to companies that are optimized for mobile searches.

Think about our own mobile usage. How long are we willing to wait for a website to load before we click off and visit another site? Businesses are losing customers because they have not optimized their websites for mobile platforms.

Delayed loading times, decreased quality of images, and designs that translate poorly to the mobile platform—these elements can substantially harm our opportunity to convert leads into customers.

Mach 1 Design’s rule number one is does our lead generation form load properly on a smartphone? If not, we’ll also need to make some key fixes to ensure that we’re optimized for mobile users and providing them the high-quality experience they expect.

Services like Instapage and Elementor can be great to create beautiful websites that are also optimized for mobile. If our web design doesn’t support mobile, it’s time to upgrade to something that does so we don’t lose valuable leads.

Forms

Speaking of lead forms, we do have one, right? By adding lead generation forms to the Mach 1 Design website, we can form a lead pipeline that can be directed to our social inbox every single day.

In terms of what types of forms work best for us, that depends on what we want to accomplish. I suggest we experiment with various form styles and ultimately refine one to suit their needs. While there are many lead form generation services available for free today, most require payment.

If we currently rely on Google Analytics, it’s a good idea to opt for demo Google Forms because they integrate seamlessly with the social analytics platform and are easy to use.

Magnets

A lead magnet is a compelling item that can help us attract more B2B leads. Think of lead magnets as a piece of qualified content, like an e-book or webinar. In exchange for their email address, allow potential prospects to download these effective lead generation tips content or to access it in some other way. A discount coupon is another form of inbound lead magnet.

Lead magnets

In simple terms, a lead magnet is an exchange, but it’s an easy one that many business customers are agreeable to, provided the supplied content or lead magnet is valuable or useful in some way. A high-value demo piece of content is likely to achieve more downloads (and garner more email addresses) and more qualified shares.

Diversify Our Simple Lead Generation Content

Let’s take it for granted that we’re already on board with the need to produce high-quality thought leader content to promote Mach 1 Design’s products and services. High-quality content is crucial for supporting our lead generation tools SEO and for helping us achieve more conversions and prospects.

Lead Generation Content

We need to become active in creating a diverse body of content to promote our brand—not just textual content. We need to use photos, images, videos, and infographics to nurture our leads and convert them into paying landing page customers.

We can increase our revenue substantially simply by adding new content in the form of infographics, question-and-answer blog posts, and videos. According to recent statistics, “85% of B2B marketers say that lead generation is their most important qualified content marketing goal.”

Lead generation and content marketing go hand in hand. From blogging to creating SEO-friendly content such as e-books, pillar articles, and tutorial videos, it’s vital to support the relationship between our content and lead generation interest.

Social Media

Maintaining an active social media presence is important, although many B2B businesses may still be skeptical about this. But here’s the thing to remember, our free lead generation social media content is still content, and it’s content that can boost our SEO prospect’s results.

As part of our strategy for diverse lead generation, social media should be an element of that plan. In terms of which social media platforms are most important, most experts agree that maintaining a presence on Facebook, LinkedIn, Instagram, YouTube, and Twitter are the most essential, but there may be other social channels that are also relevant to our industry.

If we are having a hard time keeping up with posting on social media, we should look into using a review tool like Hubspot to schedule the posts ahead of time.

social media marketing goals

Also, social media, like SEO, is a constantly-changing lead generation strategy landscape. We need to monitor what’s going on. Already, many marketing experts are acknowledging that, of these three major landing page social platforms, LinkedIn and YouTube may be the most important for B2B businesses.

Use Analytics—All the Time

We can’t ever analyze too much. According to SEO experts, the truth of the matter is, that we’re going to wind up wasting a lot of money if we don’t take care to analyze our simple lead generation strategies. We must know what measures are working best. What measures are not performing as we expected them to? Performing buyers’ credit analytics is how we figure this out. Analytics can tell us what measures work with quantifiable measurements.

For instance, imagine we have five landing pages (and be sure we’re using landing pages, as 68% of B2B businesses use them to generate leads successfully). Let’s say one is achieving about 75% of the lead generation for the five class combined.

Naturally, we want to continue using the successful landing pages, but what about the other four? As soon as we note that these other pages are performing poorly, we can take steps to refine them. It’s important to note where our leads are coming from.

By carefully tuning into our Google Analytics platform or some other measurement platform, we can stay on top of our marketing efforts, which will ultimately make sure we waste less money and become more successful at lead generation techniques.

Paid Advertising

If our SEO is terrific and we’re generating website traffic through organic searches at a fantastic growth rate, we might not be overly concerned about paid advertising. However, if we’re still developing our SEO strategies and haven’t made it into one of Google’s 3-pack slots (the first three spots in the search results), we might want to consider paid advertising in order to attract more leads.

