By Joe Laskowski
March is always an exciting time at Higher Ed Growth (HEG), as it means the team is heading to Las Vegas for LeadsCon. We always look forward to the opportunity of LeadsCon to connect with other leaders in our industry and learn from one another, gauging where the future of lead generation is heading. Last year, there was a feeling of renewed belief in lead generation coming out of LeadsCon. This year, it is clear that growth and expansion is the common theme in the future of lead generation.
From the Higher Ed Growth Team, these were the five biggest trends and takeaways from LeadsCon 2019.
At the conference, many organizations were discussing expansion into new verticals in the upcoming year. These companies are realizing that their processes and technologies can be utilized across multiple verticals, and are now looking to diversify their offerings to encompass previously unexplored verticals. This growth within organizations can be, in part, attributed to the changes in several industries, and the reactionary decisions that these companies are embracing in order to maintain their edge.
Marketing to Millennials and Generation Z
Much like the new advances that we noted last year in lead generation, the marketing towards Millennials and Generation Z is continuing to evolve. Social media is beginning to play a much larger role in winning over the younger generations and marketers are learning how to utilize mobile to generate and follow through on leads. We can expect to see continued growth in marketing within platforms like Snapchat, SMS, Instagram, and other mobile applications going forward.
Artificial intelligence is also becoming more widespread among the lead generation industry. More and more companies are producing and utilizing this technology to focus on customer engagement through conversational interactions with potential leads. These interactions are not necessarily limited to one application or device, and are being applied to leads on websites, SMS, email, chat, voice calls etc. AI technology is increasingly being used to grow contact rates in call centers and create actionable insights in data.
Unsurprisingly, with the changes and developments to technology that are appearing, automation is also becoming more widespread across the industry. Automation includes uploading recordings, collecting and analyzing data, updating and optimizing campaigns and using IVRs. By using automation, organizations are better able to work through leads and send them in the right directions downstream, streamlining the process within the company and promoting growth within the industry.
Underlying each of the major themes we’ve previously noted is data. Data is now and will continue to remain king. Data is an ever-growing need and want for the successful operation of any organization within the industry. The successful utilization of data within a company allows for the overall success and optimization of their digital marketing efforts, their call centers, and just about any other aspect of their business. Because data is so vital at every stage of the lead lifecycle, companies that utilize and share their data with partners will continue to thrive, while others will fall short.
LeadsCon 2019: Growth and Modernization Lead the Way
In every industry, growth has always been key, and lead generation is no different. LeadsCon 2019 has shown that the industry is going strong. We are taking strides to develop and utilize new technologies and strategies to better the industry overall, exploring new verticals and expanding the ways in which we advertise to potential leads. Maintaining relevancy and evolving with our potential leads is exciting stuff and gives us a thrilling look at the direction that lead generation and marketing is heading.