The end of the year from a demand generation perspective can feel like an absolute madhouse, and this year is only going to be more difficult. The last three months are typically filled with next year planning, holidays, vacations, and an over-whelming amount of work to be finished. Cutting through the noise as a marketer, and generating leads that will convert can feel near impossible. However, there are some things you can do to help ensure your lead goals are met and put yourself in a good position to roll into the new year- but it all needs to start now.
Don’t Ignore the Top of Funnel
The last three months of the year are typically a rat race to the finish line. A direct result of that is the need to spend budgets before the end of the year closes out. It’s easy to look at the calendar and assume there isn’t enough time to get the top of funnel leads to convert- the exact opposite is the case. By focusing heavily on top of funnel, you see leads work their way through faster than normal. There’s also the case that most companies are planning for next year, and by catching them in the planning phase, you can snag some high-quality SQLs that will convert into revenue. Focus your messaging around budgeting and trends in your space.
ABM Can Be a Demand Gen Lifesaver
Since most decisions are made in buying groups, and end of year is planning and decision-making time, a custom ABM strategy will help you break in and/or expand in to key accounts. Come up with an ABM strategy that enables planning within the company. This can be done through install tech research, intent data, or even competitive analysis. Gathering that information, customizing your outreach, and leveraging the buying timeframe can help you win some larger clients before the end of the year. As a bonus, you’ll see far more website interaction and organic content engagement from this effort.
Paid Media Should Be a Must
If you think you’re the only one thinking about all these things, then you’re probably wrong. Most marketers are scrounging to put together any effective campaign they can, so you’ll see a major spike in the competitive landscape from now till the end of the year. The best way to overcome this problem is by creating a strong paid media campaign. There’s no shame in saying, “I want more leads”, and in doing so, you increase your top of funnel. Campaigns through search, social, and even partner lead gen will help out tremendously.
The end of the year doesn’t have to be the end of the world for your team. In fact, as a demand gen marketer, you’ll see a major uptick in lead conversions around this time, if approached correctly.