We’ll find lots of different options when it comes to paid advertising, ranging from Google Ads, Google AdWords to Facebook ads. In addition, some businesses rely on affiliate marketing, and media buys, or might even trade ad space with a non-competitor business.

paid management online media channels

We’ll naturally need to consider how much of our budget to devote to paid advertising, but remember this: currently, businesses tend to make about $2 for every $1 they spend with Google AdWords alone.

As we consider our ROI, we’ll want to make sure that we wind up getting more than we put in when it comes to this type of lead generation. According to reports, “Digital lead generation advertising spending is seen to hit $201 billion by 2023.” In short, our competitors will be investing in paid advertising. So how much will we invest this year compared to the year before

Summary

Lead generation is paramount, and there are lots of different avenues we can take to increase and improve the quality of our leads. Unfortunately, there’s no exact formula we can rely on.

Diversifying our marketing strategies and tactics while paying close attention to what works best, can refine our lead generation initiatives so that we will be able to attract more leads and, ultimately, close more sales.

For 2022, let’s not rely on past strategies alone for lead generation. Take time to evaluate our past performance and also look to adopt some of the strategies outlined here so we can achieve our marketing and lead generation goals in 2022.

If you need help with a Lead Generation Strategy for 2022, contact [email protected] or call 469-536-8478.

Related:

7 Lead Generation Strategies that Work for Business

HOW TO ESTABLISH LEAD GENERATION STRATEGIES

Account-Based Marketing (ABM) for Professionals

Account-Based Marketing (ABM) for Professionals

The traditional business-to-business sales and marketing funnel is broken. B2B marketing, in its current form, takes a broad approach to lead generation, to capture as many leads as possible. The problem with this approach is that the funnel narrows towards the bottom, so the vast majority of B2B leads never become customers.  Whether you are the chief sales officer for a business or are simply a true believer in marketing, there is no denying that management account-based marketing (ABM) is the way to go. Account-based marketing, on the other hand, turns the B2B sales and marketing funnel on its head. The account-based marketing approach challenges the traditional lead-based, inbound-only marketing approach.

Instead of focusing on marketing channels to generate leads, an ABM strategy focuses on identifying and targeting best-fit accounts with the highest revenue potential for your company. Marketers can then use technology to serve personalized messaging to decision-makers at these accounts via the channels they use most frequently. This marketing outreach is supplemented in an ABM program by personalized, one-on-one sales outreach to the same list of target accounts.

What is Account-Based Marketing?

B2Bs like, are always looking for new, better ways to market to their prospects. And it makes sense. As a B2B, the sales cycle is long, often 9-12 months or longer. We’re marketing to multiple stakeholders, and oftentimes, you don’t have as many prospects out there to market to in the first place. If you’ve been looking for a successful way to market that is trackable and proven to deliver results at a high rate of return, then you might be interested to learn more about ABM.

Account-Based Marketing (ABM) is a marketing strategy that focuses on targeted marketing efforts to specific accounts, rather than to an entire group of prospects or specific industry accounts.  ABM is an outbound marketing strategy because we’re taking our content and our expertise and bringing it to an account we’ve identified as ideal, rather than having them come to us.  ABM is a highly targeted method of marketing that’s been proven to deliver quality ROI, especially for companies that don’t have as many prospects, to begin with, and who are focused on increasing customer retention and upselling.  We liken ABM to fishing with a spear, rather than a net. We’re only fishing for the best, and most attractive fish in the pond that our unique value proposition is the best fit.

6 steps to ABM success

ABM, also known as key account marketing, combines the marketing and sales teams’ expertise to target specific groups of accounts that require tailored marketing. To achieve their objectives, marketers must employ strategies that combine the expertise of the sales and marketing teams to:

  • locate accounts
  • interact
  • close high-value accounts deals

By focusing marketing strategy on key areas of higher value to the organization, the marketing and sales teams can collaborate on campaigns that capture the attention of these accounts and convert them into customers. ABM is critical because it can mean the difference between the sales team meeting and exceeding the quota.

Who Uses ABM?

ABM has proven the most useful for B2B companies offering unique value propositions through business development professionals. As a whole, business-to-business companies (B2B), especially those in niche markets, tend to have fewer prospects, many of whom are larger, high-value corporations.  ABM offers B2B companies a better opportunity to engage and close targeted high-value prospects. By providing ABM clients with content and lead nurturing tactics that are tailored specifically to their company, organization, or public entity, especially those that touch multiple decision makers within that one account, you have the opportunity to shorten the sales cycle significantly, and close with just the very best ideal clients in the respective industry.

