In the informative piece “4 New Strategies to Approach Lead Generation Differently” on Spiceworks, Jessica Frasier, customer experience leader of Digitalzone, explores innovative approaches to lead generation. Recognizing the importance of staying ahead in lead generation strategies, and embracing these new tactics to help clients achieve success, the article discusses how marketers are faced with new challenges as the B2B market continues to evolve.

These challenges include the demand for personalized digital experiences and the changing preferences of Millennial buyers. With 65% of B2B buyers being Millennials or younger, and a significant percentage preferring to avoid sales reps altogether, traditional approaches to lead generation are no longer sufficient.

To address these challenges, there’s an advocacy for a shift in perspective and the adoption of four key strategies: Connected Storytelling. By fostering collaboration across brand, product/content, and demand gen teams, organizations can implement connected storytelling—a cohesive and data-driven content strategy developed through a collaborative process.

This approach ensures that marketing efforts are aligned and resonate with the target audience.

Emphasizing the importance of starting collaboration early and placing the Ideal Customer Profile (ICP) at the center of campaigns, it’s asserted that leading with inspiring storytelling content enables brands to create memorable experiences that resonate with their buyers beyond utility alone.

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