B2B Lead Generation Tips in 2021 and beyond
We are already well into 2021 and there is no doubt COVID has had an impact on how B2B lead generation is handled in 2021 along with a range of other business practices.
It might be surprising to know that outbound telemarketing marketing is still shining with flying colours, and B2B businesses still use it as a vital weapon to generate high-quality sales leads.
As you can imagine, with face to face visits almost impossible to coordinate or execute the phone channel has been getting a lot of extra attention over the past couple of years.
Though some people might find cold calling hard and ineffective to manage in-house compared to digital inbound marketing approaches, the truth is, outbound marketing, when done correctly, has always delivered high-quality leads for businesses.
When it comes to B2B lead generation tips though, of course, it’s not just about outbound telemarketing though with a number of other trends emerging.
And when you know the current and future trends are, you’d be crazy not to incorporate them into your existing lead generation strategy and reap the benefits!
This post discusses some of the future trends and provides you with some B2B Lead Generation Tips for 2021 and beyond.
5 B2B Lead Generation Tips
1. Lead Generation will Go Digital
Brace yourself as B2B lead generation telemarketing is going digital.
The main reason for this is the Covid-19 pandemic caught us sleeping.
Work from home culture is not just an option anymore; it has become necessary for some businesses, especially in the countries where the pandemic is still active.
B2B companies have adopted the new unprecedented changes in the way they conduct their selling practices.
They took their networking and selling activities to a digital stage to ensure they didn’t get left behind.
Websites, social media, email marketing, content marketing, and other resources have been used by lead generation professionals to stay competent in this challenging time.
Even buyers are happily willing to adopt these new approaches as they find them more convenient, safe and secure.
Also, using digital platforms for lead generation is not just becoming a must-do, it’s also time and cost-efficient.
Current research suggests that more than 70% of digital marketers are willing to use digital mediums to communicate with their potential buyers and there are numerous success stories.
2. Video conferencing and live chat will rule
Communication was the main issue for businesses when the pandemic hit the world.
In-person meetings were out of the question, and hence, they turned to technology for secure and smooth communications amongst teams.
Video conferencing and live chat have emerged as the most effective and helpful communication channels.
Reports suggest that video interactions between B2B buyers and sales representatives have accounted for 69% of revenues.
Most applications that facilitate users to do video conferencing and live chat facilities are secure to use and offer superior quality.
B2B decision-makers believe that video conferencing and live chat will stay integral parts of the B2B sales lead generation approach.
And the live chat and video channels are also merging – AAMI recently implemented a ‘Digital Employee’ that uses Artificial Intelligence and Computer Generated Images (CGI) to handle customer enquiries via the video channel.
3. Influencer Marketing
Influencer marketing has been an integral part of inbound marketing approaches.
However, it is also a highly effective approach even for outbound marketing.
People love influencers and trust them.
An influencer might be a person, a brand or a digital entity.
However, when these influencers post something, people trust them as they have their loyal following.
All you need to do is to find influencers who might be interested in your offering or paid ones who will charge a certain amount for a post on social media platforms or an article on their websites.
One of the most appealing advantages of choosing influencer marketing is that you might better understand your niche.
Most of these influencers use data analytics to understand their audience better.
Using a performance-based marketing scheme with an influencer might save some money and resources as you have to pay only for results.
4. Social media platforms will be used to pool leads
Though B2B businesses can use social media platforms for B2B lead generation telemarketing, the main issue is finding quality leads as half of the world’s population is using social media platforms.
You can do it by personalizing your content based on your target audience.
Whether it’s through articles on your website, submitting articles to high-traffic sites in your target audience (like ACXPA!) or via Social Media, make sure you produce content based on the audience.
You need to deep dive further by personalizing your content based on the leads you want to get.
You should know their area of interests, behavioural patterns, social media platforms they use, etc.
5. Voice and Local Search
Voice search must be an integral part of your B2B telemarketing lead generation strategy.
As per the report, more than 4.2 billion voice assistants were deployed in 2020 and that is expected to double by 2024.
Voice search and local search go hand-in-hand when it comes to marketing.
Furthermore, when it comes to voice search technologies, the progress has been rapid.
Businesses that focus on optimising their voice and local search performances in the upcoming years to facilitate buyers are going to be sure to reap the rewards.
These are the prominent trends that will rule the B2B lead generation telemarketing domain in 2021 and beyond.
You need to amend your B2B lead generation strategy accordingly to get the maximum benefits out of them.
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