As a B2B company, you have a major advantage by having access to loads of sales data from 2019. With this data, you can look at past trends, lead sources, and successful strategies to determine your lead generation plan of action for next year.

Want to have a leg up on your competitors? Then you’ll want to get ahead of the curve by identifying the best B2B marketing strategies early.

Here’s what you should be looking for when it comes to B2B lead generation in 2021.

B2B Marketing in 2021 – Getting Ahead of the Curve

2021 is the year of “digital transformation” for B2B marketing.

In a nutshell, this means more B2B companies will be shifting toward digital solutions in order to streamline lead generation, sales, and customer service.

To stay ahead, B2B companies should be looking out for marketing channels that allow them to improve buyer experience and broaden their reach online

We’ll see a shift away from traditional marketing channels like print publications and TV, and toward Artificial Intelligence (AI), content marketing, video, and audience retargeting. 

 B2B Marketing Trends to Look Out for

For a forward-thinking B2B marketing strategy, it’s never too early to start researching these tools and how you can apply them to your lead generation process. Keep an eye out for these up-and-coming trends for 2021:


Recently, we’ve seen the introduction and implementation of AI in the form of Google voice search, messenger bots, and Amazon’s Alexa. In 2021, we suspect to see more businesses use AI to generate leads, respond to customer support inquiries, automate marketing, and more.

Interactive Content

The future is bright for content marketing. What will we see in 2021? Likely more interactive content in the form of video, mobile optimization, and even VR (virtual reality). Technology is moving fast, and there will be many ways to boost engagement and sales with even more interactive content.


Lead Generation and Marketing Channels to Focus on - Video marketing

Video marketing has been hot for w while now, but in 2021 we’ll see the commodification of B2B video content. More influencer-like video marketing will take centre stage as consumers prefer to put a face with a brand. Live video on Facebook and LinkedIn will continue to soar, helping B2B companies stand out from their competitors.

Influencers & Brand Partnerships

Are millennials the new face of entrepreneurship? There’s no doubt that influencer marketing (especially in the younger demographic) has taken off in recent years. Having social clout and strategic partnerships with important brands will be even more important in 2021.

Top 10 B2B Sales and Lead Generation Channels for 2021

1. Content Marketing

Content marketing for B2B companies has been big and will still be big in 2021. While most brands know that they need to build relationships and trust with their audience, the execution of actually marketing that content has been a little shaky.

To make the most of your content in 2021, consider ways to repurpose top-performing content across multiple platforms. 

Based on the data you see in Google Analytics, you should be able to identify which pages and posts are getting the most traffic. 

You can pull quotes and graphics from these posts to share on social media, turn how-to guides into email campaigns, or add content upgrades (like ebooks or free checklists) to generate leads from your top posts.

Focus on building out product tutorials, product reviews, expert interviews, customer testimonials, and case studies to circulate across social media and your email list. This will help build up your authority and generate new leads from your existing audience.

2. Website Visitor Identification

See which companies visit your site and follow up with them with website visitor identification.

Website visitor identification software like Visitor Queue allows you to see who visits your website, what actions they took on your website, and how to reach out to them to offer more information about your products or services.

You can…

  • Collect website visitor information (like company contact info)
  • Create unique customer profiles to filter visitors (based on their buying interest)
  • See the frequency of visits and time spent on site
  • Add automated alerts to ensure fast follow-up by your sales team
  • Integrate with Google Analytics and sales and marketing tools like your chosen CRM or MAPs

This software provides your sales team with the missing information they need in order to convert visitors into leads. If you’re looking for a new (and smart) way to generate more leads through your website, this is it.

3. Brand Partnerships

The big names in your industry already have a wide audience, brand authority, and profitable connections. Use their influence to your advantage by forming strategic partnerships.

Say you are a B2B company that offers office rental services to startups. You can partner with businesses like major marketing agencies to refer local businesses to your space to rent out for team meetings and events. In return, you can pitch their marketing services to people who use your space.

Further, you can tap into influencer marketing to reach a specific niche audience. These partnerships will be a two-way street in that they will send leads to you and you will send new followers their way.

Lead Generation and Marketing Channels to Focus on - Influencer marketing

4. Display Ads / Retargeting

With tools like Visitor Queue, you are able to track which companies and record that information for follow-up. But another step is to use that same information to retarget users with display ads, like website ads and Facebook Ads.

What better way to generate B2B sales than to advertise to users who are already interested in your business? 

With retargeting, you can build custom audiences of users or businesses that are most likely to buy from you. Even more, you can follow up with an email drip campaign to nurture leads until you make the sale.

Lead Generation and Marketing Channels to Focus on - Display ads

5. Organic Search

Every second, there are business owners using search engines like Google to find businesses and brands like yours. Make sure you get in front of their eyes by focusing on your organic search optimization.

Search engines are a major marketing channel for B2B businesses. With search engine optimization (SEO), you are able to attract users that are actively searching for the types of services or products you offer.

Optimize your website by targeting the specific keywords users are searching for, making your website fast and mobile-friendly, and by publishing valuable content your audience wants to read. Soon, you’ll be generating organic leads on autopilot and will be able to follow up with them using website visitor identification.

Lead Generation and Marketing Channels to Focus on - Organic search

6. Paid Search / PPC

Paid search or pay-per-click (PPC) advertising is another way to generate leads and sales via search engines. 

With the right targeting and keywords, you can attract businesses that are already interested in the types of services you offer. Bid on keywords and get leads for just a low cost per click.

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7. Webinars & Podcasts

The competition for podcasting will be heating up in 2021. B2B businesses can get ahead by landing guest speaker spots and interviews to reach a niche audience and strengthen their brand authority.

Webinars and podcasts present a great opportunity to talk about your business and the services you offer other business owners. You can answer customer questions, talk about your products, and even share the content across your own platforms. 

This is another smart source of lead gen for B2B businesses that learn how to use these channels to their advantage.

8. Conferences & Event Networking

Building trust and authority in your industry is still super important, and we don’t see good ol’ fashioned networking dying any time soon.

Giving a value-packed presentation is a great way to share your knowledge and give a subtle pitch of your products or services. Further, you can often re-share video recordings across social media or write up an article that summarizes the event to share on your blog.

Doing so can help you earn search engine ranking-boosting backlinks from other sites and entice existing followers to finally reach out and hire you.

Lead Generation and Marketing Channels to Focus on - networking

9. Video

As standards increase when it comes to video content, more viewers expect to see valuable and professional video content. Trending YouTubers have mastered with art by being personable and sharing value first, selling second.

As a B2B business, you can provide value by publishing product reviews, how-tos, and client testimonials. You can also boost engagement by going “live”on LinkedIn, Facebook, Instagram, or YouTube.

This content can then be repurposed and used in your email campaigns, ads, blog content, and social media. Just be sure to respond to the comments and include a call-to-action to entice viewers to learn more.

10. Email Marketing

They say “The money is in the list” for a reason. It’s because your email list is one of the only things you truly “own”, as other channels like social media set their own rules, standards, and terms.

If you have an existing list, you can market to subscribers with a well-researched email campaign (we recommend hiring a copywriter for help). If you don’t have a list or want to grow your list, you can use these 19 methods to get started.

You can nurture leads with content that’s tailored to their unique interests and stage in the sales cycle. And with website visitor identification, you can segment your list for even better targeting.

Generate More B2B Leads in 2021

Want to generate even more hot leads in 2021? Invest in the 10 best B2B marketing channels about to get ahead of your curve and double your leads next year.

With channels like website visitor identification, video marketing, organic search, and more, you can step into your own “digital transformation”and get smart about your lead generation strategy. 

While you're here!

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