As an audience marketer, my #1 marketing prediction for what is HOT in 2016 remains what was my #1 2015 prediction, with a few twists. In January 2015 that was:
Lead generation. Advertisers continue to request more detailed demographics about their leads. These leads are lucrative, IF marketing companies have the information being demanded—employee size, sales volume, titles, business types, etc.
The demand from advertisers to reach a very specific audience will continue to increase in 2016. They want us to pre-qualify leads before we send pass them along. Sample: we want 1000 leads of people in the C-suite (CEO, CIO, President) in $100 million+ companies. This is a typical request—but it seems like EVERYONE wants to each this group. Note– this group does NOT make all the purchase decisions! They may sign off on a contact, but it is the upper management who often vets and recommends vendors. Another topic for another day, since I could write reams about this subject.
The ongoing question is –how do we continue to capture and then fulfill these types of requests? Advertisers today often ask for targeted leads with email addresses and phone numbers. To continue to provide clean, active prospects, we need to first provide valuable web content that encourages prospects to give us their contact information. This can be an article on our website, a white paper, a free sample, a video, a webinar, a live event, a research summary, the list goes on.
We need to harness the power of our customers and our database. At the front end we need targeted marketing efforts that promote these “carrots” to the correct audience. We then need to ensure we capture and turn around the contact information on a timely basis.
A lot to ask for, with today’s budgets and tight timelines, as well as customers becoming more reluctant to share personal information. My next post will be some practical, inexpensive ways you can improve your target marketing efforts TODAY.
The journey continues.