Shake hands / business

B2B lead generation trends to watch in 2020

To stay on top of your game and help drive prospects to your business to convert, it’s important that you keep up to date with the latest B2B lead generation trends. With 2020 underway, it’s time to look at the trends to watch out for and to help you increase leads and improve customer retention. So, what are the trends to look for in 2020? Let’s take a closer look, below.

There are many B2B companies that still don’t have quality content on their website. With content being key for optimisation, rankings and helping to increase the organic visibility of a site, it also can turn the visitors that visit the site into leads. Content is often overlooked but is a vital part of B2B lead generation. Experts have predicted that 2020 will see content being utilised more. Once this has been completed, link building will be used by marketing teams to help increase the traffic.


Experts are predicting that one of the biggest trends for 2020 will be the use of videos, so your content marketing strategy will need to include them to ensure that you don’t get left behind. Buyers want to be able to access information easily and quickly, which can be effortlessly achieved with videos. By asking the sales team the top questions that are regularly asked, then you can create a video by members of your team answering them. These videos can be posted on the product, service pages, blog posts, included in email marketing and even be transformed into social media posts. Although videos aren’t a new trend, the way people are obtaining results from videos is changing.

Social media

Getting traffic to your site is imperative, which means that you need to be active on all your channels, including blogs, web pages and social media platforms. Have a variety of different social media accounts, such as Facebook, Instagram and LinkedIn and create social posts that are specific to your target audience, including videos.

LinkedIn is a successful channel for generating news leads and 2020 is set to see more and more businesses utilising this platform. Many businesses use the channel as it’s efficient and highly targeted.


Two of the top B2B lead generation sources are SEO and email marketing, which have continued to stay at the top and will maintain this in 2020. Email marketing has evolved to be a lot more targeted, relevant and personalised, so it’s likely that this will continue to develop over the next year. Renowned as the most important source of traffic for B2B companies, SEO has also grown significantly and will remain important as a long-term lead generation strategy.

Content that is SEO-focused makes it more valuable and helps the site to rank in different search engines, as it’s an effective way to obtain B2B leads. This will be a trend to watch out for in 2020.

As you can see, there are a number of different B2B lead generation trends to look out for this year in order to stay ahead of competitors in 2020. Keep up to date, so you don’t get left behind!

Photograph by RawPixel