Lead generation is the lifeblood of growth in the online marketplace. A successful campaign is agile and responds to the ever-changing landscape of innovation. Read on to learn which lead generation trends will garner the best ROI in 2020.

1. Automation

Carefully segmenting your data and sharing content that is relevant and personalized is arguably the most important step in lead generation. Automating this process can make it easier to reach unique groups within your audience, qualify leads early on, and increase conversions.

Chatbots are a valuable asset to financial institutions (FIs). They can assist leads with simpler requests when sales teams are not available. These types of interactions help FIs draw crucial data, provide swift resolutions, and improve account holder experience.

2. Account-based marketing (ABM)

ABM helps you identify qualified leads and implement an effective segmentation strategy. Use analytics to pinpoint specific profiles and determine how to nurture these leads. A study conducted by ITSMA revealed that 87% of marketers say ABM outperforms every other marketing investment. Similarly, a survey conducted by Alterra Group found that ABM translates to a higher ROI than any other marketing strategy. For these reasons alone, it's not hard to see why ABM has become a popular tool for lead generation.

3. Personalization

Personalization translates to a higher ROI. A study conducted by The Relevancy Group found that companies receive $20 for every $1 spent, due to personalization. Use the data from previous interactions and the services account holders currently use to identify relevant messages and offers. Enrich your leads, segment them accordingly and send personal, relevant content to your audience. Location-driven engagement tools such as the Larky nudge® engagement platform personalize the experience for the user with relevant content instead of bombarding them with broad content.

4. Long-form content

Incorporate long-form content into your marketing strategy. High-quality content harnesses the power of SEO and boosts organic searches. SEO is the second-best marketing channel for lead generation, as revealed in the 2020 B2B Marketing Outlook Survey. Not only does long-form content drive traffic and target unique searches, but it delivers educational value to your account holders.

5. Cross-channel nurturing

An omnichannel approach to lead marketing is fast becoming the norm. Audiences are often spread over various channels, choosing to use the ones that speak to their needs. By nurturing leads across multiple platforms, you can learn more about your account holders and position your campaigns more accurately. Your omnichannel strategy will give account holders the freedom to choose the channel that's convenient for them while ensuring a consistent, branded experience.

6. Explore new channels

Gone are the days of one or two simple marketing channels. As technologies develop, so do opportunities to reach your audience. Don't be afraid to explore new lead generation channels, like podcasting, videos, live chat or social media. Social media channels such as Instagram and Twitter offer the ability to stay continually connected to your audience and develop meaningful conversations. YouTube is considered the second-largest search engine, especially in relation to "how-to" content. By harnessing these tools, you can deliver unique, compelling content to more users.

7. Analytics

Use analytics to map the account holder's journey and understand the steps that drive conversions. Custom data platforms that consolidate your data can help you generate detailed account-holder profiles. Taking time to carefully review your data gives you the tools to create more efficient campaigns, a better understanding of your audience and a higher ROI.

Do you want to learn more about using the Larky nudge® platform in your mobile banking app to boost your ROI? Get in touch!