Best B2B Lead Generation Strategies You Need to Explore in 2024

Are you always searching for the right lead in a never-ending lane? Do you feel stuck in this endless loop, hoping they’ll be plentiful and top-notch?

We’re all wrestling with the same beasts: lead quality, quantity, and the ever-ticking clock.

And let’s face it, in 2024, the game is changing faster than we can keep up. Trends are shifting, costs are climbing, and time is slipping away.

But hey, don’t hit that panic button just yet!

Right now, we’re diving deep into B2B lead generation to understand what will help you discover high-quality leads. Let’s get started!

What Is B2B Lead Generation?

B2B lead generation aims to find, attract, and educate potential business customers to turn them into warm leads for your business.

It’s about initiating and nurturing business relationships that could benefit from your product. This involves employing channels like content marketing, email campaigns, social media engagement, and more.

The Importance of B2B Lead Generation

In 2023, 50% of B2B marketers did not meet their marketing goals, and the rest were below their expectations.

B2B lead generation isn’t merely an item on your marketing checklist; it has become a necessity.

Leads are the fuel that keeps your business engine running. Without a steady stream of potential customers, your sales pipeline dries up, slowing growth and stunting success.

Plus, it helps build relationships.

By engaging with potential customers early in the buying process, you can establish trust, credibility, and rapport that lays the foundation for long-term partnerships.

7 Best B2B Lead Generation Strategies for 2024

Here are seven top-notch lead generation strategies poised to make waves in 2024:

Content Marketing:

Content remains king, and in 2024, it’s all about creating high-quality, relevant content that resonates with your target audience.

According to 54% of content marketers, the most valuable content is early-stage content to generate awareness and interest, and SEO is the best way to do it.

However, the way you create content is about to change.

According to Google, you must follow EEAT(Experience, Expertise, Authoritativeness, Trustworthiness) guidelines.

Prior to the update, content marketing revolved mainly around giving uncontested authority and deep expertise to one niche or another. While other elements are just as crucial, adding Experience highlights the significance of enriching information with real-life, real-world inputs.

Changing the focus to preparing content that describes industry expertise and points out personal experiences and points of view will significantly shift lead generation.

Personalized Outreach:

Generic, one-size-fits-all outreach no longer cuts it.

Today, personalized messaging is the key to grabbing the attention of your decision-makers. With this in mind, it’s worth looking into some of the top proposal tools online that come with integration and personalization options.

HubSpot, an inbound marketing and sales software, does personalized outreach very well.

It segments its audience based on criteria like company size, industry, and stage in the buyer’s journey. This enables them to craft targeted messages that resonate with their needs and pain points.

The email example above is specifically for the alcohol industry, and these messages not only educate the audience but also highlight how Hubspot’s software can solve their challenges and deliver results.

Also, Hubspot’s 2024 State of Marketing Report emphasized personalization. It showed that 96% of marketers say personalization leads to repeat business, and 94% say it increases sales.

You know what to do, marketers.

AI-Powered Automation:

The Hubspot report mentioned above also specified that 72% of marketers who use AI and automation say it helps them personalize customer experiences.

AI is the future, and instead of shunning it, you need to embrace it and see how it fits into your overall lead-gen game plan.

For instance, take Conversica, an AI-driven sales assistant platform. Its AI-powered virtual assistants connect with leads via chatbots, emails, SMS, and other communication channels.

Source- Conversia

They autonomously follow up, qualify them based on pre-defined criteria, and schedule appointments for sales representatives.

This frees up customer service time, optimizes sales processes, and drives revenue growth.

Social Selling Strategies:

Social media can prove to be a powerful channel for B2B lead generation if you’re targeting top-tier leads with high LTV.

After all, it’s the perfect place to reach out to B2B leads in your industry and form a connection. Then you can nurture those leads and build strong relationships, thus setting the stage for a high conversion rate.

One brand that uses LinkedIn brilliantly for B2B lead generation is Templafy.

The company used LinkedIn to generate up to 25 marketing qualified leads (MQL) each week, with 20% converting to sales opportunities, thus delivering a projected ROI of over 475%!

Account-Based Marketing (ABM):

Account-based marketing focuses on identifying and engaging specific high-value accounts or companies rather than casting a wide net to attract leads.

Adobe is one business that has successfully implemented ABM. Adobe uses ABM to target key accounts and deliver personalized experiences to its most valuable customers.

Adobe turned to LinkedIn for ABM to target top decision-makers and influencers precisely, enhancing its marketing efforts. This strategic shift enabled Adobe to effectively reach the entire buying committee, leading to significant impacts.

Data from LinkedIn revealed that a substantial portion of closed-won deals of Adove were influenced by marketing and sales activities on the platform.

Influencer Partnerships:

Take a look at this list of best social channels for marketing—

Source: Hubspot State of Marketing Report 2024

In 2023, one in four consumers bought a product based on an influencer’s recommendation. In addition, 50 percent of marketers plan to increase their influencer marketing budget in 2024.

Take it from Salesforce.

A global leader in CRM software, Salesforce often partners with industry experts and thought leaders to share valuable insights and best practices with their audience.

One example is a collaboration with Carolan Lennon, Salesforce Ireland’s Country Leader. She shares valuable tips about her journey from an MBA in finance to tech on their careers page and LI.

Salesforce strategically leverages her expertise and influence to provide valuable thought leadership content, positioning itself as a trusted advisor in cloud computing, customer relationship management, and digital transformation.

Free trial:

Offering a free trial allows potential customers to experience the value of your product or service firsthand before committing to a purchase.

A great example of this is Moz. Moz offers free SEO tools like Keyword Explorer, Link Explorer, etc., which give potential customers a sense of what the paid product will look like.

According to Togai.com, free trials can result in a 66% increase in B2B conversions.

The try-before-you-buy approach reduces prospects’ perceived risk, allowing them to test the performance and fit for their organization without any commitment.

Conclusion

As marketers, we are not alone in our struggle to generate high-quality leads.

While in 2024, the game may be changing rapidly, there’s no need to surrender to panic. Instead, try these best B2B lead generation strategies and see which works best for you.

Author’s Bio: Sapna Singhal is a Freelance Content Writer who specializes in writing data-driven blog posts around B2B Marketing and SaaS. She has over 5 years of experience in content writing and marketing. When she’s not writing, you can find her chit-chatting with her sisters or reading books!