Sixty-one percent of marketers said generating leads was their top challenge before COVID-19 struck, according to HubSpot — and it doesn’t get easier in today’s uncertain environment. Some good news came from the U.S. Commerce Department, which just announced an increase of 7.5 percent in retail sales in June over May. Everyone is crossing their fingers that states will be able to manage new cases in order to keep the momentum going.
Capturing whatever new demand is happening now is an important strategy to maintain growth. Retail brands have invested in personalization, content and loyalty programs when it comes to nurturing their customers. These best practices can and should be applied to new leads, as well as loyal customers. Luckily, there are easy-to-implement tests, content strategies and engagement options to drive more value from every lead, even in a difficult market.
Not Ready to Buy, Yet
The definition of growth marketing — the process of designing and conducting experiments to optimize and improve results — could be the very definition of a digital marketer’s job. So often, these experiments stop with known customers. There’s a lot of insight to play with, e-mail addresses to send to, and customer value to analyze.
To implement a

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