Hello, my name is Johnathan Pach and I’m the Founder and CEO of NXT Generation. My company concentrates on presenting clients with the most inventive marketing solutions pertaining to investments, real estate, wellness and travel companies, and much more.

My company is also recognised as a prominent lead generation agency, and an outstanding video marketing company. Through social media and video marketing campaigns, we are able to maximise profits for any company, whilst simultaneously boosting said company’s global profile across a wealth of platforms.

Spotlighting lead generation, we produce highly-targeted campaigns that are certain to result in qualified leads. Our campaigns are diverse and include email marketing services, voice qualified lead generation and PPC lead generation. Furthermore, we come together to design customised content for platforms such as YouTube, Instagram and TikTok. We do this through high-end video productions – including animation and virtual reality – all of which utilise the latest marketing technology and strategies.

In spite of the chaotic nature of the past few years, NXT Generation has experienced great levels of success. Notably, we have been given a number of prestigious awards, I am the Exclusive UK representative for The Private Office of Sheikh Saqer Bin Mohamed Al Qasimi based in Dubai, driving key global businesses to establish themselves within the UAE with the help of the Dubai Royal Family.

I’d like to express my gratitude with attending & exhibiting at The Future Innovation Summit 2021. Being surrounded by so many leading figures from industries like healthcare, real estate, education, blockchain, cryptocurrencies, and more, is was a huge privilege. I have thoroughly enjoyed the talks, the networking opportunities and would like to take this opportunity to thank my fellow attendees for their insights. I’d also like to thank The Private Office for allowing me to attend and speak at this fantastic event not forgetting our incredible Honouree Award for all of our hard work we have accomplished in the UAE this year.

I spent some time thinking about what the Summit meant to me. Through this period of reflection, I came to the conclusion that the Summit represents the perfect opening to push the boundaries of what is possible, to lay the groundworks for what is to come, to collaborate with interesting minds, and improve the lives of many. With this in mind, I have tailored my feedback to do these things with respect to my area of expertise. More specifically, I shall spend time exploring future-proof lead generation strategies for all businesses, content marketing methods that’ll improve any brand’s performance, and other, more general, business marketing approaches.

Beginning with lead generation, I’d like to firstly offer you a quote from the Greek Philosopher, Aristotle – “man is by nature a social animal”. Now, I’m sure that some of you will be thinking: what have the words of a Grecian Philosopher got to do with lead generation? Well, it’s quite simply really: lead generation is, like mankind, inherently social. In other words, lead generation, by its very nature, can be understood as involving social exchanges between humans with similar interests.

To put it more formally, lead generation can be defined as the process through which companies discover and entice clients, transforming them from potential consumers into genuine buyers. The lead generation process, research indicates, is one that lots of businesses pay attention to but struggle with. According to Hubspot, 61% of marketers label lead generation as their primary challenge. Moreover, 53% of marketers dedicate no less than half of their budget to lead generation.

These figures confirm two things. Firstly, they suggest that many businesses see lead generation as an essential component of their business model. Secondly, as aforementioned, they suggest that lead generation is difficult. There are, however, a number of simple ways to overcome the difficulties associated with lead generation, and to thrive.

Firstly, if you’re looking to enhance your lead generation strategies, then you must embrace technology. Technology is your friend when it comes to generating leads because it can make the process more efficient and self-sufficient. Accordingly, once your system is set up, the leads will come rolling in.

One type of technology that many people adopt for lead generation purposes in artificial intelligence, or AI. This type of technology is helpful because it works so fast, can process huge amounts of data, and makes smart recommendations for your lead generation campaigns. In fact, AI is so popular when it comes to lead generation that 80% of marketers believe automation – often through AI – generates more qualified leads.

Secondly, social media is an excellent place for your lead generation campaigns, so be sure to implement social strategies when generating leads. According to the Social Media Examiner, 66% of marketers generate leads from social media after devoting only six hours per week to social marketing. Why is this the case? Well, it’s because social media allows you to target your audience through many methods – story posts, in-feed posts, hashtags, and so on. Moreover, because so many people use social media, you are able to target new demographics that you previously could not reach. Social media advertisements are also highly targeted, meaning that people your target audience will see them.

Also, to improve your lead generation strategies, you should monitor your competition. This is essential because lead generation is all about learning. Put simply, if you can learn about the different lead generation strategies, then you’ll get ahead. One of the best ways to learn about lead generation is by monitoring your competition, which can take place through analysing their services, critiquing their website layout, or checking out their internal infrastructure. Whatever the case, use what you learn from your competitors to enhance your lead generation campaigns.

Another way to enhance your lead generation strategies is by improving your response speed. This is beneficial because the speed with which you respond to a consumer’s enquiry directly affects the probability of that inquiry converting into a genuine sales pipeline. In fact, research suggests that a consumer is 21 times more likely to become a qualified lead if they are contacted within five minutes of their initial enquiry. A great way to improve your response speed is through automation. One example of an automated lead generation tool is a chatbot. These tools enable you to automatically process a consumer’s request and send out the relevant response, meaning that there is no delay caused by a human operator.

