10 Lead Generation Techniques for B2B Companies in 2021

After the disruption to sales cycles in 2020, lead generation will be more important in 2021. Industrial B2B firms must be proactive in establishing relationships if they want to capture the benefits of rising customer budgets.

Over the last several years, traditional events that once defined the B2B lead generation calendar have become less influential. With two convention sessions going virtual, B2B firms must commit to the alternatives – especially digital marketing.

Let’s look at the top B2B lead generation techniques in 2021:


Blogging is the most fundamental tool in the content marketing toolbox. By publishing helpful, informative blogs on a regular basis, you extend your reach and improve your visibility in searches relevant to your business.

Social Media Marketing

Social media marketing can amplify your content marketing initiatives. It also gives you a unique opportunity to position your brand as responsive, participating in conversations, and providing customer care.


PPC advertising within the Google ecosystem is particularly effective for industrial brands because ads can be associated with search terms that already generate engaged visitors for your website.

Email Marketing

Targeted email drip campaigns give B2B brands the opportunity to build and nurture customer relationships at scale for some of the best ROIs in all of marketing.


Remarketing allows you to target advertising to people who have interacted with your digital properties before. In B2B, it can create a trail of breadcrumbs leading your buyers through the buyer journey.


Webinars can be recorded in advance while still providing the sense of freshness and relevance that gets people to sign up for a product or schedule a sales call.

Video Marketing

Video marketing is more memorable and compelling than plain text. Videos can be used in virtually all kinds of digital marketing campaigns and hosted for free on YouTube.

Long-Form Content

Long-form content like e-books and whitepapers can build much more buzz than the average blog. They also establish your reputation for thought leadership.

Landing Pages

Every product, service, and special offer should have its own landing page custom-tailored to the needs of your target audience. This gives you places to focus your PPC campaign and conversion optimization.


Podcasts have had a resurgence as a convenient way to learn about a variety of subjects. Businesses can spread the word about their offerings through interviews in this format.

AIMG’s marketing guidance improves lead generation outcomes for industrial firms. Contact us today.