Personal references and lucky connections can only do so much for your business. In fact, not a single major brand can rely on such haphazard efforts to grow their presence consistently. Luck also won’t bring more people to a website, let alone land more deals in the B2B universe. The approach to lead generation needs to be systematic and calculated for any company to see their goals accomplished. However, times change, and so do the ways in which businesses interact and begin collaborating. In the light of the new year, your business might need to revamp its lead generation strategy to ensure it matters in 2020.

Most companies will rely on certain timeless tactics. However, make sure that your strategy leaves room for innovation and looks for ways to combine existing practices with new approaches. That way, you won’t have just another cookie-cutter solution. Instead, you’ll have a brand-specific take on how to approach, impress, and land new leads in the upcoming months.


Blogging to the Rescue

There’s no way you can expect your ranking in the SERPs to skyrocket without continuous efforts to improve your SEO. That said, no comprehensive SEO strategy forgets blogging. Longform articles are the key source for search engines as well as your readers to assess your impact in the industry. Blogging on a regular basis is essential to increase your lead generation numbers.

Without directly “selling” your services, you can actually use blog posts to regularly emphasize your relevance and role in resolving major problems for your potential clients. The comment section is a great place to do this. Use it to answer customers’ questions and get in touch with people who can benefit from your offers. 


Consider Adding eBooks to Your Collection

Content marketing is by far the most effective and most beloved approach for any marketer out there when it comes to reputation-building, establishing authority, and generating leads. You already know how powerful simple blogs can be when you want to position yourself as the leader in your industry and a trusted provider for any potential business, but expanding your content efforts to include formats such as eBooks can give you another advantage over your competition. 

Some B2B companies don’t have in-house resources to handle such creative workloads. Turning to experts can help B2B brands position themselves in the market with greater authority and with the help of appealing eBooks. But the design and content are just one part of the puzzle. You also need to make sure you let your clients and website visitors know that they can receive an informative resource free of charge in exchange for their subscription. With that offer, use your eBook as the prize.


Generate Feedback and Testimonials

All industries have in common: the need for trust.  Trust is built based on previous customer experiences. This is applicable in the B2B world, as well, especially today when brands have access to public reviews, testimonials, and general feedback published on a wide array of platforms. From Google to Yelp, any business builds its reputation one stellar review at a time. 

If you’d like to give your reviews a little boost, make them a bit more “tangible.” Create video reviews with your most satisfied clients and post them on your website. Share this content on social media platforms, and you’ll gain even more exposure. An easily digestible piece of content like a video invites more interested parties to get in touch with your business. 


AI is at the Heart of the Matter

People will always remain the key factor in connecting your business with other organizations. But many brands still don’t utilize the multifaceted benefits of automation in the service of generating leads. Yes, your networking representatives will always do a better job at spotting potential clients in the industry. But your AI-driven chatbot will be the best candidate to manage your digital leads when they’re on your website and your social media channels.

Instant messaging has become one of the preferred ways in which people communicate with businesses, and the B2B sphere is no different in that respect. Making sure that you’re available every time a potential client comes to your chat service should be a priority. There’s no way to attract or qualify a lead without providing superb customer service. Another perk of utilizing automated AI tools is that they collect customer data and generate reports you can use to improve your lead generation strategies down the line. 


Lead Generation 2020

Now that 2020 has arrived, you’ll hear various new methods for generating leads for your business. In some industries, sticking to the “old but gold” tactics will always work best. However, relying on creative innovation can make the difference between success and failure. Make sure to find your edge, refine your strategies, and greet 2020 with a fully prepared lead generation strategy to grow your business better than ever.


Elaine Bennett is a digital marketing specialist focused on helping startups and small businesses grow. Besides that, she's a regular contributor for Bizzmark Blog and writes hands-on articles about business and marketing, as it allows her to reach even more people and help them on their business journey.