Hubspot’s ‘State of Marketing Report 2021’ indicated that generating more leads is a top priority for marketers this year, and of course it is. Now that many are making their way out of the Covid-19 molasses, the focus is switching from surviving to thriving, and it’s only through new leads and smashing sales targets that marketers can begin to see the light at the end of the tunnel. Yet despite the endless updates to our market that seem to flip everything on its head every six to 12 months, if we’re talking lead generation, although everything that surrounds or influences it might change, the basics remain the same.
“When it comes to the fundamentals of lead generation, nothing ever changes,” says Josh Pickles, Co-Founder of The Automation Geeks. “The methods might change, the technology might change, but the process never does. What it all comes down to is simply driving customer behaviour and adding value to their experience.”
Josh says marketers are under too much pressure to hit sales targets, thanks in large part to the pandemic. With these pressures, they often lose the ability to connect with potential leads successfully and consider their needs from a value-exchange perspective.
“It always returns to the emotional drivers and adding value to the experience of our prospects, because when we’ve got that pressure, it’s the first thing we forget about,” he says. “We look to drive numbers up and hit KPIs, but the rest goes out the window.”
PATIENCE IS A VIRTUE
The pandemic placed a lot of pressure on marketers to hit
