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Lead Generation Trends in Italy in 2020
In B2B Marketing
by Editorial Staff - October 8, 2020
Lead generation Italy: what are the trends of 2020 ? This year has cambodia telegram data been deeply marked by the Covid-19 emergency. In particular, the lockdown has had heavy repercussions on the operational continuity of companies that have had to deal with different ways of working, selling and ultimately doing business.
The main and most obvious trend was a clear shift towards digital . In the lockdown period, in fact, while most of the population was forced to stay at home, the internet became the center of attention more than ever. For brands, it was necessary to increase investments in digital to exploit what at that time was essentially the only channel to reach their users. As is easy to imagine, the first sector to grow was eCommerce. Suffice it to say that according to Netcomm estimates , in Italy this year there were 1.3 million new digital shoppers , or consumers who started buying online precisely because of the Covid emergency.
New scenarios have opened up not only in terms of direct sales, but also in the field of lead generation. The difficulties due to the limited possibilities of travel and the cancellation of events have brought out new trends and consolidated others. Let's see together the direction taken by lead generation in Italy this year.
1. Lead generation Italy, trends: events go digital
One of the main sources for lead generation in Italy and abroad, especially for those who work in B2B, are events. Trade fairs, conferences, seminars are the ideal time to network and identify new potential partners. For many companies, the resources and time invested to best manage their presence at a fair are huge. Due to the coronavirus, however, this year all events have been canceled or postponed. This is the spring that has naturally led many events, from the Netcomm Forum to the Salone Internazionale del Libro, to offer the public a completely digital edition .
Furthermore, there were also many companies that, seeing the lack of opportunities to collect new contacts at the fair, chose different tools for lead generation such as webinars . This is an excellent way to generate qualified leads: by offering high-quality training content, you attract buyers who are potentially very interested in the product or service in question.
The digital transformation of b2b events and the proliferation of live streaming events, virtual fairs, online summits and of course webinars, is certainly one of the biggest lead generation trends in Italy this year.
2. Content marketing among the main trends of lead generation in Italy also in 2020
As already mentioned, web traffic volumes grew especially during the lockdown period, with increases of up to 73.2% compared to a normal period . People, stuck at home, also proved to be more willing to consider communications from brands. According to a study conducted by MailUp in collaboration with the B2C eCommerce Observatory of the School of Management of the Milan Polytechnic, during the emergency period there was a significant increase in email opening rates , both DEM and newsletters. Equally evident was the increase in communications sent by companies in an attempt to ride the emotional wave linked to the emergency situation.
Email Marketing in Times of Crisis: Soft Lead Nurturing
But what was the result of the increase in email marketing actions? And more generally, what are the best practices in emergency situations ? In times of crisis, messages that aim to close a sale in the short term are less likely to be successful, especially when it comes to the B2B sector . This is also demonstrated by the worsening of the conversion rate in Google's PPC campaigns recorded during the most critical period of the health emergency ( in the United States, there is talk of a 21% drop ). Content marketing is a good strategy for laying the foundations and developing a relationship with users that will bear fruit over time . Proposing informative and valuable content, without immediately trying to close a sale, is an effective way to obtain leads. Later, when things return to normal, or when the need to be satisfied has become more concrete (and perhaps thanks to an effective lead nurturing process within an inbound marketing strategy ), these users will be much more likely to turn to the company with which they already have a relationship and that in the past has been able to respond to their need for information.
3. Lead generation Italy: keeping engagement high between social and contests
Staying in touch with the public at a time when freedom of movement was severely limited was one of the biggest challenges for lead generation in Italy in 2020. For many brands, contact with the customer only took place inside the store. Lacking this possibility, many agencies focused on the adoption of prize-based operations and games, contests and photo contests, new digital loyalty programs to keep the relationship with users alive. In particular, focusing on user-generated content made it possible to leverage people's need to interact, share their content and feel part of a community. A strategy that potentially allows not only to get in touch with users who interact in person, but also indirectly with their connections through shared content. For these reasons, lead generation in Italy through the use of social networks remains one of the biggest trends of 2020.
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