Generating Demand in a COVID World

The new normal offers new opportunities: Generating demand in a COVID world

It’s been months now, but it feels like we’re all still adjusting to the new normal.

Between glitchy Zoom meetings and balancing our children’s distance learning needs with our work schedule, we’re all itching to get back to the way things were. But COVID-19 isn’t only affecting our personal lives, it’s also creating a lot of uncertainty for businesses.

And nobody would blame you for thinking this uncertainty is negatively affecting lead generation and, ultimately, purchasing decisions. But the truth is, work from home has caused a massive increase in screentime — both work-related and personal. It has also created a lot of new opportunities for digital marketers.

According to Mason Adams, VP of Demand Generation at Springbox, buyers haven’t stopped buying. That hasn’t changed. How brands engage with those buyers has.

Working from home means less facetime with leadership, so buyers are looking to make a greater impact for their company. “The time buyers spend researching business solutions that drive growth, reduce cost and friction and create better customer experiences is at an all-time high,” Mason says, adding, “and because buyers are actively getting smart, it’s more important than ever to diversify your old lead generation model.”

According to Mason, single-channel tactics just don’t cut it anymore. In order to compete, you have to focus on an omni-channel mix that’s connected and integrated to stay ahead of your audience and provide the information they want — wherever they are.


“In a work environment without in-person meetings, it’s more important than ever to rethink your own business’ lead generation model to keep the conversation going.”

—Mason Adams, VP of Demand Generation

So…where are they?

They’re on social media

Not only is social media an engaging way to connect and interact with your audience on a more personal level, but each platform also has built-in lead generation tools and features that allow businesses to create pages and ads — and capture leads. Features like live streaming and hashtags can also help create engagement with your audience. And again, increased screentime means they’ll be more willing to engage.

They’re filling out lead gen forms

If they’re on your site, they’re interested. Giving your audience clear calls-to-action gives them a chance to express interest — and it gives you a chance to close the deal. And don’t be afraid to give specific pages, products or services their own lead generation form. Doing so helps silo audiences with their specific needs.

They’re consuming gated content

Again, increased screentime means people have more time to consume content. If they’re not binging Netflix during work hours, they’ll be ready and willing to read, watch or listen to content about your business. Gated content can start with an engaging social media post that leads to a landing page that has a lead generation form with a clear CTA.

Giving your audience valuable content, like eBooks, whitepapers, webinars, videos, podcasts or blogs is a prime lead generation avenue for any business.

Go where they are

Your strategy should include targeted native ads and social media that span every platform. Mason adds, “As you expand into those new channels, be patient. Learn what works for each channel — and what doesn’t. Refresh your ads to optimize performance based on your learnings.”

And don’t stop there. A singular focus on each individual channel is a great start, but Mason says it’s important to look at your lead generation performance as a whole. “Remember,” he says, “your buyers are in multiple channels. You should be as well. But cutting an underperforming channel prematurely can negatively affect another.”

In the coming weeks, we’ll take a deeper dive into these topics. As the situation with COVID-19 evolves, we’ll add more learnings to this series, such as automation and processes to fuel lead generation. Contact us to learn more about where your buyers are interacting with brands and consuming content.