The way Business to Business (B2B) companies are generating leads is changing, primarily because of the changing landscape that 2020 has brought. These uncertain times have transformed the world of B2B and quality lead generation is a big requirement now more than ever. Which is why it is important to look back, learn and move forward with the right trends in mind.

Here are our top B2B lead generation trends for 2021.

1.     Focus on Your Website

Creating an attractive website with engaging content should be at the center of your strategy. Your business website is often the first point of contact for potential customers and everyone knows how important it is to make a good first impression. If your content can engage users in a positive way, they will always come back again.

2.     Track Performance and Behavior With Analytics

Website analytics tools provide great opportunities to improve your website and visitor engagement. You can track how your website performs and which pages need improvements. Furthermore, you can get insights on referrer channels, page performances, visitor data and much more.

3.     Conversion Rate Optimization (CRO)

Researching your analytics data, you can implement a good CRO strategy to convert more users that visit your pages. The smallest things like CTA (call-to-action) placements, colors and form lengths among other things can be optimized for a better conversion rate for your website.

4.     Utilize Your Data

You can use your website analytics, existing customers and marketing campaign results to know your exact audience and what they respond to best. This will help create quality leads that have a higher chance of conversion.

5.     Digital Outbound Marketing

A good outbound marketing strategy can drive traffic and create brand awareness in potential customers. Focusing on quality leads, a well executed outbound marketing strategy can drastically increase the amount of conversions from your website leads.

6.     Social Media Presence

Employing social media platforms to engage users can open up your business to numerous new leads. You can increase your presence by building relationships with users through influencer, affiliate and partner marketing campaigns and increase engagement through quality written and visual content. Linking every post or campaign back to your website will allow you to capitalize on engagements.

7.     Interactive Content

Creating interactive content is one of the best ways to generate leads. Users no longer respond to static content - they require a more engaging experience. If you can cater to this requirement, it will vastly increase your lead generation.

8.     Personalized Experiences

Through data and analytical information, you can understand your audience better and personalize your marketing to meet specific demands. Personalizing landing pages, URLs and incorporating personalization software is a good start, it will help you deliver a tailored experience to users.

9.     Change in SEO Optimization

The increase in mobile, voice and visual searches has changed the way we use SEO. The goal is no longer just to be on the top of the results page, rather to be at the coveted 'Position Zero' and utilize featured snippets from specific search queries. This will help you gain expert status over the competition and increase brand awareness in 2021.

Conclusion

B2B buyers are consumers just like anyone else, they require the same level of personalization and engagement to increase conversions. If you follow our B2B lead generation trends, you can ensure that your business will have no trouble generating quality leads in 2021 that convert.