Understanding The Future Of B2B Lead Generation: 4 Trends To Watch In 2024 & Beyond

Change is the only constant. So if you run a B2B company and are looking to stay on top of lead generation, it’s important to understand the latest trends. In this blog, we’ll discuss four trends that we’ve noticed in 2024 – and that we think will continue to influence B2B lead generation strategies for years to come.

1. Continued Growth Of AI And Automation

In some form or another, AI and machine learning (ML) have been used in marketing and lead generation for more than a decade, ever since the “big data” boom in the early 2010s. But thanks to the latest increase in AI development, AI tools are more flexible and powerful than ever.

Today, marketers have tons of ways to use AI and automation to save time and generate more leads. Powerful and scalable chatbots help sell your products automatically, AI can be used to extract data from spreadsheets, and automated email drip campaigns help keep leads engaged. 

The rise of generative AI tools like ChatGPT is also significant. These tools can be used to quickly outline and develop content like blogs, email newsletters, and video scripts.

Want more ideas? Check out a previous blog post for more ideas about how to use generative AI in B2B lead generation.

2. Personalized Video For Better Lead Engagement

In today’s crowded B2B environment, personalization is one of the best ways that you can set yourself apart from the pack and make a real connection with potential customers. According to statistics compiled by Adam Connell, 90% of marketers say that personalization “makes businesses more profitable,” and personalized CTAs have a 200% higher conversion rate compared to non-personalized CTAs.

And what’s more personalized than a video pitch? With today’s high-quality webcams and smartphones, it’s easier than ever to record short videos and use them to pitch your products and services to potential customers. 

This sets you apart from competitors who may only be using traditional methods like emails and cold calls. There are even some tools out there that help simplify the process of recording personalized pitch videos – such as Hippo Video and Vidyard.

Related Post: Understanding The Importance Of Personalization In B2B Prospecting

3. A Higher Focus On Buyer Intent Data 

Along with personalization, gathering and properly understanding buyer intent data is critical for B2B lead generation. As the name suggests, intent data measures how interested a particular person or company may be in your products or services.

This data can consist of lots of different things – traffic to your website from a particular IP address, downloading whitepapers or other resources, someone viewing your LinkedIn page or engaging on other social media platforms, and more.

Tracking buyer intent data allows you to figure out who’s the most interested in your products and services – and to take actions to bring them in. This could include ad retargeting, sending personalized offers based on their behavior, and much more.

4.  Account-Based Marketing (ABM) Focusing On Quality Over Quantity

Account-Based Marketing (ABM) is growing in popularity among B2B companies, and it’s not hard to understand why. Instead of marketing to the widest possible audience, ABM makes you work “backward” from your existing clients to identify your ideal customer profile.

You start by looking at data about your existing customers, identifying their characteristics, and then finding businesses that are similar – and therefore may be interested in what you have to offer. These are often called “ Marketing Qualified Accounts” or MQAs for short.

Once you’ve identified your MQAs, you can create marketing and sales campaigns that are custom-tailored to the specific needs, pain points, and expectations of each one – maximizing your chances of converting them into a paying customer.

Conclusion

In the dynamic realm of B2B lead generation, adapting to trends like AI and automation, personalized video content, buyer intent data, and account-based marketing is essential for staying competitive. By embracing these innovations, you can not only streamline your processes but also create more meaningful connections with potential clients. Change is inevitable, and those who harness it effectively will lead the charge in achieving sustained success. Stay ahead, innovate, and watch your B2B growth flourish.