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Future of B2B Lead Generation: Trends and Tactics to Watch

2024 has already begun and is in full swing. But have you earned as many leads as planned at the beginning of the year? If not, and with the entire year to go, you should revisit your lead generation campaign and implement strategies aligned with futuristic trends and tactics. Yes! Amidst the dynamic B2B lead generation environment, you cannot stick to conventional strategies and expect results. As one of the leading B2B lead gen companies in India, we feel companies should look into the future and adapt to what will soon become important for them. So, here are five trends to watch out for in 2024.

  • Account-Based Marketing (ABM)

PPC and traditional marketing techniques often reach out to a broader group of audience and drive those interested in the offerings. It works in some cases. However, given the increasing significance of personalization, ABM can prove a better strategy. It fundamentally involves hyper targeting accounts and delivering highly personalized messages that users find more meaningful and useful for their business.

Understanding how ABM works can take some time as it is an evolving realm. Besides, devising effective ABM campaigns will require you to hire expert B2B lead generation services. Consider doing the latter to drive optimum return on investment. 

  • Omnichannel Marketing

In marketing, the channel you choose to market your offerings holds relevance. However, focusing only on a particular marketing channel and ignoring others can limit your results and stop you from unlocking the potential of other remunerative channels. Omnichannel marketing precisely involves leveraging multiple marketing channels and platforms to help businesses engage with users across various touchpoints. In other words, it helps you enhance your presence and amplify the overall marketing effect.

  • AI-Driven Lead Scoring

Lead scoring can prove a cumbersome process if done manually. Nearly 80 percent of companies do not have a proper lead scoring strategy. However, some of them have become smarter and adopted intelligent methods to analyze and forecast the buying intention of the target audience. Integrating AI is one of them. AI-driven leading scoring uses data from multiple sources and employs ML to accurately evaluate lead quality based on relevant factors. It helps businesses focus on leads with a higher conversion potential, use AI to recognize conversion patterns and employ useful sales strategies.

  • Conversational Marketing

Machine-like interactions are gradually turning redundant. People want to indulge in human-like natural interactions that guide them through the funnel. That’s the reason we’ve included chatbots and conversational marketing as one of the hottest B2B lead generation trends. Chatbots and conversational marketing tools replicate human intelligence and enable conversations that foster real-time engagement and lead qualification and service users beyond the normal working hours.

The idea is to humanize the journey and make every interaction more personalized. Chatbots and conversational marketing champion both these areas!

  • Thought Leadership Content

Content has and will always remain at the heart of marketing. But what kind of content works in the marketing sphere? While the needs and expectations have always kept evolving, people these days look forward to reading authoritative content reflecting a brand’s confidence in what it is saying. Generic content is available abundantly. Hence, people need something that adds value to their understanding of a particular subject. 

One of the ways of doing it is creating thought leadership content. Users love to hear the views and opinions of the company’s owner or chief executives. They value every word they say and take it as a reference point. Thus, they are more likely to engage with such content that denotes authority.

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Conclusion

So, that was about a few future B2B lead generation trends and tactics. Of course, as technology and user expectations will evolve, we may have more trends to look out for. We’ll explore and discuss them as they emerge with time.

As for driving B2B leads competently, partner with DemandFluence, a trusted name for B2B lead generation in India. One of the best B2B lead gen companies, our support includes initial strategy, execution and analytics. Our comprehensive proposition helps you focus on your core business while we take care of lead generation. Email us at hi@demandfluence.com to discover more about our B2B lead generation services.

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Gunjan (Founder & CEO)

Gunjan-Founder-CEO
Domain Experience 100%
Creativity 73%
Campaign Management 70%
Writing 97%
Coffee Making 90%
Integrity 90%

Marketing enthusiast & a passionate perfectionist, is how people define Gunjan. He truly believes that good enough is not really enough.

His experience spans over 20 meticulous years in the lead generation world thereby gaining deep understanding of the job. Having covered roles in all possible capacities in his journey, he’s come a long way from starting as a caller to eventually managing the entire business today. Has campaigned for 150+ clients globally and hence is well rooted to the job. A true professional whose passion for MoT- Management of Things (#Self Coined) motivated him to the very top of the game.

Holds an MBA from Symbiosis University where he also was awarded the winner of Annual Business Competition- 2 years in a row. Calls himself a workaholic, rather leadaholic J. If not in office, you will find him either at the gym or riding a horse!