13 B2B Lead Generation Trends to Explore in 2024

Top B2B Lead Generation Trends to Use in 2024

By Binary Demand - Last Updated on January 19, 2023

After the COVID-19 epidemic, there was a quick transition to digital forms of interaction, which raised consumer awareness and allowed decision-makers to seek answers independently without involving salespeople. We need effective B2B lead generation solutions to navigate through this situation.

Creating new leads has evolved dramatically over the past few years. Nowadays, B2B customers prefer remote sales and demand digital service tools over traditional ones. They also expect to receive the most value from the goods and services they buy. Automation technologies, omnichannel outreach, and data-based approaches have now become part of the regular B2B sales process.

In this article

Lead Generation Statistics for 2024

B2B Lead Generation Statistics

This information comes from many different places and sources, including a survey of over 200 marketers about their biggest reporting and attribution problems.

Using what other marketers are doing to get leads, these B2B lead generation statistics will help you find new ways to get leads.

Let’s get started.

  1. Lead generation is the most important goal for 91% of marketers (Source: Ruler Analytics).

That’s a lot of B2B marketers working toward the same goal: to get high-quality leads that lead to new business. And as competition grows, budgets go up, more channels are used, and more content is shared.

  1. 27% said that most leads came from organic search (Source: Ruler Analytics).

27% said that organic search was the primary source of their leads. This fits with what the report found when the surveyors looked at the millions of data points. Organic search is important for both getting traffic and getting leads.

  1. 31% of marketers said that proving their return on investment was one of their biggest problems (Source: Ruler Analytics).

If you can track the quality of your leads, it will be easy to track your return on investment (ROI) because any ROI you calculate otherwise will be wrong.

  1. 80% found LinkedIn to be the most effective social media platform to generate B2B leads (Source: Ruler Analytics).

It can be challenging for B2B marketers to decide which social platform to put the most focus on. On the other hand, this study found that 80% of B2B leads come from LinkedIn.

  1. 53% of marketers say that at least half of their budgets go into finding new customers (Source: Ruler Analytics).

Marketers are backing up what they say with money. Lead generation is a key goal for businesses, and this can be done through paid ads, outbound tools, or other means.

  1. Form submissions are used by 84% of marketers to get leads (Source: Ruler Analytics).

This is a crucial way for B2B marketers to get leads from the content on their site. The forms can be demo request forms, contact us forms or forms used for gated content like whitepapers.

  1. 42% of businesses think that email is one of their most important ways to get leads (Source: Strategic ABM).

Even though content marketing and social media get a lot of attention, a Strategic ABM survey found that email is still one of the best ways to find new customers.

  1. It is nine times more likely that a lead will turn into a sale if a business calls back within 5 minutes (Source: Ziff Davis).

Modern chatbots and AI-powered CRMs can automatically reply to your customers on your behalf. This takes the pressure off your sales team and helps you get more conversions for less money.

B2B Lead Generation Trends for 2024

To stay ahead of your competitors, it’s very essential to know what the online lead generation trends are in your field. Here are some of the most important B2B lead generation trends that you should use right away to help you get more leads:

  1. Intent data

B2B Intent data helps identify decision-makers seeking answers to company challenges and are more likely to buy your product. Third parties collect intent data over time and integrate it with your website data.

Intent data boosts lead generation. You may better target your ideal consumer by knowing their Google search keywords, sources, and interests.

  1. Interactive content

To make your message stand out from all the other information streams, you must come up with your own kind of interactive content. Videos, quizzes, surveys, infographics, and audio will keep your potential customers or leads interested in your content.

  1. Omni-channel outreach

Multiple channels increase your chances of engaging a qualified prospect.

Cold emails, phone calls, and social media engagements are all increasingly used. To maximize outreach results, use a sales cadence tool to coordinate all outbound channels.

  1. Specialization in sales

A single seller can only handle some sales-related activities as the sales process becomes more complex. Lead generation, prospecting, outreach, and product discovery calls require trained specialists.

Thus, various new lead generation roles have emerged in recent times. Researchers, campaign strategists, copywriters, SDRs, and BDRs have varied expertise and skills to master.

  1. Customer data platforms

Understanding data’s relevance is the beginning of a data-driven lead creation process. Customer Data Platforms (CDPs) are one of the latest ways to manage the massive amount of data available.

You can improve your lead creation process by using CDP to access prospects’ internet activity.

  1. Personalization

Your content must be targeted to the intended audience. It must resonate with the individual, necessitating improved database segmentation and dissection. Your data will aid in developing these focused advertisements, which must unquestionably meet your leads’ requirements.

  1. Account-Based Marketing (ABM)

    Account-based marketing (ABM) strategies capitalize on the availability of data insights and the fact that leads and prospects anticipate a higher level of personalization. It is done by focusing on providing the optimal customer journey to the most valuable leads. The emphasis is on delivering high-value prospects with relevant content and interactions that make their journey more enjoyable.

  1. Automation

Since resources and time are limited, sales and marketing teams often have to choose where to put their efforts based on what’s their priority.

This is where AI and automation come in. Automation removes the tedious, time-consuming tasks that marketers have to do daily so that they can focus more on making strategic decisions.

  1. Search Engine Optimization (SEO) for long-term gains

SEO has a significant impact on setting lead generation trends. With a lengthy warm-up period, it’s easy to become frustrated when it comes to SEO strategies; nevertheless, if you persist, you’ll eventually see great results.

To maximize the likelihood of being discovered online by potential customers, businesses will need to maintain a strong online presence.

  1. Appointment setting

B2B appointment setup has become a crucial part of commercial relationships. It is now essential to build and maintain a strong relationship with potential customers.

Virtual appointments make scheduling and attending meetings anywhere and anytime easy. Businesses can benefit from agile lead generation.

  1. Digital lead generation

Post-COVID-19, buyers now prefer Internet sales channels over in-person ones. Chatbots, smartphone marketing, voice search, and video marketing may change your marketing strategy.

As a result, more B2B marketers have adopted a digital-first strategy, prioritizing online advertising and content.

  1. Influencer marketing

Influencer marketing is a great way to reach more people and get more people interested in what you have to offer, assisting in creating new lead generation trends.

Also, it can save a lot of time because influencers already have a large audience and have earned the trust of those people.

Every platform has influential people so you can get leads from Instagram, LinkedIn, Twitter, YouTube, podcasts, and other places simultaneously.

  1. Outsourcing

Post-COVID-19, many organizations aim to minimize costs and improve the efficiency of their in-house team. This is extremely helpful if you don’t have the resources to hire, train, and maintain an in-house SDR staff. It lowers lead costs while entrusting the job to qualified specialists with a track record of effective lead-generation campaigns. This is a huge responsibility that you need to entrust on a trusted company like Binary Demand.


The world of marketing to get more leads is moving faster than ever.

B2B lead generation trends are always changing, and marketers and businesses must keep up to achieve best results.

Lead generation trends are best suited for marketing and getting new customers. If you do these things in 2024, you can get more leads, make more cover versions, boost sales, and grow your business over time. If you’re an individual or business looking for assistance in lead generation, consider reaching out to reputable B2B lead generation companies like Binary Demand today!