How Does Account-Based Marketing Work?

Account-based marketing is similar to inbound marketing in many ways, except that it encourages us to seek out ideal accounts, rather than having those accounts find their way to our company organically.  Account-based marketing starts with an ICP, which is similar to inbound marketing’s buyer personas. The Ideal Customer Profile (ICP) takes a look at specific accounts our company is already successfully working with and outlines what makes those accounts our perfect fit for our client. 

An ICP often talks not about a single decision maker’s pain points and challenges, but the goals of the account as a whole. It also details the unique internal structure of that ideal account, as well as the individual decision-makers who must sign on before a sale can be closed.  In this way, account-based marketing (ABM) is very closely aligned with sales goals. The sales team knows which prospects are the best fit, and are most likely to convert to a sale. The ICP gives the sales team a chance to tell marketing exactly which types of accounts they love, and it gives the marketing team a very specific account to market to. 

Unlike inbound marketing, where the goal is to draw in many prospects from a particular industry or target market, with ABM, our target market is often just one company or public entity.  Our sales and marketing team develops content that speaks directly to that company’s pain points and challenges and will develop a campaign that’s directed towards that account’s decision makers and current projects. 

This tactic of addressing the pain points of the five or six stakeholders in most B2B’s ideal accounts helps to close the deal with larger, high-value ideal customers who can benefit from our products or services, but who otherwise might take quite a long time to make a decision. 

What Are Some Benefits of Account-Based Marketing?

Capturing the attention of potential buyers is more difficult than ever in the digital age. This is where ABM can benefit an organization. The marketing team can directly target accounts that sales want to pursue by identifying them. Many companies seeking high-value customers find that an ABM strategy works better for them than casting a wide net. Account-based marketing turns the traditional marketing and sales funnel inside out. Instead of leading potential clients through the funnel, account-based marketing:

  • examines the accounts that sales desires
  • personalized content is directed directly at them
  • and then converts them into customers

In general, B2B marketers target leads more broadly to appeal to as many companies as possible, but this does not produce the best ROI. With today’s technology, scaling ABM to a variety of organizations is now easier and more affordable, and marketers across the board are implementing an ABM strategy within their team to drive higher value outcomes.  Shortening the sales cycle and closing deals with our ideal clients are some pretty great benefits. But ABM offers a few additional benefits that set it apart from other marketing strategies:

account based marketing and sales alignment

Clear ROI

The first, most attractive benefit to most B2B’s is account-based marketing’s ability to prove clear ROI. Where other marketing strategies can be difficult to quantify specifically, account-based marketing is fairly cut and dry.  Since We’re focusing our efforts on just one customer, it’s easy to see how much time and effort we’re spending on this account, and it’s immediately visible what our return is when that account does close a deal with us. 

Specific Tracking and Metrics

In a similar vein, account-based marketing offers very specific, measurable results. When We’re looking at each of our pushes to market to a specific account, we have a small, measurable set of data to analyze. It’s easy to see whether emails, ads, web content or events are helping us close the deal because we have such a small set of target accounts.

Three types of ABM

This information not only helps inform our future account-based marketing campaigns but can give us greater insight into our ideal customers as a whole. You might discover that the majority of our ideal accounts prefer email marketing and LinkedIn advertising over search engine ads or organic content. We can apply those findings to all of our other marketing campaigns in the future, whether they’re account-based marketing tactics or inbound marketing tactics, helping you optimize our efforts for the greatest returns. 

Reduced Waste of Resources

Account-based marketing is sometimes termed zero-waste marketing. Since the strategy is so targeted, we can focus and optimize our resources and tactics to just those specific accounts We’re hoping to close. In that way, none of our efforts are wasted. They’re spending time and resources only on potential clients and accounts that we know are quality leads. 

Can Account-Based Marketing Tactics be Paired with Inbound Marketing?

Inbound vs. Account Based Marketing
Account-Based Marketing Tactics

Yes, and in fact, it is highly recommended that we not use ABM without inbound marketing. Here’s why ABM does a great job of shortening the sales cycle and closing on some of those ideal clients you’ve always wanted to land. That’s all effort we’re hyper-focusing on just one company. 

While ABM is effective, and a closed sales deal for that high-value corporation can help LazrTek achieve its growth goals, it’s important to launch ABM campaigns alongside inbound marketing campaigns to make sure our prospects don’t feel like We’re just pushing our product or service at them constantly.  What’s more, inbound marketing helps us cast a slightly wider net, while still drawing in qualified leads. Indeed, inbound marketing isn’t as targeted as ABM, but inbound marketing brings in qualified leads, rather than our sales and marketing teams having to go out and find them. 

