Digital lead generation advertising spending in the United States is estimated to amount to $3.2 billion by the end of 2023

Lead generation is a core marketing tactic where businesses use various methods and platforms (also known as lead magnets) to capture and convert potential customers.

With the rise of AI and advanced lead generation software, this process should be much easier than it was a decade ago—and it is!

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Lead generation statistics now show that 53% of marketers spend close to half their marketing budget on lead generation.

Here are the current trends shaping the future of lead generation efforts that all marketers should be focusing on.

  • The Future of Lead Generation 🧲
  • Email Outreach 📨
  • Social Media Engagement 📲
  • AI Lead Generation Tools 🤖
  • Online Events 👩‍💻
  • Chatbots 👁️‍🗨️
  • Value-based Information 💡
  • Influencer Live Streams 💁‍♀️
  • Account-based Marketing 🗣️
  • Lead Qualification ✅
  • Collaborative Marketing 🤝
  • Wrap up: How To Generate The Most Leads in 2022 🎁
  • The Future of Lead Generation 🧲

    The future of lead generation relies heavily on automation and advanced tracking.

    In the past, the main difficulty cited by marketers when it came to lead generation was the lack of data.

    25% of marketers surveyed admitted they can't calculate lead conversion rates properly due to a lack of analytics.

    Now, there's an expansive list of tools that can help with tracking leads, conversions, and the effectiveness of strategies.

    So, let's dive into the top 15 lead generation trends you need to be paying attention to. 👇

    1. Email Outreach 📨

    Did you know that cold emails generate a 2x higher ROI than cold calling?

    The prospect of cold emails has many marketers backing away for fear of ending up on the blacklist. It's also seen as time-consuming with little to no rewards.

    Yet, many B2B companies invest a lot into cold emails and have found it to be a major lead generation strategy.

    The key is to do it right.

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    Experts state that there is one main principle you need to follow when sending a cold email. 👇

    Personalize your email body and subject line with unique pieces of information.

    Use the prospect's name and the reason you decided to reach out.

    For example, if someone reacted or commented on your LinkedIn post, you could send them an email telling them you agree with their viewpoint and that's why you created a specific tool or software.

    It's important to not come across as if you're just promoting your product or service. You want to create a conversation with this person and just mention that you have something which could help.

    Email content examples shared by Amplemarket with Nethunt

    In addition to using the right personalization approaches, you also need to make sure your messages are relevant and sent at the optimum time. This will help you stay out of the spam folder.

    Once your leads are interested in receiving further communication from you, you can use email to implement your lead nurturing methods.

    Email is the most effective online platform for lead nurturing.

    2. Social Media Engagement 📲

    We're sure you all know that social media is a great channel for capturing leads and engaging with your target audience.

    But there's one specific social media lead generation trend that marketers are focusing on in 2022—video-based content!

    The widespread growth and popularity of TikTok have shown us just how much people love engaging with short-form video content.

    66% of marketers capture leads from social media with less than six hours per week of social media marketing.

    There are five main types of videos you can use to generate leads, namely:

    1. Brand Story Videos - Tell people more about your business and values so that they connect with you and build trust with your brand.
    2. Advertisements - Creative video ads can help viewers learn more about your offerings and get them to convert.
    3. Educational Videos - Developing short how-to or tutorial videos related to your niche and product will help people engage, opt-in to emails, and promote your brand's authority.
    4. Customer Testimonials - Getting customers to speak about or promote your products/brand is one of the best ways to build trust.
    5. Influencer Videos & Duets - Partnering with influencers in your niche opens the door to more views, a larger customer base, and more conversion. You can also duet popular influencers in your niche to get your brand noticed.

    Whichever video type you choose to focus on, don't forget your call-to-action in the description or at the end of the video, so you can successfully begin the lead nurturing process.

    3. AI Lead Generation Tools 🤖

    The digital landscape that we find ourselves in, means that traditional lead generation efforts like cold calling have been substituted for omnichannel marketing strategies.

    AI tools make these processes easier and faster so that your business can focus on other business processes.

    AI tools help with:

    • Lead Sourcing
    • Lead Capture
    • Lead Qualification

    Here's an example of how AI tools can elevate lead generation plans for B2B companies.

    A prospect visits your website
    Your AI bot reaches out and collects information about their visit 
    Qualified leads are given an opportunity to book a call with your team   

    Outsourcing B2B lead generation efforts achieve 43% more results than in-house lead generation.

    AI is also your best friend when it comes to marketing automation. You can more easily track lead behavior and use predictive analytics to identify which leads you need to spend more resources on.

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    Marketing automation helps companies experience a 451% increase in qualified leads.

    Forking out for AI lead generation tools is a growing trend among marketers. You'll definitely want to keep your eye out on the various stack of martech tools available nowadays—your sales team will thank you!

    4. Online Events 👩‍💻

    The covid-19 pandemic delivered a huge rise in online and virtual event participation. Fast forward to 2022 and not leveraging virtual events as part of your sales process is missing out on a huge opportunity to generate more revenue and grow your business.

    Webinars have an adoption rate of 44% and are one of the most common lead generation methods.

    Online events are perfect for attracting the most high-quality leads and getting them to convert.

    There are two main types of virtual events or webinars you can deliver:

    • Live
    • Prerecorded

    The advantage of prerecorded events is the convenience of allowing global audiences to watch whenever is most convenient.

    However, when surveyed, 68% of B2B marketers prefer interacting with audiences through live events.

    It helps with fostering deeper connections and gives the presenter an opportunity to answer prospects' questions in real-time.

    Online events are definitely a lead generation trend worth jumping on. In fact, 40% of events in 2022 are predicted to be online events.

