Every B2B organization is different but the lead generation process remains predominantly the same for all. 2020 being the year that it was, was different and largely difficult for most businesses. Lead generation techniques for B2B companies had to be revised to suit the market scenario. Nevertheless, now that companies have started to get back on their feet, the B2B lead generation funnel has started to fill up with prospects. However, to rapidly convert prospective customers into leads, things have to be done differently in 2021. That’s exactly what this blog will talk about. It’ll provide a list of B2B lead generation strategies that are relevant for 2021 and probably the entire decade to come.
Before jumping into the B2B lead generation strategies for 2021, take a look at what worked and what didn’t for B2B organizations in terms of lead generation in 2020.
What B2B Lead Generation Looked Like in 2020
2020 was an unexpected year for everyone. It harshly affected industries like travel and hospitality but also gave some businesses the required exposure since everything became primarily digital. 68% of businesses used automation in some way. This percentage increased even more in 2020 as businesses started functioning remotely.
Here is an overview of the top B2B lead generation strategies that were implemented in 2020, which are also applicable for 2021.
- Content syndication became a hit
- Pay-per-click advertising picked up speed
- Interviewing specialists and experts became the new normal
- Direct emails became valuable
- Reengaging with inactive users became relevant
- Webinars and podcasts became the primary tools of direct advertising
Top 8 B2B Lead Generation Strategies for 2021
Using B2B lead generation strategies that are accurate for your business allows you to up your lead generation game. Even though it’s true that not all B2B lead generation ideas end up being successful, it depends on how you use those tactics and understand if they work for driving sales for your business. Deck 7 has come up with lead generation tactics that will help you capture the right audience and convert them into customers.
Invest in Content Marketing
As per Forbes, 93% of B2B companies say content marketing generates more leads than traditional marketing strategies. Considering this, content marketing should be one of the first B2B lead generation strategies to implement to generate more leads in 2021. Besides the fact that well-written content sells, it is more important to realize that there is a lot of freedom while marketing content. As a marketer, you get to target your audience with the content that interests them and hence become certain of scoring a lead.
Enhance the Website’s UX
With everything being digital now, users have grown to prefer easy navigation. They want to find what they are looking for in the least number of clicks. This is why your website’s UX should be highly optimized. This is not one of the mainstream B2B lead generation strategies that marketers are expected to follow, but in situations like today, it is a smart decision to make your website a lead generating tool for your business.
Keep an Eye Out for SEO
Given how businesses are growing digitally, being at the top of the search results page is a compulsion. There is no doubt that SEO augments the process of lead generation to increase sales. Optimizing your website for search engines enables you to drive traffic to your website, get more organic views, and appear in various business listings. For these and other reasons, SEO should be a part of your B2B lead generation plan.
Have a Strong Social Presence
Social media marketing is not a new addition to the list of B2B lead generation strategies. But its importance has increased. Due to everything being readily available online, buyers first turn to social media to understand the product or service offered to them, read about past customer experiences, and then invest in it. Having a social presence where your buyers can find you and read about you gives you an upper hand over your competitors.
Strengthen Your Thought Leadership Marketing
There’s nothing more prestigious than being recognized as an expert in the industry that you function in. Why most IT companies consider lead generation a dead process is because all B2B organizations are marketing the same concept. There is no uniqueness in their offering. If you wish to stand out of the crowd and supersede your competitors you need to strengthen your thought leadership marketing and include it in your business’s list of B2B lead generation strategies.
Create a Strong Set of Lead Magnets
A lead magnet is nothing but a free service or offering given to prospects for gathering their contact information. When it comes to B2B sales and lead generation, it is the best way to direct your prospective customers to your website and offer a service that acts as a lead magnet. Some of the lead magnets that could be used are trial subscriptions, eBooks, whitepapers, or webinars.
Use Correct Lead Generation Tools
Effective lead generation campaigns can be implemented smoothly if you have the right tools in place. Make sure you use tools and applications that simplify your process of generating leads. Using suitable tools to implement B2B lead generation strategies saves your marketing teams’ time, streamlines a lot of processes, and tracks the progress of your marketing activities.
Explore Video Marketing
Cisco said online videos will make up more than 82% of all consumer internet traffic by 2022, which is 15 times higher than it was in 2017. Going by these numbers, marketers have to come to terms with how important video marketing has become in a short time. Making your videos crisp and to the point is amongst the valuable B2B lead generation tips to follow.
Lead generation techniques for B2B organizations work differently in diverse situations. But the trends to look out for in 2021 mentioned above will give you a definitive heads up in determining the lead generation strategies that might suit your business. Furthermore, if you are looking for beneficial lead generation services, contact Deck 7 and our experts will lead the way!
Frequently Asked Questions
How do you generate B2B leads in 2021?
You can generate leads in 2021 by:
- Investing in content marketing
- Enhancing the website’s UX
- Keeping an eye out for SEO
- Having a strong social presence
- Strengthening your thought leadership marketing
- Creating a strong set of lead magnets
- Using correct lead generation tools
- Exploring video marketing
What are B2B lead generation strategies?
Lead generation strategies are nothing but methods to grab the attention of your target audience to the product or service that you are selling. There is a range of lead generation strategies used by B2B companies.
What is B2B lead generation in 2021?
The year 2021 is called the year of digital transformation. This means and predicts that most B2B companies will shift to digital solutions to provide their offerings to their target audience.