By Frans Van Hulle
(Editor’s Note: This article is the first in a series examining how technology has transformed the lead generation industry.)
The growing global use of the Internet for absolutely everything has emphasized the importance of content, social media and email marketing in lead generation. With those changes, traditional lead gen activities have given way to a multitude of marketing software, platforms and automation tools.
With WiFi, tablets and mobiles you can now reach clients and consumers at any given time and location, which gives marketers new opportunities to reach their target audience. But are we really taking advantage of all these exciting new trends? How can marketers keep up with the rise of technology and use it to their advantage.
Being on top of new trends and knowing how to exactly use technological innovations is a great competitive advantage. Sadly though, not many marketers take full advantage of the gift of technology and automation. It isn’t just about being faster than everyone else—it’s about focusing on the best way to reach your target audience.
Using technology and automation to your advantage can decrease energy, financial investments and man-hours that go into technical and administrative lead gen complexities. And what’s more, relying on technology and automation can increase overall lead quality and improve conversions.
Over the next few months, we’ll offer a series of articles sharing insights and tips on how to make full use of technology in your lead generation activities, to help you can increase your focus on your marketing strategies and funnels.
Topics we’ll cover will include:
- Lead Gen tech requirements
- How to design a successful lead gen form that helps capture technical data and increase conversions
- How to automate lead verification
- Developing an automated lead scoring mechanism that improves your lead quality
- How to connect buyers
- Optimizing your sites for mobile use
- The best ways to track leads
- Overview of all possible automation, tools in lead gen (infographic)
- DIY or Outsource
Optimizing technology gives marketers more time to focus on strategies and funnels to improve your ROI. And what’s even better, if more companies either optimize their own technology or outsource, the lead gen industry is more likely to benefit from higher quality standards, less fraud and more happy marketers.