In the fast-paced world of business, staying ahead of the competition is crucial. While you may be using some traditional lead generation tactics, your competitors are likely deploying more advanced and secret strategies to gain an edge. In this blog, we'll uncover some of these lesser-known tactics that can help you level up your lead generation game and ensure you're not left behind.
Email marketing has long been a cornerstone of lead generation, but simply sending generic messages is no longer enough. Your competitors are using hyper-personalisation to create highly targeted and relevant content for each recipient. According to Epsilon, 80% of consumers are more likely to make a purchase when brands offer personalised experiences. By leveraging data such as browsing history, past purchases, and demographic information, they craft emails that resonate on a personal level.
Action Tip: Use advanced CRM tools to segment your audience and personalise your email content based on individual behaviour and preferences. Incorporate dynamic content that changes based on the recipient's data to increase engagement and conversions.
Source: Epsilon, "The Power of Me: The Impact of Personalization on Marketing"
Interactive content—such as quizzes, assessments, calculators, and polls—engages users more effectively than static content. A study by Demand Metric found that interactive content generates twice as many conversions as passive content. Your competitors are likely using these tools to not only capture leads but also to qualify them by collecting valuable data.
Action Tip: Create interactive content that is relevant to your audience's needs. For example, a "Readiness Assessment" can gauge how prepared your prospects are for a particular solution, while subtly promoting your services.
Source: Demand Metric, "The Impact of Interactive Content"
Account-Based Marketing (ABM) is a strategic approach that targets specific high-value accounts rather than casting a wide net. According to research by ITSMA, 87% of marketers say ABM delivers a higher ROI than other marketing strategies. Your competitors may be using ABM to focus their resources on key decision-makers within target companies, tailoring their messaging and content to the unique needs of each account.
Action Tip: Identify your top target accounts and develop customised marketing campaigns that address the specific challenges and goals of those accounts. Use personalised emails, targeted ads, and bespoke content to nurture these leads through the sales funnel.
Source: ITSMA, "2019 ABM Benchmark Study"
AI-powered chatbots are becoming increasingly sophisticated, allowing businesses to engage website visitors in real-time and qualify leads without human intervention. Gartner predicts that by 2025, customer service organizations that embed AI in their multichannel customer engagement platforms will elevate operational efficiency by 25%. Competitors who have adopted this technology can quickly capture lead information, provide instant responses, and even schedule follow-up actions automatically.
Action Tip: Implement AI chatbots on your website to interact with visitors, answer common questions, and collect lead information. Ensure the chatbot is programmed to recognise key buying signals and route high-priority leads to your sales team.
Source: Gartner, "The Future of AI and Customer Experience"
Social selling involves using social media platforms, particularly LinkedIn, to build relationships with potential leads before pitching your services. A LinkedIn study found that salespeople who engage in social selling are 51% more likely to achieve their sales quotas. Your competitors are likely using LinkedIn's advanced search tools, InMail, and content-sharing features to connect with decision-makers and nurture these relationships over time.
Action Tip: Train your sales team to use LinkedIn for social selling. Encourage them to share relevant content, engage in industry discussions, and reach out to prospects with personalised messages that offer value before making a sales pitch.
Source: LinkedIn, "State of Sales 2023"
Retargeting ads are a powerful way to re-engage visitors who have shown interest in your website but didn’t convert. According to AdRoll, retargeting ads can lead to a 10x increase in click-through rates and a 147% increase in conversion rates. Competitors are likely using this tactic to stay top-of-mind with potential leads and drive them back to their site to complete the desired action.
Action Tip: Set up retargeting campaigns on platforms like Google Ads and Facebook to reach visitors who have interacted with your site. Use compelling visuals and messaging that remind them of the value you offer and encourage them to return and convert.
Source: AdRoll, "The 2023 State of Retargeting"
Webinars have surged in popularity, especially as remote work has become more common. They are an effective way to showcase expertise, build trust, and engage with potential leads in a more personal manner. A study by GoToWebinar found that 73% of B2B marketers and sales leaders say a webinar is the best way to generate high-quality leads. Competitors are likely using webinars to educate their audience on industry trends, product use cases, and best practices.
Action Tip: Host a webinar on a topic that addresses a key challenge faced by your target audience. Promote the event through email marketing, social media, and your website. After the webinar, follow up with attendees to continue the conversation and move them further down the funnel.
Source: GoToWebinar, "2023 Webinar Benchmarks Report"
Content syndication involves distributing your content on third-party websites to reach a broader audience. According to NetLine, content syndication can increase lead generation efforts by up to 45%. Competitors use this tactic to get their high-value content in front of audiences they might not reach organically, capturing leads from a wider pool.
Action Tip: Partner with industry publications or platforms to syndicate your content. Ensure that your content includes strong CTAs that drive readers back to your website to capture their details.
Source: NetLine, "The Content Syndication Guide for B2B Marketers"
Video marketing has become an essential tool for engaging leads, with HubSpot reporting that video marketers get 66% more qualified leads per year. Competitors are using video content—such as explainer videos, testimonials, and live streams—to capture attention and communicate complex ideas quickly and effectively.
Action Tip: Create engaging video content that showcases your expertise, explains your services, or shares customer success stories. Promote these videos across your website, social media channels, and in email campaigns to maximise their impact.
Source: HubSpot, "The State of Video Marketing in 2023"
While influencer marketing is often associated with B2C brands, it’s becoming increasingly prevalent in the B2B space as well. According to TopRank Marketing, 63% of marketers believe that influencer marketing is more effective than traditional advertising. Competitors are partnering with industry influencers to co-create content, host webinars, and endorse products, thereby leveraging the influencer's credibility and audience.
Action Tip: Identify key influencers in your industry who align with your brand values. Collaborate with them on content that provides value to their audience while subtly promoting your services.
Source: TopRank Marketing, "The State of B2B Influencer Marketing 2023"
The landscape of lead generation is constantly evolving, and staying ahead means adopting the latest tactics before your competitors do. By implementing these advanced strategies—hyper-personalisation, interactive content, ABM, AI chatbots, and more—you can gain a competitive edge and significantly increase your lead generation efforts.
Don’t let your competitors outpace you. Start incorporating these secret tactics into your strategy today, and watch your lead pipeline grow.