    5. Chatbots 👁️‍🗨️

    Using chatbots to generate leads is part of a larger and growing strategy called conversational marketing.

    The need arose as more and more consumers demanded instant responses to their queries 24/7.

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    It's been recorded that 50% of consumers will purchase from the company that's quickest to respond to them and 44% of leads try to contact a business after working hours.

    Usually placed on business web pages, chatbots interact with visitors by offering intuitive solutions and answering frequently asked questions.

    Advanced chatbots can also qualify leads and book an appointment for them to be contacted by your sales team.

    When surveyed 68% of consumers claimed they liked chatbots because of how quickly they provide answers.

    The trend is clear—chatbots help businesses generate more top-of-the-sales-funnel leads and consumers like using chatbots.

    6. Value-based Information 💡

    The best way to attract leads is by offering them something valuable. Chances are you're sitting on a wealth of knowledge that your target audience would love to get their hands on.

    So, give it to them!

    White papers are the most effective content type (83%) for lead nurturing.

    To ensure your lead magnet will be well received by your prospects, here are some criteria you need to meet:

    • Create something that's relevant to your business
    • Make sure it solves a problem
    • Design something appealing and easy to use
    • Deliver it instantly

    A recent study by GetResponse also found that when it comes to lead magnets, short-form content wins.

    Short-form content (video or written) has a 73% conversion rate while long-form only has a 27% lead conversion rate.

    So, as a rule of thumb for 2022, keep your lead magnets around 500 words or 10 minutes (for video).

    But most importantly, offer value to your prospects!

    👉 A good offering can increase opt-in rates by 85%.

    7. Influencer Live Streams 💁‍♀️

    Marketers plan to increase their investments in TikTok (62%) and Instagram (54%) in 2022.

    Influencer marketing is a growing trend where brands partner with influencers and get them to promote products.

    Currently, the influencer market is valued at $16.4B and is estimated to grow even further in the coming years.

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    Customers trust influencers and they love engaging through live streams so combining these two concepts as a lead generation tactic was genius.

    But, how lucrative is it really?

    Well, when surveyed 82% of consumers admitted they purchased or considered purchasing something after seeing an influencer talk about it.

    Influencer marketing revenue has been on the rise since 2016, with rapid growth recorded during the 2020 coronavirus outbreak.

    Influencer partnerships are a great way to generate more leads and something more marketers will be adopting in the coming years.

    8. Account-based Marketing 🗣️

    Account-based marketing or ABM is a growing trend used by B2B marketers.

    In a 2019 survey, 94% of marketers claimed they were engaged in account-based marketing.

    It involves creating a personalized buying experience for predetermined high-value accounts in hopes to generate more quality leads and banking more profits.

    This focus on high-value prospects means that companies are no longer trying to get the most leads but rather the most profitable ones.

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    But, is this a trend worth watching or will it fade away like some of the other new ideas that popped up over the years?

    Well, 46% of B2B marketers who are already using this strategy said they are confident in their definition of their ideal customer profile.

    Brands believe this tactic will bridge the gap between their marketing and sales goals.

    Its adoption is growing among B2B companies and we don't see that changing (unless someone decides they don't actually want to make a larger profit).

    9. Lead Qualification ✅

    While lead qualification is not necessarily a new trend, it's definitely something you should be doing as part of your lead generation strategy.

    67% of lost sales are caused by sales reps not adequately qualifying potential buyers before taking them through the full buying journey.

    Here are some tips on how to eliminate users from your lead list:

    • They live in a region outside your business's jurisdiction
    • They're visiting your site for research purposes only
    • They're a no-match when it comes to your target customer profile
    • They're not the authority on purchasing for their company

    There is much more you can add to that list based on your business and its needs.

    Just remember,

    effective lead qualification is the backbone of any good lead generation plan.

    10. Collaborative Marketing 🤝

    Collaborative or community marketing strategies play a big role in generating a steady flow of leads.

    It's a new growth model that uses a customer-centric marketing approach by engaging with consumers in a non-intrusive way.

    84% of customers stated that being treated as a person and not a number is important to them when choosing a brand.

    As we begin the shift into Gen Zs entering the consumer base, the value of different forms of community marketing can be seen.

    Younger generations value authenticity and want to connect with businesses on a deeper and more human level.

    This dedicated marketing approach will require more commitment from brands as well as patience to build long-term trust and awareness.

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    Pediasure is a great example of using community marketing for generating leads. The organization formed a campaign around bone health and created challenges for members to participate in.

    Their authenticity around bringing awareness to a disease helped them form bonds with their audience, while the interactions and challenges helped with that back and forth with their prospects—essentially, generating more leads for their business.

    Wrap up: How To Generate The Most Leads in 2022 🎁

    New lead generation marketing trends will forever be cropping up because it's such a crucial part of the sales pipeline.

    However, it's difficult to know which trends are worth spending your effort and money on.

    What we've gathered so far is that 👇

    • Email personalization will forever be relevant and has a high return on leads if done correctly.
    • Video-based content on social media is the best for engagement and capturing attention.
    • AI and automation marketing tools are being used increasingly by marketers with effective results.
    Online events are the way of the future with 40% of events in 2022 predicted to be held virtually.
    • Chatbots can help you qualify leads and instantly connect with prospects. This is an excellent implementation considering 50% of consumers will purchase from whoever responds to them first.
    • Valuable short-form content is the best at attracting leads.
    • Influencer marketing for lead generation is a multibillion-dollar sector.
    • Account-based marketing is the new go-to growth strategy for B2Bs when it comes to lead generation.
    • Not qualifying your leads is not an option!
    • Community and collaborative marketing is a long game with high success rates if done right.

    Well, there you have it!

    If you'd like to learn more about the future of lead generation, check out this compilation of top lead generation stats.