Top Lead Generation Trends to Pay Attention to in 2021

Lead generation techniques are evolving and the new and innovative methods are bringing success to b2b marketers. Amid a plethora of techniques, there are some that you need to be pay close attention to, especially in 2021.

The pandemic brought in a lot of changes in the way people do sales. The b2b market had to face a lot of challenges with trade shows and face to face meetings coming to a complete halt. Though this pause is slowly waning away, b2b vendors, service providers and organizations have to reconfigure their strategies in order to adjust with the new consumer mind-set and the changes in the market dynamics too.

Lead generation has always been the fuel for b2b sales and ROI. B2B customer journey has taken to digitization in a major way. Considering the myriad changes in the market over the period of 2020-2021, here are some peculiar trends to observe-

• Importance placed on customer’s voice 
• Customer-centric sales and marketing activity
• Increased activities to enhance brand awareness
• Use of email marketing to reach the right target audience
• Use of social media for brand recall and customer engagement
• More focus on generating demand
• ABM gaining more and more importance and focus
• Sales and marketing alignment being prioritized
• Focus on content and content marketing initiatives to drive traffic and to attract leads
• Messaging and communication undergoing a lot of  change to be able to strike the right chord with target audience
• Increased use of content assets being offered to add value to lead generation and demand generation
• Content syndication gaining more importance for enhanced reach and collaborative efforts for lead generation
• Shortening the sales cycle with more innovative approach and a change of mind-set

Other than the above, here are some more top lead generation trends to pay attention to in 2021-

• Personalized reach with intent data-

To know exactly where the buyer is in the buying cycle, intent data is the best tool one can use. Intent data can help marketers to get a comprehensive idea and knowledge about the prospect. You can then reach the prospect using the right techniques and converting the lead into a customer faster.

The best thing about intent data is that you can personalize your outreach efforts far more effectively and with faster results.

• Sales and marketing alignment-

Lead generation has a lot to do with the alignment between sales and marketing. Often, the sales team needs more high quality leads from marketing. There needs to be proper, streamlined communication between sales and marketing teams in order to know what the other team is doing in terms of strategy, metrics used, analysis of results etc. This can prove to be a win-win for both the teams and it can help the organization get the best leads and convert them too in less time.

Conclusion-

After having used some tried and tested and even traditional methods of lead generation, now is the time for marketers to either combine these or get on with some new, innovative and smart strategies that are in-line with today’s market and with the changing needs of the customers. No matter what you use, if you prioritize personalization it can help streamline many of your lead gen goals with great results.