As the world looks towards a future in the wake of the Covid-19 pandemic, marketers are making moves to anticipate and adapt to a “new normal” landscape. With virtually all businesses affected by the coronavirus, the process of lead generation in this unfamiliar climate has become more important than ever.
Lockdowns around the world have forced brick-and-mortar stores to close, and more businesses have tried to tap into the potential of online marketing. Companies are reaching out to customers who seem to be constantly online, and who are consuming more digital content than ever.
According to HubSpot, marketers largely believe that lead generation is the biggest challenge they are facing. As we enter the world of the new normal, many marketers are having to review and reset their approaches to generating leads when it comes to winning customers.
Let’s take a deeper look into how marketers can adapt to the changing world around them by refining their lead generation strategy to optimize funnels for better lead generation in the post-pandemic era.
Lead generation in a “new normal” business world.
First, let’s remind ourselves what lead generation actually entails. Lead generation is the process of identifying prospective customers who are interested in buying your products or services. This is an integral part of marketing because it involves correctly identifying your market while also getting your sales funnel in line to welcome visitors who will likely buy from your business.
In this regard, lead generation keeps companies from wasting money on strategies like cold calling or emailing in favor of more strategic, streamlined approaches, such as content marketing, email marketing, and social media campaigns.
Most businesses acknowledge the importance of lead generation and allocate the majority of their marketing budgets accordingly. However, the disruptive influence of Covid has led to fundamental changes to how lead generation should be conducted today.