Lastly, no matter which platform you decide to generate leads on, try your best to implement video marketing strategies. Videos are extremely useful tools for lead generation because they’re quick, accessible and often evoke emotion from a client. This is exactly what you need when you’re trying to attract new clients because you want them to understand you, to trust you and to connect with you. Video lead generation strategies are so effective that 83% of video marketers say video has helped them to generate leads and 84% of people say that they’ve been convinced to buy a product or service by watching a brand’s video.

These techniques represent an essential part of NXT Generation’s overall strategy for lead generation. However, these methods alone do not equate to business and marketing success. At NXT Generation, we believe that our lead generation strategies are best coupled with a specific type of marketing: content marketing.

Content marketing focuses on sharing appropriate and consistent content with consumers in order to generate sales. This type of marketing, many would suggest, is one of the most useful because so many people have access to content on the internet. According to research from Statista, the global digital population is slightly in excess of 4 billion people.

This whopping figure shows just how many people have access to a brand’s content, which means that it is no surprise that 91% of B2B marketers utilize content marketing strategies when growing their audience and reaching clients. With the sheer number of content marketers out there, it is vital to ensure that one’s content marketing strategies are unique and capable of making one stand out. Here’s how I think this can be done.

Firstly, it’s crucial that your content mirrors your brand’s image. This is important because authentic and genuine content is more likely to get consumers to engage with your brand, consequently increasing the chance of you generating leads and sales. Driving engagement is one of those things that many firms struggle with, especially when it comes to content marketing. This is proven by reports from Zazzle Media, which suggest that 65% of companies find it hard to create engaging content.

The easiest way to drive engagement, as mentioned above, is to produce content that is consistent with your brand. This claim is supported by investigations conducted by the Content Marketing Institute, which highlight how 72% of marketers believe content marketing increases engagement. So, be unique, be honest and be personable. If you can do this, then your content marketing efforts will be well rewarded.

Secondly, a good way to gain a consumer’s trust through content marketing is by offering them something for free. You could, for instance, embed a free guide within your content, which consumers can download and keep. If you do this, then consumers are more likely to appreciate your business. Subsequently, consumers will be more likely to engage with your brand in future, which increases your chances of generating sales. Remember: content marketing is all about building awareness of your brand. So, the more you can offer a potential client, the better off you’ll be in the long-run.

Thirdly, with content marketing, as with all types of marketing, consistency is essential. You must be able to produce regular content for your clients and consumers to view. If you cannot, then people are likely to lose interest in your company, which could negatively impact your potential for growth. The easiest way to drive consistency is to create a content calendar. This is really useful because it means you know exactly what you should be posting, and when you should be posting it. In essence, a content calendar makes your content marketing strategies more streamlined, thereby reducing the likelihood of errors.

Alongside content marketing, we at NXT Generation value a variety of marketing methodologies. Email marketing, for instance, is particularly popular. According to research conducted by Statista, there were approximately 3.9 billion email users in 2019. This figure is expected to grow to around 4.3 billion users by 2023. What is more, it is estimated that over 347 billion emails will be sent each day in 2022. With so many people sending and reading emails, it seems to be a great marketing tool.

When it comes to email marketing, it is vital to have emails and Google PPC landing pages that are interactive (perhaps by including clickable buttons, brochures or polls). If you can produce emails and Google PPC landing pages like this, then you’re better able to engage with a consumer. As a result, you develop a better understanding of them – of their needs, interests, habits, and so on – which you can use for future marketing purposes. On the flip side, the consumer feels as if they are cared about because you are actively asking them for input, thereby making their experience more positive and memorable.

We also emphasise the value of having a strong website. As a business, you want a website that is eye-catching, easy to navigate, and easy to understand. This is important because these features will give your potential client a great experience, thereby meaning that they’re more likely to return to your site. On the flip side, a bad website is more likely to cause a customer to move away from your business, which means your lead generation efforts will suffer directly. So, focus on your website design and vibe. If you can do this, then you’re far more likely to effectively market your product.

To draw things to a close, I’d like to give you a final quote, this time from Henry Ford – “stopping advertising to save money is like stopping your watch to save time”. Now, I hope you’ll agree that the snappy nature of this quote makes it quite humorous. More importantly, though, I hope you’ll acknowledge just how correct it is. Marketing and lead generation – whether it be through social media content, video, or email – is what makes businesses function. Without these things, many businesses would struggle, simply due to a lack of exposure. So, with the future in mind, let us continue to champion marketing and lead generation, using some of my aforementioned techniques, so that businesses can continue to thrive and so that the world can continue to improve.


Johnathan Pach CEO NXT Generation