Changes to B2B Lead Generation In 2024

Changes to B2B Lead Generation In 2024

Now that we are 2 months into 2024, we have gained some insight into the needs and expectations of our clients so far this year. From changes to budget, goals, campaign types and distribution channels – here are our predictions for the rest of the year going forward.  


Understanding why: priorities and challenges

It is just as important, if not more, to know why consumer behaviours and expectations have changed, before you ask how. Understanding your business’ priorities enables you to identify potential pain points, and develop a strategy to overcome any challenges. 


Optimise For Conversions:

So far this year, we have seen an increase in the need for optimising audience targeting to reach people that are more likely to convert. It is clear that generating awareness through traffic campaigns is no longer a simple solution to generating leads, and creating personalised and specifically targeted campaigns is increasingly becoming a top priority, even for smaller brands.  With regular updates to Google ads and social media algorithms, one of the key challenges towards this goal is often overcoming the limited bandwidth and size of your marketing team.  If this is the case, working with an external team, such as Monitor, can be a time and cost effective method of extending your capabilities in both the short and long term.  


Changes To Consumer Attitudes:

There are also several external challenges that B2B businesses are facing at the minute.  From a growing distrust of marketing, to platform changes and oversaturated markets, there are many new obstacles in expanding the reach of your brand.  In a market with so much choice, uncertainty and scepticism underscores the importance of authenticity, transparency, and ethical practices in your marketing efforts. Building trust is a gradual process that hinges on consistent communication, integrity, and delivering genuine value to your target audience, no matter how you plan to reach them. can we expect to do this?

Now that you understand some of the reasons why consumer behaviour is changing, you can begin to plan your marketing strategy around adapting towards new challenges, and reaching your audience in a more authentic way, optimised for conversions.


Content Marketing: Embracing Authenticity and Value

Content marketing remains a cornerstone of digital strategies, and the demand for authentic, value-driven content is stronger than ever. As we progress through 2024, we anticipate a continued emphasis on content that resonates with target audiences. Here are some of our predictions for content marketing strategies:


Personalisation Takes Center Stage

With consumers expecting tailored experiences, personalised content will be crucial for engaging audiences. Brands will invest in data-driven strategies to deliver hyper-relevant content at every touchpoint.


User-Generated Content Flourishes:

Authenticity reigns supreme, and user-generated content (UGC) will continue to gain traction. Leverage UGC to foster community, build trust, and amplify reach organically by featuring customer reviews and testimonials, engaging with your customers on social media, and encouraging reviews on your products and services. 


Videos: Harnessing the Power of Visual Storytelling

In a digital world inundated with content, another method of reaching your target audience through the use of video.  Videos stand out as potent tools for storytelling and information dissemination, and with the popularity of short-form video platforms and the rise of live streaming, successful brands are prioritising video as a key component of their content marketing strategies.  Video content offers a versatile and engaging medium to connect with audiences across channels, and you can capitalise on this by posting behind-the-scenes glimpses, product demonstrations and customer testimonials. 

We have already been busy working on animations and video content for several of our clients, and expect this to continue going forward.  As an efficient messaging tool we can help you convey complex messages condensed down into a visually pleasing animation or video, with an informative and professional voiceover if needed. 



This has been a short, whistle stop tour, in the world of B2B marketing; with the goal of helping you understand the importance of authenticity, and reaching your audience in a way that will resonate with them specifically.  Don’t forget, if you need any support, our team of dedicated account managers, designers, developers and more, are always here to help.  You can reach out to us via email at, or by giving us a call on 0161 743 0980.

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