Running both inbound marketing and ABM together helps set up a system of safety nets.  If we’re having a slow quarter, ABM can help our team zero in on a high-value prospect. If a deal with a high-value prospect falls through, our inbound marketing strategy has still been working for us to draw in qualified prospects on that we can refocus our efforts. 

How Do We Know if It is the Right Target and Strategy for Us?

Not sure if ABM is right for us? Take a look at these questions:

  • Do we feel like there are a limited number of companies who can benefit from our product or service?
  • Do we generate more revenue from upselling and retaining long-term clients than it does from bringing in a new venture?
  • Are we often marketing to companies and prospects where we need buy-in from several stakeholders?

If we answered yes to these questions, then we should give ABM a try! Account-based marketing is one of the most proven tactics to shorten the sales cycle and close deals for some of those ideal accounts we’ve been eyeing for a while.  And if we think about it, it makes sense.  While our inbound marketing content is tailored to a specific industry or type of prospect, whether it’s through job title, company size, or pain point, it’s still somewhat general. 

ABM content, however, is hyper-specific. That content is written directly for that account that we know is the perfect fit for us. And who doesn’t love content that’s written specifically for them? In today’s world of general, non-specific blogs that don’t always answer the questions We’re asking, the extremely personalized content that ABM uses is a breath of fresh air. It shows our ideal prospects that we’re dedicated to solving their problems and helping their company grow better. And content like this is what closes deals. 

What Do We Need to Make an Account-Based Marketing Strategy Campaign Work?

If we’re thinking that an ABM campaign sounds right for us, we’re probably wondering where to start. Even if we are fully on board to start an ABM campaign, it’s not going to go very far if we don’t have these three integral components of a successful ABM campaign. 

 #1 Aligned Sales and Marketing Teams

ABM won’t work if our sales and marketing teams aren’t on the same page. Luckily, the nature of ABM tends to bring the two teams together. Sales and marketing have historically been at odds. Sales always want better, more qualified leads. Marketing always wants to get the company in front of as many qualified prospects as possible. ABM solves this power struggle by bringing the sales team more closely into the marketing process. 

The sales team starts by identifying the ideal account. They tell our marketing team who is the perfect account.  From there, our marketing team does what they do best, which is to get to know how that account thinks — what their pain points are, what their challenges are, what their goals are, their current need projects, and which key stakeholders are needed to get on board before they can pass that prospect along to the sales team. 

Account-based marketing encourages marketers to think a bit more like the sales team. Instead of focusing on just getting the best message out to the right people, the marketing team has to consider what information will contribute to closing this lead. They have to think more like our sales team, which helps bring those two teams a little closer. That said, if our marketing team is on Mars and our sales team is on Jupiter, ABM isn’t going to work for us right away. You have to have some alignment between the two teams before you can see any sort of forwarding progress. 

 #2 Clearly Outlined Ideal Customer Profile (ICP)

When our sales and marketing teams are on the same page, you can define our ideal profile. As we mentioned earlier, an ICP is similar to a buyer persona, except that instead of being centered on a person, it’s centered on a specific company or account.  Our ICP should identify what type of company We’re working with, how many decision-makers there are, and what each of those decision makers’ biggest pain points and questions is about our product or service. 

It’s good to know that account-based marketing doesn’t just focus on new business, either. You can easily create account-based marketing campaigns that are centered on extending service with an existing company, upselling, or even cross-selling.  Most B2Bs find that it’s more cost-effective to focus on customer retention than it is to constantly seek new ventures, and account-based marketing is a great way to do that. 

 #3 Specifically Targeted Content That Speaks to Our ICP

With an aligned sales and marketing team, and our ICP set in place, the last thing we need is content. As we’ve discussed before, the key to successful account-based marketing is hyper-specific content.  When we say hyper-specific, we mean we’re creating content for that company, and each of its decision-makers, specifically. The content you develop should answer questions those decision makers are asking and should speak (in no uncertain terms) to the unique situation and needs of that company. While this might seem like a lot of effort for one company, we’re only making that effort for a company or account that we know is an ideal fit for our product or service. Account-based marketing is proven to deliver the highest return on investment of any marketing strategy, especially for B2Bs. 

And let’s remember, that all of the efforts we put into an ABM campaign are highly targeted and optimized. Nothing we do in a proper ABM campaign is wasted effort, which is why our ROI is going to be so high when you close a deal. Account-based marketing is a great marketing strategy, especially for B2Bs who struggle to shorten the sales cycle, or who have a relatively small number of prospects and small sales force. ABM helps us strategically, without wasting resources. 

Interested to see how ABM could work for us or our B2B? Let Mach 1 Design create your ABM strategy. [email protected]  or call at 469-536-8478.