We see lead generation becoming more sophisticated with marketers increasingly utilizing marketing software solutions in order to facilitate personalized and multi-channel customer interactions. With automation, mobile and AI technologies set to mature in the coming years, we can only expect more shifts and disruptions in the way we get leads.
To help you get up to speed with the latest in this industry, we have compiled some of the most essential lead generation statistics for B2B marketers this 2019. From B2B lead generation report forecasts to in-depth studies on channel effectiveness, we will provide you with all the information you need in order to keep up with the changing B2B marketing landscape.
More and more B2B businesses are realizing the different benefits that lead generation has to offer. As you’ll see in the statistics we’ve listed below, an increasing number of companies are putting more focus on their lead generation strategies in order to improve the quality of prospective clients they are attracting. In addition, B2B companies can expect to see more advanced software solutions as new tech such as big data, predictive analytics, artificial intelligence, and social media are paving the way for more proactive and personalized lead generation.
With the data we’ve mentioned, it comes as no surprise that the B2B lead generation market size is projected to grow consistently in the coming years. To prepare for this, B2B companies are increasing their budgets in order to capitalize on what these new lead generation tech have to offer. But this isn’t to say that B2B companies are going to simply invest their money on just any marketing tech.
Companies are becoming more selective as to the kind of platforms they spend their top dollar on. Moreover, they take the time to ask around as well as research thoroughly before making a purchase.
With the advent of social media and the increased use of the internet, it has become more difficult to capture and retain the attention of consumers. In fact, since the beginning of the century, attention span has decreased by 33%.
This is why you’ll see that marketers are optimizing their lead generation tactics in such a way that they will tap their target audience in their preferred channels. For one, website optimization and content creation are utilized to hold the attention of higher quality leads. Some also utilize user reviews for lead generation as many buyers rely more on what their peers have to say about a product. There’s also a noticeable push for more quality instead of quantity. For that, learning more about the behavior of your customers through analytics and behavioral intelligence assumes a bigger role in your marketing efforts.
Source: Demand Generation Report 2018Designed by
Email is one of the most used communication channels today. Thus, it makes for a good way to reach your target audience. In fact, it remains as the most effective strategy in lead generation. As you’ll see in the data below, you can further boost the impact of your email campaigns if you start to segment and personalize them.
In addition to email marketing, one of the best ways to attract the attention of potential clients is content marketing.
Let’s face it–consumers are getting tired of seeing ads. This is why an increasing number of businesses leverage content marketing strategies. This allows them to provide consumers with substantial landing pages or blog posts filled with useful information that they’d actually want to read. This way, you’ll have a better chance at engaging them and retaining their attention.
One of the increasingly popular lead generation strategies today is influencer marketing. Nowadays, consumers no longer trust ads and celebrity endorsements. Instead, they rely on influencers, bloggers, and YouTubers for their purchasing decisions. This is why many marketers are now focusing on building partnerships with these influencers. By doing so, they can reach a more targeted audience and generate higher quality leads.
Of course, while there may be quite a few new lead generation strategies that would make great additions to your existing marketing efforts, there are also old ones that might no longer be worth your time or money. According to marketers, there are quite a few marketing tactics that may have been effective over the past few decades that are considered overrated today.
In addition, there are also strategies that are still considered effective today but require a bit more care during implementation. This is because they can have negative effects on your campaign when not planned thoroughly.
Organic Social Media
Online Paid Advertising
Source: Demand Generation Report 2018Designed by
Technology is reshaping how businesses operate and their marketing processes are no exception. As we move forward into the future, we’ll see lead generation rely more on automation and artificial intelligence. What’s more, we can expect marketing efforts to be monitored and evaluated more closely using data analytics.
With that said, now might be the time to invest in marketing automation tools so as not to lag behind your competition. But of course, as you integrate more modern software solutions into your workflows, it is also best that you put focus in retraining your marketers so that they may maximize your new investments.
Lead generation may have become faster and more efficient thanks to the availability of various marketing platforms. However, there are still plenty of internal and external factors that marketers should be wary of. Modern marketing strategies rely heavily on data and the utilization of new tech—all things that require budget and support from executives. What’s more, new approaches to lead generation need a more hands-on effort that might potentially spread your workforce too thin.
You will likely notice that the cost of acquiring prospective clients is becoming higher. So, choosing which leads to focus on and where you source your leads is more crucial than ever.
Not having enough time or being spread too thin
Poor/undefined sales process
Lack of quality leads
Lack of budget
Keeping up with technology
Source: Bop Design, 2018Designed by
B2B products and services won’t go out of style. However, your marketing strategies may if you fail to adapt to the changing B2B landscape.
As you have read from the B2B lead generation statistics we’ve compiled, it’s becoming trickier to attract customers and hold their attention. If you truly want to grow your business with lead generation, you will have to start relying on technology and rolling out a more multi-channel approach to marketing. Through automation, AI, and analytics, you can make workflows faster and understand your target audience better.
However, before you start purchasing different software solutions, be sure to do your due diligence in researching what tools you will need for your specific workflows. Moreover, you need to allocate quite a lot of time and effort to learn them and implement them properly. After all, if you haphazardly invest in new lead generation tools, you might end up wasting your hard-earned money than improve your marketing efforts.
Hopefully, with our list of lead generation statistics, you were able to get a better grasp of the state of the industry as well as how marketers are adapting to the changes. This way, you can start gauging which tactics will work well with your business model, plan out your strategies, and remain on top of your game no matter the shifts in the B2B marketing landscape.
You can further hone your knowledge on lead generation to help you optimize your current marketing efforts; we highly recommend you check out our compilation of lead generation best practices as well.
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