Generating quality and consistent leads is a priority for most businesses. As communication platforms grow and change and as customer preferences and new marketplaces emerge, business trends shift. For marketers to effectively create, implement and evaluate lead generation programs, they need to understand and leverage the latest statistics, research and trends.
Lead Generation Statistics
Did you know these statistics?
- There is a 165.9 percent increase in lead generation success when using three communication channels versus only one communication channel. (Xant)
While the need to utilize multiple communication channels in lead generation programs is a well-known strategy, there’s a big disconnect between those who know this is true and those who act on it. By tapping into a variety of marketing channels, companies can set their lead generation efforts apart from the pack. Channels to consider include print and online publications, webinars, podcasts, website, newsletters, SEO, phone calls, SMS (texting), voicemail, email, social media and direct mail. The key is to not overload prospects on one channel, but reach out in multiple ways and see which ones work best for them.
- Only four percent of website visitors are ready to buy. (Marketo)
This statistic doesn’t mean that your website isn’t important. Rather, it means your website needs to be optimized to guide visitors through the sales process. If only four percent of website visitors are ready to make a purchase decision, it is important to steer prospects to information that enables them to feel ready to buy. Options include providing relevant and informative content, AI and chatbots, FAQ sections, video sales presentations, success stories and easy-to-find contact information. Web designer Philippe Bodart, CEO of WebriQ, shares his web design expertise stating, “Stories quite simply provide the best vehicle for delivering messages that are not only heard and understood, but that inspire, motivate and elicit action.”
- Content marketing generates three times as many prospects as outbound marketing, but costs 62 percent less. (Demand Metric)
Successful content provides prospects with meaningful and relevant information that supports the company’s credibility and showcases its expertise. Content can take many forms, and different mediums will reach diverse audiences. Consider the type of content that resonates with your target markets, and let your expertise do the heavy lifting. Potential thought leadership content includes bylined articles, blogs, white papers, case studies, video, social media and books.
- 78 percent of social sellers outsell peers who don’t use social media. (LinkedIn)
Social selling is a strategy that relies on making connections via social media. We recently interviewed social selling expert John Golden about the dos and don’ts of utilizing social media for lead generation. One key to success is to let social media support connections, not govern them. “Focus on the buyer relationship and do not let the technology push the consumer out of the way,” says Golden. Popular B2B social platforms include LinkedIn, Facebook and Twitter, but consider smaller platforms like Alignable and Slideshare to connect with niche markets.
- Segmented campaigns deliver up to a 760 percent increase in revenue. (Campaign Monitor)
Most companies recognize their target markets are not one-size-fits-all. Therefore, your outreach and lead generation tactics need to be personalized. There are different ways to identify target markets and segment audiences within those target markets to appeal to multiple needs and interests. By organizing your outreach by segment, (demographics, industry, behaviors, values) lead generation efforts will be more successful.
Tie It All Together
While these statistics revolve around a variety of lead generation tactics, one thread ties them all together. There is no uniform approach to turning prospects into leads. Instead, incorporate a combination of efforts that addresses specific needs, challenges and interests of your target markets. Approach lead generation with an intent to understand your target markets, build relationships and provide meaningful solutions that drive more prospects into the sales funnel and then engage them in a way that converts them into clients.
