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5 B2B Lead Generation Trends for 2021 That Will Keep Your Company On Top


Are you tired of hearing about how horrible 2020 has been? 

I think we are all with you; however, there is no doubt that this year has been extraordinary, not fun, but extraordinary nonetheless. 

The last few months have been a test of each businesses’ ability to adapt. With trade shows, conferences, and face-to-face meetings being nearly impossible to schedule, businesses have had to get creative when it comes to B2B lead generation. Much of what has worked for B2C is being integrated into B2B marketing.

The strategies that many businesses have adopted over the past few months have proven to be successful and in many cases, more profitable. So let’s go over the 5 B2B lead generation trends that will dominate marketing in 2021. 

See also: How To Sell a B2B Services Business, 5 Ways Online Scheduling Elevates B2B Lead Generation Strategies, eCommerce Trends To Watch In 2021

Outsource for Better Lead Generation

With an average cost of $198 per lead for B2B prospects, it’s safe to say that lead generation is a heavy burden on any companies’ budget. The good news is that reducing lead cost and improving ROI doesn’t have to be complicated. Expertise with experience marketing to your ideal client can be hired at a fraction of the cost it would take to do it yourself. In fact, outsourced lead generation has been proven to be 43% more effective than handling it in-house, according to Fearless Competitor. 

Having some doubts? Well, let’s look at it this way. B2B lead generation companies reduce the cost of expensive platforms, harness the abilities of industry expertise around the world, and attack multiple channels on a much larger scale. Many of these companies have created effective workflows that would have taken you and your team thousands of dollars and several months, if not years, to perfect. This is what makes outsourcing an effective plan for your team, especially in a time where traditional strategies are no longer an option. 

Video Marketing for Increased Consumer Satisfaction

Whether you embrace it or resist it, video marketing has won the popular vote with 72% in favor of video content over text, according to HubSpot. Videos are versatile and can be used in so many ways from landing pages to website introductions to emails to testimonials and the ever-popular explainer videos. 

If you are resistant, it’s okay, just start small. Keep your first few videos between 30-60 seconds. Pack it full of valuable content that is focused on one problem you can solve for the audience. It doesn’t have to be production quality. Just keep the picture stable and have decent lighting. 

I am sure you have heard all the statistics about the plummeting percentage of open rates for email so why waste your time? How about an average of 3800% – 4400% ROI on email campaigns. With that kind of return, it’s hard to deny that email marketing is still alive and profitable as long as you do it right. 

Email Marketing for Higher ROI

By “doing it right”, I mean segmenting leads, personalizing the message, and providing valuable content. Combine email marketing with videos as well as the other strategies listed below to maximize your efforts.

Social Media for Higher Engagement

How’s your LinkedIn game? Are you using Sales Navigator? How about Crystal? Octopus CRM? The tools for LinkedIn have grown significantly and in turn, so have the possibilities. In fact, 80% of B2B lead generation comes from LinkedIn, but a mere 47% of professionals use it, according to QuickSprout. 

This means you have a huge opportunity on LinkedIn, and you can make it even more successful with a unified approach across multiple channels. 

See also: A Comprehensive Guide to SaaS Branding, Which is better: organic social media or paid social?, How To Create A Winning Social Media Strategy,

Omnichannel for Boosted Conversions

The digital transformation of 2020 has greatly increased the need for an omnichannel approach. With so many different channels for consumers to access information, consistency is key. It’s not just about having the same message on every platform. It’s about customizing that message based on actions taken by prospects and keeping information updated in real-time. It’s a balancing act of automation and personalization.

If your company is successful in creating an omnichannel experience then the rewards are significant. Purchase rates for those companies that use at least three channels for a marketing campaign experienced a 287% increase than those that only use one channel per research conducted by Omnisend. Having the same message through every touchpoint reduces confusion, increases confidence, and helps you convert faster. 

If your main focus is B2B sales, then pair omnichannel with account-based marketing (ABM) to really impress your prospects. Those that succeed at omnichannel will rise above the competition.

See also: Learn about Sales Management Success, Accounting Technology Buyers Guide For Your Business


There is no one-size-fits-all strategy, but combining the five strategies above with your own unique voice will attract more prospects while improving your overall revenue. 

If you are lacking in more than one of these strategies it can seem like an overwhelming task to make your marketing more competitive. You don’t have to conquer them all at once. Assess where your company is struggling the most and start there. Small improvements in these five strategies will keep your company trending upward in 2021.