- Published: Dec 6, 2023
- 6 min. read
Abbey StephanLead Editor
- Abbey is a digital marketer, copywriter, and lead editor. She has worked on over 200 client campaigns and WebFX, and she specializes in marketing strategy analysis and industry-specific digital marketing plans. Outside of writing and editing, you’ll likely find her taking pictures of her cat, making a new playlist, or tending to her houseplants.
Lead generation is critical for finding and marketing to qualified, interested users. However, lead generation changes as technology and strategies evolve. That’s where knowing lead generation trends can come in handy.
This page will break down eight different trends in lead generation for 2024. These apply to business-to-business (B2B) and business-to-consumer (B2C) companies.
Lead Generation Trends
Read on to learn about the future of lead generation!
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1. AI personalization
First on our list is AI personalization for lead generation.
AI is expanding beyond personal use — companies are creating tech that helps businesses find, nurture, and convert their leads. As this technology improves, it becomes more accessible, and more and more companies are trying it.
But how can you use AI personalization to generate leads? Here are a few ways:
- Predictive analytics: Companies can use AI to analyze data and predict what leads will likely convert.
- Upselling suggestion: Ecommerce companies can add sections that suggest other related products when users check out.
- Lead scoring: AI software can accurately score leads to help companies target users most likely to convert.
Along with these methods, AI can optimize your workflow and help you offer better services to new and existing customers. Regardless of how it’s incorporated, AI is on the rise for 2024 and beyond.
2. Straightforward messaging
Another trend in lead generation is straightforward messaging for B2B and B2C leads.
Customers have more purchasing power than ever — and more options. They’re being hit with so much messaging and promising that it’s hard to discern what company is the best. They don’t want to waste time picking through your content to find your selling points.
Be upfront with why they should choose your business and what they can expect. The more honest you are, the more likely you are to convert them.
Your messaging should avoid:
- Confusing or vague language (i.e., “a streamlined solution that promises valuable results”)
- Unnecessary jargon
- Empty claims
Most of all, you should focus on talking about the user rather than yourself. Leads will be more interested in content that speaks about and to them, rather than reading about your company.
39% of consumers are willing to switch to more transparent brands.
3. Generative AI content
AI is also helping companies take control of their content.
Generative AI tools can help businesses create everything from email marketing campaigns to blog posts. In terms of lead generation, this means creating content that can help attract and nurture leads down the pipeline.
For example, if you need help writing an article, you can use tools like ChatGPT to help you come up with an outline:
As these tools become more advanced, companies can integrate them into their strategies to help maximize lead generation while lightening the workload.
4. Intent-based lead generation
Google’s Helpful Content Update changed the type of information that ranks well in the search engine results pages (SERPs). By focusing more on the searcher and their intent, you can give yourself a better chance at ranking and providing more quality content to users at all stages.
Before, you could rely on any page to rank well and get you into the SERPs. Now, matching search intent is more important than ever. If you’re using search engine optimization (SEO) tactics to generate leads, this content update matters even more.
Your lead generation content should be:
- Clear and easy to read
- Helpful to users
- Accessible on all devices
37% of marketers say that generating high-quality leads was one of their biggest challenges.
We want to decrease that percentage.
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5. Omnichannel lead generation
One emerging B2B lead generation trend is omnichannel lead generation.
People are constantly consuming media, whether it’s through search engines, social media, email, or even streaming services. That goes for B2B companies, too — the end user that you end up reaching is still a person consuming content online.
If you want to find the most qualified leads, an omnichannel strategy is a must. You must consider what platforms your end user (even if that’s a business representative) uses, and then create content on those channels.
6. SGE targeting
Google’s SGE is an AI-generated feature that bolsters search results. Users can learn more about a topic without having to click on individual results.
For example, if you Google the best construction equipment, SGE will create a page like this:
For lead generation, that means you have to optimize your content to both reach that feature and get people to click on your page. Plus, this feature encourages companies to create all types of content to rank for all kinds of queries.
7. Increased privacy and security
Another recurring B2B lead generation trend is the request for security and privacy. As users are becoming more aware of their data (and how companies are using it), it’s essential to provide them with a safe, honest experience.
Some ways to do that while generating leads include:
- Allowing users to select the cookies they use on your site
- Never sharing or making user contact information public
- Encrypting emails and only sending high-quality ones
- Making sure your website is secure, especially if you offer transactions
8. Conversational content
The last trend to note for lead generation is the importance of conversational content. We touched on this with Google’s SGE, but making your content conversational and more intent-focused is crucial for finding and keeping new users.
You want to be upfront in your messaging, but be thoughtful, too. Instead of focusing on immediate conversion, your goal should be long-term satisfaction with your company, whether a lead is doing research, a repeat customer, or a newly encountered user.
You can use conversational content in your blog posts, landing pages, and even your emails. The point is to rank well in Google’s changing algorithm and keep users interested in your company.
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Channel the future of lead generation with WebFX
Understanding lead generation trends is one thing — implementing them is another. If you want help making sure your lead generation tactics are up to speed, turn to WebFX.
As a digital marketing agency with 25, we offer omnichannel lead generation tactics that incorporate the latest technology. Plus, we specialize in lead tracking and nurturing, which has helped drive $6,021,182,299+ in revenue for our clients.
Abbey is a digital marketer, copywriter, and lead editor. She has worked on over 200 client campaigns and WebFX, and she specializes in marketing strategy analysis and industry-specific digital marketing plans. Outside of writing and editing, you’ll likely find her taking pictures of her cat, making a new playlist, or tending to her houseplants.
WebFX is a full-service marketing agency with 1000+ client reviews and a 4.9-star rating on Clutch! Find out how our expert team and revenue-accelerating tech can drive results for you! Learn more