It’s that time again. Time to start thinking about 2014 and what lies ahead for those of us in marketing services, content development/marketing and lead gen.
Trends over the past six months indicate that in 2014 we’ll see:
Lead quality and performance finally trump lead volume. It seems every year there’s discussion on this point, and RFPs emphasize, lead quality over quantity — at least in January. Then there’s a predictable return to focus on delivering high-volume leads. That can’t go on forever, because many of marketers hear complaints over leads that don’t receive followup and therefore leak out of the funnel. How can marketers manage their leads better, for greater quality and performance? It starts with organized outreach campaigns: structured email communications, retargeting ads, phone-based followup and more. Better lead management finally takes hold.