A 2023 LXAHub report stated that 81% of business leaders in the US believed that data saturation had resulted in their potential clients suffering from digital fatigue. This means, people are tired of the constant stream of digital content, be it ads, reels, or interactive videos. What this also means is that in this age of tech overload, engagement can only be assured if your strategies for generating quality leads are streamlined and more intent-driven.

We, at BigClicks Boon, have thus enumerated some of the top B2B lead generation trends of this year that are bound to bring you more potential clients than ever. So, don’t fret if you find yourself at the end of your tether, trying to look for quality clients with your age-old strategies or trying to decipher the ‘lead generation world 2024’. Try some of our tips instead. Here we go…

Account-based marketing

A 2023 Sales Insights Lab survey proved that 61% of sales representatives surveyed believed selling or closing a deal had become more difficult than it was 10 years ago.

Here’s where account-based marketing comes in. So, what is this new trend in B2B lead generation and in overall B2B marketing? It is a technique that works on the age-old sales funnel, but in reverse. This means that marketers who employ account-based marketing to get hold of leads identify their key and high-value accounts first (or accounts that can get them the maximum sales) and focus on closing the deals with them, rather than focusing on getting the maximum reach and waiting to stimulate demand for their products/services.

So, how does this strategy work in lead generation for B2B?
It focuses on highly targeted messages, which is less time-consuming
It aims at reaching more than one target/decision maker, increasing chances of the lead/s getting closed
It is more personalized than the run-of-the-mill lead generation trends and sales strategies
It is more likely to result in better customer/client retention, as the focus is on reaching out to customers/clients who’re already in need of your product/service

Streamlined social media strategies

With the tsunami of content that devours us on social media every day, it’s quite a tough task to decide your social media strategy if you’re into B2B lead management. Gone are the days when you could post the same content on all social media channels and could get guaranteed views and engagement on all of them.

The algorithm game that keeps changing every few days has made it difficult for businesses to survive without a concrete and streamlined social media plan. So, what’s the solution? Innovation and selective availability on social media are two great ways to make sure your message reaches the right market.

In fact, according to a 2023 report, half of digital media professionals surveyed believed social media holds the most promise in terms of innovation. A few things to keep in mind while using social media for your business would be:

Not all messages work on all platforms. Twitter will get you no engagement if you try promoting a blog there. Likewise, YouTube videos won’t fetch any views on LinkedIn. That’s how algorithm works
You need to choose the right platform or the platform that your ideal customer/consumer base is likely to engage in. For instance, for hardcore B2B clients, LinkedIn is the best social media platform
Even on the chosen platforms, the content being posted to reach out to potential leads should be customized and optimized to cater to that specific market. For instance, reels may work on Instagram but not on LinkedIn

B2B content with B2C elements

While we have stated that different types of businesses will need to focus on different types of social media channels and customize their online marketing strategies accordingly, it’s true that a lot of B2B marketing looks like B2C marketing these days. Here’s why lead generation for B2B may appear similar to that in B2C these days:

With the data overload on websites and social media channels, companies are increasingly looking forward to connecting on a personal level. This makes them depend on real people with real experiences who speak to clients/customers through videos/podcasts
Influencer marketing is in vogue and is slowly shifting from being a B2C lead generation strategy to a B2B lead management strategy. A successful instance of this is GE’s latest Instagram photography campaign to highlight their jet engine testing solutions for their B2B clients

A combination of generative AI and the human element

A LinkedIn report showcased how companies such as VMware and Blueshift have effectively used AI in B2B functions. Additionally, AI-powered marketing campaigns such as Google’s Performance Max have revolutionized the marketing scene. Nonetheless, when it comes to engaging with clients or closing sales with leads, there is no alternative to the human touch. So, a strategic blend of both generative AI and the human element should do the trick in terms of SEO and lead generation. Here’s what companies are increasingly considering:

Since the recent Google algorithm has cracked down on purely robotic or keyword-stuffed online content solely meant to gain eyeballs, companies are focusing on original experiences. This is in accordance with Google’s EEAT (Expertise, Experience, Authority, and Trustworthiness) strategy for locating genuine and relevant content
Be it for blogs, graphics, or short-form content to drive traffic on an online platform, the perfect strategy to reach the right market and stimulate engagement online is to use the human element along with AI. Companies are now hiring experienced editors, writers, and graphic artists who also know how to use effective AI prompts to generate impactful content

New channels and techniques

With the ever-evolving market, comes in new channels and techniques of reaching out to the target market. And B2B lead generation trends and overall marketing strategies have been noticing a surge in the use of several new channels. Let’s take a look at a few of them:

