Top B2B Lead Generation Trends For 2024
Staying ahead of the curve is crucial for business success, and this couldn’t be more relatable with 2024 around the corner. As another year passes, is another year reviewing what worked and what didn’t in the competitive B2B landscape. It’s no surprise B2B lead generation continues to evolve rapidly. It is therefore essential to stay on top of trends that will make waves in the coming year.
In today’s blog, we’ll discuss four key trends that’ll take 2024 by storm:
- AI-Powered Personalisation
- Video Marketing
- Account-Based Marketing
- Intent Data
We predict that will contribute to B2B lead generation success, and why it should be part of your marketing strategy in order to reach, attract, convert, and engage with potential customers throughout the upcoming year.
1. AI-Powered Personalisation
As we approach 2024, the role of AI (artificial intelligence) in B2B lead generation is becoming increasingly prominent. Personalisation has been a key focus for businesses in recent years. According to SmartHQ, 72% of consumers respond more positively to marketing messages tailored specifically to their preferences. This, along with the advancement in AI tools, are now capable of analysing vast amounts of data to understand buyer behaviour and preferences.
Insights such as these allow businesses to tailor their outreach more efficiently and effectively. Your outreach shouldn’t come across as “salesy” or “spammy”; rather, it should offer value to your prospects. With AI having the ability to collect data pertaining to behaviour and preferences, opens up the opportunity in starting a meaningful conversation with prospects. It’s worth noting, that although prospects may not be ready to buy now, fostering the relationship may open up opportunities that weren’t possible before.
2. Video Marketing Dominance
Video marketing has emerged as a powerful tool for B2B lead generation. With the rise of TikTok, highlights the demand that consumers have for not only video content, but even short form content. There are many reasons for this. Video content is more engaging and memorable than text-based content, making it an effective way to convey complex information and establish a strong brand presence.
According to AgoraPulse, video content is not going anywhere, with 90% or marketers saying it provides a good return on investment (ROI). There are a multitude of ways video can be used as content in order to achieve this. To look at a few, brand awareness, increased reach, and lead generation can be done well by using video as part of your marketing strategy.
It might be an idea to use video if you’re thinking about your 2024 content marketing strategy. Explainer videos? Behind-the-scenes videos? Product demo videos? There’s plenty of opportunity to get your brand and product in front of the right people, at the right time.
3. Account-Based Marketing (ABM)
The ABM (account based marketing) approach to B2B marketing is known for bringing sales and marketing together and will continue to be a dominant force throughout 2024. As we previously mentioned, personalisation will be a key component for many businesses. It will also play its role in offering hyper-personalisation in relation to successfully executing ABM strategies.
According to Gartner, effective ABM strategies can increase pipeline conversion rates by 14%. Furthermore, by incorporating more sophisticated targeting and personalisation strategies, businesses can leverage ABM to deliver high-quality leads, more so than the quantity of leads across campaigns.
4. Intent Data
This is a game-changer when it comes to generating high-quality leads. Intent data is data that has provided additional information about a prospective customer. For example, it understands the “intent” that prospect may have regarding a particular topic. Let’s say you’ve created an ideal customer profile, and you’re for prospects who would be interested in outsourced B2B telemarketing. This data can provide a sample of contacts who may have conducted multiple Google searches on this topic.
But the question is, how powerful is intent data? According to Demandbase, they found that intent data increased lead conversions for 55% of sales leaders. As a result of having a clearer profile and understanding of who you’re targeting, can increase the likelihood that your B2B lead generation efforts succeed.
Intent data can also play an important role in a topic we previously covered, ABM. By having a select few accounts to manage as part of your ABM efforts, intent data is a great way to enrich the current contacts you may have within your database. This means you’re better-equipped with more information about the company and contacts on your target list. In turn, your marketing efforts are more targeted, personalised, and effective – helping to increase conversion rates.
Conclusion
In conclusion, as we approach 2024, embracing a strategic blend of these ever-evolving trends will prove fruitful. AI-powered personalisation, video marketing’s compelling ROI, the continued dominance of Account-Based Marketing (ABM), and the game-changing impact of intent data will collectively shape the future of B2B lead generation.
Adapting to these trends isn’t just prudent; it’s imperative for businesses aiming not just to keep pace but to proactively define the curve. Integrating these aspects into your strategies will create opportunities for success in the imminent year and beyond.
The future is here – are you ready?
To find out more about our B2B telemarketing and lead generation services, contact us today at 0330 808 0866 or head to our website to get in touch.
Ryan Whyte is a Director of The Lead Generation Company where he leads a team of B2B telemarketers to deliver high-quality leads for clients. With a strong background in campaign management and a focus on driving results, Ryan is dedicated to optimising strategies that maximise client success in B2B lead generation.
