If your business transactions are always taking place with another company, also known as the business-to-business (B2B) model, you know getting leads is far more difficult than in the consumer world. Even more frustrating is the fact that trends in garnering these leads can change over time. Fortunately, we’ve got the B2B lead generation strategies for 2018 that can make or break your business.

1. Live Video Content

Nearly 75 percent of B2B companies say they get a good return on investment (ROI) through video marketing. With more and more people engaging with live video these days, it’s the next logical evolution for B2B. Companies that do business exclusively with other companies are catching on to the fact that interviews, webinars and Q&A sessions are resulting in more leads.

2. Blogs, Blogs and More Blogs

In the business-to-consumer (B2C) world, it’s long been accepted that blogging is an integral aspect of incoming marketing. This hasn’t always been the prevailing belief in the B2B world. After all, other entrepreneurs know how difficult it can be, so why would they demand blog content? As it turns out, B2B companies that blog at least 11 times per month saw three times more website traffic than firms who didn’t prioritize blogging.

3. Email Continues to Rule

Any B2B entrepreneur who’s reached a measure of success knows that email has long been the go-to lead generation tactic. In 2018, this remains true. It’s worth noting, though, that it’s possible to improve upon traditional emails. By simply adding a video to your messages, for instance, you can increase click-through rates up to 300 percent.

4. Industry Influencers in B2B

When it comes to consumer goods, industry influencers have become a mainstay. Fortunately for many companies, they’ve now made their way into the B2B world. In fact, the opinions of industry experts are one of the top five most effective pieces of lead generation content for B2B companies. The trend is undeniable.

5. HTTPS Conversion

HTTP is a transfer protocol for how information is exchanged online. HTTPS is a more secure version. What does this have to do with lead generation trends? Absolutely nothing, but you still need to pay attention. As of October 2017, Google Chrome now adds a “Not Secure” label to any website that’s not been converted to HTTPS. In the end, this could negate all of your other lead generation strategies in 2018 by scaring off clients who think your page is vulnerable.
Embarking on B2B entrepreneurial ventures takes heart and courage, so it’s disappointing to see budding magnates fail simply because they couldn’t find customers. The B2B lead generation strategies of 2018 may fade out quickly, but for at least one year, they’ll define industries.