Video marketing: Be it short videos, interactive clips, or short-form videos (popularized as “reels”), video content is here to stay as an effective marketing tool. And more and more businesses are using videos as a preferred way of reaching out to clients. In fact, a survey conducted in late 2023 proved that marketers (both B2B and B2C) found videos as one of the most impactful content marketing tools
Voice Search: Yes, Alexa rules the world, it seems. According to a report, 71% of consumers in the US use voice search to look for products/services. And the number is predicted to rise, given how we are increasingly growing dependent on voice assistants, be it on smartphones or other devices. And even B2B companies looking out for leads seem to be keen on making their marketing content searchable by voice prompts
Newsletters: While the B2B newsletter isn’t a new kid on the block, it has definitely undergone a sea change in recent times. And if we go by growth marketing and SEO specialist Gaetano DiNardi’s words about newsletters, “People don’t respond to corporate-style newsletters anymore.” So, what is the deal that works? More personalized newsletters than the one-size-fits-all templates are apt when it comes to lead generation for B2B
Podcasts: Another new trend in the B2B lead management arena is the podcast. Globally, more than 5 million podcasts exist, as of 2024. And the podcast ad market is estimated to reach $12 billion by 2030. It isn’t just a teen hobby now. Podcasts are serious business and are an effective tool to reach out to busy business decision makers who may be casually listening to your pitch over a morning jog

B2B communities

Brand communities have been a great success in the B2C scene, with Sephora’s Beauty Insider Community gathering user-generated content from millions of customers. Yes, the “community” is a fairly new concept in the B2B scene, but it scores over a lot of others in terms of generating quality leads, because:

It helps in building trust and authenticity about the brand
It encourages discussions on new features
It helps in gathering crowdsourced data regarding important functions/features

A successful example of such a community is the Microsoft Partner Community, an interactive forum for businesses that have partnered with Microsoft. But one doesn’t need to look further, as traditional platforms such as Reddit, LinkedIn, and Quora offer a great potential to start a discussion on a topic relevant to your business and allow you to network with a like-minded community.

7. Collaboration

We all know about referral programs. A notch above that is a collaboration. And this seems to be catching up with a lot of B2B companies as a possible source of quality leads. In such cases, companies go beyond and above creating communities. They have a clear agenda: building long-term relationships and working toward collaborative growth.

One such collaboration is the referral partnership system. Such partnerships exist between businesses that refer clients to each other based on the basis of a compensation or the barter system. Such collaborations help in:

Attracting a large consumer/client base outside your usual radar
Building and sustaining a network of business relationships
Increasing brand awareness among potential clients
Increasing the trust and credibility factor
Lowering lead generation costs (as barter collaborations tend to be less expensive than hiring lead generation channels/partners)

8. Virtual events

The post-pandemic work scene has seen many organizations go the fully-remote way. And virtual events have been a major avenue of getting B2B clients. Yes, e-mail marketing is still one of the top lead and demand generation strategies, with 81% organizations using it as part of their marketing plans, but one can always boost engagement by including an invite to a virtual event in the e-mail. Here are some new-age virtual events to look out for, in case you wish to create a pool of potential B2B clients/customers:

Webinars: This is a low-cost informational virtual event that can be an impactful demand generation tool
Virtual trade shows: You can showcase your product/service to a global audience through such shows
Virtual workshops: Imagine you’re about to launch a new digital marketing agency, but need to make people aware of your brand. A free virtual workshop where you impart basic knowledge of digital marketing strategies and how they help can be a great lead magnet

9. Direct and to-the-point messages

Corporate jargon may sound like music to your ears, but restrict that to the boardrooms, please. The new-age decision maker could be your next-door millennial. Start-ups are being headed by people in their mid-20s and mid-30s, who refuse to be dragged down by words and believe in projections and action instead! In fact, a 2023 Forrester report stated that most business buying teams this year will have members aged 25 to 44.

So, rein in the Shakespeare in you and let go of all rigidity when it comes to the language you use in your marketing content. Keep the following in mind when you craft that creative blog to fetch more eyeballs:

Tone down the flowery language
Stress more on projections and numbers
Be more conversational in your approach

Key Pointers

B2B marketing lead generation has so far been distinct from B2C lead generation, but these days, the former often uses quite a few elements of the latter for better reach
Some of the best B2B lead generation tactics are account-based marketing, streamlined social media plans, engagement through B2B communities, etc.
Though AI-driven content has proved to be highly effective, a balanced blend of AI tools and the human element is what ensures long-term success for brands
New channels such as videos, podcasts, and the voice search mechanism have great potential for lead generation in the current scenario

Final Thoughts

As George Bernard Shaw once said, “Progress is impossible without change, and those who cannot change their minds cannot change anything.” We too believe the same. While certain tried-and-tested lead generation trends may have fetched you a stable stream of clients in the past, being open-minded and receptive to strategic changes that drive us forward is the only way to thrive in this unpredictable business scene.

Let the sky be the limit when it comes to embracing change in your B2B marketing lead generation plan. Try everything, but at the same time, make sure you choose the right combination of the new-age tools and techniques to reach out to your target market and do justice to your niche. Let the ‘lead generation world 2024’ be your playground!

Top B2B Lead Generation Trends in 2024