Marketers and sales professionals from across the country, and as far away as Barcelona, descended on Las Vegas earlier this month for the annual LeadsCon West Conference. For those who were lucky enough to partake, there was mild weather, talk of March Madness and St. Patrick’s Day, and many a great discussion about the biggest challenges and opportunities facing the lead generation industry.
But don’t feel left out. For those of you who weren’t there, here are my top 10 takeaways from this year’s event.
1. Don’t Neglect Mobile
Remember that palm-sized computer that’s always within your reach? It’s the same for your customers. The ability to get in front of customers online via their phone or tablet was a hot topic this year. Wolf & Key Marketing points out that 60% of customers are using mobile devices at some point on their journey. Entrepreneur John Scott Smith noted that Americans screen time is substantial — 59 hours per month for phones and 39 hours per month for tablets. Lastly, Lead Virtue reminds us that mobile traffic costs less despite producing a higher volume of leads.
2. Pay Attention to Phone Contactability
Speaking of mobile phones, a majority of customers still want the ability to call you. A study from CallAction finds two-thirds of customers found it “extremely” or “very important” to be able to call when researching or purchasing services from a local business. Even a notable 37% of shoppers said it was important to be able to call during the inspiration phase — the initial moment the customer decides they need a product or services.
3. Optimize Your Website
One of the biggest hits with attendees was conversion optimization expert and author Alex Harris’s presentation on website optimization. LeadsCon attendee Luiz Centenaro tweeted a couple top tips for those who weren’t there:
- Google Analytics can help you identify the top landing pages to optimize first.
- Test and retest. Copying your competitors isn’t enough.
- Pay attention to your footer — it reinforces “where you want customers to go.”
4. Use the Psychology of Rewards to Your Advantage
Another popular presentation focused on the psychology of rewards and its impact on customer loyalty. CCO at the Wilde Agency Nancy Harhut captured some of the best takeaways here:
- It’s most important to meet customers where they are in their buying journey.
- Proportional value exchange and instant gratification make rewards more valuable.
- The right rewards can increase loyalty and trust, according to science.
5. Gather Comprehensive Customer Info
LeadsCon exhibitor Experian Data Quality tweeted about their own top takeaways from the conference. First up: customer info. The discussion centered on insurance lenders, who needed more info about their current customers in order to make strategic decisions — such as what supplementary services and products would give the biggest RIO.
6. Keep Data Accurate
Making sure you get accurate information from leads and keep information accurate for customers was another sticking point. Horror stories included bounced email campaigns and crucial communications lost to spam folders.
7. Prioritize Marketing Campaign Efficiency
On this topic, attendees discussed the uniqueness of what makes a good lead — it varies depending on the goals of the sales professionals working those leads. Also notable was the importance of determining which leads are the most valuable and prioritizing marketing campaigns to target those leads.
8. Consider Real-Time Score-Keeping
LeadsCon exhibitor Velocify also came up with their key takeaways to help attendees reach “superstar status.” The post was a hit with attendees. For sales teams, that could mean boosting performance and sales growth with real-time score-keeping. For individual sales associates, knowing where you stand compared to the rest of your team on important metrics can drive both strategy and motivation, says Velocify.
9. Use Strategies Backed by the Right Data Insights
Speaking of knowledge, Velocify points out that the best strategies tend to be backed up by the right data insights. If you’ve got the right big data analytics, the added productivity could drive your profitability 5–6% higher. However it’s not about the most data, but the best data.
10. Pair Speed with Control
Lastly, Velocify warns LeadsCon attendees that “speed without control can lead to disaster.” We all know having a dialer and a good CRM makes all the difference to increasing activity, but all sales activity is not created equal. The conclusion: a well-defined and consistent sales approach is key. More pipeline volume only leads to more sales growth if you’re targeting the right leads.
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